Getting Started With Keyword Research

Filed in Search Engine Marketing
Published Apr 18th, 2023

Keyword research is an important part of any successful search engine advertising and SEO strategy. By identifying the right keywords to target, you can increase your visibility in search results and attract more relevant traffic to your website. 

Here’s how to do keyword research for search engine advertising and SEO.

Start with Research Tools
There are many keyword research tools available that can help you identify the best keywords to target. Some popular options include Google Keyword Planner, SEMrush, Ahrefs, and Moz Keyword Explorer. These tools can help you find relevant keywords, estimate search volume, and analyze competition.

Brainstorm Your Seed Keywords
Start by brainstorming a list of seed keywords that are relevant to your business or industry. These should be broad keywords that describe what your business does or what topics you cover. For example, if you run a pet store, your seed keywords might include “pet supplies,” “dog food,” and “cat toys.”

Remember Brand and Non-Brand
Look for keywords that work with your company's brand name, as well as standing alone. You'll want to attract traffic from users who know about you already, because those users tend to convert at a higher rate. However, the bulk of your search engine traffic should come from keywords that are non-branded.

Consider User Intent
Remember that keywords are intended to attract potential clients to your web site. Choose keywords that reflect a user who is at some point in the Awareness/Interest/Decision/Action funnel. "Banks" is probably not a highly effective keyword, but "banks near me" or "banks for small business" would be, because they reflect a user's intent.

Expand Your Keyword List
Use your keyword research tools to expand your list of keywords. Look for related keywords, long-tail keywords, and variations of your seed keywords. This will help you identify keywords that are more specific and have less competition. For example, instead of targeting “pet supplies,” you might target “organic dog food” or “interactive cat toys.”

Analyze Competition and Search Volume
As you build your list of potential keywords, use your research tools to analyze competition and search volume. Look for keywords that have a high search volume and low competition. These are the keywords that are most likely to drive traffic to your website. However, don’t ignore keywords with lower search volume, as they can still be valuable for targeting niche audiences.

Consider User Intent
When selecting keywords, consider the intent of the user. Are they looking for information, or are they ready to make a purchase? Are they looking for a specific product or service, or are they just browsing? By understanding user intent, you can target keywords that are most likely to lead to conversions.

Final Thoughts
Keyword research is an ongoing process, and it’s important to test and refine your keyword strategy over time. Use analytics tools to track your performance, and adjust your keyword targeting as needed. By investing time and effort into keyword research, you can improve your search engine marketing and SEO results and attract more relevant traffic to your website

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