Keyword research is an essential aspect of otpimising your website for search. As Google’s algorithm evolves so should your keyword strategy.
How do you do keyword research in 2017?
The old school best practice was to optimise a page for a single keyword phrase. For example, our website sells men’s designer wallets. In the past we set up separate pages for these keyword phrases:
- men’s wallets online
- men’s leather wallets
- designer wallets
Google can now understand that a page is about a group of closely related keywords like the ones above.
Here come the tips…
Tip 1: Group Keywords
A single page can rank for many closely related keywords. Use Google Adwords Keyword planner as a quick and free way to find keyword group ideas. When you add a search phrase to the keyword planner, click on “Ad Group Ideas” for inspiration. This is certainly not the best research tool but it’s an good place to start.
Tip 2: Use Multiple Keyword Research Tools
We can no longer rely only on Google keyword planner as our go-to tool. It’s designed to sell advertising rather than be an SEO research tool. The Planner hides essential data such long-tail keywords and gives very broad data range. It’s still a useful (and free) place to begin if cross referenced with other SEO tools.
Moz Keyword Explorer (one of the best – they offer a free trial)
Keyword Tool (great for discovering long tail keywords)
SEM Rush (also one of the best)
Tip 3: Focus on the searcher’s intent
What is the person looking for? What problem are they trying to solve when they type their query into google. Make sure your website landing page gives the searcher all the answers they might need so they don’t hit the back button. Google takes this into account when ranking your website.
Tip 4: Competitor keyword analysis
It’s important to understand who you’re competing with and how well optimised their website is.
Google Keyword Planner can give you valuable insight into your competitors’ keywords.
Let’s say bellroy.com is a competitor of our men’s wallet business mentioned above. We add bellory’s landing page into the keyword planner and google gives us data on their keywords. Again, use the Ad Group Ideas tab to drill down into the search data.
There you have a few useful tips to help kickstart your SEO activities.