Any SEO campaign cannot be completed without proper Keyword research, as rightly said by a lot of internet marketers, with social media platforms, content curation & customer satisfaction we tend to forget the value of keyword research and optimization.
The kind of traffic that we might get depends entirely on the kind of keywords we use as they help in finding customers desires, behaviour, and their thoughts which they usually put in the search bar.
The goal of this post is to help beginners and experts understand the need to find relevant keywords which will not only produce traffic but the right kind of traffic.
What are keyword research and all the fuss around it?
Keywords are terms that people use to research something into the search engines which gives them relevant results.
- Career in digital marketing
- How to create social media ads
- Salon shop in Delhi NCR etc.
The keywords used by our customers are generally responsible for getting us traffic along with conversions.
Before we start looking for important keywords for our business, one should ask some basic questions to himself/herself:
- What is the objective of my website and is it in terms of the customer needs?
- Are these keywords responsible for conversions for our industry?
- The landing page is in terms of the customer searches?
Apart from these, An SEO campaign should revolve around; Search volume/Traffic and Conversions
- If a website’s objective is to earn money via running ads or sponsored products/product placements etc. then, in that case, they would obviously love to focus on traffic instead of conversions.
- If a website’s objective is collect leads or affiliate sales or an e-commerce company looking to increase their sales, then, in that case, they would want to focus on conversions along with traffic (read relevant traffic).
Based on these two factors, the value of keywords is decided.
Let’s talk about each of these factors in details
- Search volume for keywords
There are multiple ways of finding the search volume for any specific keyword(s), one of them and the easiest one being Google Keyword Planner.
Go to Google keyword planner and input your seed keywords and hit enter once you’re done with choosing the target location.
Assuming that you already know how to search and get the search volume we’re going to skip this part of the guide.
P.S: Once you search for the seed keywords, make sure that you hit ‘keyword ideas’ instead of ‘Ad group Ideas’.
Apart from using Google Keyword Planner, Rank tracker can also be utilized to get suggestions for the seed keywords.
Here are the steps for doing so:
- Create a new project along with the website URL
- Connect Google AdWords and Google Analytics
- Enter the list of keywords we have or Manually enter keywords that your customers might be searching
- Next choose ‘suggest keyword’ option and then
- Select desired method of researching the keywords
Note: If you’re looking for Long tail keywords, then use Google Auto Complete for doing keyword research
Now since you are aware of the important keywords by utilizing seed keywords used in your industry, then we can start with making a list of all them and then run rank tracking on your competitors from the same industry as well as one can easily identify the rankings for their own websites.
Rank Tracker from Link-assistant which is a pretty handy tool with a lot of features, would be discussing all these features as the guide goes on.
To analyse and find out the competitiveness of a specific keyword on search engines like Google, Yahoo, and Bing etc. The rank tracker can come in handy.
Let’s understand the entire process in two ways; Finding out current rankings of our own websites & competitors and finding out Keyword Difficulty & KEI (Keyword Efficiency Index)
- Tracking current rankings: keywords from Google Keyword Planner and from Google Webmasters under ‘search analytics’ can be compiled into a bigger list of all the relevant seed and money keywords.
This list can then be copied inside Rank Tracker along with the website URL you want to track for.
Note: we might need Proxies which can be bought from Buyproxies and Captcha solver, the one I recommended is a service from Death by captcha or else GSA captcha breaker can also be utilized with few tweaks if you already own it.
Depending on the size of your keyword list and your internet speed (VPS recommended if you have internet constraints, the one I use which is pretty cost effective along with the best configuration is Berman Hosting) Rank tracker would analyse and give you a detailed report of your current rankings.
The same process can also be utilized for analysing competitors ranking, which can be extremely useful.
To practically demonstrate this we are taking an example from Education industry
Seed Keyword: MBA admissions
After entering ‘MBA Admissions’ in Google Keyword Planner, we got 800 relevant or closely relevant results.
The website in target here is a leading University in India.
Note: We are not adding keywords from Google Webmasters as it takes a lot of ‘courage’ and ‘time’ to filter out relevant and irrelevant keywords for which the website ranks for.
Step 1: Create a new project which will ask for a website URL (your own website’s URL or competitors)
Step 2: Add your credentials for Google keyword planner as well as Google Analytics
Step 3: Insert all the keywords
Step 4: Choose the desired search engines where you want to test the rankings
Again, Depending upon your internet speed and keyword list, Rank tracker will update Number of monthly searches (which will be pulled from Google keyword Planner) as well as the most important thing being the ranking for each of your keywords on Google, Yahoo, and Bing.
One of the best parts of this software is that you can do the comparison with other players on the same keywords at which you both are trying to push.
The screenshot below describes it entirely.
- KEI (Keyword Efficiency Index)
While looking for Key phrase there are two important factors that play a major role as stated before also.
Number of monthly searches
Judging which keyword is good for our website and which is not can be a big time pain in the a** and moreover, if we have a bigger list of keywords, then it gets way too difficult to go through each and every to filter down the list.
That is the sole reason ‘tools’ are recommended to fasten the process with better results.
Rank Tracker provides a small yet highly effective factor called KEI (keyword efficiency Index) which analyses the keyword on the basis of its competition along with the number of monthly searches.
Once all the factors are updated, KEI can be seen for all the keywords (screenshot below)
Starting out in SEO? Then make sure that we avoid highly competitive keywords in the beginning and look for keywords with medium competition.
- Finding out Keyword Difficulty
Once we are done with KEI and deleting low competition and monthly searches term, next thing is to determine Keyword difficulty.
Keyword difficulty can be easily obtained by selecting one or all the keywords and then doing a right click where you will find an option called ‘update keyword difficulty’ or at the bottom of the same screen, you will find a tab ‘keyword difficulty’.
It will again take some time and come up with a result for all the keywords inserted.
Once it is updated, the next task we will have is to filter which keyword will be easier for us to rank and which won’t be.
The higher the Keyword Difficulty score is, the tougher it will get for us to rank as bigger players must be ranking already.
Ignore any keyword with KD higher than 70 and cut down your list further.
One last step before after all this data gathering process is to look at the Google AdWords CPC for the keywords.
As it is rightly said, the higher the competition, the higher will be the CPC.
Therefore, before winding up the list look at the CPC if your website’s main objective is to sell products or services.
Last (promise) but not the least, you can assign tags to every keyword for example, if a keyword is not easy to rank then assign ‘difficult’ etc.
Closing the coil
Keyword research has been and will always be an active process and Digital marketers should know how to keep track of changing scenarios in SERPs.
Continuous assessment of accessible date is more important.
Let me know your thoughts, ideas or research that you have done in the comment section down below.
The Trial Version of Rank Tracker can be downloaded from here