SEO: Keyword Research
Before diving into keyword strategy, a research plan needs to be developed. This includes uncovering the effectiveness, frequency, relevance, and competitiveness of particular keywords.
One misstep that should be avoided at all costs is approaching keywords from one’s own perspective. Instead, the SEO strategist must get into the minds of customers and understand the rules by which search engines operate.
Strategies for developing a keyword research plan
- Brainstorming – trying to unpack every possible angle, association, and aspect of the business that could yield valuable keywords
- Collecting search volume metrics – shorter keywords will be more competitive, while long-tail keywords may be more relevant to your customers and less sought after by your competitors
- Categorize the keywords – sometimes referred to as “clustering,” this process allows you sort keywords by topic and possible derive new keyword opportunities
- Google AdWords Keyword Planner (In AdWords, click the wrench icon in the upper right hand menu and select “Keyword Planner.”)
- Google Trends
- Moz Keyword Explorer
- ahrefs Keywords Explorer
- Raven Tools
- Keyword Discovery
- Alexa Marketing Stack
- Longtail Pro
In addition to those listed above, there are other research tools available.
- Search Volume
Keyword Evaluation: Adapt, Test, Adapt, Retest. And so on.
- One solid strategy is to use less competitive, but highly relevant keywords.
- If you have a keyword with no page dedicated to it, create one.
- Download keyword data into a spreadsheet to make it easy to sort and filter.
- Align your page’s content to your keywords.