SEO agencies talk a lot about the changes in SEO and algorithm updates. One element within SEO that has not changed is keyword research for your product, brand, cause or initiative. Discovering your keywords is an essential and interesting stage of your overall SEO strategy.
The very first step in researching the keywords around your product is getting your initial list of ideas and words associated together. Make a list of relevant words and topics that are relevant to your business niche.
Expanding on those words is important and before we scrutinise the words you have chosen, add variations and specific product based additions to the keywords you have selected. Some excellent ways to expand your list of keywords are as follows:
- Related searches in Google, Bing, and Yahoo
- Google auto-complete (remember this?)
- Competition Research harvests keywords from your top-ranking competitors' meta tags
- SEMRush provides keywords from its unique keyword database
If you sell one product, for example driving lessons, you will likely have one area of interest, and one list of keywords for your business that you can focus on if however you are a transport school who provides training in many areas of road transportation you may need to split your search engine categories into several “buckets”. Create a very simple spreadsheet with the topic buckets at the top for example, Driving Lessons, Truck Lessons etc, then under each include the specific keywords you have found from your research.
Make sure your list contains a number of head terms and long tail keywords, the difference is that head terms are keywords or strings containing usually up to three words, like “Driving Lessons”, long tail keywords are usually three or more keywords like “How to find the right Driving Instructor”.
As part of your research, if you supply a local service, you will want to be able to introduce local terms into your keyword strategy. While keeping in mind your local area, in your spreadsheet include local search terms, city, country, depending on your serviceable area.
When you have your list, scrutinise them, complete searches and check if your competitors are appearing on these search terms, if you want to be where they are, you have more than likely hit on the correct search terms for your brand.
Keyword Research is part of a series on The 7 highly Effective Steps to SEO , download the free ebook containing the full list below: