Keyword Research & Analysis
Choosing the most relevant keywords
Researching the most relevant keywords to use for your SEO campaign can be difficult.
There is so many SEO & competitor analysis tools which you can use to analyse the marketplace and search demand.
When selecting relevant keywords to use within your SEO plan, it’s recommended to use the following keyword research tools:
How to choose the most relevant keywords
Aside from the above keyword research tools it’s a good idea to use keyword data from Google Search Console.
Under Performance > Queries you will find keyword data related to your website.
This specific section of Google Search Console highlights data in the last 12 months, and gives clicks, impressions, click through rate (CTR) and average position. Device data shows where the traffic has come from: mobile, tablet or desktop.
When selecting the most relevant keywords it’s important to think of the intent behind that keyword. For example, is the customer in the buying stage? Or are they in the thinking stage?
We use Google’s See, Think, Do & Care framework for keyword research as it accurately sets out the customer’s path for conversion.
Other methods to use for keyword research
Think about your customers
Think about how potential customers search and what they search. Are there any colloquialisms based on language or region?
Ask your customers questions about their product or service
Talk to your customers: There’s no better way of finding out what kinds of words, phrases, and language your customers use.
Look at threads in online communities: Check industry forums to see what questions your customers are asking and how they phrase them. You can also check Facebook groups and other social media platforms.
Long-tail keyword research
Long-tail keywords contain 4 keywords or more, for example “SEO Company Based in Glasgow”.
Popular search terms which have large search volume can often be competitive to rank for and time consuming to rank for. Google estimates that the long tail represents about 70% of all searches.
The long tail contains millions of unique searches. The advantage of this is that these keywords convert better, because they catch people later on in the buying stage.
A person searching for “SEO” will be browsing, and not ready to buy. Whereas, visitors searching for “SEO services Glasgow” are more in the buying cycle and actually looking for that particular service. The broader searches can bring a lot of irrelevant traffic and reduce the impact of your SEO campaign.
Creating content with keywords
Creating inner pages, sub category content and long form content can increase your website authority and the likelihood that rank positions will continue to increase.
The average word count to rank in the top 3 positions is about 1,800 words.
B2b and B2C Keyword Research & Modifiers
Business to business is different than business to customer.
It’s recommended to think about the keywords differently when undertaking any research.
Reviews and testimonials
Feedback from previous customers helps shape future customers buying confidence. These particular elements can be important for specific industries. For example, software licensing.
Website visitors need to build trust before they commit, so by using keyword modifiers like reviews, feedback etc.
Prospects may be looking for more information before they sign the check, so to speak, so consider using modifiers like “reviews,” “testimonials,” and “feedback” in your web copy.
B2B searches are often looking for business services such as consulting, web design, SEO Services etc. These service names also work as keywords. When possible, choose keywords that distinguish between B2B and B2C services – for example, “SEO Services,” “SEO freelancer,” or “SEO consultant Glasgow”.
Career Search Queries – You will want to exclude any irrelevant search terms which relate to jobs/careers
SERP Analysis: Keyword Ideas Google Analytics & Google Search Console
Amalgamating keyword data between Google Analytics & Search Console can produce interesting results.
By combining the keyword data together, it means more opportunities can be found, analysed, new combinations tried, acronyms can be included etc.
This is a more top level down approach that will incorporate collecting data for broad keywords and the longer tail search queries.
Tracking your keyword positions is an important part of the SEO campaign and process. By tracking relevant keywords and the competition associated with these you can start to map out the customer journey, what they search, how they search and most importantly how often the keyword search demand per month.
Keyword positions move up and down every day and are in constant flux according to Google. It’s recommended to add the keywords exact match on to the page which you are trying to rank. You can crawl your website using Ahrefs to find out what search terms are associated with your website and what position you currently rank for.
Create a Goal in Google Analytics
Setting up goal tracking on your website by creating a thank you page which can be tracked on Google Analytics as an event goal. The conversion can be anything from contact form submissions to PDF downloads.
Every lead generation campaign and SEO strategy should track keywords, traffic and goals.
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