The keywords when incorporated into your site copy, your meta-tags, your meta-description, your Adwords campaign have a resounding effect on the overall success of your site.
Targeting the wrong keywords would have a negligible impact on your business. Similarly, targeting the right keywords will make all the difference.
Here’s how we approach the task of Keyword Research:
a) A thorough analysis and understanding of your business. We identify key industry words on your website, visit competitor websites, watch videos, read the news and anything else under the sun that will help us understand which keywords directly apply to your business. Typically, the keywords are rather broad at this point.
The next few stages involves refinement, refinement, refinement!!!
b) Here’s where we turn to tools like Google Trends and Keyword Planner.
Hypothetically, let’s say you were a business who had both Justin Bieber and Miley Cyrus merchandise. Yes, our two most favourite people. Now, because of your limited budget and limited time, your agency will have to decide which merchandise-related keyword to focus on more.
We’ll give you a glimpse of our thought process.
The Google trends analysis point to a much higher search volume for Justin Bieber than for Miley Cyrus. Although, we think it’s interesting how Miley Cyrus’s popularity spiked in late-2013 (SHE CAME IN LIKE A WRECKING BALL.) So unless she continues pulling off crazy, unbelievable stints (which, in all honesty, is believable), for the sake of simplicity let’s say we allocate more funds to marketing Justin Bieber-related merchandise. More Justin Bieber keywords.
You have just received a new shipment of Justin Bieber dolls. By means of circumstance, it is decided you market these.
Let’s head on over to Google’s “keyword planner.”
Having typed the obvious “Justin Bieber dolls”, the planner helpfully gives you a list of potential keywords.
“Bieber doll” has a reasonable number of impressions and seems to be the closest to our original keyword.
Now for the sake of simplicity, let’s consider only the “Bieber doll” Ad group.
Here is our final pick then:
“Justin Bieber doll”, “Justin Bieber dolls for sale”, “Bieber doll.”
Looking at the charts for the first time, going for the ones with the most monthly searches might seem like the keywords to pursue. But, this is something we keep reminding ourselves here at GMI,
“SEO is not always about increasing visitors to your site, but about getting the right kind of visitors.”
If we were going by keywords that had the greatest search volumes, “Justin Bieber” with over 11 million views would be the way to go. But the keyword “Justin Bieber” in itself would not necessarily have a relation to buying doll merchandize.
The keywords we selected, on the other hand, are specific to the merchandise we are looking to sell.
Having identified these keywords, all that remains is to modify website copy – implement these keywords, include keywords in the meta-description and meta-tags. Repeat this process with other keywords many times over and in time, you should be “climbing” the tree.
Of course, this post serves more to give a small glimpse into the process of keyword research than to provide a realistic picture of the entire process. Sadly, our hypothetical example did not have a hypothetical website for any real key-word identification. Additionally, these tools are by no means the entire process of identifying effective keywords. A good mix of common sense and hard-learned experience play a more important role
And because you have been a well-mannered reader, reading till the end, here’s a bonus for you:
Although this is unrelated to SEO, Keyword research can predict shifts in demand. Armed with this knowledge, you can respond to the changing market conditions, and deliver the products, services, and content that web searchers are actively looking for. Think about it, keyword research is one of the best, most convenient ways of conducting market research.