For a successful search engine optimization, you need to choose the right keyword phrases and keywords. Having the most relevant keywords for search engine optimization is equally as important as having a well-constructed content. Though driving as much traffic to your website as possible is essential, drawing your target audience is key for an effective SEO and increased ROI.
The search behavior and search guidelines through the years went through a lot of changes and is ever-evolving. Understanding keyword research is crucial to deliver the desired results for your email and content marketing. Keyword research is something that every marketer should know. It is fundamental for tracking the development of your SEO practices. It can take a lot of time and effort to identify which keywords to use, but it can drastically help your business. overall.
What are keywords?
Keywords and keyword phrases are terms that identify what people are looking for, and are terms that point out to what you are talking about in your content. Those keywords help readers find their way to your content.
A few years ago, stuffing your content with keywords to rank better was the goal. Often, some websites stuff their site with keywords that are out of context. Today, keyword stuffing is penalized because it is an old spam tactic. Rather than ranking better because of repeatedly mentioning a search term, Google’s new algorithm decreases a website’s chance of ranking higher.
With adequate research on which keywords you should aim to rank for, you can plan out a better strategy to achieve your marketing goals.
Here are 5 tips to help when choosing the right keywords for search:
1.Research about the competition
On a place that is easily accessible to anybody such as the internet, the competition is large-scale. With competitors big and small, it can be challenging to target the keyword that big businesses already ranked for. It is vital to research on how big the competition is using your target keyword phrases. There are plenty of ways you can do this- using keyword research tools, studying your rival’s actions, and manually looking up the keyword phrases at the search engines. The most common way to do this manually is by inputting your chosen phrase on Google search- since Google is the most used search engine in the world, getting over 70% of the traffic.
First and foremost, gather a list of your competitors and briefly run through the content on their site. See which keyword phrases they target and what metatags they use. This can help you gather keywords you can use to input on the search engines. Look for the paid ads that are on top of the search results so you could gauge how competitive the keywords are. Before deciding on the terms, you want to use, check whether you are capable of competing with those that are already paying for the search terms.
Besides looking at what your competitors are doing for ranking, you can also get fresh ideas from the search results that you have not thought of. Your competitors are not just there as your challengers but can also be your inspiration. Experiment on what works best for your branding.
Next, look at the organic results of the search term you want to rank for. Do the companies that appear on top of the results invest in an extensive and costly marketing strategy? If your business is small or your audience reach is not yet broad enough, target similar keywords with lesser competition. You are less likely to take up space in a highly competitive environment.
Ultimately, read each of the content on the top results of your search. How is the quality of their content as compared to yours? If you are confident with your marketing strategy, consider whether you can produce a more unique yet straightforward content that is on par with your competitors. Being on top of search results takes more than just the right keywords as it also needs a polished site format, the right SEO, detailed, quality, distinctive content, and adequate word count. Level-up on these other factors too.
2. Make use of long-tail keywords
Rather than focusing on head keywords, or one-word keywords, just because they gain the highest search volumes, anchor your content on the body or long-tail keywords. Long-tail keywords are a combination of several words or phrases with more specific topics or niche. Although they are less common than head keywords, they produce a higher conversion rate because they target a more specific audience intentionally. Individually, long-tail keywords have a lesser search volume than one-word keywords, but when all traffic from long-tail keywords is combined, they comprise the largest part of the web traffic.
Head keywords are usually used during the information search stage when deciding on buying an item. The buyers gather information about the product before deciding on where to get them from. It is almost impossible for a budding business to generate traffic and conversions in this section.
When coming up with a list of search terms, look for words that best fit your specific product or service description. Target as many specific details as possible. For example, if you were selling a computer keyboard, customers would be more than likely to make a purchase with “black LED back-lit mechanical keyboard Virginia Beach”, compared to searching the “black keyboard”. Now they specifically know the location of the item and what specifications they want in the product- the style, color, and make.
3. Ask people outside your business
To truly understand what your customers think when purchasing, you need to put yourself in their shoes. However, if you are in the business for a long time, it is challenging to dissociate your mind as a seller from being an ordinary customer. A fresh perspective is what you need choosing the right keywords for search engine optimization.
Gather opinions from customers, family, and friends on what terms they relate to your business. If possible, make them come up with their own search phrase that you can use to anchor your business. “What is the first thing that comes up in their mind when they think about your brand? Which products do they think are the most interesting and valuable? Which of your services is extremely enticing for people who have never heard of your brand?”
4. Use keyword research tools
Keyword research tools exist to make every marketer’s life a lot easier. Marketers have seen an enormous leap in organic traffic after utilizing keyword research tools. Rather than just guessing which words you can target for ranking, keyword research tools provide the actual data for the terms on your list. These tools provide you with suggestions for related terms that have less competition, the average searches per month, click-through rate (CTR), impressions, trends, and ranking forecasts.
If you cannot afford to pay for a full-service SEO tool, there are plenty of free tools available online- Google Keyword planner, Soovle, Ubersuggest, Answer the Public, Keyword Surfer, and many more. Of course, since Google owns the majority of web searches, using Google’s tools like Trends, Keyword Planner, and Correlate is a staple for digital marketers for keyword research.
5. Monitor the results
When you have already gathered information about your competitor’s keywords, implemented your own strategy, effectively used SEO, and collected opinions from outsiders, the last and most important thing to do is monitor your progress. Selecting keywords is just the beginning of your marketing process. Still, your most essential task is to analyze the data on your site and make innovations on how you can continually improve it. This is an ongoing process that must not be forgotten by every website. Adjust your keywords and format as a whole according to the trends of online search. Although some blogs produce excellent content, those containing images and other media graphics gain more engagements than those without them.
Choosing the right keywords that can easily lead people to your business website is a marketing strategy that can never fail. It is a continuous process that always needs to be developed according to your audience’s needs.