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Keyword Research, An Essential Tool for Boosting Your Visibility

Keyword Research

Keyword research and implementation is imperative for anyone looking to get results for not only their content building efforts but for their sites visibility. Whether you just started a blog on the latest in particle physics or dog grooming tips you are going to need to give people something to search for. It’s not always easy to get started though, and finding the right way to get your ideal audience is knowing what they’re looking for, how often they are looking for it, and what words they are specifically searching for. There are a few ways to get them there and they all involve keywords and employing a specific strategy. Which strategy you employ is up to you, but we can cover some basics and give you the right tools to help you on the path to boost your visibility and overall efforts.

Getting the Right Visitors

search-volume

Attracting people to your site can be a challenge. Whether it’s to get people to check out your online jewelry store or a baseball statistics blog, you should be constantly searching for the right keywords to get eyes on the site. Not only eyes on your site, but the right eyes. You can try to go the clickbaity way to attract people, ‘Kim Kardashian Cleans Her House With a Golden Vacuum’ sounds interesting but if you are actually trying to sell vacuums, do you think this will attract the right person to your store? Unless of course you have a golden vacuum this won’t bring in the right visitors. Essentially, if there is no return for you then you’re wasting valuable time on content that can be better spent elsewhere.

You know you need to get the right visitor to your site, but we’re still narrowing down exactly what that means. Let’s go back to the jewelry store example, you want to attract people to your store, clearly. So a keyword you can use is simply jewelry stores. Makes sense right? You have a jewelry store and you want people there, bam easy as pie. Not quite, while search results from Moz.com come up with a search volume of 118,000-300,000 these are just general search terms. Not to mention these are people at the beginning of their journey and less likely to buy because they’re more in the window shopping phase than the actual purchase phase.

long-tail-keywords

Now let’s compare the high search volume of jewelry stores with bohemian jewelry which has a volume of 1,700-2,900, quite the difference. Narrowing it down even more to turquoise beaded necklaces has an even smaller search volume but is quite specific to someone who seems to be much closer to a purchase than someone who is looking up a general term like jewelry store. This is a long-tailed keyword and marketers know that finding the right long-tailed keyword will bode better results, and higher revenue, than a blanket term like jewelry store, or t-shirts, or shoes, or jackets. After all, think of the last time you looked up something you wanted to purchase immediately, was it general or specific? Use that mindset next time you are considering keywords for your business or blog and you will see much better results.

Tools

So you have some basics down to start you on your journey, great! Now let’s give you some tools to find the right keywords for your efforts. These tools are a great starting point for any marketer looking for information on their keywords, including search volume, keyword suggestions, and demand.

  1. Moz Keyword Explorer
  2. Google Adwords Keywords Planner
  3. Google Trends
  4. Term Explorer

Now what?

Great, you have the basics of keywords, some examples, some tools, wonderful you are now on your journey right?….right? Not quite, you can have all the best tools at your disposal but if you have no idea how to use them than what’s the point? This tool is possibly the most important; where and how to use keywords for your content. This topic seems to never get covered with these types of posts and we need to clear the air here.

Where do you put the keywords in content to get the best results? Well from a technical perspective you should put the keywords in the title and in the first sentence of your posts. Then you should incorporate it into the rest of your post organically. This doesn’t mean keyword stuffing, please do not go about stuffing keywords into every nook and cranny in your posts. Don’t put it in every other sentence. Don’t just put the keyword in your title. Hopefully you get a sense of what not to do.

Now here’s what to do. If you think of search engines as a user you’ll have a much better time writing and creating content and receive much better results from it. You should make your content geared towards users in the first place, informing them, educating them and letting them make an informed decision and not overwhelming them with a sales pitch and repeatedly shouting jewelry or shoes or whatever you are selling. Think about the last time a salesman approached you and started a long sales pitch when you were just asking if he knew where the bathroom was. How likely would you be to buy from them? User friendliness equals success in this formula and incorporating the right balance of keywords with information and you will see better results for your site.

March 15, 2017 Uncategorized
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