We know about SEO, but what is "Keyword Research" and how do we do it!?
You have read like 600 articles on SEO and you still aren’t sure what it is, but that’s fine. Everyone keeps telling you to “make sure you use keywords” and “make sure you do updated keyword research” but you don’t even know what that means.
In short, the “algorithm” (aka the tech that determines what to show you) on social apps AND Google both work similarly in that you will be connected with other people who have stuff in common with you. How does the tech know what you like? Well, It’s not just hashtags- EVERYTHING you type is collected one way or another. This means, every word you type is a keyword. You are training the tech every time you search on Amazon or google or comment on Instagram. (It’s so creepy, but this is reality.)
You want to find fitness clients for your training business? Talk about fitness + your location + specific exercises or techniques you use. Want to find patients for your growing dental practice? ASK. Talk about your practice, where it is, what you offer etc. The more you talk, the more the tech listens. It’s a long game. It can take months, or years depending on your audience and consistency. Stay with it.
So, in short, this is how ya do it and how I do it annually for my marketing clients:
Understand Your Business and Audience:
Start by defining your business's unique value and services.
Identify your target audience and understand their needs, preferences, and language. Who are they? Where do they live? How old are they? What do they DO? Why would they need you over your competitor?
Brainstorm Initial Keyword Ideas:
List out keywords that describe your business, products, or services.
Think about the terms your customers might use when searching for your offerings. For example: “Trainer near me.” “Trainer in Boston”
Use Keyword Research Tools:
Utilize tools like Google Keyword Planner, SEMrush, Ahrefs, or Moz Keyword Explorer.
These tools provide data on keyword search volume, competition, and related phrases.
Sources: Google Keyword Planner, SEMrush, Ahrefs, Moz.
Analyze Competitors:
Identify your top competitors and analyze their website and content. GET TO KNOW THEM. And then- get to know YOU. What makes you different??
Use tools to see what keywords they are ranking for and consider how these might apply to your business. Yours can be some of the same, but make sure to find some different ones also!
Focus on Long-Tail Keywords:
Long-tail keywords are longer, more specific phrases that are less competitive but highly targeted.
A long-tail keyword is a type of keyword phrase that has at least three, and sometimes as many as five or more words in the phrase. These keywords are more specific and usually less competitive than generic, shorter keyword phrases, often referred to as "head" keywords.
Long-tail keywords are:
highly specific to whatever you are selling or the content you are providing. For example, instead of “running shoes,” a long-tail keyword would be “women’s trail running shoes size 8.”
lower in search volumes individually, meaning fewer people search for these terms. Their specificity often results in higher conversion rates as they come closer to what people are looking for.
There is generallly less competition for these keywords, making them easier to rank for in search engines.
People searching with long-tail keywords are often further along in the buying process and more likely to convert. For instance, someone searching for “buy red velvet cake in downtown Chicago” has a more specific need compared to someone searching for just “cake.”
crucial in a SEO strategy, especially in content marketing, bc they allow you to target niche demographics.
becoming more important as they often mimic the way people talk and ask questions naturally.
Consider Search Intent:
Understand the intent behind the keywords (informational, navigational, transactional, or commercial).
Choose keywords that align with your content and business goals.
Use Google's Related Searches and Autocomplete:
Perform searches in Google and note the related searches and autocomplete suggestions.
This is also a great way to know what people are asking so you can make CONTENT answering their questions.
Prioritize Keywords:
Prioritize your keywords based on relevance, search volume, and competition.
Focus on a mix of high-volume keywords and niche, specific phrases.
Update Keywords Pretty Frequently:
Keyword trends can change, so regularly review and update yours.
Use analytics tools to monitor the performance of your keywords and adjust your strategy accordingly.
Make sure how you use it is natural and adds value to the content.
*SEO can feel overwhelming- especially when you are running your actual business. SEO is our actual business so we can do it FOR you.
