Keyword research is the most important step in your SEO or search engine optimization process. To kick off this important process, consider the topics you wish to rank for in search engines. Now, you can use Google’s Keyword Tool to find the top ranking terms for those topics. You will probably come up with a list of around 5-10 topic areas you believe are relevant to your online business, and you will use these topic areas to source some very specific keywords later on in the research process. This is called niche targeting.
Now let’s discuss how the keyword research process ties into keyword intent. What is keyword intent? The purpose of the search engines in their algorithm is to return results that are of the greatest interest to a searcher. They do not want sites that are irrelevant or slow to load. So they will look at how you intend to use those keywords, as well as whether you are using them in a way that will make those keywords rank high for your site. In other words, you need to build a meaningful relationship with the keywords, so they rank well for your site.
Another factor that goes into keyword research is the volume of content available about a given subject. If there is little or no content on a given subject, it may be that there is a high volume of people searching for information on that topic. If you target similar products to those of your competitors, you can cut down on research time by going after a low volume niche. You also avoid over-stuffing your site with tons of keywords that your competitors have used and found effective.
A good example of keyword research process in action is seen when someone is looking up an individual’s name to find out more about them. They type in the person’s first and last names, along with the city they live in, state, country, all of the standard search terms, plus some other special terms. In this case, there are likely going to be quite a few results on the first page of the search results. However, if you only have a few results, and these are from websites that are low in volume, then your competition may have had them rank very high on the first page, but since most people don’t go past the first page, your conversion rate on the specific keyword may have been very low.
The second factor of the keyword research process is to figure out what buckets to choose. Bucket names are simply phrases that people type into the search engines to find what they are looking for. For example, the largest bucket of search terms is search terms related to the product or service you are offering. So if you are offering kitchen cabinets, the most common search term would be kitchen cabinets. Then there are smaller buckets of search terms such as home improvement, home renovation, or redecorating.
Now let’s get into my point about SEO. When you choose to do the keyword research, you are creating content that will be placed on the internet in a variety of ways. You could publish articles in article directories, create videos with video directories, create web pages with web directories, etc. By varying the types of distribution, you are giving your potential customers different options in how to access your content.
In my point, by varying the types of distribution, we are not limiting the types of people who can access our content. This is important because one of the requirements to rank well is to have enough exposure to be ranked well. If your goal is to have the largest amount of people achieve first page ranking for a particular keyword, then simply conducting keyword research would not help you achieve your goal. You would need to know how to create high quality content, to rank well, and then optimize for the search volume you’re trying to achieve.
Here is another point I am going to make in my next article. You don’t have to use any keyword research methods. If you simply choose the right keywords, create content rich in those keyphrases, and target the right audience, you can achieve first page rankings for those keyphrases. Yes, there are SEO experts who will tell you otherwise, but this is the reality. So, good luck to you, but don’t pay for their service!