Customer and Keyword Research
The purpose of this step is to determine what kind of searches your customers make and the exact words and phrases they use. In this way, your site will rank for words and phrases that customers are searching for every day. Sounds good, doesn’t it? This is how it’s done.
Those of you who run online businesses probably have a good idea of who their target market is. An individual customer profile (also called a “customer persona”). Researching customer needs doesn’t just help you come up with products people want. Additionally, search engine optimization and content marketing rely heavily on it.
Let me explain,
Creating content around topics your customer searches for will help you succeed in SEO. If you do not understand your customer, it is nearly impossible to understand what they look for (more on this later).
Make My Persona, a tool from HubSpot, allows you to find out everything you need to know about your target customers. It provides you with a step-by-step process for developing a customer persona. Your avatar will be complete at the end of the process, allowing you to refer to it many times over. It’s super easy.
Now that you have an idea of your customer persona, you can begin researching keywords. Here you can find out what exact words and phrases customers are typing into the search box (search queries).
Generally speaking, keywords tend to fall into two main categories: keywords people use to find what you sell (Product Keywords). Your target audience may also use keywords when they don’t specifically wish to purchase what you are selling (Informational Keywords).
An example would be helpful, wouldn’t it?
Let’s say that you run an eCommerce website that sells T-shirts. Your bucket of product keywords would be things like:
- T-shirts free shipping
- Gym T-shirts
- T-shirts for tennis
On the other hand, Informational Keywords are things that your audience is interested in when they’re not necessarily searching for T-shirts:
- T-shirts tutorials
- T-shirts styles
To succeed in SEO, you will need to optimize both types of keywords on your website. When your customer searches for your product, the search engine results will point them to your website. Additionally, when your customers look for products and services other than yours, you show up for those too.
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Keyword Research Tips
Here are a few tips to help you find keywords.
- Start by using Google Autocomplete. It’s probably no secret that you’ve noticed this feature already. Google suggests search ideas whenever you start typing something into the search bar. It is a good idea to type in keyword ideas into Google and jot down what comes up.
- Second, type the words and phrases in Answer The Public. Finding informational keywords is incredibly easy with this free tool. ATP’s search function lets you type keywords related to a blog such as “keto diet.”. It will also display questions people ask around that topic.
I found one question, for instance, that asked, “Will the keto diet control cholesterol?” You could write an awesome blog post or create a video about that question.
- After that, you should use a keyword research tool. Keyword tools allow you to identify how many people search for a particular keyword and how difficult it will be to rank for that term on the first page of Google. You can use them to select the most relevant keywords from your list. It is possible to do keyword research with a million different tools.
The following are a few I recommend you check out:
- Keywords Everywhere Extension
- Moz Keyword Explorer
- Seed Keywords
But the best all-around free keyword tool is Google’s Keyword Planner.
However, Keyword Planner can be very useful for finding keywords for SEO even though it was designed to help users run Google Adwords campaigns. Enter your perfect product keyword into it, or a keyword that describes your product.
Afterward, you’ll receive data regarding that exact phrase (such as the search volume range) along with a list of related keywords. It is a bit frustrating to search across a number of volumes. However, it does provide some indication of how frequently that keyword gets searched for. Alternatively, you can run a Google Ad campaign to obtain more exact search volume data.
It’s also possible to use a tool (such as Ahrefs, SEMRush, etc.) that will provide more accurate search volume information. It is generally not a concern to worry about ranges. You can use them to determine the relative search volume for various keywords.
The ranges you receive from the GKP are a good way to figure out which keywords get a lot of searches, and which don’t. The final tip for those new to SEO is to focus on long-tail keywords. What’s the reason?
This is because long-tail terms are less competitive. The more familiar you become with SEO, the more competitive the keywords will become. Start off with long-tail terms if you’re just getting started.
If you don’t want to go through this trouble of creating a customer persona and finding the right keywords, then you can get in touch with the SEO SAVVY LAWYER to help you in this regard.