Here are our top five insider tips on keyword research:
1. Define the boundaries
As with any research, before you begin it’s important to know the questions you want the answers to. Keyword research needs to be purposeful to be meaningful.
2. Know your customer
At Miramar, our number one recommendation is to start from scratch with facts you know to be authentic and true. Your customers are your richest source of insight. Use surveys and tools like ‘Answer the Public’ to identify the keywords that best describe the problems your customers are most keen to solve.
3. Quality, not quantity
The keywords that rank highly every month may not be as relevant to your business as the reason why they’re being used in searches. Rankings are easy to explore on the Google Ads Keyword Planner.
4. Sneak a peek over the fence
Using the ‘Start with a Website’ function of the Google Keyword Planner, you can enter your competitor’s website details and then receive a range of keyword ideas. These can then be narrowed down and you can choose the most relevant keywords with the lowest competition.
5. Googling it really does work
Google Suggest is a valuable resource when you consider the long-tail variations, synonyms and terms relating to the keywords you’ve identified. Google’s search engine itself is designed to learn user behaviour over time; it’s the best place to go for relevant and up-to-date information on search terms.
It’s important to always consider relevance, authority and volume when choosing keywords.
To get worthwhile results, keywords need to:
They only have value if they meet the searchers’ needs. They’ll be mutually beneficial to you and your customer if your content is the best available answer to the questions they ask.
It’s important (to Google for example) that your site is rich with valuable content, not just populated with backlinks.
To drive traffic to your site, the best keywords to use are those searched on by a high number of users.
Another keyword research tip is reverse thinking; by making use of the keywords you don’t want in your campaigns, you could reach users that best fit with your offering. Surprising perhaps, but exploiting some of the low-competition keywords you uncover during your research can be really helpful.