STEP WISE DETAIL OF EVERYTHING YOU NEED TO DO A KEYWORD RESEARCH
You must have gone through plenty of resources online on how to conduct a Keyword Research for your Search Engine Optimization / SEO campaigns. And yes literally I have myself dived into a lot of them.
So the question really is why another Checklist… I know you know all the details about Keyword Research (in case you don’t, then click here), but the most important and difficult task is to give perspective to our Keyword Research and not get carried away by using various Keyword Research Tools.
And most importantly not to miss on any of the keyword research steps in the changed environment of 2015.
Of these some have been spot on like the one in MOZ, which provides the comprehensive guide to doing a keyword research. They have rightly given this topic such importance as emphasised by the following lines:
Moz SEO says,
“Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the right keywords can make or break your website. Keyword research checklist helps you in researching your market’s keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.
It’s not always about getting visitors to your site, but about getting the right kind of visitors. The usefulness of this intelligence cannot be overstated; with keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are actively seeking. In the history of marketing, there has never been such a low barrier to entry in understanding the motivations of
consumers in virtually any niche.”
Hubspot has their own Guide to Keyword Research. After going through loads of Guide on Keyword Research, Keyword Analysis Tools etc, I have come down to the following Keyword Research Checklist of Steps to Execute a Perfect Keyword Research/Analysis in 2015.
Step 1: Understand your Customer
The most important task is to understand your Customer. To become keyword research expert, you have to understand the importance of knowing your customers. There are several ways about how one can understand their customer that will help you in keyword research and analysis.
I have personally found the following Blog very useful to understand the customer. It defines 12 ways to understand the Customer.
Step 2: Build your Buyer Persona
Buyer Persona is essentially the key takeaways from our understanding of the customer. There are many templates for Creating Buyer Persona.
Primarily you need to answer the questions as shown in the following example:
You can use following tools to Create a Good Buyer Persona.
Step 3: Create your Seed List
By creating your seed list we create a list of keywords which is being used by our target audience. We should use the following steps to create a Seed List
1. Getting the Buyer Persona on Board
2. Find the search terms in use by the Buyer
3. Get some Suggestions for the above search terms. You can use the following Tools to get more suggestions ( Please click here to understand on how to use each of these Tool )
This shall give you a fair idea on the search volumes a particular keyword is having. But please remember this is purely with reference to PPC Campaigns.
d. Keyword Discovery
Step 4: Segment your Seed List using Big Bang Theory of Keyword Research
Next step for your keyword research is segmenting your seed list of keywords using the Big Bang Theory. Click here to know the entire process of Using the Big Bang Theory of Keyword Research
Step 5: Expand your list using Keyword Research Tool
Once you have segmented the entire list of Keywords using Step 4, you need to expand your list using more Keyword Research Tools. Some of the popular ones that I use are:
1. Google Auto Complete: This is an amazing Tool to understand what are people searching right now. Keywordtool.io & Ubersuggest use this feature of
Google only for making suggestions.
2. MetaGlossary.com: This tool uses high traffic definitions around the Web to give ideas on Keyword Suggestions.
3. Amazon.com: This is the mother of all E-Commerce. So for products this one surely suggests some great keywords
Step 6: Check your Competition
This step is very necessary to understand more about what the best in business are using and doing to get more and more traffic. When doing keyword research for E-commerce then it is very beneficial to check your competition. I use following tools to
understand the competition and get keyword ideas from them.
a. Niche Laboratory: It fetches all the Top 10 Search Results on entering your suggested keyword and gives you a report on what the Page Title & Meta Title is. You can identify your target keywords from there and find several other good ranking keyword ideas.
b. SpyFu: It clearly tells you about what are the kind of keywords that the competition is ranking for and bidding upon. Though it’s a paid tool but is very insightful. It saves you a lot of hardwork to do.
Moz has been my personal favourite. Apart from the host of things it does, Moz’s paid tool also offers better competitor analysis insights for you to use and expand your keyword research.
Step 7: Refine your Keyword List
Next up is refining your keywords list. These are the things you must do to refine your list:
1. Identify various categories of keywords and refine them on those category lines. For example: In case you have Hair Oil and Shampoo.
Then Hair Oil shall be one Category and Hair Shampoo shall another category. Google Keyword Planner provides some good categorization
2. Search Landscape: Taking cues from Step 6 about Competition, you need to identify about how difficult it can be to rank on a particular keyword. MOZ helps in providing this data. Conducting this research shall make you even more targeted and focused and your shall make early inroads in SERP’s
3. Make a list of Negative Keywords:
This list is very important to ensure that no resources and efforts are being wasted on keywords that are ambiguous. This is a beneficial step in keyword research. For Eg: In case your keyword is Paris Hilton Perfumes, then it would be better idea of getting Paris Hilton (exact match) to negative keywords list.
What was working in 2016 is still working in 2017 for a perfect Keyword Research.
The most important thing to take care in the entire Keyword Research and Analysis is to keep the Customer in the center of thought process. Because it the Customers/Buyers Thought Sequences one wants to Tap in and make inroads to.
Please comment and help me improve my Checklist of Executing a perfect Keyword Analysis in 2017.