Keyword Research for Your New Business – An Overview

Keyword Research

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When you’ve started a business and want to get the word across, you can do it online without even stepping out of your home. Search engine optimization (SEO) helps you do that by ensuring your site is ranked high in the search engine results pages; SEO is the key element of any digital marketing strategy. You get the message across to people looking online for the kind of products or services you offer, and you show your business is there for them when they need it.

You also need to be conspicuous in the social networks and the platforms your audience hangs out in. And if you’re a business targeting audiences from a particular city or town to visit your establishment, you also need an optimized Google My Business profile.

There is competition in almost every field of business, but keyword research can give you the guidance you need to target potential customers. Not only will you be targeting your audience, but you can also get them to convert. Better keyword research equates to improved ROI.

How Keyword Research Helps Stand Out in the Competition

But while the concept sounds interesting, competition is fierce. It’s hard for a new player in the field to suddenly grab attention. But with the right strategies, it is gradually possible. That’s why you need adequate keyword research. Keywords are the building blocks of optimization, and once you get them right you can optimize your web pages, blog content and social media posts around them.

They guarantee maximum visibility for your business on the Google search pages, the social networks and other digital properties. They also help in local search through an optimized Google My Business profile. It can easily help you target people in your town or city, particularly if you run a brick-and-mortar establishment. So it’s a priority not just to appear in the top SERP rankings and the featured snippets, but also in the other online properties. And efficient keyword research can help you here.

The Advantage of Long-tail Keywords

As per research by Search Engine Guide, 57% of Amazon’s sales come from long-tail keywords. And it’s not hard to see why. Why are long-tail keywords called so? It’s because they are long, and they have an extension to the basic, core search term. The extension further specifies what aspect of the search term they are specifically after. It works perfectly for ecommerce businesses.

When you search for “wireless headphones”, there are many brands and online stores that come up. Such generic keywords do have a large volume of searches, but there are many established ecommerce businesses that have already optimized for it.

long tail keywords

As you can see, it will be quite hard for a new business to get up there. On the other hand, if you optimize for keywords such as “wireless PS4 gaming headphones with mic”, you can quite easily target the smaller section of the search audience that is after those specific gaming headphones.

keywords

Sure enough, Amazon has optimized its pages for such long-tail keywords, as you can see from the screenshot above where you can see two domains from Amazon in the search result.

Research by Raven is shown in the following graph that states just how super-important long-tail keywords are:

long-tail keywords
(Source: https://raventools.com/marketing-glossary/long-tail-keywords/)

Doing Keyword Research

The effectiveness of keyword research determines how efficient other SEO tasks are. For this you need to use advanced tools.

You can start with Google Keyword Planner. The great advantage of this tool is that the data here is directly from Google, the world’s largest search engine. That means the data is reliable and accurate. So, it’s a great tool to research keyword ideas.

For Keyword Planner, you need to have a Google Ads account first. After entering Google AdWords, click on the Tools icon.

keyword planner

In tools, select Keyword Planner:

keyword planner tools

In Keyword Planner, you have two options:

  • Discover new keywords
  • Get search volume and forecasts

With both these tools you can get tons of keyword suggestions. When you click “discover new keywords”, you can enter products or services that are related to what your business offer, and you get the suggestions.

Another option is Keywords Everywhere.

This tool gives you keyword suggestions from Google Analytics, Bing, YouTube and other online properties. Just get the Chrome extension installed. And whenever you visit any site that is integrated with Keywords Everywhere, you get a list of keyword suggestions as well as information on each of those keywords.

effective keyword research

That makes the tool one of the most useful and convenient ones for effective keyword research.

You can also check out ExplodingTopics.com. This, in fact offers many features to help you make informed decisions. What it does is scan the whole web for increasingly popular terms, and gives you the lowdown on them.

exploding topics

It then provides all the details about the term.

serverless

It also helps you to sort the topic list on a category basis.

category basis

User Search Intent

Now the next question is how to find out the right keywords to optimize your strategies on. That’s where keyword research comes in. First, you need to figure out the search intent of your target audience. Behind every search action is the intent – what the user intends to find out with the search phrase entered. You need to realize what your prospective customers will be looking for when they search for stuff related to your area of business. Once you figure that out, you can create content accordingly.

Identifying Serious and Casual Searchers

Among web searchers you have those who are just browsing casually, or more serious searchers with the objective of acquiring academic information. But there are others who search because they really need what they’re looking for. Those are the kind of searchers you need to target. Such serious searchers are usually closer to making a purchase or signing up for a service.

If you can target them and get them to your website or social media pages, you can easily attract them to sign up for your products or services. With greater conversions, you attain greater ROI. Such serious searchers usually search with long-tail keywords. Now, as we saw earlier, long-tail keywords have very low search volume. That’s because only serious searchers use those keywords. You need to optimize for those keywords.

Volume Metrics Not Always Worth Relying On

That’s why you should not always rely on volume metrics. You need to optimize for high volume keywords. But you need to understand if they really work for your business. After all, conversions and earnings are what you are looking for. So, while you need to target the casual searcher, some of whom may be seriously looking for your services despite searching with those common terms or search queries, you need to set apart a significant chunk of your effort for long-tail keyword optimization. There is so much beyond high volume keywords out there.

Where Does Your Audience Search?

When it comes to audience behavior, you also need to find out where your audience searches. Are they searching on non-Google platforms such as Bing, YouTube, Twitter or even Reddit for gathering information? Granted, Google is the most popular search platform but videos are also extremely common, and people often search videos on YouTube. Bing is still around. So you need to gather this data to ensure you target your audience on those platforms.

Explore Broader Themes

You will also need to expand to broad topics. People using long-tail keywords are usually specific in what they want. But you will have to target people searching for other keywords that are broadly related to your field though not specifically. That’s how your business can target many more people. Your content should also target these broader topics.

Evaluate Keyword Difficulty

With the keywords you research, you need to evaluate keyword difficulty as well. Assessing keyword difficulty helps you figure out the competitiveness of a topic in the search engine results pages. Competitive topics are quite difficult to rank for, since you already have established players ranking for those topics. So you would want to focus on the less competitive ones before you move to the competitive topics, which you would eventually need to work on.

Include Keywords Naturally

Ensure that you don’t stuff your content with keywords. Keywords should be naturally included in your page and blog content. Most importantly, the content should be informative and user-friendly. Always ensure that you don’t carry out the practice of adding keywords after finishing your content just so that you meet SEO requirements.

Study Competitors

Never forget to watch out for your competitors. Research the main competitors in your field of business and find out how they are performing for the various relevant searches. Their ranking performance can help you decide which content to rank for.

With effective keyword research, you can design all your strategies accordingly. It’s how you can reach out to the people looking for you and whom you want to target. That’s why keywords are considered the building blocks of online marketing.