04 Aug Keywords: Backbone of Digital Marketing
How to do an extensive Keyword Research?
Keyword Research is one of the most important in online marketing to target the right audience. The selection of keywords can build your website. A quick info for the user who doesn’t know, what exactly a “Keyword” is? The keyword is a phrase or a word that user types in the search box of a search engine to find the desired result for the search term.
Basically, Keywords are categorized into 4 types:
- Generic Keywords
- Specific Keywords
- Brand Keywords (Can be either Generic or Specific keyword)
- Competitors Keywords (Can be either Generic or Specific Keyword)
What is a Generic Keyword? Generic keywords are basically broad keywords that may contain a suffix or prefix and would count up to maximum three words. Generic keywords are also called as short tail keywords. A generic keyword can also be called as a Brand keyword or a competitor keyword. Generic keyword usually has a high search volume and cost.
What is a Specific Keyword? Specific keywords can be defined as those keywords which a user already have it in their mind or know about and type about that particular keyword in the search box to get the result. Basically specific keywords exceed more than three words. As I have mentioned at the top that even brand and competitor keywords can come under the category of the specific keyword. The specific keyword has less density as compared to generic keywords.
To know about the different metrics and density of a particular keyword like Impression, Search Volume, Clicks, Cost etc., you can refer free tools like Google Keyword Planner tool, UberSuggest and much more which I have discussed below.
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Why keyword research is so important and how it can help?
As we already know that keyword is the real motto behind a keyword research process is to achieve a target or a fruitful result. So before jumping directly into the keyword research, there are certain factors which should be taken into consideration.
- Define the Goals:
Defining a goal will help to make the decision in a more clear and concise manner so that you don’t get diverted in any way in your success.
- Study the Business and Website carefully:
The thorough study of the business and website will help to understand the strengths and weakness involved and how it can rectify accordingly and also help to come out with new ideas.
- Time, Money and Material:
The above factors will let the user think about the best possible ways to achieve the goal through proper channel within a stipulated duration.
- Competitors and Industry:
Knowing about the competitors and industry trend will help to you to choose the required technique accurately. Once a user figures out all the above factors then it’s time to take work accordingly in the keyword research process either for an organic technique like SEO or monetary technique like PPC to achieve the desired goal.
Difference between Short Tail and Long Tail Keyword
Typing a short tail or long tail keywords in the search box defines the user behavior of a customer by letting us think and assume that, what the particular user is looking out for? For example, if a user types “Nike Black Ball”, then we can assume that the particular user is just looking for an information or knowledge about the ball or brand so it becomes more of a generic or random way but if a user types “Nike Black Ball Price” then it makes a sense that either that person has done his half research or probably he is on the verge of purchasing the Nike ball. So from this, we can conclude that the user typing a specific or long tail key word is a more important customer to focus on. If we further drill down a bit more then, it can be said that although keyword research is the pillar of digital marketing the keyword research process varies differently in terms of SEO and PPC method. The first basic task that you have to perform before starting keyword research either for SEO or for PPC is to visualize on “Seed keywords”. What is a “Seed Keyword”? Seed Keyword is the foundation of your keyword research. The success or growth of your digital business purely depends on the selection of the right seed keywords. Since it’s the first step of the performance, so one should remain focused not only on the product and services but also about the user behavior. Before you explore the different techniques to find seed keywords, please refer the given article link; http://onlinepaidlook.com/best-1-only-step-for-keyword-ideas/ to understand the Keyword Syntax & how the Keyword formation works for better clarity on rest all points;
Here are different methods to find seed keywords:
- Analyzing the website
Analyzing the contents of the website pages select the product and services of the business.
- Use of synonyms
Trying out synonyms for keyword research is another tricky way to find new keywords.
- Own understanding
- Using “Google Instant Search”
- With the help of “Google Search Related To”
- Thorough Competitor analysis
- By referring to Wikipedia
- Help of search twitter.com
- Referring to Quora
- Through Google Analytics
What is Keyword Expansion?
Keyword expansion is a process to find more keywords after acquiring seed keywords. Let’s say after completion of seed keyword process a user finds only 30 keywords as related to the business but with the help of keyword expansion that 30 keywords can be converted to 300 or more. Below are few different tools available online for keyword expansion:
- Google Keyword Planner Tool
Note: You can make a column of all the above points and start working on each of the above points to get keyword ideas. Although the method of acquiring performing keywords by doing keyword research for both SEO and PPC is almost similar the only factor that one should take care of is the selection of keyword ideas based on organic search result volume in terms of SEO and managing the performing keywords as per monetary available. Best practices for keyword research:
- Never jumble your keywords during keyword research in sequential order.
- Segregate your keywords around AIDA model (A – Attract, I – Interest, D – Desire, A – Action)