If you are planning to invest in SEO, there are lots of things you have to do within your website. But before anything, let’s start with is keyword research. Once you will have the right kind of keywords with you, the SEO campaign will be more aligned and produce the results that will help you bring more traffic, branding and revenue in the longer run.
Obviously, in the rest of the post I am going to discuss the ideas that I personally use to find the right kind of keywords for my business.
When customers enter into the website they have certain hopes and ideas in mind and as soon as he continue their journey on the website, opinions and questions changes with time. We normally call this process a customer buying cycle.
You as a business need to create different kind of content on your website that server’s customer at different stages of their buying cycle. And if you do it right, the conversion rate of the business will increase dramatically.
So, it’s safe to say that right content bring conversions and right content can only be created when you have the right set of keywords with you!
How to find the right kind of keywords?
Here are some of ideas you can use in order to find the right keywords for your business, which will help strengthen your content strategy and improve your overall online sales.
- Dive Into Your Own Data
This is the simplest step, but unfortunately businesses in the quest of advancing forget this basic goldmine, which can give you a list of verified keywords that you should or should not target on your website.
When researching for one of my client, I looked into their Google Analytics and grabbed the list of keywords that people were already using and compared it with a conversion page.
Once I had the list of conversions from organic data, I marked those keywords as important and added them into my final keyword list.
(Not Provided) This is a reality and we have to deal with it. The best idea to dig into keyword data of (Not Provided Keywords) is to see which landing pages are getting the most visitors and tap keywords accordingly.
- Google Suggest
This is a very common yet powerful idea to collect the list of keywords within your keyword research bucket. All you have to do is write your major keywords that are relevant and see what other keyword Google suggests and add those keywords into your keyword research bucket.
Always manually see what keywords you are adding and how relevant they are with your audience because sometimes the keywords in the suggestions can be far too irrelevant.
- Use Competitor’s Data
If you are new in the online game, there will be many competitors who will be already ranking for many keywords that are relevant to your business. The idea is to dive into the competitor’s data and see what keywords are good for your business too and add them in the keyword research bucket.
Finding competitors’ keywords manually will be difficult, which is why it’s best to use keyword research tools like SEMRush.com too see what keywords competitors are already ranking for.
Once you have the list, now all you have to do is filter the keywords you think are more relevant to your business and add it into the bucket.
- Forums and Q&A Websites
This part is tricky and you have to be very active while diving into forums and Q&A websites. When extracting keywords from forums and Q&A websites, always make sure the keywords you are extracting are the latest and not years old, as you can easily find a bunch of forums that have been inactive for years. The same is true for Q&A websites.
If you are in the SEO industry, my advice is to stick to forums like Webmaster World, SEO Chat, and Q&A websites like Quora and Moz Q&A.
Collect the latest relevant keywords and import them to the keyword research bucket.
I am sure by now your keyword research bucket is filled with lots and lots of keywords. Now it’s time to divide those keywords into 4 different categories that will entertain, inspire, educate and convince.
Why divide keywords?
The main reason I want you to divide the keywords into 4 categories is because customers want different kinds of content at every stage, in order to move forward and convert into a paying customer.
Once you have the keywords sorted into categories you can create content accordingly and increase your overall conversion rate.
Final Step: PPC Test
Although the above ideas are great, remember every website is different and it’s always important to spend some money early to verify that you are going on the right path and should spend your time and energy on this.
The idea is to select the keywords you think might and might not work and run a small PPC test to see how your target audience reacts to those keywords. If the reaction is negative, exclude those keywords from the list. If the reaction is positive, go ahead and include it in the SEO bucket.
Keyword Research does not end here though. You must continuously take notes on how your audience is reacting with your content and what keywords are producing better conversions. You’ll also want to periodically alter your keyword bucket for SEO and to increase your organic conversion rate accordingly.