Keyword research is an essential practice search engine optimisation experts use to discover and identify high potential search terms that users enter in search engines when searching for particular goods, services or information. It tells the business owner what their customers are looking for and helps them to target them effectively. This allows the business owner to concentrate on improving the customer experience and making their website more successful in search engines. Keyword research has changed dramatically over the last few years as the competition within the industry has grown and the internet has become an integral part of people’s daily lives.
The first step towards keyword research is understanding your audience. Research your audience to identify what they want. How does the audience behave online? How will they be finding you and where do they look?
A list of search terms that your audience uses is going to be your starting point. Your next step is to research these keywords to identify how popular they are in Google, Yahoo and Bing (the other major search engines). These search terms should not be too competitive as this may bring poor traffic. They should however be related to your products and services so that you can target the right audience. Targeting the wrong audience will only harm your conversion rate with Google and Bing search engines.
Once you have narrowed down the search terms you wish to target, your next strategy should be in-depth keyword research into your competitors activities. As mentioned above, competition within the SEO industry is growing at an exponential rate and so it is important to stay ahead of your competitors. Look through Google trends to see which keywords are getting the most views. Some good strategies are incorporating video into your campaign, link-building strategies such as article marketing and social media strategies such as Facebook and Twitter.
The last strategy we shall discuss is to concentrate on long tail keywords. These are the lower volume keywords which do not attract much attention from Google or Bing. These are however a great place to start when you are learning your own keyword strategy. Long tail keywords are a great way to start building a niche online business as they are less competitive, harder to rank for and yet produce results quicker than more popular keywords.
The final strategy to consider is to use a keyword research tool to create a niche for yourself. Once you have refined your list of long tail keywords, you can then use tools such as Wordtracker, Overture or AdWords to identify untapped niche markets. Once you have identified a niche, you can then use a keyword research tool to identify the competition for your chosen keyword.
You then need to take your keyword research and find out what your ideal customer is looking for online. For example, if you are a jewellery retailer, what type of people are likely to be looking for jewellery online? What type of jewellery will they be searching for online, in order to buy? If you look at a few examples of the top selling products on eBay for example, you will quickly see what your potential target audience are looking for. Then you need to look for the products that will best fill this need. For example, if your target audience are women and your product is women’s jewellery then you could target these buyers by listing similar products within your website.
Once you have found a market then you need to focus on keywords that will help you sell your product. Keyword research can help you with this but it is important to remember that keywords and keyword phrases do not have to be the same. Sometimes, a single word will be highly searched but be completely pointless to the buyer. So make sure you use keyword research and product keywords that are relevant to your website in order to maximize traffic and conversions.