Keyword Research Basics: A Beginners Guide
A searchers journey begins with the words they type into a search box.
It is your job to be in the most profitable results returned to that searcher.
But how are you supposed to know what keywords your customer is using to search and which keywords are going to offer the highest return?
That’s where keyword research comes in.
Keyword Research Basics #1: What is keyword research?
Keyword research is a process of discovery that aims to find the most important, valuable, and high-return keywords to rank for in the search engines. Keyword research is widely considered to be one of the most important stages of search engine optimisation.
Keyword research is not about getting visitors to a website, but rather it’s about getting the right kind of visitors to a website; visitors that are going to engage with products, services, and content.
Discovering keywords that are searched for by the right kind of visitors isn’t easy. It takes time to research a market and choose keywords that are going to be valuable.
Judging the value of a keyword is the biggest challenge marketers face with keyword research and this is a challenge that somebody unfamiliar with the search engines cannot overcome, at least not without insight into the market and considerable training.
Keyword Research Basics #2: Why is keyword research essential for SEO?
Keyword research is essential for SEO because it is a prerequisite for SEO.
Without keyword research a search engine optimisation strategy would not exist.
Keyword Research Basics #3: Is it possible to get keyword research wrong?
It is possible to get keyword research wrong. Here are a few common reasons and ways that businesses get their keyword research wrong:
- Failing to perform competitive keyword analysis
- Selecting keywords that don’t reflect how people search
- Selecting keywords that aren’t profitable
- Having an uneven distribution of keyword difficulty
- Not knowing or understanding geography
- Not creating silos – thematic keyword groups
- Failing to maintain and adjust research over time
Keyword Research Basics #4: What are the best tools for keyword research?
This tool costs $49.95 and offers the ability to generate keyword ideas, variations, and synonyms, and group them by popularity. FreshKey is particularly effective for e-commerce with a powerful Amazon spy tool and Google Trends with real-time data. A 30-day money back guarantee sweetens the deal.
This tool is a free Adwords tool that helps to build search campaigns, whether paid or unpaid. It’s simple to use and 100% accurate and will return a list of generated keyword ideas. You will also be able to use this tool anywhere because it’s web-based rather than desktop-based.
This tool is an extremely popular one among marketers due to its ability to perform organic, advertising, and keyword research and compare various SEO metrics with intuitive charts. Unlike the tools above, which are research-centric, SEMrush tracks an immense amount of organic data for you.
MOZ is an all-in-one SEO tool with analytics, Open Site Explorer, and a web explorer built in. You actually get 12+ tools with this software suite and all of it is web-based, so you can access and use them from anywhere. Pricing starts from $99 p/m for Pro subscription.