There’s a right and a wrong way to do keyword research and unless you take the time to get it right, you could end up making costly mistakes and ultimately wasting your time. The good news is that it doesn’t take all that much in the way of research to become a keyword pro. Here are a few tips to help get you started…
What is keyword research and why is it important?
In case you’re wondering: “What is keyword research?” It’s the process of identifying the most relevant keyword search terms that your ideal customers are typing into Google whenever they are actively on the lookout for the products or services that you offer.
This is a critical aspect of any digital marketing campaign because it provides you with actionable insights into how to present your website and what kind of content you should produce in order to attract, connect with, and ultimately convert your audience.
1. Don’t forget to use ‘negative keywords’
Many business owners don’t even know that this is an option: choosing keywords you don’t want to rank for.
For example, if you are trying to rebrand and target a higher spending client, you might want to avoid any searches that include the word “cheap” or “free” – which can be done by registering them as negative keywords.
2. Make sure you have a list of local keywords as well
While it is certainly important to work on broader key search terms and build a far reaching online presence, you must not underestimate the power of local SEO as well.
Put together a list of ‘localised’ keywords and aim to attract prospective customers in your proximity as well.
3. Look for frequently asked questions
What do your ideal customers frequently ask Google about? What are their biggest fears or concerns? By identifying their most common questions, you can develop high-value content around them, pre-empt their needs, and ultimately drive more traffic to your website.
4. Do extensive competitor research
A large part of your keyword research should be dedicated to looking at what your competitors are working on. Which keywords do they rank well for? Are there any gaps in their content marketing strategy for you to fill? Collect as much data as you can and use it to your advantage.
5. Consider hiring the professionals
While keyword research is one small aspect of your broader digital marketing requirements, the process itself is still very time and resource intensive – and that’s before you’ve even thought about optimising your website and developing a content marketing plan.
If this is something you want to get right but feel you might not have the time for, it’s definitely worth outsourcing your needs to a quality third-party digital marketing agency.
Given that they will do keyword research for their clients on a daily basis, you can leverage their expertise and focus your time on doing what you do best.
Keyword research is critical for your long-term online success. Invest in getting it right and you will be far better positioned to catch up with and outperform your competitors.