Keyword research can be considered the first step towards executing a successful SEO campaign. This research outlines your strategy and directs you towards competitor analysis. Additionally, today’s strategy should include voice search as one can’t just consider words typed into a search query. Although voice search is still in its initial days, it is showing itself to be a popular way of how people search for information online. Echo is disrupting buying patterns and search behavior by taking people away from traditional search. Let us discuss some tips on how to get your keyword strategy spot on.
Data on Search Volumes – One dimension that you come across repeatedly is search volume. It is the number of searches that occur for a particular term and is shown as searches per month. A large number of data sources can be used to get data, but a marketer must understand the data being handled. Usually, the keyword planner tool is
used to establish search volumes and find related keywords. But these tools were not meant for Search Engine Optimization. The tool is for paid advertisers and indicates the number of searches where a paid ad appears. These tools are also limited for big spenders on advertising. Hence the Keyword Planner tool is limited in its application for Keyword Research. It only provides associated keywords with search phrases and does not help with long tail queries. As not much money is spent on long tail queries, it is difficult to see any search volumes here. Use this as an indicator, as keywords should not be chosen on the basis of search volume.
Search Intent – Search engines have matured in their understanding of the business world around us, which was inconceivable ten years back. This impacts a marketers keyword strategy in many ways. But the job is not to generate traffic or rank higher, but to earn revenue by generating leads, enabling sales and so on. This is where understanding search intent becomes important, as it changes over time. The best way to research the intent behind your chosen keywords is to perform searches for them. As you do this, look at the type of results populating Page 1, knowledge panels, special content results and featured snippets.
Analyze Keywords – The ranking process on Google Search is pretty complex as it considers many factors like location and past searches, including personalization by users. As you rank for your targeted keywords, you need to simultaneously do the following research. Are pages ranked on the type of content available? Is the first piece of
content followed by any supporting material? Is the focus of a competitor on informational or commercial content? Is the brand aligned with the keyword? Is the brand active with PR activities? With the answers to these questions, you build campaigns that will rank for your targeted keywords.
Local Modifiers – Using Google Analytics can identify users of your website or brand loyalists with higher conversion rates by location. From there local modifiers can be applied to ensure top positioning or go after brand awareness in a particular market. What most accept easily is if the query contains the location name, or the phrase ‘near me’, it should be enough. But that is not the case. Google makes complicated associations to produce a search results page that includes parts of the localized results. This is because Google tends to view intent after interpreting the request. Although it is complex, there are no single solutions. It is all about good practices and following them consistently.