8 Tips On How To Find The Right Keywords for Your Business

With an estimated 2 trillion searches per day being undertaken on Google, businesses who understand how to find the right keywords and tap into the vast traffic available can leverage it to their advantage.

There are many elements which make up a sound search engine optimisation strategy. This spans from technical on-site tweaks, developing high-quality inbound links, through to optimising each piece of content on your site to target high-value keywords. Click Fusion offer professional SEO Portsmouth and carry out keyword research, keyword optimisation and other optimisation methods to benefit your business long term.

Many businesses charge head first into trying to boost their rankings on search engine result pages. Yet they often forget the fundamentals; choosing keywords which are of high value to their business and that they are able to rank for.

Knowing this not only ensures that all search engine traffic which comes to your site is of high value, but also ensures that you are only putting time, effort and money into those keywords which really matter to your business. In this guide, we take you through 8 of the top tips for finding the right keywords for your business.

Table of Contents

1. Start With A Goal in Mind
2. Customer Research
3. Follow Industry Leaders & Events
4. Keyword Research Tools
5. Apply Some Common Sense
6. Consider & Understand Long Tail Keywords
7. Consider Paid Ads for Quicker Data
8. Monitor, Test & Tweak

1. Start With A Goal in Mind

We have already highlighted how many businesses get started with their search engine optimisation strategy without really understanding exactly what it is they are trying to achieve.

A simple answer to this question may be ‘to get more traffic to our website’. This is all very well, but without understanding how this traffic brings value to your business then there is a high possibility that it will have little, or no positive impact on your overall results.

Instead, start with the end goal in mind. Ask yourself these important questions:

Who do I want to be visiting my site?
Who is my perfect customer?
Who is currently purchasing from me?
What do I want people to do once they are on our website?
Do we want to build brand awareness, get people to sign up to our newsletter or make sales?

Knowing the answer will help you make informed decisions throughout your keyword research process. Depending on your ultimate goal the keywords you target may differ:

 

  • Building brand awareness: ‘best football boots’
  • Direct sale: ‘buy football boots’
  • Mailing list sign up: ‘football boot review blog’

2. Customer Research

Once you understand the ultimate goal of your keywords, you can start the process of finding the best keywords for your business. Although we will look at some technical and data led approaches to keyword research, it is a good idea to start with qualitative research to give yourself a strong start point in your research journey.

Many businesses will already have a good idea of the types of keywords they should be targeting. This information is often gathered from real conversation with their customers, picking up on key terms and phrases they use to describe the products, services and solutions they are looking for.

If you do not already have a good idea of this you can always ask a number of loyal customers for some time in exchange for some sort of incentive. During this time, ask them about their search habits, what do they typically search for or think about when looking for a product or service you are offering.

The result of this type of research may surprise you.

3. Follow Industry Leaders & Events

Customer research will often give you an insight into what is currently being used or performing well in the keyword space. However, smart businesses will also target trending keywords. These keywords allow businesses to rank early before the competition gets too hot. Giving them a competitive edge when that keyword starts returning much greater search volumes.

Although there are tools you can use to help discover these trending keywords, to get even further ahead of the curve there are some good research methods you can use.

For example, by following leaders and taste makers in your industry, you can often catch themes in their content which are likely to become the next big thing in the industry. These can usually be found scattered throughout written content (especially in titles), or mentioned often in video or audio.

Industry events are also a good place to catch onto these upcoming trends. Again you may spot common themes throughout presentations or find new phrases in the titles of these talks.

4. Keyword Research Tools

Now you have undertaken some fundamental research into current and trending key themes in your industry you should have a good list which can be tested against a wealth of data available throughout a number of tools.

In this section, we highlight some of the leading keyword research tools and point out how best to leverage them to your benefit.

Google Keyword Planner

Google’s own keyword research tool is the go-to starting point for businesses looking into the viability of their chosen keywords.

Although you will have to set up an AdWords account to access it, this tool is free to use and provides you with a wealth of data on given keywords. Simply start by inputting one keyword, multiple keywords or your website address.

Google then returns a list of related keywords and key data such as keyword competitiveness and search volumes for each. This not only lets you judge the viability or your keyword choices, but is also a quick way to build a good picture of other relevant keywords.

Google Trends 

Another free and often overlooked tool from Google is Google Trends. Often used in presentations as a way to ‘prove the growing popularity’ of a certain thing, this tool provides a graphical representation of keyword search volumes over a given period of time.

This is useful to help you see whether your chosen keywords are on an upward or downward trajectory. However, the tool also provides other valuable information in your keyword research process.

