Whether you have a large e-commerce website or a small nonprofit website, there’s little question that you need SEO content. SEO stands for Search Engine Optimization, and it involves writing your content so that it performs well on search engine results pages (SERPs). This is important because over 90% of organic traffic on Google goes to the first page of any search. When you consider that Google has over 90% market share in most countries, it’s easy to see why the big players have an advantage.
But how do these large brands get such an advantage? One of the main answers is that their staff knows how to do keyword research. Keywords are the backbone of SEO because they help search engines sort content into categories. Otherwise, the Internet would be an inaccessible jumble of ideas to most people.
Once you have keywords, you can incorporate them throughout a web page. That includes titles or headings, meta-descriptions, and blog posts. Luckily, learning how to do keyword research isn’t that difficult. You just need the right tools and some basic know-how.
Finding keywords for SEO content
As we mentioned, finding the right keywords is actually relatively easy if you have the right tools. Perhaps surprisingly, some tools like Google Analytics are free to use. However, even with the best tools, if you don’t find the right keywords, you’re going to struggle. But if you learn how to do keyword research, you’ll see those analytics numbers improve quickly.
Know where you’re going
While you can sometimes fit SEO content to your keywords (such as a branded keyword), this doesn’t always work. Instead, you need a concept, outline, or something similar. By having goals, you can map out your content calendar far into the future.
Armed with SMART goals (Specific, Measurable, Achievable, Relevant, and Time-Bound), you can start looking for the right keywords. Of course, you might have to rearrange your goals based on your keyword search. Later, you can also narrow down options based on the same criteria.
Use a keyword research tool
Even the most imaginative people on your marketing team can’t think of every possible keyword. Not only that, but some keywords are irrelevant, overly general, or too competitive. An important part of learning how to do keyword research is understanding what tools (and people) are the most reliable.
Tools, such as SEMRush, help you both brainstorm keywords you haven’t thought of yet and narrow down the options. For example, you might find that some keywords are irrelevant or that ranking for them is almost impossible. Similarly, you might find unexpected opportunities or weed out inappropriate results.
Do a competitive analysis
One thing that businesses do all the time is analyzing their competitors. For instance, Coca-Cola might look for keywords that are driving traffic away from their site and read Pepsi’s site instead. The best SEO content will counteract that influence. Instead of letting Pepsi take the traffic willingly, Coke will find keywords and topics that help reduce Pepsi’s influence.
Don’t forget long-tail keywords
Another aspect of how to do keyword research is not overlooking longer keywords. If your keyword tool suggests a whole phrase, consider using it if relevant. That’s because a more specific keyword search indicates a customer with more interest in the topic. Then you can write SEO content to answer their questions.
Narrow down your options
Unless you’re building a website too fast, you typically don’t want to rush into anything. Instead, choose keywords that are the most valuable. You can do this by seeing how often people search for the topic. Choose keywords that have high enough domain authority to rank well automatically.
Pick the ones that best suit your project
Remember, we suggested that you start with a project or specific supply requirement in mind. Not only does this help reduce potentially useless work, but you can focus your search much more quickly.
Remember, you can always write a different piece that covers the other “half” of a story.
Although knowing how to do keyword research is important for business owners, you don’t have to do it alone. Our team of SEO experts and writers will help you research and choose the best keywords for your needs and audience.
Best of all, you can leave the writing to us while you take care of other aspects of your business. Simply give us your goals and other pertinent information, and we’ll take care of the rest. Contact us today for a free consultation.