Why Our Keyword Research is the Key to SEO Success
Keyword research is the backbone to any successful SEO programme. It lies at the heart of all the work we do here at LeadGeneratorsDigital.
Why is Keyword Research So Important?
Knowing which search terms your target market is using is the key to content marketing success. If a business has used one set of descriptors for their product but their audience are searching for this kind of product using a completely different group of words, then those potential customers won’t come to its website.
A mismatch in word use can really hinder your business’s growth. There’s no point optimising your site for highly-specific terms if next to nobody is using them – you’ll just end up missing out on a huge chunk of traffic.
This is why at LeadGeneratorsDigital we prioritise optimising your text for the phrases we know your audience to be using. It’s all about correctly identifying the words that are most commonly being used, and then analysing search intent to discover what exactly your target market is hoping to find out.
Our SEO agency will then go on to produce high-quality, optimised content in order to answer their queries.
How Our SEO Agency Does Keyword Research
There are eight important steps we go through when carrying out keyword research.
- Establishing the goal
- Compiling a list of keywords
- Researching these keywords
- Focusing on long-tail terms
- Studying the competition
- Analysing search intent
- Determining a keyword strategy
- Constructing landing pages
Establishing the Goal
Before we can dive into the work, we need to reflect on your business’s mission. We’ll ascertain the main aim of your organisation, what makes it stand out from the crowd, and who exactly you are trying to reach.
Some marketplaces are highly competitive. Given that big companies with huge budgets often dominate the search engine results pages (SERPs), we often see businesses struggling on their own to rank highly and get the exposure they need to thrive.
In our experience as an SEO agency, we know that in crowded markets like this, it’s best to start small and with a clear aim. We’ll help you find your niche, and make sure that your company shines in the results. Once we’ve claimed a place for you within that niche, we’ll grow your name to a more general audience.
Compiling a List of Keywords
In the second step, we’ll get into the mind-set of your target audience. We’ll create a comprehensive spreadsheet of all the terms that these people might be using by asking:
- What are they looking for?
- Which of their problems can your product offer solutions to?
- Which specific phrases might they use to look for a service like yours?
Armed with this information, we’ll be able to construct a clear image of your niche, and we’ll know your business’s unique selling points to highlight. These aspects are what you want to be found for.
Researching These Keywords
The list of keywords forms the basis of the research we’ll then carry out. Simply entering the terms from the spreadsheet into Google’s search bar will show us which suggestions Google makes as we type.
We’ll then look into all the autocompleted phrases and all the related searches Google comes up with—all manner of variations on the original key phrases will emerge.
Focusing on the Long-Tail
We’ve seen that a lot of small businesses trying to tackle SEO in-house will tend to concentrate on optimising their site for the most popular “head” terms. The unfortunate reality is that these terms are already taken up by large companies.
Long-tail key phrases get less search traffic, but that also means there’s a lot less competition. It’s much more efficient to focus on these terms, because it will be easier to get your site ranking highly.
As if that weren’t already enough reason, long-tail phrases achieve higher conversion rates. They are narrower than head terms, so people using them are looking for something more specific. That means more customers will be more easily convinced by what you’re offering.
Studying the Competition
Which websites and brands come up when we Google the keywords? These are the companies you’ll be competing with once we’ve optimised your content.
The experts at our content-led SEO agency analyse the competition and see how your company can hold its own in that space. It’s harder to rank against household names and big professional sites, but if, on the other hand, the companies who appear on the SERPs are small or simply don’t have well-written, quality content, then we know that we’ll have a very good shot at outranking them.
Taking a look at the ads in Google, we’ll also study the pay-per-click results. An advert that appears in top PPC positions is usually targeting key phrases that are more difficult to rank for in the organic results.
Everything we discover throughout this research process gets added to the spreadsheet.
Analysing Search Intent
Whenever someone uses a search engine, they are trying to find something out. The intent of a search falls into four main categories:
- Informational: trying to find out information on a particular topic
- Navigational: wanting access to a specific website
- Transactional: hoping to buy something suiting their needs right now
- Commercial: wanting to research the specs and reviews of a product before buying
The optimised content that our SEO agency produces for you will revolve around answering the queries that your potential customers have. By providing the best solution for these problems and helping them on their quest for knowledge, we’ll quickly get your company into the user’s good books.
Determining a Keyword Strategy
At this point, we have everything we need to form a keyword strategy. The spreadsheet will be full of key phrases, detailed information about the competition, and the ins and outs of the search intent of your niche.
Taking all this research into careful consideration, we’ll decide which terms to focus on and what kind of content we’ll be creating to best respond to their intent. The content we create will be geared toward making sure your business stands out in the SERPs.
Constructing Landing Pages
Crafting high-converting landing pages is the final step in the process—and an absolutely crucial one. It is essential that the first thing people see when they click through to your page is a website that looks professional and authoritative. That’s how leads get turned into loyal customers.
Our SEO agency experts will create cornerstone content articles optimized with prioritised keywords in addition to long-tail articles that link back to the cornerstone copy. Each search term and its synonyms will receive their own landing page, and over time, we’ll grow the number of key phrases that your site ranks for. A couple of hundred keywords is about the right amount to end up with for a small business.
With all this research done and dusted, LeadGeneratorsDigital will write and market volumes of optimised text for your site. We’ll draw in more high-converting traffic by crafting targeted social media posts, and we’ll encourage shares and backlinks to boost your pages in the SERPs.
But the keyword research we do is never really finished: our SEO agency will repeat the process regularly to make sure we keep up-to-date. Your business will be in good hands so give us a call and let’s get started on the journey.