Everything starts by typing a few words in the search box. A keyword analysis is one of the most important, most valuable and profitable activities in search engine marketing. Using the right keywords can increase your website rank, and failure to do this may result in irreparable losses to your website. With keyword analysis, you will not only understand which keywords improve your SEO but also you will know the community of your customers.
A keyword analysis is not intended to attract visitors to the website, but the purpose is to attract those visitors that your content is useful for them and they are precisely looking for your content or product.
keyword analysis: How do we measure the value of a keyword?
How important is a keyword to your website? For example, if you have an online shoe store, are your customers entering your website by searching for terms like “brown shoes” or “white shoes”? The keywords that users search for are usually available to webmasters, and the keywords search tools provide us the necessary information. However, these tools cannot show us how much traffic is sent from these searches to our website. To understand the value of keywords, you must first have an understanding of your website, consider assumptions, test those hypotheses, and repeat the work.
keyword analysis: How do you do keyword analysis?
Is the keyword relevant to your content? Will people find what they want on your website by searching this word? Will they be satisfied with what they find? If you answer all these questions “yes”, you can go to the next step.
Look for the keyword in the main search engines.
Understanding which websites benefit from your keywords will help you get a better view of this competitive market. Also, you’ll find out what path to take to achieve your goals.
Have you looked at the top and right ads on the search results pages? Many of these ads use valuable keywords. What you need to do is to use keywords in your ad on the search results page that is most likely to attract the audience and turn them into a customer.
In Google AdWords or Bing AdCenter, use sample campaigns for keywords.
If your website does not rank based on the keywords you want, you can buy experimental traffic to see how much this keyword can improve your conversion rate. In Google AdWords, select the “Exact Match” option and direct traffic to one of the related pages on your website. Measure Impressions and Conversion Rates for at least 200 to 300 clicks.
Evaluate the exact value of each keyword using the data you collected.
For example, assume that your ad attracted about 5,000 audiences a day on a search results page. 100 of those people have logged in to your website, and 3 of them have earned you $ 300. In such a situation, every visitor to your business will be worth $ 3.
Understanding the need for long tail keywords
Let’s go back to the online shoe store. Is it good to have the first rank for the keyword “shoes”? focusing on keywords that are once searched 5000 times or even 500 times, it looks great. But in reality, these searches make up a maximum of 30% of the searches done on the web. The remaining 70% is actually what we call Long Tail Keywords.
Another point is that long keywords usually have better conversion rates because they are most visible in conversion or purchase cycles. The person who searches for the term “shoes” is usually doing web-surfing, but if the keyword is something like “Zara shoe size X”, this person is likely to look for buying shoes.
Research on keywords
But where does this information come from? Some of the key tools to achieve this are the Google AdWords Keyword Planner Tool, Google Trends, and Microsoft Bing Ads Intelligence. However, there are other tools like the Moz Keyword Explorer or Word tracker, which give users the ability to search for the keywords they want, along with the number of words they can make (though these are not free!). Nevertheless, Google Keyword Planner is one of the most common tools.
To find out which keywords to look for, in addition to keyword demand, that is, the number of searches for a particular keyword, we need to know how much work we should do to get to the top rankings. If there’s a big number at the top of the search results page and you’re just starting, you must know that to reach the top of the page, you have a long and difficult path. Various online tools are available to measure this difficulty, including Moz Keyword Explorer, SEMrush Keyword Difficulty Tool, and KWFinder.
It can be said that the whole thing about the keyword analysis process is summarized in six steps:
Step 1: Make a list of important topics related to what you know about your business. Think about your general headlines to get started. Depending on the type and size of your business, you may get 5 to 10 general issues. If you are a blogger, these headings can be general categories for your website. Put yourself in the place of your contact or customer. What topics they are looking for can reach you?
Step 2: Create appropriate keywords for general topics. Now that you’ve created general topics, it’s time to consider keywords related to each topic. These are the same keywords that you believe can pick you up on search results pages or SERPs. Your target customer is likely to search for these keywords or phrases in search engines. For example, if one of your topics is “digital marketing,” you might reach to this list:
- Digital marketing tools
- How to set up our digital marketing unit?
- What does digital marketing mean?
- Differences between Traditional and Digital Marketing
- Digital marketing software
- Email marketing
Step 3: Search for related terms. This step requires a little creativity. If you still feel that there are more keywords left in your list, get help from the Google AutoComplete feature to find out what other keywords you have not yet thought about them. At the bottom of the search results page, you can also see Google suggestions for other related keywords.
Step 4: Make sure your list is a combination of the main keywords and long keywords. Above, we explained the details. Traffic coming from the Long Tail keywords usually comes from an audience that is closer to your work and probably more professional users. But this does not mean that the main and shorter keywords should not be on your list.
Step 5: Monitor your competitors that use your keywords. You do not have to do exactly what your competitors are doing. This also applies to keywords. If one keyword is important to your competitor, it does not necessarily matter to you, but it’s important to know which keywords competitors are using to attract traffic. Your work should focus on two different aspects: improving your own status with the keywords used and not used by competitors. One of the powerful tools that can help you at this stage is SEMrush.
Step 6: Use Google Adwords or similar tools to achieve better keywords. Google’s Keyword Planner is a great way to look at the status of keywords and choose the best of them. Google Trends can also help you track trends and even predict the status of these words in the future.