Eight out of ten shoppers use Google to research for products before purchasing. Search engines like Google take those phrases or keywords to find relevant results. If your website does not rank on the first page of SERPs, you will not get traffic. So, how do you select the right keywords for the best conversion rate? Are you up to date with the latest guidelines on doing keyword research?
Keywords have been a crucial part of SEO from the beginning. However, it is sometimes difficult to choose the right terms for Google. Several search behaviour changes and guidelines have occurred since the beginning of search engines and they are constantly evolving. This is why you must understand how to select the right keywords in the current environment. This article will help you understand how to choose the right keywords and improve content creation and promotion.
Is Keyword Research Still Relevant?
Some people wonder whether it is still worthwhile doing keyword research, especially since Google constantly changes its algorithms. The answer is yes, but you should not do it like in the past. Over a decade ago, website owners stuffed their content with keywords and artificially pushed their way to the top of search results. Quality was less important than having the right amount of keywords in your content.
This approach no longer works and Google penalises websites that stuff their content with keywords. This is why Google keeps on updating its algorithm to try and deliver quality results for users.
Remember that most people today use their mobile devices to search for products and services. Voice search is also popular, meaning that users are using natural language to ask questions. Google provides answers to these questions through answer boxes that are based on well-optimised and relevant content. Keyword research is what will help you optimise your website and develop relevant content.
Understand Keyword Types
Before you begin your keyword research journey, you must understand the different keyword categories, which include;
- Head keywords; which are one or two words with high search volume.
- Body keywords are two to three phrases with a good search volume, not high and not low.
- Long-tail keywords consist of four or more words with a low search volume and bulk web traffic.
The primary idea here is that the longer the phrase, the more specific it is and the fewer search results appear when users type it in search engines. However, longer phrases drive targeted traffic to your website and have a higher conversion rate.
Tips to Selecting the Right Keywords
Choosing the best keywords to connect with your target audience takes time, but the results are worth the effort. The objective here is to rank highly and drive a high volume of targeted traffic to your website. Read on to discover tips on choosing the right keywords.
Identify Your Goals
This may seem like an obvious point, but it is where you begin your journey. You must start by defining your goals for any organic or paid search effort. Knowing what you want to accomplish and determining how search influences your goals is your starting point. Defining whether you wish to grow leads, sales, engagement, or other metrics by a certain amount, will allow you to determine how many search conversions and traffic you need. This will also determine the topics and keywords to develop.
Analyse Search Intent
When doing your keyword research, you must think about the search intent behind each query. Search intent will help you identify what keywords to select based on why people search. This search intent is often divided into three categories; navigation, information and commercial. A navigation keyword is when users use search engines to navigate to a webpage. For instance, a user may type “Facebook” into Google to reach facebook.com. An information keyword is when people use a search engine to find specific information. For instance, a user may type “who owns Facebook” if they do not know the answer to this question. A Commercial or transactional keyword suggests that a user wants to make a purchase. Terms like “buy” are strong indicators of commercial intent. Search intent enables you to plan your content in a way that meets your user’s needs.
Think Like a Customer
Here, you must think about a potential customer’s journey from hearing about your product to making their first purchase. For most businesses, people will not make a purchase the first time they hear about your website. Some people may go through a process of different stages such as awareness, consideration and decision-making.
Awareness occurs when a potential customer realises they have a problem. In this stage, the customer may not have a name for their problem. All they know is that they have a problem. In the consideration stage, the potential customer begins to name their problem and research a possible solution. During the decision stage, the customer takes a long list of possible solutions and decides on a course of action. As a marketer, you hope that the customer chooses your product over your competitor’s.
When planning your content, think about your target reader and their stage in the buyer’s journey. If you sell computer keyboards, you can write a blog post targeting potential buyers in the awareness stage. However, you may end your post by asking people to sign up for a newsletter, thus targeting buyers in the decision stage.
Use Keyword Planner Tools
One of the best ways to choose the right keywords is to know where to start. Google’s Keyword Planner tool allows you to see what keywords work and those that do not. You can access this tool within the Google Ads platform. Do not create a Pay Per Click (PPC) ad. Instead, create an account and then use the planner to enter a key phrase. The tool will show you how many users searched for that keyword over time. You will also see related phrases with associated traffic counts. Add phrases that work well with your marketing plan. This tool will help you get a list of keywords you can use in your SEO efforts. Other keyword research tools you can consider include Moz Explorer, SEMrush and Ahrefs.
Refine Your Keywords With LSI
Latent Semantic Indexing (LSI) is another way of saying word association. Google uses LSI to provide related results through context. This means that the search engine tries to understand your content through your keywords. Simply go to Google and type your phrase. Google will display results based on your keyword. However, these phrases will change as you continue typing. This is because Google identifies other possibilities as your long-tail search grows. The related searches will show at the bottom of the screen. Since Google identifies these associated words or semantics as essential, use them to refine your keyword list.
Analyse the Competition
Always pay close attention to the competition level of your targeted keyword phrase. The basic way to analyse the completion of your keyword is to type it into Google and see what comes up. Begin by looking at the ads. Google has websites marked with an “Ad” tag. These are paid-for ads that appear before other results. Since these websites appear on the first page of Google, it is worth assessing them before committing to creating your content. Secondly, look at websites that organically appear on the first page of Google for your target keyword. If you discover that brands with significant budgets dominate this page, it is unlikely you will take a top spot with your first blog spot. Lastly, look at the results themselves and decide whether the content is beatable. Can you create content that users will find more relevant than what is currently in the top spot? Weak content is short, poorly formatted and lacks key details. You can earn a top spot by meeting your target audience’s needs more thoroughly than your competition.
Map Each Keyword to a Specific Page
Lastly, think about what content you will write and map each keyword to a specific page on your website. The correct content goes beyond choosing either text, audio, or video. You must also consider expressing it in graphs, lists, tables, charts, maps and images. After you have your content ready, it is time to map your keywords to specific pages. The best way to do this is through a content schedule. This schedule will keep you organised through a long marketing campaign and it can stop you from targeting the same keyword on different pages on your website. A crucial thing to remember is that websites do not rank; web pages do. As such, ensure that each web page targets a different keyword.
Now you are ready to get started. If you are a website owner and you are unsure how to select your keywords or develop the right content for your keywords, contact our Marketing Sweet team. We are SEO experts and are more than willing to help you develop relevant content around your keywords to ensure you appear on the first page of Google. Elevate your business today!