SEO Tips – Keyword research, beyond the basics

By | August 31, 2019

hello I’m Andrew from
I’m going to talk to you about SEO and keywords again today. You might have seen
the video that we did before about keyword research, why it’s important and
how you can start building up your keyword list. Today we’re going to focus
on how you narrow it down and start focussing it on your customers. Now you’ve
got your massive keyword list now it’s time to start trimming it down and
focussing in on those terms you really want to pursue. The easiest thing to do
first is a nonsense check, you’ve got this huge list have a look through there
and there really terms in there that you think you want. A good example is I used
to work at Lord’s Cricket Ground. Cricket if you’ve never heard of it, if you’re
maybe one of our American friends, it’s a bit like baseball, there’s a big sports
stadium lots of terms that people would search around on the web were
looking for cricket, some of them were searching for the cricket insects to
feed to their pet snakes or their other pets and reptiles, things like that. We
don’t want those people and there’s a whole other story about people that
we’re searching for terms related to the ashes. For cricket fans that’s a big
contest between England and Australia, for people that want to cremate their
loved one from their family, whole different thing,
so start with a nonsense check. Go through that list, take out all the cruft
and the ones you don’t really want. Next up you want to start clustering your
keywords, start putting them in groups. If you found a few related terms like maybe
you found terms that are interesting for you about pet friendly hotel rooms
and you’ve got a term over here that’s kind of hotel rooms that except dogs, you
might want to start clustering those things together, start putting your
keywords and keyword phrases into little related groups. This is another reason
why using post-its can come in really handy, you can start moving things around,
maybe find that one thing relates to another group. Start making little
clusters and groups of your keywords. After that you want to start attaching
some volumes, how many people are actually searching for these things.
There’s some tools you can use to help you with that, Google AdWords is another
good way to start getting into some of these numbers. How many people in each
month are searching for these terms? Start attaching some numbers to those
clusters that you were forming. If there’s the very small number around a
particular cluster maybe that’s not worth pursuing, if you start to find some
really big volumes maybe that’s a bit more interesting. Start to match those up
with intent, if there’s a fewer number of people but they really got a high
purchase intent, they’re searching for keywords like buy this or what’s the
cheapest, or how do I compare this to this. Those have got a really high intent, even if there’s not that many people in that group they
probably want to buy, so maybe you still want to consider those even if the
numbers aren’t that high but when you start attaching numbers to these
clusters of keywords then it starts to make it a bit more interesting for you.
You can think about in terms of if you get a really high ranking for this group
of keywords you could get maybe 20% to 40% of those people clicking on your
result when it shows up in Google. If those numbers are kind of interesting
and compelling for you then that makes those groups a bit more interesting and
gives you a clearer idea about which content and which keywords do you want to pursue. The next thing you want to look into is how competitive are these terms.
When you search for these kind of things that you’ve got in your cluster groups,
how competitive is that search engine result. If you’re looking at the number
one result and it’s from somebody like an Apple or a Wikipedia or an Amazon those
people are a lot harder to shift out that number one position. It’s not
impossible but it just takes a bit longer. If on the other hand it’s maybe
one of your competitor websites, maybe a smaller business, you can really start to
focus in on those and compete against those companies much more easily. Another
good clue is the pay-per-click ads, if you look at the search results and it’s
covered with lots and lots of pay-per-click ads you know that that’s
probably a pretty competitive term, if people are paying it and get on the
first result of Google then you know that there’s a lot of companies that
really want to be in that position so maybe that’s really highly competitive,
again don’t let that rule it out, it doesn’t mean it’s not worth pursuing
it just means it’s going to be harder to get there. If you’re thinking that sounds
like a lot of work you’re right, it is. That’s why people pay people like me to
do SEO for them but there are tools that you can use that will take a lot of the
grunt work out of it for you, a lot of the legwork and the running around that
you have to do to find all those things one of my favourites is called SEMrush.
It will do a lot of the work around finding related keywords, finding
questions that people ask in search engines related to those keywords. It’ll
help you find the volumes, how many people are searching for those things
and it help you do a whole lot more and just in a few clicks, it can’t save you a
lot of time so often these tools are worth paying for.
So now you’ve done your keyword research what do you do with it next, hopefully by
this point you’ve gone from a really broad keyword list that you
started with and narrowed it down some really useful groups and clusters of
keywords and phrases that you think you might want to go after.
Start matching that up to your content, maybe you’ve got some content
that speaks really well to this group of keywords and phrases over here. So
you might want to tweak that bit of content to make it fit even better. Maybe
over here you’ve got some keywords and phrases that you don’t have content for. Maybe
you want to start thinking about producing some killer content to really
nail those keywords and phrases, you know people are searching for them go produce
the content that’s gonna be the most amazing answer for that. Don’t stop there
though you can use your keyword research in lots of other ways, start weaving it
into your content in other ways, put it in the URLs, put it in the page titles,
put it in your meta descriptions, thread it through your content and the headings
that are using the content too. That’s another way to make your keyword research really
start to pay off. Don’t forget it’s not a one-and-done like with lots of things
with SEO, there are trends and seasonality like people search for
Christmas at certain times of the year. There will be new fashions and new
trends that come out where people search for things that they weren’t searching
for six months ago or even six weeks ago, so keep your eye on the keywords too.
Spending an hour or two on your keyword research is something you won’t regret and
will really start to pay off with your content and that’s how you do keyword
research, good luck with it !

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