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The most important thing to look for when doing keyword research is the monthly traffic volume and competitiveness for a target keyword. Not all keywords are worth optimizing for, so you should be looking for the important keywords that are easy to rank for your site.
As keywords get longer, search volume becomes lower. However, all other metrics such as conversion rates go in favor of long tail keywords. These keywords have the highest search volume but also the largest competition. However, the conversion rate is the lowest because these keywords are not as targeted. Short tail keywords are hard to rank for and it can take a lot of money and time to get to page one on Google for them.
These keywords have moderate search volume and average competition. Conversion rates are modest too because these keywords are more targeted to the searcher.
Middle tail keywords are good to choose when doing keyword research because there are many untapped terms in the market. You can often find three to four-word terms that are easy to rank on the first page of Google for any business.
These keywords have the lowest search volume but also the least competition. However, the conversion rate is the highest because these keywords are very focused on the searcher. Long tail keywords are the best option to choose when doing keyword research for a new website or if you want more targeted sales.
Additionally, picking long tail keywords is a good way to improve your SEO fast to generate more traffic. Those companies would rather spend their time and money on the high search volume short tail, and medium tail keywords to an extent. I also talk about this idea in my post on how can you improve your keyword search results.
So I always recommend that you target long tail keywords to get quick and easy wins for your site. The first step in choosing your keywords is to think about the search intent behind your visitors. Keywords can sometimes indicate what a person plans to do with the information they get from your site. Although both of them may be hungry for pad thai, only one of them is looking to order some either now or later.
Keyword research allows you to take a look at the various keywords and assess the intent behind them. From there, you can decide which pages should be optimized for which keyword. Instead, they should be focused on keywords with intent to learn. It also means assessing how you currently rank for them, the amount of traffic they get, and who is currently ranking for them.
Some keywords are more competitive than others, meaning that more businesses are trying to rank for them. Because of this, more effort needs to be taken to rank for highly competitive keywords. Besides, why spend the time when you already know what you want to rank for? The answer is: what you want to rank for and what your audience actually wants are often two wildly different things.
Focus on your audience and then use the keyword data to hone the insights to increase the chances of scoring success. Jane is a bicycle dealer based in Dallas, Texas. Her brick-and-mortar sales have declined primarily due to the Coronavirus pandemic. So she intends to drive sales using her blogs.
She has heard about SEO and wants help to rank her website and blogs on the first page of the organic search results. To help Jane, you need to first understand a little more about her niche. Savvy digital marketers will tell you the best way to start keyword research is to start with the ideas you already have in mind. These will be things like your products, services, or other topics your website addresses. During the discovery phase, volume can help you determine variations of the most popular keywords amongst the target users.
Although both high and low-competition keywords are advantageous for your website, learning more about search volume can help you prioritize keywords. A strategic advantage in this context is a striking balance between the search volume competition and CPC as for the pay-per-click ads. Keep reading because more about search volume is in the next section.
This is often referred to as the keyword difficulty. And occasionally, it incorporates SERP features. Enterprise-size brands, such as Walmart often take up the top 10 results for high-volume keywords.
The higher the search volume, the greater the competition and effort required to achieve organic ranking success. Conversely, if you go too low, you risk not drawing any searchers to your content. In SEO, we call them long-tail keywords. You can get even more strategic by looking at your competitors and figuring out how searches might differ by season or location.
Knowing about seasonal trends is incredibly advantageous in setting a content strategy. For example, if you know that Black Friday starts to spike in August through November in California, you can prepare content months in advance and give it a big push around those months. You can strategically target a specific location by narrowing down your keyword research to specific towns, counties, or states. Region-specific keyword research can help make your content more relevant to your target audience.
You may find that prioritizing high-volume keywords that your competitors are not currently ranking for is the viable strategy to pursue. On the other hand, you have an opportunity to pursue keywords your competitors are already ranking for. Well, this is not to say the latter is bad. Google search results depend on intent, and every query has a unique one. The search engine giant describes these intents in their Quality Rater Guidelines as:.
The search engine giant puts more emphasis on intent to elevate the user experience UX. You may find clients that prefer their content strategy to align with their locations. Most of them fall in the category of brick-and-mortar businesses, such as coffee shops, restaurants, garages, etc.
The first, and perhaps most important, step in finding local SEO keywords is specifying your location. You need to establish which areas you want to target for local search. If this traffic gets to your site, it will bounce because your content is irrelevant to the search query.
Modifiers add more to your core keyword and help expand your reach, so you can drive more relevant traffic and leads. There are 3 types of keyword modifiers you can use to bulldoze your way up the local SEO rankings. Occasion modifiers focus on a specific event or point in time.
Pay-per-click is an aggressive strategy for driving traffic to a website. On the other hand, SEO is the organic way of attracting traffic to your website. Well, in PPC, you have to add negative keyword lists to weed out irrelevant traffic. Ideally, a simple funnel is made up of:. So it makes sense to tailor content and ad messages based on the funnel touchpoints. This will create an emotional relationship between the brand and the target audience as it trickles down the funnel.
So keyword research boils down to stages of the funnel your target audience is in. Conversely, content about a new line of products and services is best suited for audiences in the purchase and loyalty stages.
You have to be meticulous and ready to test. Yes, testing is one way of getting your keywords right. The search data at Google Search Console is the best place to start if your client has data. Some of the keywords that are driving traffic may not be available in the content.
Below are some of the tools we recommend our clients use to shore up their keyword research. Google Trends is an analytics-measuring tool that allows users to tailor searches for keywords and monitor SEO trends across any set duration of time. Besides, this tool culls data from Google searches and allows users to compare the frequency of search terms with:.
Data from Google Trends can be sorted for real-time emphasis the last seven days or by a specific range from up to 36 hours ago. Google Trends has now morphed into a big data utilization tool that can offer storytelling on a much grander scale, including gauging public reactions to real-time events or other news stories within the short-term future.
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