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5 10, 2019

The Complete Keyword Research Guide for SEO

By |October 5th, 2019|Categories: , |Tags: , , , |0 Comments

Why I Wrote a Keyword Research for SEO Guide

Any Beginner’s SEO 101 Guide will tell you that Keyword Research is the first step in the SEO process. However, many guides fail to explain the actual process of conducting keyword research. There are different keyword types, latent semantic indexing, audience profiles and difficult metrics to account for. For this reason, I wrote the Complete Keyword Research Guide for SEO.

Understanding Keyword Types for Audience Targeting

keyword research buyer persona targeting One of the fundamental steps to understanding keyword research is being able to differentiate informational keywords from intentional keywords. These keyword types or keyword segments, help us create a content strategy that aligns with our conversion funnel.

Informational vs. Intentional Keywords

INFORMATIONAL KEYWORDS

  • Research, Tutorials, DIY
  • Build Awareness and Interest
  • Account for Majority of Organic Traffic

INTENTIONAL KEYWORDS

  • Direct Response Keywords
  • Used for Products/Services pages
  • Difficult to Rank/ High Competition

Now we visualize this concept using a marketing funnel: informational-intentional-kw-funnel

Persona-Driven Keyword Research

For many industries, especially B2B, searchers will query (search) for identical products or services using completely different keywords. Reasons for this can be generally attributed to the searcher’s job role, technical knowledge, or skillset. Hypothetically, a construction supervisor in need of bronze alloy pipes may use broader terms like bronze copper alloys, while an engineer may use a more specific terms associated with testing standards or compounds.

The first step is to create audience personas. We will want to obtain information such as:

  • Demographics
  • Psychographics
  • Purchasing Habits

There are many ways to collect this data. Some of these options include:

  • Survey Monkey
  • Linkedin Profiles
  • Facebook Profiles
  • Pinterest Profiles
  • Interview Customers

Social profiles really are a great tool for collecting persona data. You can quickly and easily understand their likes, dislikes, and even the way they write.

For fanstastic, in-depth information about persona-driven keyword research, check this out.

How to Choose Your Keywords

Keyword research and selection is not an exact science. Some SEO strategies may involve much more detailed keyword segmentation or groups. However, a great way to get started is by using a keyword research tool.

Keyword Research Tools

Keyword Tool Cost Creator
Google Keyword Planner Free Google
BING Ads Intelligence Free Microsoft
Google Trends Free Google
SEMrush Free (Limited) or Paid SEMrush
Uber Suggest Free Reprise Media Italy

Qualifying Your Keywords

Once you’ve finished building a list of keywords, next it is time to qualify those keywords. You will be spending a lot of time in the near future optimizing for these keywords, so you wan to make sure you’re optimizing for the right ones.

Keyword Qualification Checklist

 Is the keyword relevant to your website content?

Applying Keyword Research to SEO Strategies

More than likely, you are beginning to realize that there is a whole lot more search volume associated with your informational keyword list than your intentional keyword list. Yes, this is normal. A long time ago, Rand Fishkin wrote a blog called Illustrating the Long Tail. The illustration below is from his article and interestingly enough, Long Tail keywords (which are commonly informational keywords) make up for 80% of the traffic.

long tail keywords

Your long tail keywords and informational keywords can all be part of your content strategy. Using each article, blog, or page as a  new way to drive more traffic to your website. At that point it is important to remember, however, that you will need to plan your conversion strategy. Once the user gets to the website, how do you convert them into a sale? What’s your strategy?

19 04, 2018

Are Keywords as Important as They Used to Be

By |April 19th, 2018|Categories: , |Tags: , , , |0 Comments

If you are a business owner, you know how important it is to stay abreast of the latest SEO news. You should spend a certain amount of time browsing the world wide web for the latest SEO tips and strategies. If you make a habit of doing so, you may come across a number of recent article that purport to fill the reader in one of one of the most recent and hotly controversial SEO strategies. This has to do with a rumor that keywords aren’t as crucial to your ranking success as they used to be.

Is There Any Truth to Keywords No Longer Being of Use?

There are several SEO news that have gotten on board with this strange rumor. However, it should be stressed that there is absolutely no solid evidence to back it up. In other words, many so-called experts who provide readers with SEO tips are doing so largely out of their own intuition rather than responding to any solid proof. So it’s important to take their words as just that – words with little or nothing to back them up. So what is the truth?

Do Recent SEO Strategies Still Rank the Keyword as an Important Element?

In answer to the question of whether most modern SEO strategies still involve the keyword as an important element, the answer is a resounding yes. In fact, most of the reputable and professional SEO tips that you receive from an expert are bound to make just as much use of keywords as would have been the norm in the past. There is no reason whatsoever to think that any brand new element has replaced the keyword as the basic building block to success in the realm of SEO.

Is the Reported Demise of the Keyword a Major Exaggeration?

Many SEO strategists have jumped the gun in recent months and done themselves a major disservice. The proof of this lies in their alleged hailing of the death of the SEO keyword. The confusion seems to have come from reports that including a keyword in the name of your domain is a good way to get on Google’s bad side. This is all well and good if not proven- but are keywords really finished? The answer is definitely not, nor should you have any illusions on this matter.