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Keyword Research – Part 1

Keyword Reseach Tips From The Bristol SEO Partnership

 

 

 

 

How to choose what keywords to go after?

Getting the right sort of traffic to your website is in most cases is much more important than just getting loads of traffic to your website.  So when you are thinking about your inbound marketing techniques, such as SEO, content marketing or paid advertising working out who you are trying to attract should always be the first step.

In the case of SEO or Search Engine Optimisation understanding what your perfect customers may be typing into a search engine such as Google to find your services or product is a very important first step.

There will be a wide range of search terms to consider from a high volume generic search terms, which will tend to be highly competitive through to the low volume and niche.  You should not discount the low volume niche terms as these exact terms could be a lot closer to the sale.

For example if you sell golf clubs on-line there is a massive difference between the search terms “golf clubs” and “Ping G25 Irons”. The first search is so wide there will be a load of wasted traffic for those who want to play golf at a golf club and those who are quite early on in the golf club (the ones to play with) buying process.  However those individuals looking for “Ping G25 Irons” have researched the market and they are very close to buying, so would be great traffic to get to a golf club e-commerce site.

So how do you go about researching the market and finding the most appropriate and profitable keywords for your business?

Keyword research will help to understand your sector and the range of keywords available to you. But remember as we said in the intro search numbers are not the be all and end all.

So where to start,

Step 1: Produce  a list of terms that you think that your customers may use to find you, your services and products.

1.    Brainstorm with your colleagues. You understand your business inside out so worth really drilling down on all the general terms and more niche phrases that surround your product or services. These may be broad descriptors or exact terms such as product descriptions or codes. Use this in line with your business strategy to make sure you really focus on the areas that will really make a difference to your profits..

2.    Ask your clients. They will not be as close to your business but do require your services. What they would search for may be totally different that to the terms that you came up with in your internal brainstorm. And remember as well as asking inbound callers how they found you if they say a search engine ask them what they searched for.

3.    Look at your analytics. Google analytics is an invaluable tool for looking back at your historical search traffic to see what terms and words visitors used to your site used to find you.  If your analytics is set up well you can also see the outcome of these visitors, so you could see which of these search terms had a higher conversion or contact rate. If you have not got analytics set up, do it now…

4.     Analyse the competition: Look at the source code on your competitions website to see if they have added any meta keywords, these are the search terms that they think are important. Do not rely on this totally they may have just guessed. To access the source code right click on their homepage and select source code and look out for a string of search terms that will look something like this.

analyse the competition

 

 

Other useful clues to look at are the words that they have in their title tag and also the main headings on each page (H1 Tag). For more information on meta tags and on-page SEO down load our free guide here.

5.    Look at Google Auto Complete: You may have noticed when you do a Google search you get some dropdown suggestions. This will give you some insight into how Google works and what they think is relevant. See below example when I searched for bouncy castle. So type in what you think are your key search terms and see what other variants Google suggests.

google autocomplete

 

 

 

 

 

 

6.    Use the Google Analytics Keyword Tool: This tool was created for Adwords users but is available to anyone, if you have a Google account you can log in here https://adwords.google.co.uk/‎ if not set yourself up and have a play.  The keyword tool does 2 main things, suggests more keywords and terms to complement the ones you already have and also give the monthly search volumes for those terms.

Finding the best keywords should not be a one off process, you should always be looking for new terms in which to optimise existing pages, create new ones or to use ideas for articles or blog posts.

Our next blog will look at the Adwords keyword tool in more detail and also how to understand the competitive nature of your keywords.

For more information on the above or about inbound marketing in general, get in touch..

Author: Robert Trapnell - Bristol SEO Partnership

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