How do YOU do keyword research?
I work for a company that is in the financial and immigration spaces and finding keywords for our target audience and the product is getting harder and harder. Essentially, we offer loans for visa holders and I feel like we've exhausted a lot of our keyword pool. I currently use Ahrefs and customer insights to find most of my keywords, but I'm looking for a fresh angle.
I generally use Google ads keyword planner. Whenever I run into issues like yours (low volume on high relevance keywords) I try to move a bit up in the funnel.
Imagine that you're looking to do keyword research for a specific model of laptop. Most likely people aren't searching that much for the specific model but they are looking for "high end laptops" or "business laptops".
Always keep the searchers intention in mind. Specific phrases or searches might not be directly looking for your product, but they're making the customer journey where you can tap in and provide your product / service.
The downside is that these keywords are generally harder to rank on.
Isn't Google ads keyword planner for Google ads, not organic?
Google ads show on organic searches. Therefore the Google keyword planner will provide you with the amount of monthly searches made for that keyword.
For the keywords I've been ranking on its been pretty accurate with its forecasts.
So keyword research for paid ads is the same as organic keyword research?
Generally said yes. But with both you have a different intention so if youre talking to either SEO specialists or sea specialists they'll tell you it's completely different.
I do both Search Engine Optimization (SEO) and Search Engine Advertising (SEA), but the fundamentals are the same (providing a relevant result)
If you use the Google keyword planner for your keyword research it will provide you many relevant results (especially if the account you do the research spends a lot on Google ads).
As far as I know (and someone please correct me if I'm wrong) the keyword planner shows you how many people search through Google for a specific keyword.
Whether you wanna rank on it with an ad or with a highly relevant organic result is your decision to make. Ads are generally easier!
Is the Google keyword planner tool still free to access? Recently I tried to access it after a few years of not using it, but it wouldn't let me proceed without first having a running ad campaign, it kept sending me to a page to initialize a new ad campaign. Am I doing something wrong?
Unfortunately I think you need to have an active or running account. Back when I didn't have any I just made a basic campaign and let it run with a 0.01 Cost Per Click (CPC) budget on a keyword that was well over 1€ Cost Per Click (CPC) on average. That might work for you as well
Got it, thanks.
Look at the keywords you already have and tag what're ToFu, MoFu and BoFu queries respectively. Once you have a better idea of where those keywords are in your funnel, start a hands-on discovery process of related queries for that part of your funnel. Using the 'People Also Ask' snippet in Search Engine Result Pages (SERPs) can help you discover new keywords too.
When you're in a small, niche market, there are a number of other problems you might not realize you have.
For instance, if you're looking to work with Visa holders, your target language might be off. Just because they know English (or whatever your company's main language is) doesn't mean that's what they're searching with. I've found with some of my clients that a language barrier is a huge component in stopping their marketing from working more effectively, but its market-specific.
You may need to look outside of Google, Facebook, or even Bing. You need to know what your market is using for their information channel. If they're in your country on a visa, they probably have a different top cultural choice for where they search, how they search, what phrases they use, and what social media they enjoy. You have to know the market and their preferred channels. If you're already maxxed out with this strategy, then you actually know your entire potential market size. If, and this is a big if, you're already in the top position in every possible channel for that market– the problem isn't the Search Engine Optimization (SEO), its that the client needs to diversify their market with a new product.
It could be that you've reached the edge of keywords for your market. It seems impossible, but I've had a highly technical client that only sold to other scientific businesses. It left us at a wall for keywords after just 1000, and we had no chance for backlinks outside the industry besides citations, reviews, and social shares.
That doesn't mean that you've run out of market space, or that its impossible to gain any more market share. It means that you'll have to move away from a keyword-driven strategy to a content-driven strategy or a impression-driven strategy.
If you don't already know it, look up info on market sophistication and **market awareness–**dive into it and see how you can change your strategy. You may need to take a look at where you're spreading your link juice with your internal links, and making sure that there are new ToFu paths for users to become customers for your client.
Seriously though, if there aren't any new keywords out there, make some! Pyrex, Tupperware, Realtors, and other businesses have done that sort of branded-but-not-branded keyword creation all the time, way before the internet. Look at terms like 'Build On Your Lot' or 'Tiny Home'–these were created and shared through impression based campaigns that then caught on through the industry, and Search Engines like Google tend to promote the person that first started talking about and discovering that keyword more than everyone else. I mean, it happens in the SEO market too. Just look at Backlinko and the Skyscraper Technique. Brian Dean made that term keyword up, and it took the market by storm.
There are a billion of different strategies and ways to find or even make keywords if you ran out. There's only so many strategies that other people can give you. Try the above but most importantly, do it methodically:
• Try to find related keywords to specific funnel keywords, using the 'People Also Ask' related snippets, and Ahrefs ' parent keyword
• If this fails, make sure there's not a disconnect with your market. Make sure you're using the right channels, and that you're not dealing with a cultural or language barrier. Adjust as necessary and refine your market profiles/personas to find new keywords
• If you already know everything about your market and what makes their brains tick, optimize your funnels and while you might deal with keyword cannibalization, create new ToFu content for your current keywords
• If you somehow make it to the point where you've saturated the market with high-quality content from your company for those keywords, then you need to create your own market and/or brand keywords that will increase your market awareness.
• Finally, if all else has failed, then you need to increase market sophistication and help educate people on what your market and product even are, and how it can solve the pain points your potential customers have.
You may have a way of describing what you do, but how does your audience search for the product, service, or information you provide? Answering this question is a crucial first step in the keyword research process, so you have to understand this:-
• What are people searching for?
• How many people are searching for it?
• In what format do they want that information?
Keyword Researching Totally based on what type of business you running and Your website niche, there are many free or paid tools you can use for keyword Research like Ubbersuggest, Keyword planner which is from Google they are free tool and you can also used paid tools like SEMrush, Ahrefs as u already use and long tail pro for the long tail keyword which is very useful for your campaigns.
There is no one standard way of doing keyword research. Every SEO has their own process of doing keyword research.
Having said this, Here are the four steps that I perform whenever I do keyword research:
Step-1: Competitor's Keyword Analysis- This helps me in identifying all the keywords that my competition is ranking for and along with their ranking.
Step-2: Seed Keyword Research- Now that I have an initial list of the keywords my competitors are ranking for, the next step is → Getting more suggestions for those keywords.
Step-3: Keyword Analysis- This is very important. All the keywords that I get from step-2; I do the analysis of those keywords using data points like:
• Search Volume
• Traffic Value
• Cost Per Click (CPC) Value
In addition to these numbers, I also look for:
• Keyword Difficulty Score: How easy / tough it is to rank for a particular keyword
• How soon I can rank for this keyword (guesstimate)
On doing all these actions, my keyword list from step-2 gets further filtered.
Step-4: Long Tail Keyword Idea- Once I become confident about my list after first 3 steps, I go for long tail ideas for my final keyword list.
To do keywords research, SEMrush is already a nice tool with huge keywords database. Other Tool which I can recommend is Google Keyword Planner to do Keyword Research.
Whereas, its already fine if you continue to use SEMrush. You can find the competitors Keywords as well as your Keywords that already ranked in Search Engine Result Pages (SERPs).
Sort all the Keywords analyzing your own websites & of competitors. Finalize the list of Keywords which matches your interest. Further, find related keywords & phrase match keywords.
Target Keywords with low competition & low keyword difficulty.
It's easier to rank.
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