Hello Everyone! This week I would like to discuss the importance of Keyword Research and why it’s important to select your keywords based on both analytics and the “human factor”. Keyword research is very important and should be performed with careful consideration to these two factors. However, as SEO professionals, we can at times get caught up selecting keywords solely from an analytical mindset; focusing only on the data and not factoring in the person entering these keywords into the search engine.
When I perform keyword research for my clients, my first step is to log into Google Keyword Planner, generate a list of suggested keywords and pick the keywords that are relevant to our client.
The great thing about Google Keyword planner is that it provides you with analytical data for every keyword suggestion. Data includes: Average Monthly Searches, Competition and Suggested Bid.
Take the keyword “Silk Bow Ties” for example.
- Average Monthly Searches = 590. This means that the average number of times people have searched for this exact keyword is 590. This tells me that people are searching for this keyword and should be a good keyword choice.
- Competition = High. This means that there are a high number of competitors for this keyword. On one hand it is a good thing that people are searching for this keyword, however, since there is more competition, you will have a more difficult time making a conversion. Give some thought to making a selection, but it would still be a good choice.
- Suggested bid = $1.90. This is the suggested cost per click for this keyword. If the price is too high (from a PPC perspective), organically this might be a good opportunity.
Once I do my keyword research in Google Keyword Planner, I will use other SEO Resources such as Conductor & Spyfu (to generate a list of competitor keywords) to add additional keywords. It is very important for your company to rank right alongside your competitors.
Once all of my analytical resources have been utilized, my next step is to “think like a customer”. I ask myself “If I wanted to search for this product, what would I type into a search engine?” This approach will usually provide me with an additional 25 – 100 keywords (depending on how many keyword I need to come up with). I then try to rephrase certain keywords and see if the search engine produces any additional suggestions. This is a very effective, common sense approach to keyword research.
The important part of generating a good keyword list for your site is to use both analytics and common sense “Human Factor”. You really will be amazed at how effective both of these approaches are to drive business to your website.
How do you come up with a list of keywords? Please comment below.