Keywrod research SEO

An Awesome Keyword Research Guide to Improve your SEO

Keywords are the backbone of SEO. Without keywords SEO simply wouldn’t exist. But to ensure success, you’ve got to get your keywords right.

That requires a little thing called keyword research.

Most people will know that ranking for relevant keywords can be make or break your site. Discovering what keywords your target market are actually searching for is a powerful thing.

That all sounds great, doesn’t it? But actions speak louder than words. If you want the results you’ve got to put in the work.

To help you, we’ve collated this comprehensive keyword guide full of easy strategies that will yield big results. Wave goodbye to keyword confusion and say hello to keywords that convert.

1. Find Your Niche

Using the right keywords is important for any SEO strategy. Consider this. Reports reveal that 64% of people turn to search to address those ‘I-want-to-buy’ moments. Couple that with the fact that 60% of clicks go to the top 3 websites in the search engine. Clearly, if you can tap in to the right keywords and improve your SEO, you’ve got the recipe for success.

Keyword Research Supporting SEO

Great! But first you’ve got to know how to find those keywords.

Most people start by collecting a list of existing keywords from the site describing their products and services, however this can a too generic approach. To compliment that you can pinpoint niche topics from your particular industry.

These are topics that your target audience are interested in and care about. Not specific keywords, but broad subjects. Topics that are relevant to your business but aren’t blatantly obvious keywords receiving millions of hits. This is a great strategy to uncover lucrative keywords that aren’t crazily competitive.

Let’s explore an example.

Say you’re a coffee merchant. Sure, you could use the keyword ‘coffee,’ but this will receive millions of hits and yield a low conversion rate.

Instead, start to think about what else your customers may be searching for. What else are people interested in coffee thinking about? In this case a potential customer may also be searching for other terms, such as best tasting coffee beans, coffee making methods, single origin coffee beans.

Keyword Research SEO

Can you see what we’re getting at? Those search examples are all part of niche topics that are tightly related to what you sell. Sure, they won’t attract anywhere near the amount of traffic that ‘coffee’ would, but the traffic received will still be significant and importantly, valuable.

Exploring niche topics will help uncover some of the best keywords in your sector.

Those with significant traffic but low competition So, where to start?

Start by jotting down 4 or 5 ideas from the top of your head. This is your very first niche topic list. These should be based on your products or services and the words associated around these. Back to the coffee example, you could have:

• Single Origin Coffee
• Coffee Making Methods
• Best Tasting Coffee Beans
• Countries famous for their coffee beans

There you have it, your first list! Just like that, you’ve taken the first step to understanding what your target audience are searching for.

2. Create Killer Buyer Personas

You need to know who your desired customer is if you’ve any hope of reaching out to them. Building up buyer personas is an easy way to single out more niche topics that your target audience are interested in. This will lead you to keywords that your potential customers are searching for every single day.

Craft a buyer persona around your desired customers:

• Gender
• Age
• Job role and daily responsibilities
• Industry they work in
• Daily frustrations
• What they want to achieve, professionally and personally

Your buyer persona for our online coffee merchant might look something like this:

• Gender: Female
• Age: Mid-late 30s
• Job Role: Young, educated professional has recently left her job in the city to start up an online digital marketing agency based from home
• Industry: Digital Marketing
• Daily Frustrations: Used to live and work in London but has now moved to the countryside where she works from home. She misses the convenience of having a choice of quality coffee shops to pick up a coffee from. She’s sick of the instant coffee found in her cupboard and now wants to start making great coffee at home.
• What they want to achieve: She wants the convenience and taste of a really great coffee within her own home. A coffee likened to one you could pick up from a coffee shop in the city but in the peace and quiet of her own home in the county.

You may have one buyer persona, you may have several. The key is to really get in the mind set of each of your customers. Get down to the nitty gritty of who they are and what they want.

Understanding your audience will help you draw up niche topics your target audience are thinking about. This will give you a valuable insight into what keywords you should be tapping in to.

Have you checked out our guide to creating buyer personas that rock for more help?

Buyer persona

3. Uncover Even More Niche Topics

You may still need a little help digging around to uncover more niche topics. That’s fine! It’s best to cover all bases. Considering that 75% of searchers never go past the first page on Google, it’s a good idea to make your research as thorough as possible to help you secure the top spot.

So, here are a couple of other simple strategies to help you discover your niches.

First of all, make use of forums. These are like hotbeds for keyword inspiration because they’re the places your desired customers are frequenting daily. To find a relevant forum simply type your broad keyword into a search bar and the word ‘forum’ after it; then hit go.

A nosey around relevant forums will expose what your target audience is thinking and talking about. That’s valuable information indeed.

Reddit’s another gold mine. In Reddit you’ll find subreddits, essentially mini forums geared towards specific ideas. By simply searching for a topic related to your business, you can explore relevant subreddits. You’ll discover what people are discussing, questions, comments, you name it. Voila, just like that you can dig out valuable keywords you know people interested in your business are talking about.

