Keyword research is one of the most important aspect of Search marketing be it SEO or Adwords, if you are not targeting the right set of keywords, your marketing effort is doomed to be failed. Even if you’ve hired someone to do it for you, its important that you have some knowledge of how to find the right keywords for your business.
Ranking on top page for the right keyword (weather organically or using Ads) can have a huge impact on your business revenue and that’s why it is important to target good keywords.
Before I move on to the methods let me lay down the criteria I use for selecting the right keywords:
- Relevant to target website
- Long Phrases
- Good Search Volume
- Low/ Medium competition
Keyword should be relevant to target website. Suppose you are selling flowers online. So naturally the best keywords for your business will be ‘buy flowers online’, ‘flower shop online’, ‘online flower store’ and some other similar keywords. But if you are targeting just a single phrase ‘flower’ than it will be a waste of marketing effort. I would not consider the single phrase keyword, i.e. ‘flower’ to be relevant to an online store selling flowers as its not clear if the user’s intent is actually buying the product. And on the other hand it is difficult to rank organically as well, since the competition will be high authoritative websites such as Wikipedia.
Keyword should have long phrase, for example the keyword – ‘buy flowers online’ is a 3 phrase keyword and longer phrase will make it more relevant than single/ two phrase keywords. This may vary from case to case basis but I have seen that normally small businesses tend to fall in this category.
Your target keyword should definitely have a good search volume. There is no point of targeting a keyword which does not have any search volume, i.e. no one is searching for that keyword in Google. Yes, you can get ranked on top page, probably number 1 in Google but what’s the point as no one will be really searching for it.
Last, if you can find a keyword which satisfy all the above and still have a low or medium competition then just go for it. Competition, is a factor shown in Google Keyword Planner, which essentially shows how much competition are there for any keyword in Adwords but the same factor can be used for SEO as well as it is relevant.
Basically a keyword with competition between 0-0.25 is considered to be low, 0.26-0.75 will be considered to be medium competition and 0.76-1 will be highly competitive keyword.
Now, lets see how we can actually find the keywords and then select the best out of them based on the factors mentioned above:
#1 Using Website’s URL
- Sign in to Google’s Keyword Planner (http://google.com/sktool)
- Choose ‘Search for new keywords using a phrase, website or category’
- Put website’s URL in ‘Your Landing Page’ section
- Choose the right country and language
- Click on ‘Get Ideas’
- Go to ‘Keyword Ideas’ tab
- Download the file
- Sort the best keywords, they must be:
#2 Using Keywords website is already Ranking for
- Open https://www.semrush.com/
- Put in the website’s URL
- Choose the right country
- Check the keywords website is already ranking for in ‘Top Organic Keywords’ section
- Choose the best ones
- Go to keyword planner and repeat process #1 (except put in the keywords instead of URL this time in ‘Your product or service’ section