Keyword Research

There's No Point In Running When You're Going The Wrong Way

Keyword Research Database

What Is Keyword Research?

Every digital marketing strategy should have, at its core, a meticulously researched and compiled keyword research map. This is because keyword research is the search for, and analysis of keywords related to your industry, with the primary purpose of identifying which ones will yield the highest return on investment. It is also useful for a number of other things, but we’ll get to that in a little while.

Google and others store user search entries in a database for marketers to access. In the case of the Google Adwords database, this data is stored for the purposes of paid search (PPC) campaigns so the data isn’t a true reflection of organic search traffic. Most keyword research tools use the Google database as a baseline to add their own search data, making it more suitable for digital strategists trying to discover and target market needs.

Keyword research provides us with average monthly search volume and search volume trends for a specific or group of keywords over a period of time. The process of keyword research also brings out keyword ideas based on a phrase, landing page or product category that you might not have known about before. Allowing us to target more of your potential customers.

More About Keyword Research

Keyword Research ensures you use the correct approach

What’s The Point Of Keyword Research?

You know when men buy a new piece of garden equipment or something that requires “some assembly”? What do we always do? Unpack everything excitedly, get the hand tools we’ll need, chuck the manual one side and get cracking with “some assembly”. And what usually happens? We get half way into the process and realise that we’ll have to start again because we forgot to do some fundamental thing in the beginning! You laugh, but it’s true isn’t it?

Keyword research is like that manual. It provides us with the goals and dictates which steps we should take to achieve them. Without keyword research, we could potentially spend hours and hours trying to rank number 1 on a search engine, achieve the goal, but only get 10 or 20 new visitors to your website as a result. A big waste of time & money!

Another great benefit of doing keyword research is that we get to hear how your target audience speaks. The words they use, how they think about the product or service you are trying to sell them. This allows us to create content that is a direct solution to the problem that they have, making your business the solution, placing you in their purchasing path. Right tool, right job. Pretty cool huh?

how to do keyword research

How To Do Keyword Research – In 6 Steps.

  1. Thinking like your potential buyers, make a list of about 10 topics or categories that you want your business to be found for.
  2. Now you need to fill those categories with as many terms as possible. For example, one of our categories is Digital Marketing and some relevant search terms are: Keyword Research, Search Engine Optimisation, Pay Per Click, Email Marketing etc.
  3. Next, type these search terms into Google, scroll down to the ‘related searches’ and add these to your list.
  4. Make sure you have included some long-tail keywords into your list. These are terms that are longer than 3 words, have lower search volumes, but you know are highly relevant to your business. These terms usually convert into sales.
  5. Then see which competitors are already ranking for these terms and identify gaps in your niche. You can do this by seeing which websites rank on the 1st page of Google when you search for your keywords.
  6. Finally, sort your data according to priority. High search volume, low competition isn’t common but it should be obvious to you which terms are worth targeting and which aren’t.
Keyword Research Tool - SEO Powersuite

Our Favourite Keyword Research Tools

Answer The Public is a brilliant (and free) resource for getting your keyword research started. Once you have your 10 or more top-level keyword categories you can plug them into the website and the “Seeker” (an intellectual type in a woollen turtleneck jersey) spits out a few mind maps. Each contains keyword terms relating to the what, where, which, how, who, are, and why approaches to the phrases. Go and try it out, it’s a lot of fun to use.

The Google Keyword Planner is the undisputed king of the keyword research arena. Nearly all research tools draw largely from Google’s database, and the tools that don’t are worse for it. You need to setup an Adwords account though before you can use it, and unfortunately, unless you have a Pay Per Click campaign running, Google gives you a range of search volumes (eg. 1k-10k) instead of the actual numbers. Which is worse. Fortunately this doesn’t affect us though.

Nothing that we’ve found though can come close to the all round brilliance of the Rank Tracker software (part of the SEO Powersuite software package). It is a combination of all the individual tools we would have to use to get the same accurate data in one program. We get our traditional Google, Bing, Yahoo & SEMrush search data from it to start with. Then we add related search, misspelled words, and auto-complete data to the keyword planner to give us a massive list of keywords to prioritise based on word relevance, search volume & keyword difficulty. It’s a great resource.