Before we at Avatar can help a client improve their SEO we need to first understand who their customers are, how they find them and what the overall market potential is. One of the ways of doing this is through keyword research.
Someone may think that they know what their best keywords are but in reality what a business owner thinks and what customers actually search for can be very different. It is our job to bring the two together, through keyword research.
Keyword research is a process through which we determine and analyse the words and phrases that people actually use to search for the product or service that a business is offering. From this research we can advise the client which keywords and phrases to optimise their website for for best search engine optimisation (SEO).
In order to do this keyword research you can use keyword research tools. Listed below are three examples of such tools.
This is the offering from Google themselves and is closely tied to Google Ads. This used to be the go to tool for keyword research but since they removed actual search volumes from the tool it is not really that useful anymore.
This is a great tool and does exactly what is says on the tin. Not only does this tool give you the keyword research data it also gives you a rundown of the main competitors (positions, domain authority, number of links etc.).
All results are easily exportable to Excel. Also, price point wise this is one of the most affordable tools.
Aherf’s as a tool does so much more than just keyword research but it has this string to its bow too. As a whole it is the ultimate SEO tool. However it is not cheap and hence why we recommend the tool above.
It is all well and good having tools but you need to know how to use them for best effect.
With all of the above tools you can put in a broad keyword and it will tell you the search data for that particular keyword but most importantly it will also tell you other closely related and relevant keywords that people search for. If you then drill down further into one of these other keywords it will then tell you other more closely related keywords to that keyword, and so on.
This is the way to start and in this way you compile a whole list of keywords which you then analyse later on. Once you have the list of potential keywords you then have to work out which are best to target. We will go over this later in the choosing keywords section.
Another way of finding keywords related to your industry, that people use to search for your product or service, is to use the Google search results themselves.
If you go into Google search and start typing it will automatically start suggesting answers for you. These are all words and phrases that are popular search terms and as such you can rest assured that they are valid keywords for your business. So, this is another great resource to use for your keyword research.
Once you click on one of these results you will end up on the first page of the search results. If you then scroll to the bottom you will find further suggestions from Google (searches related to). Again, this is valuable Google date that it is giving away for free!
Ok, so you now have a list of keywords but how do you know which ones to use for your website? This is where our expertise at Avatar comes in. From years of experience we use a number of factors to decide which keywords are a best fit for your business. Such factors as:
Google Search Console (GSC) is also a good way to find target keywords. GSC gives you actual data about your website and tells you the most common keywords used to find you site.
Not only that it also tells you search terms for which there are a high number of impressions but that you get a low number of clicks for. This implies that your ranking for this term is not very good. Focusing on these terms but adjusting SEO and creating related content can give you quick gains.
Once in the performance section of Google Search Console scroll down to queries and then order the list by impressions.