I didn’t believe in keyword research and analysis before, but recently I did a small investigation that made me realize how important keyword research is and I learned some real truths. Today I’ll share my learning about how to analyze and determine targeted keywords and how to use them in your content. In fact, I have created a small template to help you find out your potentially profitable keywords.
Being a Growth Hacker, I hate wasting time on useless research and keyword research was one of them because I never thought keywords could be so powerful when used correctly. So one day I observed a traffic trend to my website for one of my blogs ‘Digital Marketing Action Plan for Beginners,’ This particular blog was getting proper attention and traffic and it made me think and analyze more about it. The first thing I did was to go to my Google Search Console and see the search analytics.
I could see that the query ‘digital marketing action plan’ is doing good and many people are visiting my website through that query. I did check the competition level for this keyword on Google Keyword Planner, it was Low, and even the search volume worldwide was only about 100. The less competition and long tail keyword ‘digital marketing action plan’ which is a good fit for my website made my blog rank higher in Google search. I understand there is less volume for this keyword, but there are a set of people who were particularly searching for this. Now, you might get confused at some of this analysis. But, hold on, I’ll clear your doubt in the further steps.
Note: I didn’t write this article (Digital Marketing Action Plan) by doing keyword research and analysis. It was long back I wrote this when I had little or no knowledge about keyword research.
Ok, now back to our keyword analysis talk, so some of the above facts made me dig deeper into the keywords analysis and see what makes a better keyword and how to know which keywords to use. I did some research and read a lot of articles on how to do keyword research and noticed not many people on the web have written about this in detail. I attempted to put things together to understand better how keywords work and started exploring with an excel sheet.
But, before actually jumping into the keyword research and analysis, we need to understand the keywords intent and meaning. We broadly divide these keywords into four different groups,
- Commercial – This is a broad class of different keywords which has a great deal of probability of bringing real customers to the site. Example, Keyword ‘travel guide’ for a website offering free travel information making money through the ads.
- Transactional – Another type of keywords which are an excellent deal for commercial sites. In comparison to commercial keywords, transactional keywords show more targeted people who have the intention to buy a product or service. A person has already searched for information and data, has made a decision and is determined to now make a purchase. Example ‘Nike Black Running Shoes.’
- Informational – These words people are searching for information. They usually have a high-volume. Example, where,” “how,” and so on.
- Navigational – When users type in a company or brand name, it means they are doing a navigational search. They already know this company or product and just want to find the correct Internet address to get to the site. Such keywords are helpful when the brand of the site is well-known and famous. However, there are cases when sites try to rank for their competitors’ brand names, etc
Keyword Research Done Right.
You need to jot down as many single word keywords as possible to start your journey. Write down all of them in an excel sheet.
2. Choose the relevant seed keywords
In the list of 100 keywords from above step, now select relevant keywords that you think can go well with your industry.
3. Know the traffic volume and competition
Take all the relevant keywords listed and check the traffic volume and competition from tools like UberSuggest or Google Keyword Planner. This is a significant step where you are too close to making your decision with correct keywords. Once you know the volume and competition for each keyword selected, check for those keywords that have less competition but more search volume. The competition again depends on industry to industry, so you need to make some guess here. My template will show you how to do it.
4. Use Google’s autocomplete and LSI (Latent Semantic Index) keywords technique
Now, take the keywords that have less competition and more volume, type in the keywords on Google search and don’t enter, check what all autocomplete suggestions Google shows. If you don’t know how to do it, check the image below. I am trying this technique for the keyword ‘digital marketing tips.’
And once you choose any one long tail keyword and go to the bottom of Google search, you will see something like this,
(Think I have clicked on ‘digital marketing tips 2018’)
Oh yes, now you are getting it. So many ideas. Isn’t it so wonderful? Wait, we just saw a theoretical and a small overview of keywords selection, I have still a template that I want to share with you and this template explains everything in detail. One important factor you might have noticed in this research is, we are mostly selecting the specific long tail keywords, why? Because those are the keywords that convert well.
Image Source and credits: Backlinko
Brian Dean of Backlinko has done an intensive analysis on this, and you can read his complete blog ‘Keyword Research for SEO.’
Now, it is time for you to get your Keyword Research Template.
What next? I want you to go through and understand the template properly and try your keywords. Let me know if you have any questions.