Online marketing Akola
Keyword Research the Smart Way
These days, effective keyword research is an increasingly important skill for digital marketers. Not only do they need to know how to develop a good keyword list for PPC and SEO, but smart content marketers use keyword research to find out what topics they should write about and what phrases they should use while writing. online marketing akola
But if you’re reading this, you probably already know how important keyword research is. You’re just here to learn how you might do it better or more effectively.
There are quite a few great, thorough keyword research guides on the internet. In general, they tell you to follow this process:
- Expand your list using keyword research tools
- Refine your list with competitive research
- Create a seed list of starting terms
So why am I adding one more article to the stack? Because I want to introduce you to a framework for categorizing keywords that I developed when I was running the paid search practice at Red Bricks Media. The infographic below sums it up:
The model imagines that your desired conversion event is the center of a target. Keywords are categorized by type and arranged by how effective they are at converting. As a rule, it makes sense to invest the most time and money in keywords closer to the bullseye. Only after you have fully maximized the volume from those should you move further out.
The idea behind this model is that different keywords represent different levels of interest and intent; some search terms are used by people close to a conversion, while others are used by people still in the early stages of research.
Choosing the Right Keywords to Get the Traffic you Want
Keyword Analysis is the lifeblood of search engine optimization. Finding the right words to include in your on-page content and your META data (the information search engines use to populate search result snippets) is key to your online success.
Using the Target Model in Your Keyword Research
1. Research your audience. What terms does your audience use to describe your products or services? What other relevant terms do they use in their day-to-day lives? Look at blog posts and comments, forums, LinkedIn groups, and your own support requests.2. Find the search terms in use now. Use your analytics tool, Google Webmaster tools, and your weblogs to see what search terms people are using to get to you. If you have access to data on your internal site search, look at those terms to see what people are looking for.
3. Get some suggestions. Soovie is a tool that lets you enter a keyword and see what the top autocompletes are for a number of different search engines and other sites. It’s not worth running every keyword through Soovie, but you might try a couple to see if you missed anything.
4. Check out the competition. Tools such as SpyFu or SEM Rush let you see what competitors are bidding on. As with Soovie, there’s no need to spend hours on these sites. But it can be helpful to put in a few competitor names or key terms to see if there’s anything you didn’t think of.