Namely, Trends provides a list of ‘Related Topics’ and ‘Related Queries’ associated with your entered keyword. These sections can be filtered by top related keywords and rising related keywords, giving insight into related keywords currently increasing in popularity.

 Moz       

Moz is an industry leader in the search engine optimisation space. As part of their paid-for suite of tools the ‘Moz Keyword Difficulty Tool’ gives users insight into the competitiveness of given keywords. As such it also allows you to find low hanging fruit which can be leveraged to the benefit of your business.

By simply inputting a keyword into the tool it returns the top ten rankings for that keyword and allocates a difficulty score based on the strength of the competition.

SEMRush

Another paid for option which is worth the investment for businesses looking to boost their search engine rankings is SEMRush. This tool can be used for deep competitive research, allowing you to keep an eye on your competitor’s performance, offering you the opportunity to bump them off the top position.

It also offers advanced data on a keywords position in SERPs (much like Google Trends). Meaning you can quickly and easily see which keywords are worth pursuing.

HubSpot

HubSpot is the leading inbound marketing software provider. As part of their dashboard of helpful tools, HubSpot has their own content strategy tool which can help users identify and research chosen topics. Although this is not the most advanced tool, it does allow you to take a wider view of your keyword and SEO strategy.

5. Apply Some Common Sense

Now you have a list of keywords which you have gathered and tested against the data there is one final step before you are ready to get cracking with pursuing them.

The first thing to do at this stage is to review your list and compare them to the first tip in this guide; your ultimate goals. Each keyword should be suitable for helping you to achieve these goals. If they are not, you should really ask yourself whether pursuing that keyword will be of value to your business and if it will help you achieve your strategic direction.

Although the last stage will likely have done this for you, it is worth reviewing the list again with common sense in mind. During a thorough research process, keywords can often get included which do not have any direct correlation with your industry or business. These keywords may provide some traffic, but unless that traffic finds what they are looking for it is going to damage your brand and your rankings.

Another thing to consider is that if irrelevant traffic is finding your site, the users are more than likely going to leave very soon to find what they are actually looking for. Ultimately, this will increase your bounce-rate and if you have changed the content to suit this irrelevant keyword then you might perhaps notice a drop in conversions overall – this is if the original keyword was relevant and ranking.

6. Consider & Understand Long Tail Keywords

Long tail keywords are often defined as search queries which are longer than three words. In times gone by, businesses would target very precise keywords which have high volumes of traffic such as ‘Football Boots’ or ‘Florist’.

However, as competition has heated up for these keywords, more businesses have opted to target longer search terms. Although these results often return much lower volumes of traffic, the specificity of them usually means that the traffic you receive is of a much higher quality.

To use our previous example, instead of targeting the term ‘Florist,’ a business may target ‘Budget Wedding Florist Bristol’. Fewer people are likely to search for the longtail keyword, but those that find your site through that term are likely to be your perfect customer.

The fact that fewer people search for these longer, more specific terms also means that your business is likely to see less competition and therefore receive a higher percentage of those who search for them.

7. Consider Paid Ads for Quicker Data

Ranking for keywords can be a long and labour intensive process. This presents a dilemma for many marketers who have a long list of relevant keywords, but who aren’t sure exactly which are going to convert into value for their business.

One powerful way to test the value of your organic keywords is to run them as paid search terms. This strategy allows you to quickly get your website to the top of search results for your given keyword, which will result in you receiving a large share of that traffic.

What this does is lets you track that traffic and judge whether that keyword is of high value. For example, you may pay to rank for ‘business books’, which brings a high volume of traffic from that search term to your website. However, a very low percentage of those visitors convert into sales. This is an indicator that the search term is not that valuable and should be stricken from your keyword list.

Once you know which terms are creating the best return on financial investment you can then make the time investment in turning those into high ranking organic keywords for your site.

8. Monitor, Test & Tweak

Over time markets can change, consumer habits develop and new trends can have a big impact on your business. This is true when it comes to keywords as well, to continue to benefit from increased search engine traffic you must consistently monitor keyword performance.

By testing old and new keywords together you can remain on top of the game, ensuring you are only pushing resources towards keywords which are of the most benefit to your business.

In summary

Keyword research can be a long and time-consuming process. However, by taking some time to ensure you are only investing resource into the best keywords for your business you will ultimately save yourself a vast amount of time, money and effort. All important tasks worth doing take vast amounts of effort and if that is not something you have time to do then let an agency do it for you such as this web design agency Hampshire that offers all-round digital marketing.

By using the top tips we have highlighted in this guide you will be able to find keywords which are the most relevant to your business and are most beneficial in helping you achieve your business goals.

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