How to Research Keywords for Your SEO Strategy
Make a list of relevant topics based on your target
You’ll come up with 5 topic ‘buckets’ you think are essential to your target; in this example, the target is your business. What is a topic bucket? Also known as Content Buckets, these topics should all connect to an overall brand message. We’ll then use those topic buckets to help develop specific keywords.
For example, if you’re a blogger, these are probably the topics you blog about most frequently. If you are in sales, the topic buckets will be the topics that come up in sales pitches. With keywords organized into groups, we can associate the volume behind the keywords in the buckets and see which buckets have the most searched keywords associated with them. We want to measure the strength of individual words and also the strength of the whole bucket.
Fill in topic buckets with keywords
We’ve figured out our topic buckets and filled in some keywords; now what? The next step isn’t to come up with your final list of keyword phrases. To do that, you’ll need analytics software. Search through your website’s traffic sources and ‘organic search traffic bucket to identify the keywords people use to arrive at your site.
If you’re having trouble coming up with the correct search terms, you can always try asking people in sales what types of terms their prospects and customers use. If you can figure out your customers’ questions, you can provide better answers.
Analyzing Keyword Research Accordingly
You may see that Google is paying a lot of attention to the searcher’s intent. This means that feeding Google answers to users search intent is a significant factor in ranking. The most important thing to remember is that Google will attempt to provide users with the best possible results for their search.
To verify a keyword’s intent, it can be helpful to plug the keyword into a Google search for yourself and see what the results are. Types of intent are categorized into 4 groups: Informational, Navigational, Transactional, and Commercial. If you are trying to use the keyword ‘microphones,’ then Google will try and figure out if you want to learn about microphones, find the microphone, or buy a microphone.
Related Search Terms
This is a function that is possibly built into SEO analytics tools but is also possible to do on your own. Try searching for something on Google and scroll until you come across the ‘related search terms. You’ll notice some suggestions for alternate searches related to your original input. These keywords can spark ideas for other keywords; try clicking on them and seeing what new variations come from them.
Keyword research tools make it easier
You’ve got some great places to start; let’s keep everything in one place and connect these data points. Programs or Apps can help, and here are some popular options to get you started. They each have strengths and weaknesses, depending on the type of SEO keyword research you need to do. You’ll also get advanced metrics like Keyword Difficulty, which lets us know how difficult it is to rank for a particular keyword.
The shortlist of tools includes:
Explore our full list of keyword research and SEO tools here