In this article, I will try to help you determine which strategic keywords to target in your website content and how to create that content to satisfy both users and search engines.
The strength of keyword research lies in better understanding your target market and how they search for your content, services or products.
Keyword research provides specific search data that can help you answer questions such as:
- What are people looking for?
- How many people are looking for?
- In what format do they want this information?
I will acquire tools and strategies to uncover this information, as well as teach tactics that will help you avoid keyword research flaws and create strong content. Once you discover how your target audience is searching for your content, you begin to discover a whole new world of strategic SEO!
What Questions Should You Ask Before Keyword Research?
Before you can help a business grow through search engine optimization, you need to understand who they are, who their customers are, and their goals.
Too many people miss this important planning step because keyword research takes time. Why waste time on this, when you already know which word you want to rank for?
The answer is this: The words you want to rank for and what your audience actually wants are usually two different things. Focusing on your target audience and then using keyword data to improve that information will provide a much more successful SEO strategy than focusing on random keywords.
For example; Kaan & Nehir’s (a vegan, gluten-free ice cream shop based in Istanbul) has knowledge of SEO and is seeking help to improve how and how often they appear in organic search results. To help them, you first need to know a little more about their customers. To do this, you can ask questions such as:
- What kind of ice cream, dessert, snacks etc. people buy? Calling?
- Who is looking for these terms?
- When people eat ice cream, snacks, desserts, etc. Calling?
- Are there any seasonal trends throughout the year?
- How are people looking for the word ice cream?
- What words do they use?
- What questions are they asking?
- Are there more searches on mobile devices?
- Why are people looking for ice cream?
- Are people especially looking for health-conscious ice cream or just want to satisfy their dessert needs?
- Where are potential customers located – locally, nationally or internationally?
- And finally – importantly – how can you help build a community and provide the best ice cream-related content to do what all these people are looking for?
- Asking these questions is a crucial planning step to guide your keyword research and help you create better content.
- What Terms Are People Looking For?
How is your target audience looking for the product, service or information you provide? Answering this question is an important first step in the keyword research process.
You probably have a few keywords that you would like to rank for. These will be topics like your products, services, or website address, and they’re great basic keywords for your research, so start from there! You can enter these keywords into a keyword research tool (I recommend using Semrush) to discover the average monthly search volume and similar keywords. You need to determine which variations of your keywords are most popular with searchers.
Once you’ve gotten your core keywords into a keyword research tool, you’ll start exploring other keywords, general questions, and topics for your content that you might have otherwise missed.
Let’s use the example of a Wedding florist.
By typing “wedding” and “florist” in a keyword research tool, you can discover highly relevant, highly searched terms such as:
- Wedding bouquets
- Bridal flowers
- Wedding florist
In the process of discovering relevant keywords for your content, you will notice that the search volume for these keywords varies greatly. While you definitely want to target the terms your audience is searching for, in some cases it may be more advantageous to target terms with lower search volume as they are much less competitive.
Because keywords with both high and low competition can be advantageous for your website, learning more about search volume can help you prioritize keywords and choose the ones that will give your website the biggest strategic advantage.