Keyword Research For SEO And Google Ranking
Doing keyword research for SEO and Google ranking is very easy but the problem is there’s a lot of fluff and misinformation out there on the web. This makes it very difficult and overwhelming for a beginner to grasp the basic concept
In this article, I will attempt to simplify the whole “Keyword Research” Process as much as I can.
So without further ado, let’s jump straight to it.
What are Keywords?
If there is a single concept that is the driver of much of the Internet’s growth over the past decade – not to mention nearly all of Google’s annual revenue of $25 billion – it is the concept of keywords.
Simply put. Keywords are what we type in when we are searching for products, services, and answers on the search engines, an act that Americans performed 15.5 billion times in April 2010 according to ComScore, the web research firm.
According to Internet live stats Google now processes over 40,000 search queries every second on average visualize them here), which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.
If you would like to go a step further to understand how Google searches really work, please visit this article.
What is Keyword Research?
Most writers or bloggers assume that they know their audience and hence know what their followers might be searching for.
With this poor mindset, they go ahead and create content without finding out the kind of words and phrases people are searching for on google.
The hard truth is if you don’t use keywords in your posts, people will never find them on google no matter how good your content is.
Keywords research is the process of finding out what your target customers like to read by doing research to find those word and phrases they are using to search for businesses similar to yours.
Why is Keyword Research Important?
Once we have a hold of the words and phrases our target audience is already using to search for information, we can optimize a website or a page to target these keyword(s)
The search engines determine the relevance of a website based on the words or phrases that are included within the content and then rank websites accordingly. This is why it’s so important to include relevant keywords within the website content that you create so that it can be found easily in the search engines.
I can’t emphasize the importance of keyword research enough. Majority of our activities online heavily depend on keywords; from watching a video on youtube, to searching for information on google to buying a product on Amazon.
If you don’t know how to use keywords to find the kind of information you’re looking for, it would be difficult to get what you want.
By finding out what people are searching for you put yourself in a good position to help them achieve their goals as well as yours.
The difference between a website that gets tons of organic visits and one that gets none is in the keywords that they use.
So, if you don’t use keywords in your posts, STOP! Do your keyword research. Don’t write another post if you don’t do keywords research.
Things to consider when doing keywords research.
Before you jump onto doing keyword research, let’s make sure you understand what these are;
Your ideal Client Persona
The first step to doing this research is to understand who your ideal clients are what they need and the type of things that tickle them. If you very well understand who your ideal client is, you will be able to understand what they would be looking for. You can archive this by mapping out a persona.
let’s assume we own a swimming business called “Swim Parlor” and we are about to map out our ideal client’s persona; here are a few things to take into consideration.
- Ideal Client Background
- His Demographics
- Hobbies and Interests
- pain and Frustration
- Common Objectives
- Biggest Fears
Here is an example of our ideal client persona:
Source: Bufferapp blog
Once you have a good understanding of your ideal client’s persona. It’s time to know the search intent
A persona can have a great impact on your SEO copywriting strategy. For example, if you’re writing for a female demographic, you may want to spend time understanding the kind of slangs and language they might use when searching online than if you’re writing for Men…
A persona can tell you where your ideal clients spend time online, what resources they trust and what pain points they’re facing. This makes the persona creation process very important to content writing.
Google recently announced that Rank brain is the third most important ranking factor.
Before you start biting your teeth, let me explain what rank brain is and how it relates to keywords research and ideal client persona.
Rankbrain is a machine learning artificial intelligence system launched in 2015. Its function is to process search results and provide more relevant search results for users.
If you draw or create an ideal client persona, you have a higher probability of understanding the problems that your audience face. If you understand their problem you’ll be able to provide a satisfactory solution.
When your website sends out user satisfaction signals, the higher the probability for the rank brain algorithm to rank your website on top positions.
Creating a persona should not be a challenging thing to do. You can get info for your persona through surveys, interviews, sales data or conducting a competitive analysis to get the competitors avatar Id.
What is meant by search intent in SEO?
The way to understand what User intent or search intent is in SEO is simply by looking at it as a searcher’s objective. What are they actually trying to find with their search query?
Types Of Keywords
It is very crucial to understand the different types of keywords because they represent the intentions of the searcher. Google has gotten so smart over the years in understanding search intent. They don’t just match results based on keywords alone but the intention behind those keywords.
Buy now keywords.
These are the types of keywords people use when they have made the decision to buy something.
- buy iPhone 8 online
- Pretty little thing discount code
hosting deals black Friday
handbags free shipping
amazon promo code 20 off
These are keywords that focus on product categories, specific brands or service:
Note that these product keywords don’t convert as much as the buy now keywords
ex: Backlinko identified the keywords below as product keywords
- Top 10
- Specific brand name (“Nike” or “Toshiba”)
- Specific product (“MacBook Pro” or “Samsung Galaxy”)
- Product category (“Wordpress hosting” or “tennis shoes”)
The majority of internet searches are informational keywords. people are looking for information on various diverse topics to solve their daily problems.
Even though this type of keywords don’t convert as much as product and buy now keywords, they are great for building trust and collecting leads.
