Keyword Research 101: From Beginner to Expert in No Time
Module 5: Keyword Research 101
Keyword research is the cornerstone of any successful SEO strategy. It involves identifying and analysing the terms people use when searching for information, products, or services related to your business. Effective keyword research can significantly boost your online visibility and drive relevant traffic to your website. By understanding keyword research, you’ll gain insights into your audience’s needs and preferences.
Identifying target keywords is the first step in keyword research. This involves brainstorming seed keywords related to your business. Then, you can use various tools to refine and expand your list. Effective keyword research helps in creating content that resonates and ranks well on search engines.
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The TLC SEO Method
The TLC Method is an abbreviation for Tech, Links, and Content, the three pillars of SEO. When I was starting in SEO and digital marketing, it was pretty much a guessing game and trial and error. That was back in 2012. SEO was this scary and complicated practice. I created the TLC Method to simply SEO. This article is the first part of C (Content) in the TLC Method.
How to Use Tools to Identify and Find Relevant Target Keywords
Google Ads Keyword Planner is a powerful tool for identifying target keywords. Enter your seed keywords into the planner, and it will generate a list of related keywords along with their search volumes and competition levels. Focus on keywords with decent search volume and manageable competition. This step provides a solid foundation for your keyword strategy.
If the client has Google ads running, prioritise the search keyword and search terms. Ensure the on-page SEO is full of these target keywords. When doing keyword research, a good indicator of demand is if there are monthly searches of 1,000. If the keyword monthly search is less than 500, then the demand is on the low side. Look at whether the keywords are transactional or commercial. For example, “digital marketing” has 14,800 monthly searches, indicating high demand but possibly informational. “Digital marketing consultant” has 320 monthly searches, low volume, while “digital marketing agency” has 4,400 monthly searches, high volume, and is very competitive.
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Leveraging SEMRush
SEMRush is another excellent tool for keyword research. It offers detailed insights into keyword difficulty, search volume, and trends. Use SEMRush to identify keyword gaps and opportunities your competitors might have missed. This ensures you target the most relevant and effective keywords for your SEO strategy.
When using SEMRush, one of the things I look for is the intent of the keywords. Are they commercial, informational, transactional, or navigational? I usually subgroup commercial and transactional keywords together, then navigational, and informational. Ideally, you want to rank in commercial and transactional keywords 50% to 60% of the time in E-commerce. If you are in the lead generation game to get sales, you would want to rank in commercial and transactional keywords at 50%, informational intent 45%, and 5% on navigational intent keywords.
Keyword Difficulty and Its Importance
Keyword difficulty is a metric that measures how challenging it is to rank for a particular keyword in search engine results. It considers factors such as the number of websites competing for the keyword and the authority of those sites. Higher difficulty scores indicate more competition and a tougher path to achieve high rankings. Understanding keyword difficulty is crucial for developing an effective SEO strategy, as it helps you prioritise which keywords to target based on the likelihood of achieving success.
Using Keyword Difficulty for Strategy
SEMRush provides a keyword difficulty score for each keyword, helping you gauge the competitive landscape. To use this metric effectively, start by identifying keywords with lower difficulty scores but decent search volume. These keywords represent opportunities where you can more easily achieve higher rankings. Balancing your keyword strategy with a mix of low-difficulty keywords for quick wins and higher-difficulty keywords for long-term goals ensures a more robust and achievable SEO plan. By regularly analysing keyword difficulty, you can adjust your strategy to stay competitive and optimise your chances of success.
Practical Example: Keyword Analysis
In the attached image, the keyword “digital marketing agency” has a search volume of 3,600 and a keyword difficulty (KD) score of 65. This indicates a high level of competition, making it challenging to rank for this keyword. On the other hand, “digital marketing agency Melbourne” has a search volume of 1,000 and a KD score of 44, while “digital marketing agency Sydney” has a search volume of 880 and a KD score of 53. These scores suggest that although the search volumes are lower, the competition is more manageable compared to “digital marketing agency.”
