In a content-driven world, keyword research is the new market research. Investing time and effort in finding the right business keywords can have a huge impact on your website traffic and sales.
Keyword research is all about learning the language of your potential customers. This helps you develop content that incorporates the words and phrases they would use when trying to find you.
Read on to learn how to research business keywords for higher search rankings and customer-centered content.
The Basic Formula
There are a few fundamental steps to follow when researching keywords.
You must develop a starting list, use tools to expand that list, and then use competitive research to tweak, refine, and update your list.
When researching business keywords, the first thing you need to do is put together a list of phrases that potential customers might use to search for the service or product you provide. This is called your seed list.
Understand Your Target Audience
Before you compile your keyword list, take your target audience into consideration. Find out what kinds of terms they would likely use to find what you're offering.
To get a better understanding of how consumers describe and search for the products and services they want, spend some time reading customer reviews and comments, read through forums relating to similar businesses, and read blogs.
Pay attention to social media discussions on topics related to your type of business.
You'll also find that taking previous customer issues and suggestions into consideration can help you come up with even more keyword ideas.
Compiling Your Seed List
Begin by listing 5 to 10 keyword categories, each focusing on a particular aspect of your business. Beneath each category, brainstorm 5 to 10 keyword phrases that relate to that category.
Using the actual language your potential customers would use to describe what they want, fill in your categories. You'll be able to think of quite a few on your own, but you can also use search suggestions to help you come up with even more.
Search Suggestions Help You Brainstorm Keyword Phrases
Using a word that best describes your business as a starting point, simply open a Google search. Type in the word, but don't hit enter.
The drop-down box of search suggestions can give you an extensive list of phrases that people have searched that relate to the word you used.
For example, if you sell paleo-friendly food items, you would type "paleo" into the search box. You'll instantly have a drop-down of phrases relevant to your business, such as "paleo diet," "paleo food list," "paleo protein powder," "paleo breakfast," and many more.
Expanding Your List of Business Keywords with Research Tools
Keyword research tools are quick, productive programs that you can use to determine the popularity your keyword phrases.
Keyword research tools also provide valuable information on what keywords your competition is using for higher search rank. If quite a few of your competitors are bidding on a keyword you're considering, you'll have a more difficult time ranking well if you use that same term.
You have some choices on which tool to use. Each one is a little unique in the information and ideas it will provide for you.
Here's a list of a few popular tools.
Soovle is great for helping you expand your list. It takes your keyword and gives you top autocompletes for different sites and search engines that relate to the term.
2. Google Keyword Planner
Created for advertising, this tool gives great statistics for competition level, search volume, and website traffic forecasts for your list.
3. Keyword Tool
This tool uses Google Autocomplete data for its keyword database. This tool is helpful for long-tail keyword suggestions.
Long-tail keywords are phrases that are longer and more specific than other keywords.
Potential customers use these long-tail keywords when they're closer to purchasing goods or services. At this point, they are interested in narrowing their general search to a specific item so they can close the deal.
Long-tail keywords are important in pulling in more serious customers. After all, the goal for any business is to ultimately have high conversion rates.
Since we've touched on the significance of long-tail keywords, you'll understand the value of this tool.
KWFinder helps you find long-tail keywords with low SEO difficulty.
Keyword SEO difficulty scores indicate how hard will be to rank highly for a keyword.
This tool also organizes your keywords by lists and filters the ones that are not profitable.
SEMrush gathers loads of information and analyzes common keywords found in top domains. It suggests related keywords, keyword variations, and synonyms.
It also helps you find out more about your competitor's SEO strategies. When you understand your competition's strong and weak points you can better develop your own quality content.
Refining Your Keywords
You've spent the time coming up with business keywords and you've used tools to help you build on this list. Now you just need to refine your list by changing keywords if necessary, adding relevant terms, and eliminating unhelpful ones.
Your laser focus should always be on popular, low competition phrases. You want to weed out the less interesting words since SEO has its limits for how many keywords you'll be able to optimize for.
You can whittle down your list of terms to those that directly relate to your product or service if you are working with too many that are meant to net a large audience.
Know which keywords have a lot of competition. You can use these, but it's likely that they'll be more difficult to rank with.
It's also a good idea to make a negative keyword list. These are words that have nothing to do with your product or service but pop up with the keyword you're researching. You don't want these words to pull up your ads or website.
This usually happens when a keyword has an ambiguous meaning. Unless it's an essential term for you, it's best to cut any negative keywords out.
Finding the Right Keywords for Your Business
Keywords are a critical piece of solid SEO strategy. By using the very terms potential customers would use to describe and search for products and services, they connect consumers directly to providers.
Keyword research helps you find business keywords that will improve your search engine rankings, resulting in more website traffic.
At Bear Fox Marketing, our sharp, proven digital marketing solutions help your business succeed online. Contact us today for a free consultation.