Finally, it’s worth checking out Quora too, another great hub for finding keywords. This platform allows anyone to asks questions that can be answered by experts or enthusiasts. Explore a topic that’s relevant to your business to see what’s being discussed, what questions are asked and what terms people are using within this area.

4. Consider what kinds of keywords to use

You’ve drawn up your niche topics list. You’ll now have an idea of what your target audience are searching. Now it’s time to get down to business.

You may be familiar with the 3 different types of keywords. Head keywords, body keywords and long tail keywords. To recap:

Head keywords are usually a single word. That means that although they tend to appear in tons of searches, competition’s high. An example would be ‘coffee.’ Long story short, they usually have bad conversion rates.

Body keywords consist of more specific phrases, usually 2-3 words long. ‘Coffee beans’ or ‘coffee beans online.’ As you’d expect, there are fewer people searching for these terms, but they can still be highly competitive.

Long tail keywords are even more specific, longer phrases. For example, ‘buy single origin coffee beans online.’

For that reason, we’d suggest putting your research efforts into finding both body and long tail keywords. After all, 50% of search engine queries are four words or more. They’re less competitive and attract traffic that’s actually ready to convert.

That’s not to say you shouldn’t use head keywords, you should. They’re just far more competitive. Attracting heaps more traffic but not necessarily driving conversions.

With reference to your niche topics list you’ve created, you should now be able to draw up a solid list of long tail and body keywords. As a result, these will be super valuable – being extremely targeted without being fiercely competitive.

5. Make use of Related Searches

You’ve taken the decision to concentrate on body and long tail keywords. Good for you! As we’ve discussed, these types of keywords drive more targeted traffic, improving your conversions. For more body and long tail keyword inspiration we can turn to Google itself.

The observant amongst you will have noticed a section at the bottom of Google’s search results page named ‘Searches Related To….’. But if not, don’t worry, simply head over to Google, enter a search term and have a little scroll. This is Google’s very own hotspot for body and long tail keyword inspiration.

Take the keyword ‘coffee beans online.’ Google will suggest related search terms. These will usually be variations of the keyword used and might be different on pages 1 and 2 so make sure to check as many variations as possible.

More keyword inspiration

This is a great way of gaining a little keyword inspiration. What’s more, Google will sometimes display a keyword that’s related to your search but isn’t just a standard variation – even better! In this case, Google has returned several related searches that aren’t mere variations of the search term.

Just like that you’ve tapped into the keywords your target audience are actually searching for!

6. Keyword Research Tools that will change your life

There are tons of super useful tools out there that will guide your keyword research efforts and below are a few our favorites.

We can’t fail to mention the Google Keyword Planner. It’s invaluable at helping find keywords. Although geared towards Google Ads users, it’s incredibly useful for finding keywords for organic SEO too. It’s so good we’ve written a whole blog post about it, so we won’t talk about it too much here. Watch the space!

Next up, a lesser known tool. Google Correlate is a well-kept secret. You can thank us later. This helpful little tool shows keywords that correlate with each other. Just type in your keyword and Google Correlate will yield results relating to this term. This is a valuable source of keyword ideas taken from real search data.

Furthermore, Google Search Console is another great, free tool offered by Google. This tool monitors and maintains your website’s presence in search results. This will give you invaluable insights such as which queries your site appeared in search results for, if some queries attracted more traffic to your site than others, and whether your company information, prices and contact info are mentioned in search results. You can access Search Console data within Google Analytics so it’s super easy to visualise the data. This will help you see what’s working, and what’s not so effective.

What about other keyword tools to help you?

UberSuggest provides tons of keyword suggestions. How does it work? Well, you know when you type in your search, Google conjures a drop-down menu with further suggestions. For example, type in the keyword ‘coffee’ and Google will suggest related searches such as ‘coffee shops near me’ or ‘coffee machine.’ You’ll also notice that typing in your keyword followed by a letter, such as ‘coffee’ + ‘b’ will prompt Google to suggest a further list of related searches:

Input your keyword into UberSuggest and it will search your keyword, followed by every letter of the alphabet for you, to find as many relevant search terms as possible. This opens up a world of keyword ideas you might never have thought of!

Finally, WordTracker Keyword Tool. Here, you’ll find long tail keywords alongside valuable information such as search competition, KEI (keyword effectiveness index) and IAAT (keyword in anchor and text.)

Next Steps – ready to find valuable keywords?

Our six simple strategies will help you uncover a wealth of valuable keywords for your organic SEO. This means that you’ll rank for relevant searches by users actually looking for what you can offer. Say hello to an increase in valuable traffic that’s ready to convert!

It doesn’t happen overnight though. To achieve the results, you’ve got to put in the leg work. It takes time, patience and effort, which at Report Central we’re no strangers to. Why not see what we can do to improve your SEO and elevate your business today?

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