Earlier, I wrote a post about the use of
long tail keywords.
Focusing on long tail keywords could be a good strategy, especially
when trying to rank in a highly competitive market. But how do you
decide on which
(long tail) keywords
you want to rank? This post will give you some handy tips and keyword
research tools to make your keyword research a bit easier.
Repeat keyword research regularly!
Keyword research is an activity you undertake every now and then. If
you have a clear definition about the product or service you want to
‘sell’ with your website, you should be able to come up with keywords,
related keywords and even more related keywords to make your awesome
website (more) findable. As your product and the market will evolve,
your keyword strategy should do the same.
Resemble the vocabulary of your audience
The keywords you want to focus your SEO on, should closely resemble
the vocabulary of your audience. In order to come up with the proper
keywords you really have to get inside the heads of the people who
search for your website. What terms will people use? How do people
search? Which question does your website answer? You should create a
list of all search terms people could use and think of combinations and
nuances within these search terms.
Keyword research tools to use
Making a list remains hard. And up until a few years ago, doing your
keyword research was much easier. You could simply check Google
Analytics to see on which terms people found your website. That is no
longer possible. So you’re pretty much left in the dark about the terms
people use in search engines to end up at your website. Luckily, there
are some other tools which can make your keyword research a bit easier:
Google Adwords Keyword Planner
Use the
Google Adwords Keyword Planner
to find new and related keywords, but ignore the search volume data!
The search volume data in the planner is really only useful for keywords
that you’re actually spending money to advertise on. Otherwise, these
volumes are not reliable. While not really helpful to decide which
keyword is most used by your potential audience, Google Adwords Keyword
Planner makes a useful tool in coming up with ideas for potential
keywords!
Yoast suggests
Joost developed his own keyword research tool to come up with keywords as well!
Yoast Suggests
uses the Google Suggest functionality you know from searching in
Google. It finds the keyword expansions Google gives and then requests
more of them. So if you type ‘example‘, it’ll also give you the
expansions for ‘example a…’ till ‘example z…’ etc. Just go on and try it
and fill out some of your potential keywords. It’s a great way to
quickly find more long tail keywords you can focus on.
Google Trends
Google Trends allows
you to compare the traffic for sets of keywords. You can even see the
difference for numerous geographical regions. It’s very important to
check Google Trends if you expect that some of your keywords are
seasonal, for instance due to regulations, holiday seasons etc.
Your internal search engine
What are people looking for on your site? These terms are keywords in
the vocabulary of your actual audience and should definitely be added
to your keyword list. Do not forget to look at the keywords people
filled in that didn’t get any results: this was stuff people were
expecting but didn’t find. You can look into the results of your
internal search engine with our
Google Analytics for WordPress plugin.
Conclusion
These keyword research tools should make it easier to create a list
of relevant search terms. You should make sure to create awesome
landing pages for keywords you want to be found on. You should also think about
cornerstone content articles and a great internal
linking structure in order to make your SEO strategy complete. In our
Content SEO eBook we dive munch deeper into keywords, landing pages and long tail keywords.
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