When a customer begins a search for something online using a search engine such as Google or Bing, they will type a couple of words into the search bar, sit back, and have an expectation that the results listed are relevant to the information they are looking for. Simply put, if your customers are searching for you and they are putting in search terms that are not within your site’s content, it is very likely they will not find you.
By understanding who your customers are, what words or phrases they are likely to use, and optimising your content to include these, you will find this to be one of the most valuable things you can do for your online marketing. Researching the right keywords will help you understand not only the personal phrases your customers use the most but also what kind of customer they are.
Keyword research is critical to SEO because without the right research into what words are being used to find and rank your site, you cannot properly optimise your content strategy .i.e drawing the right traffic to your site. So, how do you research what the best keywords are to use?
1) Look at your competitors
Have you typed a word or phrase related to your service into a search bar? What comes up, which competitors are there, have you looked at their websites and which words used in their content in comparison to yours? By researching your competitors keyword market you can have an insight into what may work for you.
2) Digital Analytics
Google Analytics can tell you what your current visitors to your site have searched for. It can give you an insight into your established customer base and taking a look at the exact words and phrases, (that will often change) may surprise you.
3) Google’s Keyword Planner
It is one of the common keyword research tools used in researching SEO. Those familiar with keyword researching tools such as Adwords, will know that this tool allows you to discover what keywords are best for you. They automate the process by searching existing keywords used in a particular market. They can tell you what words cluster together in certain search terms and not only does it give you new keyword ideas, variations, and synonyms, it also sorts the keywords depending on the search traffic it has.
4) Measuring your Keywords
By adopting some tools to help find the right keywords and implementing them, they now need to be measured to see if they are responding in your analytics. Keep an eye on what your customer searched. If they looked for the exact phrase or word but it has changed slightly then adapt and update your content so you are not missing out.
Ultimately, researching the right keywords and drawing in that customer is your priority. As with the internet, people are fluid, what works one day, might change another. If you have a general understanding of who your customer is and what words they are likely to use then great, but remember language evolves, so you must evolve with it.