Writing is not just about scribbling on paper all in the name of writing contents. Optimizations of Content Marketing is a deliberate act of writing the intent and interest of your target audience. This requires some research, hence why we need to do keyword research.
Every day, people search for various information on the internet using search engines such as Google, Yandex, Bing, Yahoo etc. For your content or website to pop up on the search engine result pages (SERPs) when your audience comes searching for what you offer, you need to know the right keywords to use. For your content to be visible to search engines, it must be optimized, using SEO tools. This means that your content must contain specific words that your customers use regularly. These words are known as Keywords.
For more context, see this example:
Grace runs an online eCommerce store where she sells unisex custom made t-shirts. Some of the keywords Grace should use when writing contents for her website and blog posts should be “buy t-shirts online”, “custom made t-shirts”, “unisex t-shirts”, “t-shirts for men”, “t-shirts for women”, “casual wears etc.”. She can generate more words by doing keyword research.
What is Keyword Research?
Keyword research is the process of searching for words that your audience will type into search engines when searching for a particular need or interest. Writing contents void of keywords will reduce the visibility of your website because search engines will not be able to crawl your content to potential or intended users.
Identifying your customers’ needs and your buyer’s history of purchase is a good business initiative and can help you decide which keywords you should target for content you want to create (texts or visuals). Having this understanding is what will help your research process. In a bid to satisfy a large number of your customers- since each customer has their own unique experience with your business type, finding out their demography, intent, and goals will guide you in your keyword research. This means creating a wide range of lists strong enough to cover each intent of your customers. Therefore, the more detailed your keyword research, the richer the quality of your content.
- Short-tail keywords
These are the major keywords that form the basis of your keyword research. They are the base or root words that encompasses all that you do or what you intend to achieve with your keyword research.
Going by our previous example of Grace, the unisex custom-made t-shirts vendor, who runs an e-commerce store, Grace’s short-tail keyword will be “t-shirts”
Short-tail keywords have a higher amount of search volume monthly and are highly competitive. While performing your keyword research, let the short-tail keywords guide you into creating more specific keywords, however, do not rely solely on short-tail keywords, if your goal is to rank highest on Google’s search engine result pages, with a wide range of competitors.
- Long-tail keywords
They are words containing more than 3 words. They are more specific than short-tail keywords and have a much lower search volume compared to short-tail keywords. They are less competitive and are a great fit to infuse when writing specific content that provides answers to your audience’s search intent or questions.
With long-tail keywords, you can easily pinpoint the search intent, because more often than not, online searchers input long-tail keywords on search engine queries when searching for a specific need, answer or problem that needs to be solved. It is important to target as many relevant long-tail keywords as possible in your content. This will increase the steady streams of highly targeted visitors to your website.
Creating long-tail keywords for your business or website simply means expanding the short-tail or root keywords you already have.
Let’s use our previous example, Grace long-tail keywords can be “custom-made t-shirts”, “unisex custom-made t-shirts”, “buy custom-made t-shirts online”.
One of SEO best practices is to use long-tail keywords in creating contents for your website or blog to rank highly in SERPs. Whatever methods you use, you can’t go wrong identifying long-tail keywords when doing keyword research for your business.
- Search volume
Search volume refers to the number of searches each of these keywords have within a certain period, usually monthly. Search volume is used as a measurement in keyword analysis to assess the potential search engine traffic for a given keyword. Focusing on the keywords you find on search engine results pages (SERPs), monitoring keyword competition, and interpreting each of these keywords monthly search volume will guide you in keyword research.
Having understood the components of keyword research, let’s discuss the importance of keyword research. Why should you surf the internet looking at keyword statistics to see how best to rank or serve the intent of your online audience? Read more below:
On Page SEO – Keyword Research?
Without proper keyword research, it will be difficult to understand your audience or prospects intent. Likewise, it will be difficult for you to rank on search engine results pages (SERPs) as Google and other search engines will be unable to crawl your site for the relevant content your audience is searching for.
For you to stay visible to search engines and remain top of mind to the daily online searches in your niche, you need to use accurate keywords to portray an idea or explain a thought. This is why organizations hire SEO specialists to optimize their website with relevant keywords amongst others.
They do this by ensuring their content is appropriately saturated with keywords so that they can be found as a search engine’s complex set of algorithms sift through the enormous amount of web pages indexed and analyzed by “spiders” or” crawlers” These spiders crawl through the content of webpages, searching for relevant keywords and phrases that an online user requires. Only contents containing relevant keywords useful to online searchers rank high on search engine result pages.
This invariably boosts sales and increases brand awareness for businesses.
How To Optimize Keyword Research
There are several recommended ways to do your keyword research. This will be broken down into two effective means:
- Know your root keywords:– These are the generic keywords that encapsulate what your business or brand is all about. It involves creating a list of words relevant to your business. These keywords should reflect what you want your target audience and prospective customers to remember once your business or brand name comes up.
- Use keyword research tools:- Some SEO tools have proven to be effective in keyword research and strategy. However, while using these keyword research tools, two major processes are important i.e., Expanding and Categorizing your root keywords.
Expanding your keyword means using your keyword tools to generate more keywords. These tools can help you come up with more keyword ideas based on short-tail and long-tail keywords that are related to your business or brand. These keywords are useful in creating other relevant lists of keywords you can take into consideration for your business.
Categorizing your keywords involves putting your keywords into segments specific to your business goals. Your business or brand could also be offering products or services under different categories or classifications.
You should perform separate keyword research for each of these categories, specifically targeting a particular product or service. This may be a bit tedious. However, researching your keywords this way will offer you a better chance of attracting targeted leads trying to find the precise products featured in a particular category.
Keyword research tools can be free or subscription-paid. Depending on your budget, you can opt-in for a pocket-friendly option. These keyword research tools assist you to sort through your initial list of keywords to better phrase them in a relevant target-intent manner.
Here are some of the effective keyword research tools you can use for your keyword research- Google Trends, Google Keyword Generator, Bulk Keyword Generator, Questiondb, Google Search Console, Keyword Surfer, Keyworddit, Answer the Public, Keyword Sheeter etc.
These tools will help you refine and generate relevant keywords, providing useful insights on the monthly search volume, number of clicks per word, keyword difficulty etc.
If you have followed this closely, then you can go ahead to generate your keyword using any of these keyword research tools. It’s pretty much easy to understand, all you need to bear in mind is the intent of your target audience. And there are some right questions you may want to ask us e.g. what keyword can be used to identify a product/service and how can I get an SEO specialist to help me?
We are readily available to serve you. Contact us.