How to do Keyword Research and Why it Matters
Keyword Research differentiates your website from one that simply posts content based on the hope that viewers will find it interesting.
Most marketing is guessing, and guessing is expensive. –Heather Lutze, Dean of Findability University
Copywriting based on keyword research data is literally providing your thought leadership for searches you know your customer is looking for.
How many aspiring bloggers drop off within the first year? (Keep reading to see the statistic), and how many business owners don’t use Google analytics on their website to track responses to their online brand message?
We’ve all heard the saying, “Content is King.” Then why does a 2008 study by Technorati conclude that over 90% of bloggers stop within the first year?¹
Even as of 2013, the grim stat of abandoned blogs held at 95%.²
For bloggers who prevail, we learn the majority of visitors only read 15 seconds of content before dropping off.³
Too much time, money, and soul is poured into our business value not to exceed these expectations. We do that by learning how to do keyword research.
Many tools provide more data than you need to determine searchable keywords for a blog post.
SEO evangelist Neil Patel provides one of the simplest, free ways to test your title. To demonstrate, we’ll use this page competing for “Keyword Research.” What you need to first know is the more general the phrase, the risk of it being too broad and competitive. The more specific, the more likely I can compete for it, and more importantly, it will be meet the needs of my niche.
Google dominates the majority of all search results on the web by a long shot. Enter “Keyword Research” into google and at the top you’ll notice 4,370,000 pages are ranking for that term. That’s a lot of competition. Neil Patal suggests looking for keyword phrases that have 50,000 search results or less.
For ideas to hone in on specificity that ranks, Google even provides you with keyword suggestions based on the searches it receives.
That means top searches include “What is SEO Keyword Research” and a lot of inquiry about tools used for keyword research.
When I search “What is SEO Keyword Research” I see 520,000 results ranking for that term at the top of google. Still a lot of competition but better and more probable to rank for.
Ranking for keywords includes understanding how to build website authority, length and quality of content, optimizing images, and evaluating keyword specificity for best choices to compete for.
Beautiful, user-friendly web design is only one factor that provides an amazing user experience – but it’s one of the final stages in developing a website. Ranking keywords and content development is the first to design a website that your customer will see and engage with.
Keyword Research is how we share our expertise in a way that cultivates trust. -Veronica Cannady
Writers assume their content and value is obvious prior to even 5 minutes of investigating trends and queries provided by their targeted demographic. It’s not enough to set up a website or blog and hope for readership and credibility.
Keyword Research Prevents Underperforming Content
1. Leverage current trends and news to relate how your content helps or contributes to these examples.
2. Invest time or outsourcing in knowing how your ideal customer is searching for your content.
3. Position content online so it’s recognized as valuable by readers and search engines by writing enough
(300 minimum, and better than not writing or posting at all)
Images that you create or have permission to use, adding internal links which means linking to relattable content or blogs on your own website, remember to use header tags, and lastly, make the layout segmented.
Ultimately, all you need to know about Google’e algorithm update is that it’s a good thing – silting the fluff from the results that help content we want to see and read.
Write for your target audience first, then format for search engines.
Old or black hat tactics are easily distinguishable now by user drop off and the sophistication of google’s algorithms. Use your keyword phrase 5-8 times in lengthy content, and no more than 1-3 internal links per page or blog. Content age also matters – which is why a dynamic website with fresh content is so valued in ranking results over a website that never changes for three or more years.
Even the social media professional titan LinkedIn is a valuable research for being found through your profile and sharing your content – so much so it’s included in all services even as a stand-alone.
One of the top reasons business owners become disillusioned with SEO is when they pay for ads to send visitors to the website content that isn’t written with keyword research results to meet the visitors needs – they pay per click which can expensively result in drop off (easily $5 per click). PPC has value, but only when organic search content supports the expectations of paid traffic.
Start Keyword Research Here
Start with keyword research otherwise known as organic SEO results.
Telling someone to write 1000+ words on a topic is easy. Walking an expert through the process with a recorded interview to discuss performing keyword research topics in your industry is different.
It’s not just fluff content created for you – it applies your voice, brand and personal stories with differentiated value to your content.
Otherwise it’s just another pretty website that no one who will purchase from you will ever see.
A website and business provides value when it’s found, seen, and cultivates trust.