Doing fundamental Keyword Research

Keyword research is one of the most fundamental steps of SEO.

Keywords is where it all starts. That’s how people find you. If you do it right, you gonna get traffic and you gonna get sales. If you do it wrong, you gonna get traffic, but you won’t get any sales.

So you have to ask yourself.. Are you getting the right traffic?

Google has over 200 factors to rank your site, however, you just want to keep things as simple as possible, as follows.

You can start off with Google Keyword Planner if you like. Google will roughly tell you how much traffic a keyword gets or what it costs, but it doesn’t tell you if this is the keyword traffic that your audience is looking for; it doesn’t tell you if that keyword is going to generate you leads or revenue.

Rather just use Ubersuggest because it is designed to give you tons of keyword ideas and it breaks keywords down on popularity as well as what’s like going to convert to leads and new revenue.

On Ubersuggest, see on the left the heading that says “Keyword Ideas” and the go and type in any keyword idea that you have related to the industry that you are in (eg. App building) it will tell you the cost per click, the SEO difficulty (SD), or paid difficulty (PD).

When SEO difficulty (SD) is under 40, it is easier to rank for this keyword

When SEO difficulty (SD) is over 40, it becomes harder to rank for this keyword.

When a keyword has a high cost per click, it generally means that people are spending a lot of money for that keywords as it is generating sales.  

On the right hand side  of the keyword report, it shows all the people that are ranked for that keyword, how much business they roughly getting from that keyword, how many backlinks they have, their overall site authority / domain score which is ranked from 0 – 100, with the higher the number been the better score out of 100. When you see domain scores of less than 40 – 50 then it means that a lot of sites are ranking for this keyword that don’t have that much authority and it is a  much easier keyword to rank for.

So, if you see big brands and smaller competitors going after these keywords, then it tells you that this is a keyword that you should be on the lookout for.

Also try using Wikipedia for keyword ideas. These articles can give you really great keyword ideas.

Tip: When you are reading articles from competitors, remember to look at what keywords they use on a regular basis during your keyword research process.

IMPORTANT:

1, Your keyword intent

needs to match

2. Your customers keyword intent (The customer will type in a keyword or keywords that they want to solve their problem)

Plus need to match

3. Your influencers intent (These are people who want to share your article and this way, your article will reach many more people)

Note: More linking’s to your articles = Much better rankings given to you by Google

So, when you are going after keywords, it starts with UNDERSTANDING YOUR GOALS.

  1. Do you want to rank for the keyword because you want more sales?
  2. Do you want your product / service to generate more leads?
  3. Do you want to feed different sections of your sales funnel with more traffic?
  4. Do you want to build brand recognition?

In essence, people are going through a journey, whether it’s going on your website, or opening up your emails, or hearing about your company on the news.

They all start with having a problem, going through a journey, and ends with them finding a solution and doing the transaction.

You must just always remember that your customer is a person.

So, you need to understand your customer.

Steps to keyword success

Build your keyword list

Research you target customer – Go to Forums; Search on Wikipedia; Reddit; Ubersuggest (see the related tab); Google Trends (Shows you what will become popular in time – which is great) On Ubersuggest click on the propositions tab to find long-tail keywords which will offer your some really good opportunities and in a few months time when these keywords become really popular, voila, you are ranked and found ; Quora is a question and answer site, so just look for what people are asking about a lot; Amazon Reviews allows people to say what they like and dislike and they often use keywords that you can find that will appeal to your exact audience; Social Shares – Click on Content ideas on Ubersuggest to see all the popular blog posts on that subject and you get a really great idea on the amount of traction an article has on the web and those keywords in the top articles are doing really well..!!; Google your term and see what Google provides in the top 10 and find ideal keywords there; Facebook Audience Insights – Set it up – Will tell you all the people visiting your website, what they like; what their interests are and then you can do better targeting. To do this, install Facebook Pixel Guide and install their pixel and then Facebook will start tracking that data on your website and Facebook will then give you the demographics of the people visiting your website. Great! Go log on to Facebook and click on pixels, then click get started; then you name your pixel, then you want your developer to install it like he/she would install Google Analytics; then view and copy the code into the header of your site; and then on time you will get your Facebook insights, which will be super. The concept here is that… You are collecting data on your ideal customer. So now that is all in place, simply go check on your Google Webmaster Tools account for what keywords you are already ranking for. Also go to Ubersuggest to the traffic analyzer overview, and go view your competition, then click on Keywords and you will see all the keywords that website ranks for. Then over time, compare your rankings versus your competitors. Now go to Customer and Influencer personas and download the worksheet and do your keyword research the correct way. And then you will be ready for more SEO.

Understand the keyword metrics – One of the most basic metric is search volume which you will find on Ubersuggest. Look at seasonality. Also look at paid difficulty and SEO difficulty. The lower the number, the easier it is to rank organically for that keyword. Also look at CPC (cost per click) on the left hand side. Usually, the higher that cost, the more likely that keyword will convert a visitor into a customer. The lower the CPC value, the less that keyword will convert into customers. So what you want to do in SEO is go after those most lucrative keywords. So, the terms that have the lowest SEO difficulty (scores less than 40) and a high cost per click will be the keywords that will rend to drive you the most revenue.

Match the customer journey – The customer generally goes through 6 steps. Basically, the customer goes from having a problem to having success. Now, on Ubersuggest, go and click on Keyword Ideas. Put in your keywords there. Review the various tabs such as the questions tab. To find out solutions, click on the propositions tab. The comparisons tab can also give you solutions. For the buying keywords, looks at the suggestions or the related tab.  

Refine your keyword list – What do you do with all your keywords now? You may too many of them.  You want to identify your search goal value. So, what value can you give the term against your goals? Is it going to generate high profit? Generally a higher CPC value has more value. Also you want to look at your competition. Is that keyword really hard to rank for? Also look at the average domain score. Also go the backlinks report and look up any competitor ranking and you find their domain score. The nearer to 100, the better they are doing online. When you are refining your keyword, also remember to keep in mind commercial intent. Go and download your profitable buyer keywords to help you find the right keywords that you should be going after. Now that you have found your keywords, it’s all about grouping those keywords. For you competitors, look under estimated visits view all button, click on it, and find all the keywords that your competition is using on that page. That will give you a good understanding on how to group your refined keywords. You can also go to the keywords report and see what your competition is ranking for. You want to be focusing literally on hundreds of keywords. Important to note is that less competitive terms will take quicker in time to get ranked for. Low volume keywords will take about 4 months to ranks for, whereas, medium volume keywords about 10 months and high volume keywords will take more than 1 year! Now go download the working example of doing keyword research. Do it step by step so that you have a working example.  

So now you have a few ideas on the initial processes when starting to do your keyword research.

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Neil Patel

Brian Dean

Thank you