To rank for these keywords, start by optimising your content for “digital marketing agency Melbourne” and “digital marketing agency Sydney,” as they offer a more achievable path to higher rankings. These keywords have sufficient search volume and lower competition, providing a balanced approach. Targeting these keywords can help you gain visibility in specific local markets, improving your overall SEO strategy and driving more targeted traffic to your site. By focusing on these moderately competitive keywords, you increase your chances of ranking higher and attracting relevant visitors.
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Evaluating Keyword Competitiveness
After identifying potential keywords, the next step is to analyse their competition. Begin by checking the competition level for your target keywords in Google Ads Keyword Planner. Look for keywords with low to medium competition but good search volume. These keywords often provide a balance between achievable rankings and valuable traffic.
Another thing to look out for are search keywords and search terms that have a high Cost Per Click (CPC). If you optimise the landing page where the Google Ads are pointing to and improve its quality score via relevancy, then the CPC will go down. You’ll get more bang for your buck.
In-Depth Analysis with SEMRush
Use SEMRush for a more detailed analysis. Input your target keywords and review the keyword difficulty score. SEMRush also allows you to analyse the SERP (Search Engine Results Page) for each keyword. This helps you understand who is currently ranking and what you need to do to compete effectively.
If the page or domain has more than 10% navigational intent keywords, it may have a conversion rate optimisation (CRO) problem. The audience might be going in circles, or the navigation on the website is not clear enough. Information intent keywords usually make up around 40% to 50% of keywords that rank. Information intent keywords are where the audience is learning about you or a brand’s information.
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Using Long-Tail Keywords
Targeting Specific, Lower-Volume Keywords
Long-tail keywords are longer, more specific phrases that searchers use when they are closer to making a purchase or looking for specific information. These keywords often have lower search volume but higher conversion rates because they are more targeted. Using long-tail keywords can help you attract more targeted traffic and improve your conversion rates.
Start by using Google’s predictive texts and the “People also ask” section to find natural long-tail variations of your main keywords. These suggestions are often based on actual search behaviour, making them highly relevant. Evaluating the potential of long-tail keywords ensures they are worth targeting.
Evaluating Long-Tail Keyword Potential
Evaluate the potential of long-tail keywords using tools like SEMRush and Google Ads Keyword Planner. Check their search volume and competition level to ensure they are worth targeting. Incorporate these keywords into your content to attract more specific and ready-to-convert traffic. This focused approach not only drives traffic but also increases the likelihood of conversions.
The third place I look for keywords is Google Search itself. Type the target keyword and look at predictive text to see what searches are looking for. Google those predictive texts because there are enough searches to make that happen. A good place to look for questions to put in your article for content building and optimisation is Google’s “People also ask.” Take the questions from “People also ask” in Google Search and answer them. This is your content’s opportunity to answer what people also ask on Google.
Keyword research is an essential part of any SEO strategy. By identifying target keywords, analysing their competition, and utilising long-tail keywords, you can improve your website’s visibility and attract more relevant traffic. Tools like Google Ads Keyword Planner and SEMRush are invaluable in this process. Regularly updating your keyword strategy based on the latest data and trends ensures that your efforts remain effective and aligned with your audience’s needs.
For tailored social media and digital marketing strategies, Crom Salvatera offers comprehensive services. As a seasoned Social Media Consultant and Digital Marketing Mentor, I can guide you through every step of your SEO journey. Let’s work together to maximise your online presence and achieve your business goals.
About the Author
Crom Salvatera is a seasoned Social Media Consultant and Digital Marketing Mentor with over two decades of experience in SEO, social media marketing, and digital strategy. He specialises in helping businesses enhance their online presence and achieve their marketing goals by simplifying complex concepts. Passionate about continuous learning and innovation, Crom stays ahead of digital marketing trends to provide cutting-edge strategies to his clients.
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