4 tips to improve your keyword research skills
A successful SEO campaign often begins with awesome keyword research. By analysing which phrases to use in order to optimise your site, you can get a better estimate of how much traffic you can drive, as well as how competitive your target market is.
It’s also a good way to assess which segments of your site are potentially most profitable, and hence where you should focus your onsite efforts.
Whether you’re looking to take your onsite optimisation up a notch, or simply want to ensure the content you create is adding SEO benefit, there are 4 tips to improve your keyword research skills.
Pick relevant terms
Although it might sound a bit obvious, you should ensure the phrases you target are absolutely relevant to your site, and what you try to sell. This is particularly important if you’re selling a service. For instance, if you’re selling dog insurance, you should make sure your site is optimised for terms specific enough to generate traffic which will be interested in your services.
On the other hand, you should avoid optimising your site for generic terms like dog breed names. This will help you attract ‘good visits’, which will improve your conversion rate and minimize your bounce rate.
It is also important to look at the value of the keywords you choose. Obviously, a keyword’s value is relative and can be defined in different ways, depending on your business objectives. Hence, if your sole focus is to drive traffic, stats like monthly search volumes can give you good indications of which phrases to target.
On the other hand, if you’re all about conversions, you may want to focus on keywords with traditionally high conversion rates.
Pick your market
Another parameter to take into account is which actual search market you want to tackle. Indeed, search data will differ greatly depending on which search engine you are optimised for. To put it simply, some searches may be more popular on Google than, say Yahoo, in which case you need to have a clear picture of where you want to be ranking.
Similarly, search terms obviously vary massively across different countries because of language and cultural barriers. So make sure you are working with the right data, and targeting the right audience.
Although you may have a good idea of what terms you want to be optimising your site for, you should always look around for more ideas. For instance, tools like Google Keyword Planner are great because they give you new suggestions based on your original ideas.
Similarly, looking out for the differences across singular and plural terms can also be an interesting trick.
Finally, you should always monitor your rivals and work out how they generate their traffic. Figuring out what terms drive traffic to their sites can be very insightful, and point towards new ways to optimise your own site, and ultimately overtake competitors..