If you're looking to increase traffic to your site, like every other company or small business, you're probably going to have to conduct keyword research as part of your SEO (Search Engine Optimisation) effort.
Keyword research will help you identify how many people are searching for a particular keyword. But it's not just a search for the most popular keywords with the aim to then sprinkle them throughout your site.
You need to think about keyword research strategically and critically, specifically in light of your customers.
Over time, the right keywords can increase your ranking in Google and move your site from being static to visible thus, making it easier for people to find you. But you need to first understand how to select SEO keywords for use on your site.
1. Does your keyword research inform your content?
This is a biggie. Use popular keywords for content marketing, helping you to build a content plan for your site's blog. This will help you to answer your client's FAQs on the various problems they're facing.
Competition to get noticed, especially as a new business owner in today's online digital marketplace is fiercer than ever, which is why it's super-important to do your keyword research strategically. Otherwise, you won't be able to market your products and services in a way that educates your clients on why they need them.
2. Do you really understand what is going on in your customers' heads?
When you are able to identify the language choices of your customers, you can effectively target these words in your search.
Companies and businesses create surveys all the time to get inside their customers' heads. Through opening a dialogue with your customers, through emails, polls or social media messages you can get good idea of how your clients refer to your services. Make note of some of the keywords and phrases that are being used and research them. Based on the data, try to find natural ways to include the more valuable ones in your content.
3. Are you on top of your niche?
As time goes on, keywords can gain and lose popularity. In depth and regular keyword research will help you stay on top of your niche and learn more about your potential customers. It may be time consuming, but it will be effective.
Using fresh keyword research, you can create content based on popular searches. Alternatively, you can focus on more specific searches where there will be less competition.
It's important to bear in mind that while some topics are "evergreen" such as "how to" guides, you will need to do more than simply emulate the best examples currently on offer. If you make sure that your topics are especially relevant to your niche, you stand a far better chance of drawing clicks.
4. Do you know where your ideal reader hangs out online?
By spending a bit of time considering how searchers might find your site, or similar brands, you'll be able to connect with the right platforms. You should begin by using your keyword research to find sites talking about the same topics. Approaching them about networking opportunities, be it sales or content led, can create organic traffic to your brand.
Don't simply mail every site. Make sure to target the places online where your ideal readers and buyers are. This means influential blogs, news platforms and industry sites.
Keyword research is not just a numbers game because big volume keywords don't mean lots of traffic to your site. But by thinking how you are using keyword research and answering a few key questions, you'll be able to build a stronger relationship with your customers and drive sales in an organic way.