SEO and the concept of keyword research are the driving force behind driving more organic traffic to your website. It’s an extremely important part of your online strategy, and the question of how to do keyword research always comes into play with new clients or new campaigns.
The key to implementing keyword research for SEO successfully is being able to get into the minds of our target audience in a way that helps us understand the actual words and phrases they type into Google when searching for information, products and services online. Without this knowledge and insight, the content you create, whilst it may read well and be super compelling, has less chance of being seen by the right people.
This guide will help you gain that insight and knowledge – we’re talking ‘keyword research for dummies’ kind of guide! So stick with us.
Why Keyword Research isn’t Just an SEO Buzzword
It’s really not just something us digital marketers like to throw out there for fun, we promise! The main reason behind keyword research is being able to understand your audience and what they’re searching for. Pay special attention to the type of questions they’re asking and the problems they’re trying to solve. Once you know this, you’ll be able to create content that answers these questions.
Here’s why keyword research works:
- Understand your audience: As we mentioned, it helps you understand your customer’s pain points, interests and purchase intent.
- Create relevant content: You can then create content that is relevant to what your audience wants.
- Drive organic traffic: You’ll then start attracting visitors who are actively looking for what you offer, which will lead to better quality traffic.
- Improve search rankings: Google will then begin to notice that your site is authoritative and relevant.
- Gain a competitive advantage: You’re also able to keep an eye on what your competitors are ranking for.
Understanding Short-tail vs. Long-tail Keywords
Of course, different types of keywords can be used in your SEO strategy, and it’s important to know which ones to choose so that you gain the most out of your keyword research.
Short-tail Keywords
Short-tail keywords are typically 1-3 words long, are very broad, and have high search volume. They’re also usually extremely competitive and are great for establishing broad authority, but are quite difficult for new sites to rank for. Some examples of short-tail keywords can include:
‘digital marketing’
‘SEO for beginners’
Long-tail Keywords
Long-tail keywords are (yeah, you guessed it) longer than three words; they’re also very specific, which means that they’re usually lower in search volume but also much lower in competition. This means that the user intent is often clearer as more words are being used to get the answer. Examples of long-tail keywords can include:
‘digital marketing agency for small businesses in Leicester’
‘SEO for small businesses’
Although long-tail keywords may not bring you loads of traffic, they can often account for a significant portion of your organic traffic. They also usually convert better, as they are often further along in the user’s search journey.
Keywords by User Intent
When conducting your keyword research, you’ll also come across keywords that are searched for by user intent. This means that users are typing in specific keywords depending on the result they want. For example:
- Informational: Here, the user seeks information, so these are ideal for blogs and guides. Think “how to bake sourdough bread”.
- Navigational: Here, the user wants to visit a specific website or page. This can be ideal for brand-specific pages. For example, “Starbucks near me”.
- Transactional/Commercial: The user wants to buy a product or engage with a service, so naturally, these are perfect for product or service pages. Think “SEO services prices”.
- A word of advice: focus heavily on transactional and informational long-tail keywords when starting out because these are your golden ticket to Wonka’s chocolate factory and will help your site gain traction.
For more information on your next SEO strategy, contact Assisted on 01788 288020 today!
How to Do Keyword Research for SEO