According to recent estimates, Google handles more than 40,000 search queries per second. You don't need to know what each search query is, but you don't need to know what you're looking for and what your specific audience is looking for.
Using keyword research, you can tailor and optimize your own online content to connect with your audience. You need to build your content around what your audience is looking for, and optimizing keywords allows your website to appear in higher search results.
You want to start with the words and phrases you want to use as keywords. Next, you want to collect data on those keywords using keyword research tools and audit your competitors' keyword usage. This will allow you to narrow down and select keywords.
Read more about this simple, four-step process to get started with keyword research:
1. Set the words and phrases you want to use as keywords
What do you think your target audience is looking for? Start by looking for words and phrases that are directly related to your product or service. These words and phrases should be common. What do you think a typical Internet user would type in the search bar?
Next, add a location with your words and phrases, such as "Milwaukee Pizza" or "Chicago Bakery." The use of specific demographics allows search engines to display your site in a timely manner, such as when someone searches for "something" near me.
There are three main things you want to see when doing these high-level searches. First, the number of results for a keyword or phrase. This number can be a great indicator of how competitive and expensive a keyword or phrase is. The higher the number of results, the more competitive the keywords or phrases will be. Try to find more specific keywords or phrases that are directly related to your brand's offerings.
Second, take a look at the "People Ask" block on Google. These related phrases and questions may contain other keywords that you should consider when improving your site. These may be the questions you want to answer as part of your site content.
Finally, find the results in the "Search" block on Google. Similar to "people ask too", "search-related" searches can affect other keywords you want to use on your site.
2. Compare keyword lists using keyword research tools
After compiling your initial list, search for your keywords and phrases using tools like Google Keyword Planner or Moz's Word Explorer. Here are some key metrics to keep your list short.
First, understand a user's intent behind the search. Top keyword results for some keywords may not match your brand's offerings, and this may be due to user intent. For example, if you have a pizza parlor, the phrase "pepperoni pizza" shows recipes in the top search results, while "pepperoni pizza near me" shows nearby pizza parlors. You are not attracting customers looking for a way to make pizza. Instead, you want to attract customers who want to order pizza. That way, you'll be able to identify and use keywords that are in line with the intent that best aligns with your product or service.
Next, take a look at search volume and level of competition. Search volume is the number of results for any keyword or phrase, often expressed as a monthly average of the results for the last 12 months. Again, this number can indicate the level of competition for any keyword or phrase, whereas a large number of search results indicate a high level of competition.
You want to prioritize keywords and phrases that have a low level of competition, especially in the early stages of improving your site. The use of low-level competing keywords allows your site to come closer to higher search results.
When reviewing keyword data, it's important to identify trends. Focus on your efforts and determine how to approach each keyword group.
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3.Audit your competitors' keyword usage
There are two main benefits to using your competitors' keywords and analyzing search engine optimization (SEO). One, you learn which keywords are associated with your competitor. Two, you learn which keywords are not yet associated with your competitor.
Both are important insights for you to consider when identifying keywords for your website. You can choose some of the same keywords as your competitors, and you can choose some keywords that your competitors don't use to differentiate their brand offerings.
Moose Keyword Explorer can also be used to audit your competitors' keyword usage. Spy Fu is another great resource for competitive research.
4. To use keywords on your site. Select the ones above you
Once you've researched your keywords, you'll want to choose the 10 basic keywords or phrases you want to use to improve your site. In addition, you may want to choose 20 secondary keywords to embed your site content. These secondary keywords support your primary 10 goals.
Search engine trends change frequently, so it's important to research keywords in general. Here's an easy way to start a keyword list, collect data, audit your competition, and pick your own.
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