The keyword research process
1We research and collect relevant keywords and key phrases from a variety of sources related to your industry including search engines, manufacturers, distributors, trade organizations, blogs, forums, marketing data and more.
2We optimize the keyword list based upon your SEO campaign goals using reliable data obtained directly from the search engines to sift out the undesirable keywords – such as keywords with low purchasing intention or relevance.
3The list of desirable keywords is used to target your SEO campaign. This results in people finding your website when they’re actively searching for your product or service leading to increased volume and quality of leads.
Tell me more about keyword research
Keyword research is critical for a successful SEO campaign, this is the stage where we discover which keywords, phrases, and terms we need to optimize in order to attract qualified searchers. This information can be very revealing; allowing us to improve your website in order to better respond to the needs of your customers by improving or adding content. Keyword research can even show us how you can expand on your services or product selection to better serve your customers.
During this process we learn a lot about your industry and its customers, it reveals which keyword we will optimize for and shows us exactly what people are searching for. Therefore, the keyword research process is the most important part of your SEO campaign.
Learning about your industry
The process of keyword research starts by taking a detailed look at your industry. Researching keywords is a learning process, in order to understand how people find your product we’ll learn about your industry and how people interact with it. We’ll look at a variety of sources:
- Distributors & Retailers
- Trade organizations
- Related forums or blogs
- Search engines
- Marketing data
As well as the sources here we’ll also look into similar and associated industries as these can also reveal useful information. This process will uncover a multitude of keywords, key phrases and terms that people use to search for your products or services.
Using this newly gained information we’ll begin creating a list of relevant keywords using various sources and tools.
Info gathering: the first stage of keyword research
The first task of keyword research is to build a list of relevant keywords; this is accomplished using the data acquired on your industry.
Every time a person uses a search engine their search term is recorded. This data can be accessed to see what keywords people have used as well as metrics associated with those keywords, such as global search volume, local search volume, and monthly trends. Using the data provided by the search engine in combination with the information that we’ve gathered about your industry we build a list of keywords and phrases people use to search for your product or service.
This gives us a substantial list of keywords for further research. The next task will be to take a look at those keywords; how many people search for each keyword, which keywords appear to be useful and profitable, and how difficult they will be to optimize.
Determining a keywords potential profitability
Gauging the intention of keywords is important, keywords using terms such as ‘buy’ in them reveal the searchers intent to buy; this is referred to as commercial intent. A keyword such as ‘buy widget’ or ‘widget estimate’ expresses a strong commercial interest and is typically a more profitable keyword than ‘widget tips’ or ‘widget advice’ for example. Our earlier research will prove useful as terms and phrases that imply commercial intent will be specific to your industry. In order to fully assess the profitability of a keyword we will also use marketing data available from the search engines.
The search engines all run advertisements next to or near the natural organic search results, they also show us how much people are willing to pay for each click on those ads. This is a very good way to measuring how effective a keyword is for these businesses, which keywords are the most profitable, and thus which keywords to target with your SEO campaign in order to attract the most qualified traffic to your website.
Local searches are also a good example of commercial interest in the searcher, for example a person who is interested in hiring a local plumber would typically search for ‘*cityname plumbers’ or ‘plumbers *cityname’. By targeting these keywords we attract those people who show a direct interested in your business to your website.
Assessing the competition and keyword difficulty
Once we’ve discovered effective keywords to optimize we need to assess the difficulty associated with those keywords. We examine websites already ranking for these choice keywords and assess their level of optimization. This includes taking a detailed look at their domain name, domain age, on-page SEO, and off-page SEO. By fully assessing the keyword difficulty we can determine the amount of work necessary, and thus which keywords would be ideal to target based upon the goals of your SEO campaign.
Providing more for your customer
One benefit of keyword research is that it reveals what information we can provide to your customers. Using this info we can add content or expand on content in order to help your customers with their concerns or needs, in addition adding this information is a benefit to your SEO campaign as well as your business. This is especially the case if people do a lot of research or seek information prior to their purchasing decision. Providing quality, reliable information that answers their questions and concerns establishes your credibility and marks you as a professional in your industry.
It really must be repeated; keyword research is the most vital part of the SEO process. This process shows us shows us how people find your product or service and what keywords, key phrases and terms they use. Additionally, it shows us how profitable, useful, and competitive those keywords are – allowing us to know exactly which keywords we should target in your SEO campaign.