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How To Appropriately Do Keyword Research for Your Marketing Strategy

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Keyword research plays a significant role in marketing.  You should always study your market and high volume keywords relevant to your industry prior to implementing any planning and execution. This will help you to understand what individuals are looking for and what’s popular in your business sector.

Why is keyword research essential?  To get a better idea of what your clients want, study your competitors and see what they are focusing on.  This will help give you a framework using the research they have already taken and studied.  Put yourself in the shoes of your customers.  Ask yourself as the customer if what you are doing is attractive and would you buy your products as a result of your marketing efforts.

Research niche keywords for your company

Start off with some questions to get an idea of how people will find your business on search engines:

  • How will people search for you and your company?  What outlets and 3rd party sites will they use?
  • Is social media applicable?
  • What keywords are your competitors using?
  • May they use geographical terminology in addition to your keywords?
  • What might be their motivation for searching for you in the first place?

Focus on competitor keywords

Your competitor may have already done all the research for you.  Use tools like SEM Rush and A Hrefs that examine your competitor’s sites, what keywords they are focusing on, and what links they have built to increase their site’s rank and relevance.

Focus on alternative keywords

Use alternate keywords that state the same topics to reach more audience and search queries.  Find high volume search keywords and hit long tail keywords as well to ensure you have covered all areas of your market.

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For example, a Chicago plastic surgeon might think a keyword they need to focus on is ‘rhinoplasty.’ However, in reality, people search for the term ‘nose reconstruction’ when they are looking for rhinoplasty.

Use online tools to help you find effective keywords

You have to be sure that you start using a keyword research instrument. There are many out there, but Google AdWords is one which many companies use to get going. This program is free and easy. That means that the tool does the task for you, but you have to include the original words that can be worked against. The more specific you can be and the more in touch you’re along with your client and their mindset, the more useful this tool will undoubtedly be for you.

Google Keyword Planner Tool

Optimizing for Google?  What better tool to use than their own keyword planning tool. Google Keyword Planner Tool helps you plan your Search Network campaigns and learn about what your customers are looking for.

Wordtracker

Wordtracker reveals high-performing keywords, shows you what people are searching for, gives you numerous suggestions for keyword phrases, and computes how much competition you are up against for the terms you select.

Ubersuggest

Ubersuggest uses Google Suggest and other suggest services. You can instantly pull thousands of keyword ideas from real user queries as well as vertical results for images, news, shopping, video, and recipes.

Keyword Eye

Keyword Eye helps you simplify your keyword research. This tool displays keywords in increasing or decreasing sizes based on their search volume or AdWords competition.  You get 10 free keyword searches per day, with 100 results delivered per report.  You also receive great data about your competitors.

WordStream Keyword Tool

WordStream Keyword Tool has a huge database and enables you to customize searches by filtering adult keywords or and pulling niche results. It also offers options for identifying negative keywords, keyword grouping, and finding keyword niches.  The top 100 keywords are available for free.

Everyone knows the saying, “You get what you pay for…”.  Well, the same applies for keyword research tools.  These tools do all the research work for you, so it’s important to consider paying for that analysis and research.

SEMrush

SEMrush is also free to an extent, but you’ll want to use more than their free version.  SEMrush is one of our favorite tools and gives a plethora of information on your website and your competitor, from auditing site errors to reporting your effective keywords and what works and what doesn’t for your website.  SEMrush helps you discover yours and your competitor’s organic and paid keywords in search.  You can search by your competitor’s domain or search for competitors using specific keywords.  You can see volumes, trends, and other data across various properties. You can also enter yours or your competitor’s site to see the top organic keywords for which it ranks and what volume each keyword can pull.

MOZ

MOZ retrieves top rankings for any keyword and assigns that keyword a difficulty score based on the pages that currently rank for that keyword.   You can view search volume data for your keywords and pull up the SERP to see the top results for each term.  Competitive keyword analysis metrics show you where you can have the upperhand on your competitor.

KeywordSpy

KeywordSpy tracks all search advertising activity in any niche industry, giving you information on marketing analytics, SEO intelligence, competitor’s keywords and ads, and more.

Advanced Web Ranking

Advanced Web Ranking offers a keyword research tool that pulls data from Google AdWords, Google Webmaster API, Google Trends, Google Suggest, 7Search, SEMRush, Wordtracker, and Yahoo API Related Keyword Search in one place, helping you to identify what keywords are effective and to help you find your competitors’ best keywords.

Conclusion

Keyword optimization is a long process.  Maintain your pages and build upon them.  Finding the right keywords is a crucial element in website marketing.  They will bring in new customers but must be implemented in useful and strategic content.  Content such as:

Adding new content and keywords regularly can provide great results.  Traffic, but most importantly, quality traffic, equals revenue, so make sure that you do it right and do it well.

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