3 Steps To Research Keywords for your Business
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3 Steps To Research Keywords for your Business

Reading Time: 3 minutes

Let’s jump right in! To start, the most important part of researching keywords is to forget about you and your business and put yourself in the shoes of your potential customers.

1. Begin the process by brainstorming and answering some key questions. 

This creates an organizational perspective that will force you to look at different areas of your business.

Start with answering a basic question: What products and services do you offer?

Be as comprehensive as possible and list out as many keywords and phrases as you canBut make sure that you do it from the customers perspective. As a person who works in your businesses every day, you might have a very different way of explaining your products and services.

Let’s say for example, you own a discount furniture website, you might be tempted to write down keywords like ‘high-value sofas’ or ‘comfortable beds’. But at the end of the day, none of your perspective customers are typing that into a search engine. While those things makes sense to you, your customers are looking for something like ‘chest of drawers under $100’. It all comes back to intent, understanding the intent of your customer base is critical in developing a good seed list of keywords.

(Swipe to See This Process Using Google Trends)

  1. With google trends you can narrow down on how people are searching for furniture in your state
  2. Then you can narrow in on how they’re searching in your city
  3. Then you can drill down on what products people are searching for
  4. Then you can drill down on the actual words being used.
  5. You can tailor your approach and offers to fit what you sale with what people are searching for

In summary, use brainstorming to get started and take advantage of some great tools that can find and suggest similar keywords and expand your list of possibilities and great place to start your keyword list is Google Search Console.

Google Search Console offers insights into exactly how people are finding your site today.

Once you have a solid list of keywords, you’ll need to expand on it. Two popular keyword expansion tools in the SEO industry are Google Trends and Answer The Public.

Both offers suggestions around new target phrases based on your chosen keyword and both help you understand exactly how people are searching for things on the live web.

Answer The Public Furniture Example

SEO Keyword Answer The Public

You’ve created your list of potential keywords, next you’ll need to…

2. Take a look at search volume metrics to see what kind of demand there is for those phrases.

As you do this, you’ll notice that while a handful of keywords get typed in thousands of times daily, there are a whole lot more that don’t get typed in nearly as often. These are probably more descriptive keywords or less common variations but the important thing to note is that these are known as long-tail keywords.

LONG-TAIL KEYWORDS are Descriptive Keywords Used in Less Common Variations.

They let us go after a much larger amount of less competitive keywords that tend to be extremely relevant to our business objectives. While individually, there’s not a lot of search volume on each term, they each do have some search volume.

Long-tail keywords in SEO are incredibly useful.

For example, if you were selling skin care products, you may start looking into the keyword ‘skin care products’, a term that gets typed into search engines a lot. It’s extremely competitive and it’s probably going to be very difficult to rank for. But you could also take a look at a more long-tail keyword like  ‘organic face cleanser’, it’s going to be extremely relevant, less competitive, and easier to rank for, at the expense of raw search volume.

The important part is that you might be able to find hundreds or thousands of these long-tail keywords that together have the potential to get you more traffic than ranking for ‘skin care products’  would have from the start. 

Lastly, add some meaning and organization around the keywords that you’ve collected. Do this by identifying themes or topics to group your keywords around, a process known as keyword categorization.

3. Identify themes or topics to group your keywords around, a process known as keyword categorization.

KEYWORD CATEGORIZATION – A Process Used to Group Keywords into Themes or Topics.

Back to the example with the skin care products, we may want to create a group that will just be about ‘face soap’ that includes all the different  soap products. Alternatively, we could categorize these, not by organic products but instead by other body parts.

DIGITAL MARKETING SEARCH EXAMPLE

There’s no right or wrong way to do this. Only a way that works for you and allows you to manage these groups of keywords as you optimize for them.

In closing, this is an exploratory and discovery exercise. Everyone searches differently and you’ll find a lot of data as you dig deeper. As you evaluate your keyword performance over time and develop your own approach and process for doing keyword research, remember:

  • Be open-minded
  • Put yourself in the mindset of your potential customers
  • Consider all of your options
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