- Keyword research is not as simple as just thinking about some keywords in your niche using seo keyword tools and then writing content based on that keyword.
- Keyword research should just be called “research” in my opinion because it encompasses an incredibly broad spectrum of what your business does, or intends to do.
- This article will give a broad but detailed outline of modern thinking around keyword research for search engine optimisation.
- This article will give you a list of resources such as free keyword research tools including Google keyword tool and other free keyword tools for SEO.
Keyword Research for SEO
This article will give you a firm understanding of good quality keyword research from a practical sense as well as the underlying principles behind why I am telling you to do this. This article is a step-by-step guide to doing keyword research for good quality seo, including:
- Understanding what you are trying to accomplish;
- Having fixed and fully defined goals;
- Understanding your Demographic;
- Narrow, Broad and Long Tailed Keywords;
- Researching How Many Times the Phrase gets Searched;
- Think Differently about keyword research.
Understanding what you are Trying to Accomplish
Fundamentally you need to firstly understand what you are trying to accomplish! Trying to start with keyword research without an understanding of what you are trying to do is like trying to find a needle in a haystack. A keyword campaign should be targeted and goal orientated to achieve the best outcomes.
What are you trying to do? You need to ask yourself this question! A keyword research campaign shouldn’t just be about “getting more traffic to my website bro” lol. Yeah, of course but it needs to be more than that. Are you launching a new product? Do you want to rank higher in the search engine results pages (“SERPs”) for a geographical location? Are you trying to reach a certain demographic? Is it for general brand awareness?
Once you know what it is you are trying to do, then you can formulate some fixed and fully defined goals regarding keyword research.
Fixed and Fully Defined Keyword Goals
Ok, so you have a broad idea of what you are trying to accomplish, now you can formulate some targeted goals. For example, you are a Sydney based company and you want to break into Brisbane – GREAT, now we have a starting point to work with. What else? You are a commercial law firm, so rather than trying to rank for the broad spectrum of commercial law practice areas, you need to pick something that you want to rank highly for. Let’s say you pick franchising for this campaign, awesome, now we can get started on defining some goals.
What do you want from this seo campaign?
- A minimum of one (1) new franchisee client from Brisbane per week
Great, this is not an unreasonable or unattainable first campaign. If it doesn’t sound like much then remember this:
This keyword based organic content will continue to yield customers long after the campaign has ended
Understanding your Demographic
Now that you have defined goals, you can start thinking about your demographic. Who are potential franchisees likely to be and what are they going to want from you?
If you understand your demographic, then you are more likely to be able to choose keywords that will have a better chance of turning into a sale or customer / client.
Alternatively, you can target your keyword research to a certain demographic of people. People with money, people who can pay for your services – after all, if you are investing time and money into an organic keyword campaign, then you need a return on that investment.
Ok, you have some goals and some people to target, it’s time to start looking at some keywords.
Narrow, Broad and Long Tailed Keywords
Trying to rank straight-out-of-the-gate for Brisbane lawyers for example, is going to be incredibly difficult and costly. These types of keywords are the most narrow in their scope, have the highest search numbers sure, but the highest competition.
A “phrase” search (by putting the word in quote marks) yields 20,800 results that you will need to rank over to reach number one (1) in the SERPs.
However, by utilising that phrase in a long tailed keyword research such as “Franchise lawyers Brisbane” yields only 10 “phrase results that you will need to rank over.
Researching How Many Times the Phrase gets Searched for
Ok, so just because the phrase yields only 10 results, doesn’t automatically mean that this is a good keyword to try to rank for. If there are zero searches performed on Google for that phrase then there is no point ranking number one (1) in the SERPs for it – it will get zero clicks.
Google keyword tool – Google Keyword Planner is one of the best keyword research tools out there and it is totally FREE! After you have signed in to Google and you have Adwords open in front of you, you need to do the following:
Step one – Go to tools –> Click on Google Keyword Planner in the drop down box
Step two – Click on “search for new keywords using a phrase, website or category” under the Find New Keywords tab
Step three – complete all of the details in the form
Add the keyword you are trying to research in the “Your product or service” box
Target Australia – or drill down further to Brisbane, Queensland if needed
Then press the Get Ideas button
You will then get a results page with the main keyword at the top of the results under the “Keyword ideas” tab
As you can see, the phrase “franchise lawyers Brisbane” gets searched for an average of 20 times per month and has a suggested paid Adwords bid of $24.76 per click (which is quite expensive).
If you scroll down the page you will see a list of 800 suggestions that Google thinks may be relevant to your main keyword.
This will give you a great starting point to find some keywords which will yield targeted, driven results. The keywords that you choose to use can be in line with your keyword goals and you can choose keywords which are more likely to result in a sale or customer / client.
Now all you need to do is create website content based around those keywords.
To separate yourself from the crowd you need to think differently about keywords and content generation. We have a client who registers trademarks, and after a few dozen articles about trademarks realised that mostly people don’t care about reading about the nuances of trademark law.
So, we identified a demographic as business start-ups and small to medium enterprise (“SME”) businesses and decided to create some great content based on those keywords. “Tips for small business“, and articles like that have given them some serious click through rates and have converted into trademark clients.
Also, a great video network which have yielded 22,000 + views and over 161 likes on YouTube.