How to Keyword Research Like a Pro
What is a keyword and what types of keywords exist?
A keyword is a search term on which we want to position one or more of the pages of our website or online store. A keyword can be a single word or combination of words. The use of appropriate keywords in our project is a main factor.
In general, we can classify a keyword into the following groups.
HEAD-TERM keyword: keywords formed by one or two words. Example: "Holzfliege";
LONG-TAIL keyword: keywords less generic and formed by three or more words. Example: "floating floors for kitchens";
NAVIGATIONAL keyword: keywords used to determine a brand or particular website. Example: "Google", "Zara", "Initcoms";
INFORMATIONAL keyword: keywords used to display information about a particular topic. Example: "like getting ...", "... which are the best";
TRANSACTIONAL keyword: keywords entered with intent to complete any commercial activity. Example: "buy online shoes, " "hire SEO positioning", "buy cheap mobile free."
Analyze your business and brand objectives
The first thing you should do is to analyze your business. What do you offer? How do you want to be found? What are the terms most suitable for your sector?
If you have a shoe store, some keywords might be used include:
Woman buy shoes
Buy shoes online man
Before you start developing a list of keywords, you must be clear what your goal is. Do you want to optimize a particular product or multiple products? Do you want to reach people seeking information about our product too?
Create a list of keywords
To do this, it makes sense to use external tools as it will help us find keywords similar to those we may have in mind. The Planner of Google AdWords is the most popular tool and, of course, is free. The Planner keywords needs an account of Google AdWords to use (also free).
Do not go crazy, do not make a long list and stay true to your goals previously marked. What do you want to promote? What product or service do you want to be broadcasted by these keywords?
Make a list of 30-35 keywords maximum. Let's use the following keywords as an example in the planner Google keywords:
Buy sandals woman
Shop sandals woman
Buy sandals online woman
We will show several sets of results but two of them will be of particular importance to this particular case:
Search the coveted long-tail keywords
In this article we explain which are the long-tail keywords and their advantages. In short, the long-tail keywords are terms made up of three to four words or more (key phrases), much more concrete and specific than the keywords generic.
Being more specific, the search volume of long-tail keywords usually is lower than the keywords more generic, but if we are starting with our SEO and above all, our marketing budget is limited, it is a gamble safe because usually there is less competition and less cost used to position these terms.
Uses several tools to make your keyword research
To perform a keyword research successfully, you should not settle for using a single tool for the task. Here are some SEO tools for keyword research:
SEO Book Keyword Analyzer
SEMRush Keyword Difficulty Tool
Moz dfficulty Keyword Tool
Categorize your keywords
Once you have your list of keywords for your goals, you must separate them into categories according to the intention of each keyword.
Say you have about 25-35 relevant terms to the product that you want to use to promote your website but not all necessarily have to be terms for direct conversions. What does this mean? It means maybe someone is looking for information on that product but is not yet at the stage of "desire to buy.
Let's say that your list of keywords has the following keywords:
Buy sandals woman
Where to buy sandals woman
Which they are the best women's sandals
Recommended for summer footwear
As you can tell, not all the terms show a need for immediate purchase, so potential customers are still looking for information about your product and deciding if they're interested or not. So you must consider the intent of each term.
This may help you to get ideas when creating content. For example you can write an article or video on which are the best sandals for women or which will be the trend this summer. We must learn to harness the intent of each keyword and focus on the need of potential customers.
After all the steps, it is important to perform a manual filter about which keywords are profitable and useful for your website.
If you've come this far, you'll know that keyword research is the first step binding in any SEO strategy.
Now share with us what techniques or tools you know and recommend it to us to find profitable keywords for SEO strategy.