- How to lose weight naturally
- the best way to learn Spanish
- ways to say I love you
- I want to create my own website
Backlinko identified a fourth group type of keywords he called tire kicker keywords. I call them stupid keywords
These are keywords that have zero conversion rates. Stay away from these keywords as much as possible.
- free movies online
- torrent download free
- Free Download
- How to get free food online
How to do Keyword Research for SEO
SEO stands based on keyword research but the angle from which you carry out your keyword research will determine whether or not your keyword research will serve the backbone purpose for your SEO.
Finding awesome keywords for your SEO is just not the “big thing” as it can bring tons of traffic you need but little or no conversion and sales which is obviously your main goal.
Your ROI has to far outrage your spending on SEO if you are spending on it.
The normal way people go about keyword research is;
- Find keywords related to their niche
- Put these keywords in a keyword research tool to find more data such as search volume.
- Extract the keywords that they feel their customer might be searching for.
- And inevitably optimize their websites with these keywords.
But times have changed, customers search today is based on their emotions and variety. There is so much at the customer’s disposal when they are searching, so there’s always a high probability that they get distracted from the main thing that they originally wanted to search for.
Brainstorming pre or seed keywords is the first step to doing keyword research and it’s a very easy process.
Sit down and come up with topics as a business owner. Come up with topics you think your customers can be searching for.
Also, think of keywords of things related to your products. Don’t focus only on the keywords of your products.
If you are affiliating, take one product or offer from where you are affiliating, and think about what people like, come up with topics related to that product or offer
Be careful with a keyword which has a direct answer when entered into a search engine because customers will have no reason to click further
E,g date of champions league finals. google gives the answer directly.
If your website is about relationships, some keywords that you might first think of are;
The initial list doesn’t have to be a very long one:
Expand on the keywords list
Generate more keyword ideas from different sources such as Reddit, Wikipedia, Quora, Google suggest feature etc
Google auto suggest: When you type in your topic in the google search toolbar don’t press enter but rather look below for the topics google suggests to you.
Quora.com: Type in your topic into the search bar and see below the keywords people are talking about that topic
Reddit: Type in your topic in the search bar and take not of the recurring keywords that come in the list of what people are talking about.
These are keywords you get from keywords research tools when you enter your pre-keywords into them. These tools give you metrics and more keywords ideas.
At this stage of your research process, I recommend you use a keyword research tool. My favorite recommendation is called Long Tail Pro.
I use this tool to find long tail keywords. And the good news is, you can get it at 50% off the regular price. This offer will go away after the Black Friday and Cyber Monday period. Click on the button below to claim your offer.
What Are Long Tail Keywords?
Long‐tail keywords are those keywords that are not popular and are very specific. The reason why you would want to use long tail keywords is that the competition is lower and its easier to rank for.
How To Use Long Tail Long Tail Pro
To get started you need to input your pre-keywords into the tool.
Now click on “Retrieve”, Long Tail Pro will work its magic and generate all the keywords for you along with the Avg. KC score, Volume, Bid, Words, and Rank Value.
How To Evaluate Keywords
After you’ve researched and brainstormed a list of potential keywords that your customers might use to search for the products and services that you offer, you ask yourself:
The next step is to group the keywords according to search intent (the different types of keywords)
Group “buy now” keywords together etc
Next, evaluate your keywords to determine which ones best fit your business goals.
When it comes time to choose your target keywords, what metric should influence your decision?
One of the most important metrics to look at is the search volume of a particular keyword. This is a number which attempts to represent how times that particular keyword is searched.
It doesn’t matter how easy a keyword is to rank for if no one’s searching for it on Google, it should not be your keyword of choice.
What you should look out for, are keywords with a low search volume, low competition, and high conversion rate.
Note: Most people will tell you to pick keywords with high search volume and low competition. While this is a good thing to do, the problem is that everyone is going after these same keywords making it even more competitive to rank for these.
Keyword competitiveness score
KC Competitive score provides a quick estimate on relatively how difficult it will be for a website to compete for that keyword. The general rule of thumb is that anything under 30 is “easy”. And anything over 40 starts to get pretty difficult (depending on how authoritative your website is).
If your website is new or has low authority (say under a DA of 35), I wouldn’t really target keywords with a KC score of over 30.
Cost per click(Bid)
This metric is very important for Google advertisers rather than SEOs.
Seos use this data to determine the commercial intent of a particular keyword. In other words, if the keyword is a buy now keyword.
According to Ahrefs.com, One important thing to know about Cost Per Click is that it is much more volatile than Search volume. While search demand for a keyword fluctuates on a monthly basis, its CPC can change pretty much any minute.
Therefore, the CPC values that you see in third-party keyword research tools are nothing but a snapshot of a certain time frame. If you want to get the actual data, you have to use AdWords.
Congratulations you are now one step ahead of the competition. You now have dozens of keywords ideas and potential blog posts waiting to be written.
Keyword research is essential if you want to drive organic search traffic to your website.
Right now there are hundreds and even thousands of untapped, profitable keywords within your niche just waiting for you to find them.