Keywords are the search terms usually comprised of 2-5 words, but there can be a few long-tail keywords in some industries. A comprehensive keyword research is a base of any success SEO (Search Engine Optimization) and online marketing campaign. It can easily make or break your website, because it is not just about bringing any kind of visitors to your website, its about bringing the right type of visitors.
Understanding the market needs and your customers have never been that easy in the history of marketing. Therefore, the keyword research requires good attention and, in turn, it greatly helps a website dominate in SERPs (Search Engine Result Pages). A good keyword research yields the keywords relevant to your business which rank top for high volume keywords as well as for the long tail ones. It also helps understand customers better, increases click through rate (CTR) and knows customers needs. Furthermore, it improves the website landing pages and, at the same time, assesses competition.
There are quite a few very handy free and paid keyword research tools available in the market with the Google Keyword Planner being the mostly widely used free keyword research tool. Wordtracker and Wordstream are other two commonly used keyword research tools which have both free and the paid version. These tools can help you find the topics which are in demand.
Keyword research generally starts with thinking of a few keywords which are closely related to your product or service, and then using keyword research tools to fine-tune those words. Usually keyword research tools bring a long list of keywords ideas. You may select and group keywords which are closely related to your area of interest. It must be noted that, merely selecting the keyword with higher search volume may bring irrelevant traffic to your website, damaging overall SEO and marketing efforts.
It is also a good idea to use SEO tools for traffic estimation. Such tools include:
- Google Traffic Estimator
- Google Search Insights
- Google Trends
You can also get the keyword ideas by visiting competitors websites. Commonly used SEO tools used to perform a competitive analysis are:
Carefully selected keywords along with relevant page copy, results in higher conversion. You may target 1-4 keywords per page – though there can be additional related long tail keywords as well.
Different keywords represent different levels of user interest and intent. Therefore, keywords should be a combination of terms related to each level of interest. User intent can be mainly of 3 types and involve different level of interest:
- Informational/ Awareness
- Navigational/ Consideration
- Transactional/ Action
The navigational-search related keywords take the longest, whereas the transactional-search related keywords are the low hanging fruits for business.
Some other top keyword research tools can be used to dig deeper into keyword research and further refine them. They include:
- Google Console/ Google Webmaster Tools
- Google Analytics
In a nutshell, understanding user intent, selecting the right keywords accordingly and optimizing content for those keywords, all have important impact on sales. Without understanding the searches (or, potential customers), you can not covert them into sales. A right keyword selection, along with valuable content creation, can have a huge impact on conversions and sales giving huge ROI. Contrarily, a wrong keyword selection results into waste of many useful resources.