How Better Keyword Research Gets You Better Results
Doing better keyword research based on what your customers are looking for is KEY to crafting the right content and building rankings in search.
What are SEO Keywords?
SEO keywords are the main words and phrases in your web content that make it easy for search engines to determine what your content is about.
Why is this important?
Well, because it also tells a search engine how to rank your content for those key phrases.
A website that is well optimized for search engines gets the maximum number of visitors. Put simply, keywords are key to how visitors engage your content and how search engines rank it.
It is important to note that better keyword research provides better content navigation for users regardless of whether the content is about services, products or any other information designed to engage your audience.
It’s a known fact that;
That being said, doing better keyword research is a bit of an art form, but it will get you better results.
Keyword research is one of the very first and most important steps in any search engine optimization campaign. Because keywords are foundational for the rest of your SEO efforts, it is worth the time and investment to make sure your SEO keywords are relevant to your audience and organized for action.
Uncovering the perfect SEO keywords is a fragile process that’s going to incorporate a lot of trial as well as a bit of error. In this article, I’m going to walk you through doing better keyword research based on what your consumers are looking for. We’ll look at how to uncover specific keywords as well as how to use them in your content in order to rank in search.
Let’s Get Started…
How do you make yourself stand out among your competitors?
Follow these steps to researching the right keywords, then provide great content answering the questions that prospective consumers are asking.
1. Look for the best Keywords for SEO
Most online marketers make similar mistakes when it comes to SEO keyword research.
Doing keyword research just once and not bothering to expand or update your SEO keyword list means your targeting is off. This could mean that you’re targeting keywords that are very popular and consequently far too competitive.
SEO keywords research need to be an ongoing and ever-evolving part of your job as a marketer.
Old keywords need reevaluation from time to time and high volume competitive keywords may need to be replaced or augmented with some more specific phrases designed more specifically target the right visitors.
Remember, keywords play a key role in SEO.
There is no chance for you to stand out if you find yourself using the same keywords with essentially the same content as your competitors.
Try new keyword search tools and keep track of the results.
Don’t forget to perform experiments based on your own research.
Then double check to see who else is making use of your keywords.
2. Use Great SEO Keyword Tools
There are many SEO keyword tools available that would help you find the most relevant keywords driving ongoing web traffic and conversions on your website.
Keyword research is not rocket science, but at the same time, you can’t choose your keywords at random.
Many companies spend thousands of dollars each year for keyword research. A few of these companies even have dedicated teams for conducting keyword research. This clearly isn’t an options for startups or even for many established small businesses. Fortunately there are plenty of keyword research tools, many even free, that will help you uncover some truly golden opportunities.
Take a look at these:
3. Targeted SEO Keywords:
It is important that you filter your keywords by country, industry or even by City so that you may focus on the best keywords for your account.
Most keywords – fall under one of two different categories: short-tail or long-tail.
Short-tail keywords typically consist of either one or two words, whereas long-tail keywords are longer, often consisting of 3 or more words.
While short-tail keywords yield more traffic, they have a few major disadvantages.
For starters, short-tail keywords are highly competitive, meaning you’ll have a difficult time ranking your e-commerce site for them. Furthermore, short-tail keywords are less relevant than their long-tail counterpart, resulting in fewer sales/conversions.
And according to the folks at SEOMoz, long-tail keywords make up over 70% of all online searches.
Targeted SEO keywords will typically be the long-tail search terms that reach out to customers farther along in the buying cycle.
The Keyword Data you Act on should give you structured and actionable information, ie: the data which is ready to use in search marketing campaigns.
4. Let your SEO Keywords work for you
Now that you have chosen the best keywords, you need to make them work for you in order to get SEO results.
So the question is:
How do you make your keywords work for you?
You’re going to need to group and incorporate your keywords throughout the high-attention areas on your web portal, everywhere from the titles and body text of pages to URLs to your meta-tags to your image file names.
SEO optimized keyword targeting should eliminate conflicts associated with usability, user experience, or the natural flow of how you write.
To help illustrate this idea in technical terms let’s look at some examples in use…
How to Use Keywords:
- Using keywords in the page title
- Using the keyword in the Meta tags mainly the Meta description
- Using keywords in the URL
In the screenshot below you can get a glimpse at how the author utilizes variations on this keyword group throughout the content. Pay attention to all the different variations of the keyword phrase as well as how the targeted keywords are used in Titles, descriptions and body copy. Click here to view the full article.
- Use of keywords and variations throughout the page copy
- Using a keyword in any image file paths and in the images alt text
- Using a keyword in any image file paths and in the images alt text
If you checked out the actual landing page you can see great use of interior linking as well as outbound links to high authority landing pages.
Remember that keyword relevance is more than just keyword density when it comes to SEO.
Manual keyword grouping can be really time-consuming.
5. Keywords: The Bridge between SEO and Consumers
Keywords act as a fundamental bridge between SEO and customers, helping you connect your website’s content to active consumers using relevant search queries.
Designing a thorough list of keywords and grouping them should be your initial step in the SEO initiative.
Using WordStream’s tool set alone, you should be able to more efficiently move through this process.
Like I mentioned previously, it is worth your time and effort to make sure that your keywords are as relevant as possible.
It’s easy to neglect keywords and often much easier to over use them.
As a Golden Rule, keywords should be used strategically to make your content BETTER. When used correctly they will bridge the gap between search engine optimization and how the reader consumes content.
Rand Fishkin of MOZ, put together a great infographic to illustrate this very idea.
This post has outlined the process for doing better keyword research as well as providing you with the tools to get it done.
And now is the time for you to put your keywords into actual use.