Part one and part two of these posts were outlining how vital proper keyword research is to your business. As well as buyer intent related to those terms.
This post will explore how to research these keywords.
Simply guessing what search phrases your prospects are using will result in missing out on a lot of search traffic.
There are many tools a marketer can use to do proper research.
Let’s examine the free method first.
Before we start using keyword tools, you first need a good list of search phrases to get things started.
First, begin with jotting down the keywords you think people are using. Then search for each one on Google. When you scroll down to the bottom page of each search result, you will find Google has suggested different variations of the phrase. Copy this list down, and then do the same again for each suggested phrase. This will give you every different version of that specific keyword, as well as many different phrases you would have never thought of.
Go to ubersuggest and load your phrases into the program see all the different variations of ‘longtail keywords’ people are using. These are long phrases that are more targeted to what the searcher is looking for.
Once you have collected a long list of keywords you think are relevant to your business, it’s time to examine their value. Go to the Google Keyword Planner. It’s a free tool. Check out this training video.
Add your list of keywords into the Keyword Planner and then note down all of the keywords that have a high ‘cost-per-click’. This means that experienced marketers are targeting these phrases for their campaigns (thus the reason for pricey ‘clicks’).
Also, note down the keywords that have a high monthly search volume.
Once you have chosen your keywords, group them together according to relevance. Each thematic group will have its own webpage.
From here you will want to do a competitor analysis.
First, you will need to download a (free) toolbar from MOZ. This toolbar measures the ‘Domain Authority’ (DA) of each website Google delivers in any particular search result.
The ‘DA’ of each website is shown under the meta description on the search results. Check to see the DA of your website first, then compare it to your competitors.
Type in your chosen keyword into Google and see what comes up on the first page. If the first page is covered with high DA websites, then you might not want to try and target that specific keyword to start with.
Instead, try a different variation of that search term. If Google shows a page of results with low DA websites, then your own website’s chances of making the first page for that search term is much higher. This is called ‘low hanging fruit’… and is a great way to kick off a new marketing campaign.
There are paid tools you can choose from that will make your analysis faster and easier. The most notable is KEYWORDS by Network Empire.
I would recommend the paid route for a serious marketer (especially if you are time poor). But the free technique will yield great results if you take your time to study it.
Remember, The longer you take to study your keywords the better!
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