Why I Wrote an SEO Keyword Research GuideAny 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 that results in higher conversion rates. There are different keyword types, latent semantic indexing, audience profiles and difficult metrics to account for. In fact, some of those terms I just mentioned may have your mind boggled. That said, I’ll walk you through the process of conducting keyword research which harmonizes with user intent.
Understanding Keyword Types for Audience 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
CONTENT TYPES & CHARACTERISTICS
- Research, Tutorials, DIY
- Build Awareness and Interest
- Account for Majority of Organic Traffic
- YouTube videos, Vimeo
- Direct Response Keywords
- Used for Products/Services pages
- Difficult to Rank/ High Competition
Persona-Driven Keyword ResearchThis step requires a significant amount of time spent researching, stalking people on social media, and interviewing qualified buyers in order to understand how you should personalize your content to resonate with each persona. 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:
- Purchasing Habits
- Survey Monkey
- Linkedin Profiles
- Facebook Profiles
- Pinterest Profiles
- Interview Customers
How to Choose Your KeywordsKeyword 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
|Google Keyword Planner||Free|
|BING Ads Intelligence||Free||Microsoft|
|SEMrush||Free (Limited) or Paid||SEMrush|
|Uber Suggest||Free||Reprise Media Italy|
Qualifying Your KeywordsOnce 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?