How to research for the 'Right' keyword
Updated: Nov 6, 2020
"How to write SEO content for blogs and websites?"
"Keywords for B2B blog" or "construction blog."
Writers' groups/communities on Facebook and Reddit are flooded with threads all asking for the same thing, "How to do keyword research?"
It is not a surprise as freelance gig portals like Upwork, Fivver, Peopleperhour, etc. sees hundreds of copywriting job, or to be exact 'SEO Copywriting Jobs.' The demand for SEO writers is on the rise, and only 10% of the writers' population is equipped with the key skill 'keyword research' to perform the job.
With business owners less keen on compromising organic growth, they hire writers' wearing 'Keyword Research' badge.
Fact - 10% of the writers' population doing 90% of SEO copywriting jobs
If that's not enough to make you step up your copywriting game, consider this as leverage - the word 'Keyword Research' in your resume, alone, sets you on the path towards a 5-figure/month dream.
So, what exactly is a keyword?
It is a word or group of words people type in search engines to look for something online. For example, when you type in "how to do keyword research," google throws hundreds of content pages at your screen, with the most valuable content shown on the top of google search.
'Keywords' and 'search engines' enjoys a formidable partnership. If you mess with keywords, search engines wouldn't like it and reprimand your efforts by showing your content anywhere after the 4th page, which is also a 'haunted' zone, as nobody wanders there.
PRO TIP – To identify the right keyword, dig deeper to understand your audience's psychology and pain points.
Identifying the right keyword is the key. If you end up writing on keywords that nobody is searching for, you won't get traffic from search engines. It is as simple!
And from the search patterns of users, three categories of keywords have identified –
PRO TIP – If you're writing a blog for a small business or startup, targeting long-tail keywords would be the best way to generate traffic.
By the way, Neil Patel just dropped in to tell you 'Why Are Keywords So Important for Your Website.'
HOW TO DO KEYWORD RESEARCH?
Keyword research is the first of many steps that goes into writing SEO-friendly content. Following this 2-step process/hack will put you in the top 5% of writers who know the smartest way of doing keyword research.
Note: All the tools mentioned in this process are free.
STEP #1 – Identify 'pain' points through 'Keyword Everywhere'
Keyword Everywhere is a google extension used to identify the pain-points and related topics people are talking about. As I mentioned before, "if you end up writing on keywords that nobody is searching for, you won't get traffic from search engines."
For example, for the word 'Keyword Research,' you can see the relative search popularity of a word and closely-related search results.
It is integrated with Google Trends #justsaying
STEP #2 - Handpick the 'right' keyword
With a list of 200+ short/medium/long-tail keywords extracted from 'Keyword Everywhere,' it is time to filter out the dead ones with the little help of Google Keyword Planner.
Compile all the keywords in a .csv file and validate through Google Keyword Planner Tool. Through this link, you'll be able to validate the keywords on the volume of 'Avg. monthly searches' & 'Competition' level. (The tool considers only short and medium tail keywords)
Keywords falling under 'High/Medium Search Volume' and 'Low Competition' criteria are worth considering while writing an article/blog to generate organic traffic.
The winning combination varies according to your writing goals.
If you're looking to sell through, the "Top of the Page Bid" column reflects keywords that sell. Pair it with 'High/Medium Search Volume' and 'High Competition,' and you have the 'right' keyword/keywords.
PRO TIP – There is no limit to keywords you can use in a blog, but experts believe a healthy mix of 5-10 keywords is enough.
EXERCISE TIME -
A client, digital agency, hired you to write an article on "keyword research." The aim is to generate organic traffic and rank for that particular keyword.
A list of keywords is attached with the job description -
Before you start penning down words, the client wants to know -
- Criteria for selecting keywords
- Keyword density
- Word limit of an article
To help you with that, Alina Petrova, Head of Marketing at SEMrush, deconstructed the process in her new blog – HOW TO CREATE SEO FRIENDLY CONTENT.
PS: SEO is a broad game, and a business needs to work on both – on-page & off-page SEO.
Next week I'll be talking about "Scratch to Success - Social Media Strategy" - in-depth analysis and research that goes into conceptualizing and executing a social media strategy.
I'm personally delivering the 'Marketing Tip' to my subscribers, only if I knew your -