Are you looking to take your SEO and SEM campaigns to the next level? One of the key factors to a successful campaign is conducting proper keyword research. This allows you to identify the phrases and terms that your target audience is searching for, and use them strategically to rank higher in search engine results pages (SERPs) and attract more qualified traffic to your website. In this post, we’ll cover the 17 things you need to know to do a killer keyword research for your SEO and SEM campaigns.
Define your goals and audience
Before diving into keyword research, it’s important to define your goals and target audience. What are you trying to achieve with your SEO and SEM campaigns? Who are you trying to reach? Defining your goals and audience will help you identify the right keywords to target and create content that resonates with your audience.
Use a mix of short and long-tail keywords
Short-tail keywords are generic and broad terms that typically have high search volume, while long-tail keywords are more specific and detailed phrases that have lower search volume but higher intent. It’s important to use a mix of both short and long-tail keywords in your research to capture a wider range of search queries and attract both high-volume traffic and more qualified leads.
Conduct competitive research
Researching your competitors’ keywords can give you valuable insights into their SEO and SEM strategies, as well as identify potential gaps in your own strategy. Use tools like SEMrush, Ahrefs or Moz to analyze your competitors’ keyword rankings and identify opportunities to target similar or related keywords.
Use keyword research tools
There are a plethora of keyword research tools available that can help you identify relevant keywords, estimate search volume, and assess competition. Some popular tools include Google Keyword Planner, SemRush, and Keyword Tool. These tools can help you generate keyword ideas and assess their potential for success.
Look for keyword variations and synonyms
When conducting keyword research, it’s important to look for variations and synonyms of your target keywords. This will help you capture a wider range of search queries and attract more qualified traffic. Use tools like Google’s autocomplete feature, related searches, or Thesaurus.com to find variations and synonyms of your target keywords.
Consider user intent
User intent refers to the reason behind a search query. Are users looking for information, products, services, or solutions to a problem? Understanding user intent can help you create content that meets their needs and targets the right keywords. Use tools like Google Analytics or Google Search Console to analyze user behavior and identify search queries with high user intent.
Analyze search volume and competition
When selecting keywords to target, it’s important to assess both search volume and competition. High search volume keywords are attractive but also highly competitive, while low-volume keywords may have less competition but also less traffic potential. Use tools like Google Keyword Planner or Ahrefs to analyze search volume and competition for your target keywords.
Consider local and long-tail keywords
If you have a local business, it’s important to include local keywords in your strategy to attract local traffic. Additionally, long-tail keywords can be more effective in targeting niche markets and attracting more qualified traffic. Use tools like Google My Business or Google Trends to identify local and long-tail keywords.
Use keyword mapping to organize your strategy
Keyword mapping involves organizing your target keywords into categories and mapping them to specific pages or sections of your website. This can help you create targeted content and improve your website’s overall SEO. Use tools like Excel or Google Sheets to create a keyword map for your strategy.
Continuously monitor and adjust your strategy
Keyword research is an ongoing process, and it’s important to continuously monitor and adjust your strategy based on your results. Use tools like Google Analytics or SEMrush to track your keyword rankings and assess the success of your SEO and SEM campaigns. Use this data to make informed decisions about your keyword strategy and make adjustments as needed.
Use customer feedback and questions
One of the most effective ways to identify relevant keywords is by using customer feedback and questions. By listening to what your customers are saying and what questions they are asking, you can identify the phrases and terms that are most relevant to them. Use tools like customer surveys, social media listening, and customer support tickets to gather this feedback and incorporate it into your keyword research strategy.
Use seasonal and trending keywords
Seasonal and trending keywords can be a great way to attract traffic and stay relevant to your audience. Use tools like Google Trends or social media listening to identify keywords that are trending in your industry or related to seasonal events. Incorporate these keywords into your content and SEO strategy to stay ahead of the curve.
Consider voice search
With the rise of smart speakers and voice assistants, voice search is becoming increasingly important for SEO and SEM. When conducting keyword research, consider how users might phrase their search queries when using voice search. Use natural language and long-tail keywords to capture these types of searches.
Analyze your website content
Analyzing your website content can help you identify gaps in your keyword strategy and identify opportunities for optimization. Use tools like SEMrush or Ahrefs to analyze your website content and identify the keywords you are already ranking for. Look for opportunities to optimize your content for additional keywords and phrases that are relevant to your audience.
Consider intent modifiers
Intent modifiers are words and phrases that users use to modify their search queries to indicate their intent. Examples include “buy”, “reviews”, “near me”, and “best”. Incorporating intent modifiers into your keyword research strategy can help you capture highly targeted traffic and improve the quality of your leads.
Use negative keywords
Negative keywords are terms and phrases that you do not want to target in your SEO and SEM campaigns. By identifying negative keywords, you can prevent your ads from appearing for irrelevant search queries and improve the quality of your traffic. Use tools like Google Ads or Bing Ads to identify negative keywords and exclude them from your campaigns.
Test and experiment
Finally, it’s important to remember that keyword research is an ongoing process of testing and experimentation. It’s unlikely that you will get it right the first time, so be prepared to test different strategies and make adjustments based on your results. Use A/B testing, analytics, and other tools to measure the success of your campaigns and adjust your strategy accordingly.
In conclusion, conducting effective keyword research is essential to the success of your SEO and SEM campaigns. By following these 17 tips, you can create a killer keyword research strategy that attracts more qualified traffic to your website and helps you achieve your business goals. And if you need help along the way, remember that Arcomm Agency is here to assist you with SEO consultancy, online ads, keyword research, and more. Contact us today for a free consultation with no obligation.
