Keyword research, also known as keyword optimization, can be a very confusing and overwhelming concept to wrap your head around. There are so many different strategies and nuances about keyword research, it's easy to get overwhelmed by information and get lost in the language of marketers. This is especially true if you feel the information out there is written by left-brained, analytical, numbers people.
Well, as a right-brained ditz I’m here to clear the confusion. We’re going to break down the most important things you need to understand on keyword research and analyze them in the simplest terms possible. From there, you can start creating a keyword research strategy for your business.
The concept is pretty self-explanatory. You’ll be researching keywords to decide on what kind of content to create that will, in turn, drive traffic to your website and later down the road, conversions.
To get leads and traffic, you need content but not just any content - you want content people are looking for. Keyword research is how you begin this process and make it SEO friendly.
We’ll first dive into what a keyword is. Simply put, a keyword is a word (or words) people Google.
It can literally be any word in any language as long as people Google it.
But it goes deeper than that. Believe it or not, there are types of keywords and each has its own special name.
I don’t know why it has so many names but I thought I’d include them all so you don’t get confused when you’re out there on your own. Anyway, they all mean the same thing. They are 1-2 words that usually have a high search volume. When you're doing your research, this is where you’ll start.
These are 2-3 words that usually have a "just right" search volume.
These are 3-4 word phrases that usually have a low search volume.
The most specific words of all in keyword research, LSI, is short for a very scary term called Latent Semantic Indexing. But don’t run away yet - it’s not hard to understand. LSI is just Google’s way of finding relevant and accurate content for users. For example, if you type "soap" in the search bar, the auto-suggestions show up as you type (which is Google trying to guess what you’re searching). You see, Google wants to find out what exactly you’re looking for so if you’re looking for soap it wants to know if you want soap opera, soap bubbles, or soap brands.
Okay, so now that you know what LSI is, what good does this do for you in keyword research?LSI words give you ideas for the most important thing you want to be doing on the Internet, which is creating content. Google loves LSI words and will rank you well for it, so where do you find them? You can look at the bottom of the search results page and there will be a few hanging out there. You can also use this handy, free tool that can find more.
This part comes along when you want to get more specific with your keywords. Intent is just Google’s way of saying “Okay, you want soap. What do you want to do with it?”
When you narrow down your niche and understand what people want to do with your keywords, you can deliver content with precision!
Keyword intent can generally be put into 4 groups. It differs on some sites but we will go over Practical Ecommerce’s version because that seems to be the general rule on the world wide web.
People want some general information on a product. For example, “What is soap made of?”
People want a specific website. For example, they are looking for “wesellsoaps.com”.
The keyword researchers are thinking of buying. For example, they will type in “Best goat milk soap.”
These people actually want to buy. For example, they will type, “Buy goat milk soap.”
You’re probably thinking informational and investigational sound the same and they kind of are but investigational is a more narrowed search that will more likely lead to a conversion than informational.
When you begin your quest on keyword research, you’re going to come across some more scary terms that identify certain data on certain words. Now, there are many but we will go over a few of the more important ones.
This simply means how many times someone has searched a particular keyword over a period of time. BUT there is a lot of debate out there on whether or not "this tool" or "that tool" actually displays this accurately. Tread with caution, my friend.
It’s a score telling you how hard it will be to rank on the search engine results page for that particular keyword organically (which is a fancy word for "not paid"). There are many factors that influence this score but I won’t go into them here. To keep it short and simple, and since every tool calculates this differently, what you want to look out for is low numbers. The higher this number, the more competitive.
It’s the same as SEO difficulty, only this is for paid advertising. The higher the number, the more competitive.
If you decide to start a pay-per-click (PCP) marketing campaign, cost-per-click is the price you end up paying per click. If this number is high, it means someone finds that keyword valuable.
This is just a fancy word for “link”. It’s just that, in general, these links are tucked away somewhere on web pages and lead to other web pages. For example, if I think there's a related article that I think you'd be interested in, the font will look different, like this. <- Behold, you have a backlink.
Okay, so you get the idea and now you want to implement what you've just learned. Before you go out there, let me warn you there are a lot of different strategies and a lot of different tools you can use. If you want to use a tool to help you, the best of the best is ahrefs.com. BUT some people swear by just using Google. If you want to try that out first, check it out here. Another option is to work with an SEO expert.
This article just covers the general knowledge of keyword research and I want to keep this simple and straightforward. Going into strategies will completely blow that out of the water. So start by clicking on one of those links above and share this article with someone you know who could use it! Happy searching!
Keyword research is researching what words people are searching to create content that’ll drive traffic to your website. There are different types of keywords known as seed keywords, body keywords, long-tail keywords, and LSI keywords. Search intent helps you narrow down on a topic. There are four keyword groups called, informational, navigational, investigational and transactional.
While doing your research, you’ll come across terms like search volume, SEO difficulty and backlinks, to name a few. Once you understand what this all means, you can begin to strategize how to use it.
If you would like more information on keyword research, or you'd like to leave it to some experts to do the keyword research for your online content, you can hire a copywriter here.
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