At the heart of SEO strategy lies a powerful tool: keyword research.
Have you ever thought about what makes some websites appear at the top of search results?
It's not magic (although it might sometimes feel that way), it's pure SEO (Search Engine Optimization).
While the benefits of SEO are many, the importance of keywords cannot be undermined. In this beginner-friendly blog, we'll break down keyword research into bite-sized pieces, guiding you through finding the right keywords to generate more traffic on your website.
Brainstorming Seed Keywords
In a vast search engine landscape, your first step is to grab your shovel. That is, brainstorm seed keywords. These are the fundamental terms that represent your niche or industry. Think like your target audience. What words would they type into a search engine to find what you offer? If you sell handmade jewellery, your seed keywords could be “unique earrings”, “bohemian necklaces”, or “personalized bracelets.”
Keyword Research Tools
Now, let's level up the power of keyword research tools to unearth a bounty of related keywords. These tools, like Semrush, Google Keyword Planner or Ahrefs, will suggest a bundle of long-tail keywords – more specific phrases users search for. For example, a long-tail keyword for "unique earrings" could be "unique gold earrings with pearls for bridesmaids." These keywords might have lower search volume, but they indicate higher purchase intent, meaning those searching these terms are more likely to be ready to buy.
Keyword Metrics
Not all keywords are created equal. Some certain elements or factors truly make the content stand out in SEO.
- Search Volume: This indicates how many times a particular keyword is searched for each month. While high volume is attractive, don't neglect lower volume keywords – they can be easier to rank for and still drive targeted traffic.
- Competition: This refers to how many other websites are trying to rank for the same keyword. Striking a balance between search volume and competition is key
- Search Intent: Understanding the intent behind a keyword is crucial. Are users looking for information, trying to compare products, or ready to buy? Tailor your content to align with that intent.
Analyzing the SERPs
The SERP is the search results page for a particular keyword. By analyzing the top-ranking websites, you can gain valuable insights into what kind of content performs well. Are they blog posts, infographics, or product pages? Use this intel to inform your content strategy.
Putting It All Together
Now you have a treasure trove of potential keywords! Here's how to use them effectively:
- Target a mix of head terms (broad keywords) and long-tail keywords.
- Integrate your chosen keywords naturally throughout your website content.
- Don't miss out on-page SEO optimization, including meta descriptions and title tags.
Keywords vs. Topics
That is, architects vs. blueprints for your content. In the realm of SEO, both keywords and topics play a crucial role, but they serve distinct purposes.
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Imagine Keywords as Signpost
Use keywords as individual words or short phrases that users type into search engines. They're like signposts, pointing searchers toward the information they seek. For instance, someone searching for "best hiking trails" is a keyword.
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Topics are the Blueprints
On the other hand, topics are 'broader' subjects with a variety of linked keywords. They serve as blueprints, establishing the framework for your material. Continuing with our hiking example, "hiking" would be the topic. Subtopics for this topic could include "choosing the right gear," "trail safety tips," or "scenic hikes for all levels."
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Choosing Your Path: Keywords vs. Topics
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- Specificity: Keywords are simpler, while topics are broader.
- Content Strategy: Topics guide your content marketing trends, while keywords help optimize that content for search engines.
- Focus: Keywords target specific searches, while topics provide a framework for comprehensive content.
- The Marriage of Keywords & Topics
Don't view keywords and topics as two different poles; instead, see them as collaborators. This is how they work together:
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- Kickstart with Topics: Choose a ‘relevant’ topic that aligns with your niche and target audience.
- Research Subtopics: Dive deeper and identify related subtopics that provide more specific areas to explore.
- Keywords: Use keyword research tools to discover relevant keywords for each subtopic.
By following this approach, you create content that is:
- Informative: Your content comprehensively covers a topic, addressing the needs of your audience.
- Search Engine Optimized: Your content strategically incorporates relevant keywords to improve search ranking.
Inbound Methodology
Inbound methodology reverses content convention to its tilt. Any website does not seek attention by using ads but it creates interest in the content provided, which is relevant to their needs. This methodology is built on four core stages.
- Attract: Now, keyword and topic research comes into the picture, and you should use them. Written criteria with high-quality content that is directed to the target audience’s pain points and interests that are related to specific keywords which are assessing the value of search engines.
- Convert: After visitors stumble upon your content they become leads by you making them give their email address for sign up and you offering them something valuable like ebooks, webinars or courses of study in exchange for their contact information.
- Close: Through cultivating leads via educational and personally tailored messaging, you lead them through the conversion funnels and thus, make them potential customers.
- Delight: Don’t just sell the stuff, also provide essential post-sale services. This can be accomplished by providing high-quality customer service that keeps customers satisfied and loyal to the company, which turns out to have more referrals.
Keyword research is an ONGOING process.
As your website grows and your industry hops on to the next level, revisit your keyword strategy regularly to stay up-to-date.
PRO Tip: Watch for trending keywords that are gaining popularity. This can help you tap into new opportunities and audiences.
And that’s it! You'll be well on your way to reaching new heights of SEO.
What are you waiting for? Start digging for those keywords!
In that case, we as an SEO agency extensively research, and accordingly decide the right keywords for your brand/business.
To know more, contact us!
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