Keyword Research & Analysis
The right keywords are the ones that will lead the right visitors to your site – visitors interested in your product or service and with a high buying intent. The aim of every good digital marketing campaign is not just to find any visitors but those most likely to buy.
It is all too easy to find an internet marketing campaign that increases visits but those visits are primarily people simply seeking information and not intent on buying. So there needs to be a careful balance between creating useful, engaging content that builds trust between your business and potential customers and the content that leads to the completion of your business goal – whether that is the purchase of a product or service, email sign-up, registering for a newsletter or any other relevant action.
Without the relevant keywords and search terms any subsequent SEO efforts will be diluted or even wasted.
Finding the right keywords
Various software tools can be used to research different keyword/search term combinations and view the estimated traffic volumes for each one. The choice of keywords should balance terms with high search volumes (often as a long-term target), medium and low search volumes, which are often easier to rank highly for.
These low volume search terms are often referred to a “long-tail” keywords as they tend to be very much more specific, and longer, phrase-type searches such as “find a good SEO company in Bucks”.
So a primary set of keywords is established for which a website can achieve a high ranking. These are not always the most competitive keywords, but those most likely to increase visitor numbers to the website and which will be most likely to convert into a sale or lead.
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Steps to establishing groups of keywords
Step 1: Brainstorm
Talk with friends, family and colleagues to find a list of search terms that potential customers might use. Include some 2-3 word phrases and also longer terms such as “How to find the right keywords”
Step 2: Search active forums
If you can find forums relevant to your business you can check what the hot topics, problems and common questions are within your industry. You can then provide answers to those issues within a blog post and extend your online presence so that potential customers get to know about your business.
Step 3: Search social media
Search on social media using hashtags to find discussions relevant to your business. Check out what the well-known social media influencers in your market are talking about. What are their problems and pain points? Can you solve them with your products or services. Consider emotive search terms where relevant.
Step 4: Google’s Keyword Planner Tool
Add all your keywords, from the brainstorming, forum and social media searches (and anything else you can think of) to Google’s Keyword Planner tool. Let it do it’s work and come up with even more ideas for your keyword research and analysis. Check search volumes for all the terms on your list – for most businesses any keywords with a search volume less than 100 can be eliminated from the list.
Once you have the initial draft of your keyword list you will need to assign each group of 2-3 keywords to a target page on your website. You can’t effectively target more than 2-3 keywords per page with search engine optimisation so you may need to create new pages or alter existing pages to be more specific if they are currently too general.