Chapter 7 : Keyword Research
Keyword research is one of the most important, valuable, and high return activities in the search marketing field.
Topics covered in this snack-sized chapter:
- It begins with words typed into a search box.
With the help of keyword research you can:
Predict shifts in demand,
Respond to changing market conditions, and
Produce the products, services, and content that web searchers are already actively seeking.
The keywords a visitor types into search engines are often available to webmasters, and keyword research tools allow us to find this information.
To understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat - the classic web marketing formula.
The basic processes for assessing a keyword’s value are:
- Right keywords can make or break your website.
Is the keyword relevant to your website's content?
Will searchers find what they are looking for on your website when they search using this keywords.
Will they be happy with what they find?
Will this traffic result in financial rewards or meet other organizational goals?
If the answer to all of these questions is a clear "Yes!", proceed...
Ask a few questions to yourself
Understanding which websites already rank for your keyword gives you a valuable insight into the competition and also how hard it will be to rank for the given term.
Are there search advertisements running along the top and right-hand side of the organic results?
Search for the term/phrase in the major engines
Buy a sample campaign for the keyword at Google ADWords and/or Bing Adcenter
If your website doesn't rank for the keyword, you can nonetheless buy "test" traffic to see how well it converts.
In Google Adwords, choose "exact match" and point the traffic to the relevant page on your website.
Track impressions and conversion rate over the course of at least 2-300 clicks.
Using the data collected, determine the exact value of each keyword.
The research sources give knowledge about keyword demand and keyword referrals which are listed here:
- Google Adword’s keywords Tool
- Google Insights for Search
- Google Trends Keyword Demand Prediction
- Microsoft Advertising Intelligence
Google's AdWords Keyword tool is a common starting point for SEO keyword research.
- Wordtracker’s Free Basics Keyword Demand
To determine volume for a particular keyword, set the Match Type to (Exact) and look under Local Monthly Searches.
In order to know which keywords to target, it's essential to not only understand the demand for a given term or phrase, but also the work required to achieve those rankings.
- It not only suggests keywords and provides estimated search volume, but also predicts the cost of running paid campaigns for these terms.