Keyword Research for SEO

By | September 4, 2019


Keyord research is a huge part of any SEO
effort. Targeting the keywords that your customers
are typing into Google means you are more likely to be found in search. This sounds reasonable. But companies will produce either 1) not produce
enough targeted site content, or 2) create content that is aimed toward the people in
their industry, rather than their customers. You Probably Have More Keyword Phrases Than
You Realize. Most businesses will want to optimize their
local SEO for “The service they provide” + “The city or region where they are located”. This particular keyword phrase will usually
be a city specific landing page or the homepage. Most businesses will end their keyword research
right there. But there are many other things that your
customers will be looking for besides just [“your service” + “your city”]. Here’s a working example. Let’s say you do HVAC repair and installation. Your target customers will be looking for
several different things related to heating and cooling at some point. Those potential customers may search for the
following: How to save energy in the summer. Most efficient heater. How to reduce heating costs in the winter. What’s the average air-conditioning bill
in [your city]? How often should I change the air filter on
my vents? Does my local energy company provide rebates
or trade-in incentives? How do the top 10 heaters or air-conditioners
stack up against one another in energy consumption? When you think about keyword phrases, you
are actually thinking about questions your customers have, and how to answer them. The Real Purpose of Keyword Research is Content
Creation. Keyword research is more than just optimizing
for your main search term. It’s about blanketing all the search terms
your customers are likely to have. Each one of these questions is an opportunity
for your business to answer a customer question and establish your authority as a service
provider. Keyword research is not about determining
what search phrase you should repeat over and over. Holistic SEO is about positioning yourself
as the most authoritative brand for the service you provide. Both your customers and the search engines
should have this perception of your brand. The goal is to position your brand as the
most likely company to have a solution to a customer question. Gathering keyword information is the precursor
to a whole other set of ongoing tasks. You will have to create interesting, authoritative
content to win the SEO battle. Keyword research will tell you what topics
you need to be publishing about. You should already be making a list of the
questions that customers ask you over the phone and email. Keyword research provides the other questions
that people are trying to find answers for. Tools for SEO Keyword Research. The Google Keyword Planner is a free tool
that you can use to get multiple keyword ideas. You will need a free Google AdWords account
to use the Keyword Planner. By typing in a keyword phrase, you will get
suggestions of related keyword phrases, with the monthly search volume for those phrases. The Competition column tells you how many
people are bidding on that specific search phrase in AdWords. This will give you an indication of how valuable
the search term is. High competition means many people are bidding
against this search term. Medium means there is some activity on that
search term.Low means not many people are bidding on that search term. Our goal here is not to blindly pump a bunch
of money into AdWords, but to gauge the interest around these keywords, and get ideas of where
we can create compelling content. The higher the Suggested Bid is on a term,
the higher chance there is that people are searching with the intent to make a purchase. And the more Average monthly searches there
are against a search term, the more people are searching using that phrase. When there are a lot of searches using a certain
keyword phrase, this means it is worthwhile to create some sort of site content for
that phrase. It
also means it will be more difficult to rank higher for that search term. This means your site content must be more
thorough and answer customer questions effectively in order to rank. SEMRush SEMRush is premium SEO tool that gives you
a broader overview of the search phrases you are researching. SEMRush gives you similar suggested keywords,
monthly search volume and cost per click (CPC). One nice feature of SEMRush is it will tell
you the projected difficulty of making a specific search phrase rank well as a score from 0-100. SEMRush will also show you the search trends
for a given term over time. SERPs Rank Checker SERPs Rank Checker is a tool I use quite often
to check Google rankings for specific phrases. This tool lets you enter a particular city
or zip code as the search origin. This is because Google can return different
results depending on your location. The SERPs Rank Checker also gives you a monthly
search volume for each search term. This tool returns the top 180 to 220 results
for a given search term. Ahrefs Content Gap Ahrefs is another premium SEO tool with many
helpful features. One feature in Ahrefs is Content Gap, which
allows you to compare your website against three of your competitors for keywords that
they rank for that you do not. This is useful for finding search phrases
that your competition is ranking for, and where you have an absence of content. By using this information, you can determine
what content you might want to create for your customers. Google Instant One of the most underutilized tools in keyword
research is sitting right there in Google. When you start typing search phrases into
Google, do you notice how it starts to give you keyword suggestions? Those search phrases are being suggested to
you because that’s what people have been typing into Google! One way to get keyword ideas is to start typing
a single word, and see what comes up as suggestions. Just don’t complete the search. Keep experimenting and taking the search farther
out. See what comes up. Keep in mind that many people just pick one
of the suggestions as a search term, so these can be excellent search phrases to target. These are a couple of the tools that we use
to find out what your customers are typing in to Google. We use these tools (and others) to assess
where your competition is stronger than you are right now. SEO is a Long-Term Strategy The end goal of keyword research is to find
out what people are typing into search engines and then to produce content that will be found
for those search terms. This site content will answer customer questions,
and make your brand stronger and more authoritative. The more customers can trust your brand to
teach them and answer their questions, the more that Google will also trust your brand
to answer questions. When you answer questions, people are more
likely to link back to your site and share that particular page on other websites. These back links don’t always come quickly. But the more content you produce, the more
of them will come. Back links remain the most important part
of Google’s algorithm. Summary Keyword research is the beginning of a lot
of work for your marketing team. Once keyword research has been completed,
you will know what questions need to be answered with your website content. That site content that comes from keyword
research will go on to improve customer satisfaction, build your brand, and eventually earn back
links to your site. This is how you will build your brand and
eventually dominate in local SEO. It’s important that we research what people
are searching for, and know how people are searching. Keyword research analyzes what words customers
are typing into Google, and how they search for what they need. We also want to see where your competition
has an advantage, and how we can close the content gap between your business and your
competition.

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