How to Create a Keyword Research Strategy
While marketing best practices and trends change from year to year, one thing has stayed pretty consistent for entrepreneurs looking to optimize their digital marketing campaigns: a keyword research strategy.
This is when marketers use keywords to find and research what conversations potential leads are having online. This knowledge can help you figure out what problems your customer is facing and how you can solve them, or what conversations they're having online and how you can join them.
Here's an SEO strategy you can use to come up with terms and conversations you should be following online. These are phrases and topics you can include in your advertisements and your social media posts.
Your SEO improves, so your chances of getting found online improve.
Make a List of Important Topics Related to Your Industry
Come up with 5-10 general terms related to your business. These are typically 1-3 words long. If you run a blog or advertise online, these will probably be terms you blog about the most.
Put yourself in the shoes of your target market. What topics would they type into Googles search bar if they wanted to find the solution you're offering?
If I were running a marketing campaign for "Home Renovation services," I might have "home renovation," "home remodeling," or "home makeover" as general topics.
Make a New List for Each General Topic
Now that we have a handful of general terms, we need to add phrasing to each topic. These are phrases you think your customer would type into a Google search bar, such as "how to," or "What do I." Or I'd niche down into a more specific category.
For instance, if I were still sticking with the "home renovation" them, I'd take a general topic and niche down further while consider what someone would look for online, I might come up with "bathroom renovation," "kitchen remodeling," or "how to renovate a basement."
Research Related Search Terms
A creative step experienced digital marketers consider is checking out the "Searches related to [keyword]" at the bottom of your Google search results page.
If you're having a hard time coming up with keywords, scroll to the bottom of a search page and check out the "Searches related..." box. This will help you come up with even more keywords.
When you type in your search term, press enter, and scroll to the bottom of the search page. You'll see a handful of suggestions for searches relative to your original input.
Use Google Adwords to Focus on The Best Keywords
Now that you have a healthy list of keywords, it's time to apply more quantitative data.
Use "Google Adwords Keyword Planner." It's a free tool you can use to track search volume for each keyword, the Adwords Bid for each term, and how high the competition ranks for each term. You're only getting general search volume here, so taking into account bid rate and competition rate is essential.
Use Google Trends to see if your keywords are trending up or down. This forecasting can allow you take advantage of seasonal trends or new subjects that your target market are discussing online.
Now you have a list of keywords your business can use to optimize SEO, use targeted social media posts, and maximize your Google Adwords campaigns.