Keyword research is the first step in SEO
- High quality content helps customers to find you
- Keywords are the glue between how the search engine finds and classifies your content and how potential customers find you
- Keyword research helps inform what you should write about and it is a first step towards making your content discoverable
Head and tail keywords
Head keyword (about 30%):
A popular keyword with large search volume
Head terms are often competitive to rank for in search results.
Tail keyword (about 70%):
A unique or less popular set of keywords that tend to be longer and have lower search volume.
Tail terms are often less competitive to rank for in the search results.
-> more specific
-> balancing head and tail keywords is important.
-> Align the use of branded and non-branded keywords with the different stages of the customer journey
Branded and Non-branded keywords
Branded Keywords:
keywords that contain your comapnies name
Non-branded keywords:
Keywords that do not contain your companies name
Keyword Strategy:
Use mix of branded, non-branded, tail and head keywords at appropriate stages throughout the customer buying journey
Step1: Keyword Discovery
- Organize an initial list of keywords in the med keyword lists
- Align the keywords with your customer prsona
Google Keyword Planner (Free)https://adwords.google.com/home/tools/keyword-planner/
Moz Keyword Explorer https://moz.com/products/pro/keyword-explorer
SEMrush Keyword Research (Paid)https://www.semrush.com/features/keyword-research/
Keyword Tool http://keywordtool.io/
Wordstream (Free) http://www.wordstream.com/keywords
Step2: Evaluating and focusing keyword list
- Evaluate and optimize your list for:
Volume
Difficulty
Opportunity
- Target keywords with high potential - combination of high volume, low difficulty and high opportunity(aggregated metric provided by Moz, keyword explorer)
*Understanding SEO:
https://moz.com/learn/seo/what-is-seo
* Google's SERP feature:
https://moz.com/learn/seo/serp-features
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