When it comes to keyword research and optimising for search engines, there are several steps involved. This article will explore what keyword research entails and how to implement best practices for your business.
Understanding Keyword Research
Keywords are the phrases and terms users input into search engines to find information, products, and brands. Keyword research involves identifying and analysing these terms to drive traffic to your website, leading to conversions and sales. This process enables you to create content using relevant and effective keywords to achieve higher rankings on Google, ideally within the top 10 search results for increased organic clicks.
It is advisable to conduct keyword research before creating content to ensure it caters to your target audience and is optimised for better search engine rankings.
Without proper keyword research, your website may end up buried in the lower pages of search results!
A Beginner’s Manual to Keyword Research
Choosing the right keywords is crucial, and utilising a keyword research tool can assist in identifying the most suitable keywords within your industry for the topics you plan to cover.
We have simplified the process into a step-by-step guide to help you discover the most relevant keywords for your business.
1. Review Competitors’ Keywords
Examining competitors' keywords will provide insights on how to outrank others in your industry. Tools like Semrush's organic research tool can aid in this process.
Start by entering your competitor's domain and target location. Navigate to the positions tab to view a list of keywords they use and their rankings in search results. This data can inspire your content strategy, which should be repeated across various competitors in your field. Analysing competitors' keywords can help you identify terms to incorporate into your content to boost traffic and compete for higher search result rankings.
Tools such as Keyword Gap enable you to compare your keywords with those of your competitors to uncover new keywords to target. By conducting this research, you can identify areas where your content needs improvement to surpass your competitors.
2. Assess Search Volume
When selecting keywords for your content, focus on two essential metrics: search volume and keyword difficulty. Search volume indicates keyword popularity, while keyword difficulty assesses the challenge of ranking for those terms.
Search volume reveals how frequently users search for specific terms on Google each month. The value displayed next to the keyword represents the average monthly searches in the past year. Higher search volumes indicate more potential traffic to your site when you rank well for those keywords.
3. Evaluate Keyword Difficulty
If using Semrush for keyword research, leverage the keyword difficulty feature to gauge the challenge of ranking in the top 10 organic search results for specific keywords.
Keywords with high search volumes typically have elevated difficulty scores, indicating a tougher ranking process. Red difficulty scores signify keywords that are challenging to rank organically, while amber and green scores denote easier ranking opportunities.
Beginners should aim for keywords with lower difficulty levels to start with. Use the KD% filter to sort keywords based on difficulty.
4. Estimate Business Value
Estimating the impact of ranking for certain keywords on clicks and conversions is vital for business success. Focus on keywords that drive profitable outcomes. While keywords with lower purchase intent can also be beneficial for brand awareness and other purposes, prioritise those that lead to conversions.
5. Identify Primary Keywords
When crafting SEO content, target multiple keywords to enhance your ranking potential. Designate a primary keyword that best represents your content and use it prominently throughout your SEO strategy. Secondary keywords can complement your primary keyword but typically have lower search volumes. Analyse which keywords should be primary and secondary using tools like Semrush to optimise your content effectively.
6. Analyse Search Intent
To refine your keyword research, it's crucial to analyse the search intent of users. There are four main types of search intent:
Navigational: Users searching for specific pages
Commercial: Users researching before making a purchase
Informational: Users looking for general information
Transactional: Users seeking a specific product from a particular brand with the intent to buy
Understanding and predicting the search intent enables you to create content that provides value to users in line with what they were hoping to find with their search. The more valuable and relevant Google or other search engines find your content, the higher you will rank against your competitors. Think about how to provide value to those searching; this could be writing about the topic in more detail than competitors, providing examples and data they may not have come across before, creating original media to support your writing and using a unique angle to what is currently available on the web.
Next Steps…
Now you know what goes into keyword research, you can get to work on your SEO strategy and put these best practices to use for your own business.
SEO is essential for boosting visibility, and gaining trust and authority, keeping your business and website competitive within your industry. There are many parts to SEO, including page optimisation, blog copywriting, backlinks and, of course, keyword research.
Still not sure how to get started and want some help? One of our SEO experts can help guide your website in the right direction and provide you with effective and efficient ranking practices!
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