Keyword research is the foundation of winning SEO and is essential for SEM campaigns. It is the ‘magic of SEO’ because, when you know what people are searching for, you can display your answer the exact moment they search for it. In this article, Cyrus Shepard, SEO Strategist, Moz, shares tips on how to get better results through keyword research.
The crux of most SEO campaigns boils down to keyword researchOpens a new window . It’s what creates the ‘Magic of SEO’ because it aligns the marketer’s objectives with what customers are actually searching for the moment they do so.
But, like all things that look “magical†or “easy,†keyword research is more than a wave of the hand – it’s a commitment. This means many SEOs may find the task creeping lower and lower on their to-do list. Without research, companies don’t know what prospects are searching, and content marketing can fall flat. A keyword strategyOpens a new window is like playing darts: without research, you’re putting on a blindfold and hoping for the best.
By putting in the work, keyword research helps determine which phrases, topics, and questions
- have sufficiently high search volume
- have low competition (e.g., are rankable)
- and, are most relevant to the business
Learn More: Understanding Keywords in 2020Opens a new window
Here is how to get started.
1. All Good Things Have Humble Beginnings
Seed keywords are the “idea†keywords used to grow your keyword strategy. As the foundation for keyword research, an SEO uses these to develop the baseline list of words or phrases most relevant for their company or client. To begin, ask yourself the following:
- What is the purpose of the website
- What do I sell?
- If someone were beginning to research the topic of my site, what words would they use to start?
Then, more complexly:
- What keywords do I think I want to rank for?
- What keyword ads would I buy?
But this process doesn’t have to be started from scratch. If you already have a website, seek out the phrases you already rank by using a tool like Google Search Console.Opens a new window In it, you’ll find what Google has already determined as relevant. In general, SEOs will have an easier time ranking for these phrases related to seeds.
Additionally, keep questions top-of-mind. Keyword phrases in the form of questions don’t usually have the highest search volume, but we know they come from prospects who are laser-focused on an answer. Additionally, it’s good practice to incorporate those questions and key phrases in on-page content and FAQs. When researching, take note of the questions listed on Google’s “People Also Ask,†boxes as it will give you a leg up on exact phrasing or provide guidance into other ways to draft questions while using the same keywords.
2. Which Keywords Make the Cut?
After developing a lengthy list, it’s time to (in the words of Faulkner), “Kill your darlings.†Not every keyword or idea will be relevant in the long run, so it’s important to re-prioritize. This is a balancing act, taking things like relevance, volume, competition, click-through rate (CTR), and more into account.
Relevance is listed here first because it’s the most important question you can ask of any keyword. To help narrow down relevancy, consider the following:
- Is this something my audience cares about?
- Can I offer solutions around this keyword?
- Can I create content around this keyword that adds value?
After determining the most relevant keywords, the rest of the list could be assigned to secondary or support words and phrases.
Learn More: How to Ensure Content Marketing Impacts the BusinessOpens a new window
3. Optimizing Keywords on The Page
Once you’ve decided which keywords to pursue, you can lean on your research to better optimize your individual pages. Topical relevance is typically strengthened when related keywords appear together.
In practice, this means building out your content with the secondary and support phrases/topics you uncovered during the research phase.
This is also a great opportunity to incorporate your question phrases. Putting this all together, you can create an outline or content brief for your writers to work from. Traditionally, this would look like:
- Page URL: primary keywords
- Title tag: primary + secondary keywords
- Meta description: primary + secondary + related/supporting keywords
- Page title: primary + secondary keywords
- Subheadings: secondary + question keywords
- Body copy: primary + secondary + related/supporting keywords
- Image alt text: primary + secondary + related/supporting keywords
The above is just an example, so brands should evaluate their website layout, as usage varies depending on intent and chosen keywords.
After applying keywords, SEO reporting and optimization is going to be an iterative process. Each SEO may have their own favorite tools to conductor audits, but metrics to monitor include:
- Ranking position
- Expected CTR
- Keyword volume
- SERP features
The results will matter differently to executives, marketers, and SEOs. Business owners are going to be interested in overall performance, and marketers or SEOs will be interested in the new opportunities available. If a keyword is performing well, it might be something to explore further. If a competitor is doing well or overtaking a lead, evaluate why.
4. Onward and Upward
As mentioned, keyword research is a commitment. The stages of research, evaluating, optimizing, and reviewing should take place regularly. As SEOs become more experienced in their craft or begin applying tools to help automate the audit and monitoring process, the overall strategy can become more streamlined and keyword research will continue to pay dividends.