While the need to do keyword research has stayed the same over time, the way to do it has changed.
The purpose of this blog post is to lay out an easily executable plan for keyword research so that you can come up with, and then narrow down, a list of keyword terms that you should be targeting. The overall goal is to get found for search terms that apply to your company. Below is the six-step process that we use; you can follow it to successful map out a keyword research plan that will enable your website to rank at that top for the valuable, highly searched keyword terms that will bring visitors, leads – and eventually – sales.
Here are the 5 Steps just below. For the purposes of this exercise, we’re going to pretend that we’re doing research for a website that focuses on Italian food recipes.
Step 1: Make a list of Frequently Asked Questions – those questions that people ask you about that pertain to your business.
Jot down five to 15 important, relevant questions.
Here are a few examples:
- Is it easy to make bread from scratch?
- What tools do I need to make pasta at home?
- What ingredients do I need to make pizza dough?
- What type of tomatoes should I use to make homemade pasta sauce?
Step 2: Answer those questions with relevant keywords and phrases that people might type into the search bar. This is for brainstorming purposes.
These might include:
- Homemade pasta recipe(s)
- Fresh pasta recipe(s)
- How to make bread from scratch
- Homemade bread recipe(s)
- Pizza dough recipe(s)
- Recipes for making fresh pasta sauce
Step 3: Find related search terms
Fill out the list above even further by looking for other search terms that relate and expand on this list. See how other people are searching under and add variations of these phrases. Many keyword tools have this feature, but if yours doesn’t you can always look at the bottom of a Google search result page as there will be other variations of the search term that you entered into the search bar there.
Step 4: Make sure that you have a good mix of long-tail and shorter, more competitive, phrases
It’s important to have a mix of phrases as longer tail keyword terms are easier to rank for than shorter keywords. If you’re just starting out, your new website will not have enough authority to rank for the more competitive phrases. However, over time, as you continue to add content, links and build trust with Google, your website will rank for these phrases. Make the long-tail keywords on your list part of your short term plan to get visits, and the shorter terms part of your long-term strategy since they’re more challenging.
Step 5: Collect Ideas & Evaluate Competitors
Check to see what your competitors are doing, not to copy, but to gather ideas as to where you can differentiate. Chances are, there are at least a few different angles you can take with the direction on your website. And, if there’s a competitor that’s been in the space for quite a while, you won’t want to go after the exact same angle and exact same keyword terms. Go after a fresh angle! Find a buyer persona that your competitors aren’t going after and target that one!
The Final Step – Step 6: Narrow Down Your List
