Jun 7, 2022
Keywords are an important part of your content marketing and SEO strategy. Using the right keywords that align to your website content to get it seen on search engines can drive leads, sales and ultimately revenue.
Despite this, new research found that only 30 percent of small companies in the U.S use SEO in their marketing. And many businesses may use keywords, but either do not use them effectively or use the wrong keywords for their audience.
This is why keyword research is crucial. It will ensure that you use keywords that will attract your audience and increase the online visibility of your brand and content. This blog will reveal a comprehensive list of keyword research tools to help you pick profitable keywords.
A keyword is any word or phrase that people type into a search engine to find out more about a particular topic.
Keyword research is important as it can get your brand noticed by an audience that will have an interest in your product or service. It is the process of researching and selecting words, terms and phrases users will search for when looking for the types of products or services your business offers.
Conducting keyword research helps you choose the most relevant keywords for your target audience. This then helps search engines like Google understand your web pages and serve your website as a suggestion for users searching for these specific terms.
When done right, keyword research can help you to:
Watch our video if you want to find out more about how search engines work and the three pillars of SEO.
Short-tail and long-tail keywords
Keywords come in two forms: short-tail and long-tail keywords. The main difference between the two is that while short-tail keywords have more individual traffic, approximately 70% of all search traffic comes collectively from long-tail keywords.
This is because searchers tend to be more detailed with their long-tail searches, as they are looking for specific results. For example, ‘digital marketing’ would be a short-tail keyword, while ‘what is digital marketing?’ is a long-tail keyword.
1. Pick a topic to research: Focus on one topic or theme at a time and think about what the webpage you want this content to feature on to look like. Think about imagery, headlines, CTAs, etc.
2. Brainstorm keywords: You should research keywords with similar meanings around a closely related topic. Make sure to focus on quantity over quality at this stage.
3. Review keyword value and difficulty: Gather keyword data from SEO tools to help decide how valuable the keywords are, and whether you can rank for them.
4. Prioritize keywords: Decide which keywords are the most important and prioritize the ones you want to focus on.
5. Choose primary, secondary, and tertiary keywords: Choose one main keyword and a few variations of the main keyword. For example, a primary keyword could be ‘content marketing?’ while a secondary keyword would be ‘how to create and distribute great content’
6. Create cluster topics: Having more than one keyword can help you create content and topic clusters. See the example below on SEO from SEMRush.
Now that you know the steps to keyword research, let’s look at some of the free tools you can use.
Tip: Google’s autosuggests are based on where your cursor is, so try moving it to the beginning, middle, and end of a phrase to get more suggestions. You may need to add a space or asterisk (or star) after your cursor to see the full list.
As it becomes more and more important to get your content seen and outrank your competitors, SEO keyword research and strategy will help give you the edge. Get valuable insights from these free keyword research tools to see your move closer to that coveted #1 spot on Google.
Let’s say you’ve conducted your keyword research by completing the four recommended steps:
Now, how do you use this procedure, in practice, to improve SEO performance?
Turn your keyword research into actual content for your site - Download our SEO Toolkit. You can use it to go through pages already existing on your website, or to identify content gaps. Content gaps are pages that don’t exist but could be quite valuable to create.
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