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Both SEO and content creation strategies cannot be successfully implemented without keyword research. Creating content that ranks and speaks to the intent and needs of your ideal audience requires understanding what keywords matter for relevant searches.
Keyword research is an important first step in establishing a successful marketing maturity model. While the process is worth putting some time and effort into, it doesn’t have to be tedious or difficult. In fact, I have some tips to help you do simple, effective keyword research.
1. Thoughts
Who knows your business better than you? Hopefully none. That’s why a great first step in keyword research is brainstorming your business’s answers and questions for customers.
You need to have a solid idea of what your business does and what people ask for. Are there some questions that their sales team gets all the time? Do you constantly get feedback in reviews about what made you stand out from your competitors?
Do your best to focus on what customers ask for and stay away from any industry jargon. You are looking for words and phrases that customers will use to describe your goods and services.
Part of the brainstorming process should also include understanding the type of customers you hope to attract. What do you want to be famous for, and what related terms should you focus on?
2. Turn to Google Keyword Suggestion
Google Ads has a keyword research tool, but I find it easier to just go into the search engine and run some test searches. Their autosuggestion tool is a powerful way to generate keyword measures that reflect exactly what people are looking for.
Let’s say you own a home remodeling business. Check out the suggestions you get if you go to Google and type “home remodel”.
While some people are looking for specific companies, it seems that when they are in the initial design stages, they turn to Google. They are looking for ideas. Others are still looking for an app or software to help start the planning process; And it makes sense – it’s easier to commit to an expensive remodeling process if you’re able to run a few scenarios beforehand and are certain it’s worth it. And of course, because the home remodel process is expensive, you see questions about loans coming close to the top, too.
With this one simple search, you now have a wealth of information and tons of SEO and content ideas. Maybe write a post explaining the budget and funding for the renovation. Perhaps you can make a video demonstrating your favorite free design tool where prospects can test out remodeling ideas.
You can also see the “People Also Ask” box displayed in the middle of the SERPs and the “Search Related to…” link at the bottom of the page for more views.
3. Keywords Everywhere Extension
While you’re at Google, why not check out what the Keywords Everywhere extension can tell you? Designed to work on Chrome and Firefox browsers, this extension will tell you even more about the search terms you enter.
Once you have typed your search term, the extension will display the related keywords on the Google page. It will also pull in Google advertising data, showing you search volume, cost per click, and ad competition.
4. YouTube Suggests
While YouTube is owned by Google, it’s still worth visiting their homepage to check their autosuggestions on relevant keywords.
While the search term may be similar, the results you get are often fundamentally different. This is because people use Google and YouTube very differently. People often turn to YouTube for tutorials and other types of content, which means you’ll get to see another side of keyword possibilities by checking autosuggestions on both Google and YouTube.
5. Wikipedia
Another angle to explore is everyone’s favorite online research tool: Wikipedia. Type your keyword there, and you’ll find a table of contents at the top of the page. This gives you a whole new list of ways to explore your client’s area of expertise. Take the example of home remodel again.
The table of contents on Home Improvement dives into the reasons someone might embark on a home renovation project. Perhaps you have a way of crafting content around each of these areas. Create a podcast episode around energy-saving renewables with information on how to replace windows, update insulation, and walk listeners through alternative energy sources like solar and geothermal. Write a blog post about how to incorporate safety and emergency preparedness measures into a home improvement project, from fire and theft alarm systems to backing up generators that supply power during an outage.
6. Reply to the Public
When you’re looking for popular questions related to your search term, I suggest you check out Answer the masses. Simply type your search term on the homepage, and the tool will create a visual representation of related questions and phrases, and also provide you with an alphabetical list of related words.
7. Analyze All Existing Content and Build Your Hub Pages
Once you’ve done your keyword research, it’s time to take a look at the content you already have. How does that content align with the relevant keywords you’ve found along the way? Are there ways to modify the content to speak more directly to the intent of the searchers? Are there any gaps in the content that you can fill with new content that will better address those most relevant search terms?
From here, you can start creating the Hub page. These pages serve as the go-to guide on a given topic, and the best topics for hub pages are once you’ve done your keyword research and understand what people are really looking for, when They research your industry or field. Hub pages have major benefits from both an SEO and content standpoint, so creating a handful of effective hub pages should be the ultimate goal of your keyword research.
Keyword research is never done in a vacuum. Great keyword research is at the heart of strong SEO and content creation strategies. This will drive your editorial calendar creation and help you achieve ranking in SERPs. By following the steps above, you’ll be sure to cover all your bases and give yourself the best shot at unique keywords that can help you get noticed in a crowded marketplace.
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