How to Perform Keyword Research

Published: November 15th, 2016 by Jake Clark



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Content is King, but Keyword Research Takes the Crown

Most people are familiar with keyword research, but for those of you who don’t, keyword research is when you research various words and phrases that people may enter into search engines. Keyword research is important because these terms can help you formulate an effective content and marketing strategy. Without proper keywords, search engines won’t be able to determine what content is most relevant to the person searching. Even for those of you who are familiar with keyword research, some of you don’t know how to go about it. I am going to outline 3 basic steps that will help you implement a successful marketing strategy and get people to find your business online.

Keyword Research Step 1:

Determine the topics associated with your business and Come up with a list of keywords based on those topics

Brainstorming is the first step in any successful keyword research. By coming up with topics associated with your business, such as products and services, it will allow you to narrow down what keywords you should be considering. Once you have your main topics you want to cover, come up with a list of keywords that not only you, but your customers will be searching for. A great idea is to wear your buyer’s shoes. Take into account what they would be search for since they are the one’s you’re trying to target. A way to do this is to take a look at your buyer persona’s (given you have already done them) because that will give you a better idea as to which customers will be searching for what. You should also consider talking to other employees, customers, and even friends to determine what they would type into Google if they were trying to search for your product or service.

Keyword Research Step 2:

Look at other relevant search terms on Google and see what keywords your competition is using.

Google is your best friend in this process. Google is where you’re trying to appear so looking at Google before any other software can save you a lot of time. With those keywords you compiled in the last step, begin typing those into Google and see what comes up. This will help you determine who’s ranking for what and whether it’s your direct competition or not. If it appears some keywords may be more difficult than others and you need other ideas, scroll down to the bottom of the page and take a look at Google’s related search terms. This will help you compile a larger list and once typed into Google, analyze whether those keywords would be more effective.

Keyword Research Step 3:

Use software to help you figure out the best keywords

There are many tools out there that will help you determine keyword difficulty levels and search volume. What we like to use is Google’s Keyword Planner and SEMrush. Use these softwares to plug in various keywords and flag any terms that are too difficult to show up for or have too low of a search volume. These tools will also give you estimates on whether your business has a chance to show up for the list of keywords you compiled in the previous steps.

Final Thoughts

Once you finish step 3 and narrow your list down even more, you’re finished. Now it’s all about tackling your on-site optimization and content. Incorporate these keywords (without stuffing) throughout your SEO titles, meta-descriptions, page URLs, and content. Just remember, keywords aren’t everything. Even if you get people to your site, if your content isn’t valuable, you won’t see any return. Use your keywords and content as your yin and yang in your marketing strategy. Once you do that, nothing will be able to stop you!

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