SEO keyword research tips

SEO keyword research tips

We’re back with a blog for anyone who’s ever wondered, ‘what is a keyword?’, ‘how do I find a good one?’ or ‘why should I care?’ We’ll be answering these questions, not necessarily in that order, in this blog on SEO keyword research tips.

In our last SEO blog, we delved into how search engines work. We recommend giving that a good read if you’re an SEO beginner. For total novices, try the fundamentals of SEO blog.

Once you’ve got to grips with the very basics, you’re ready to move on to keyword research.

What is a keyword?

Whenever anyone types anything into Google, that’s a keyword (e.g. ‘amazing PR and digital comms agency in Edinburgh). This can also be referred to as a keyword phrase, a search term or a search query. For the purposes of this blog, we’ll be sticking to ‘keyword.’

Why should I care about keywords?

So, why is conducting keyword research important? Because what you think your audience wants isn’t necessarily what they’re searching for.

SEO keyword research is essentially a way of understanding what your audience is searching for online, and how to appear in front of them in search engine results.

Imagine you have a shop that sells pork pies (stick with us on this one…). Naturally, you might pepper your web pages with the keyword ‘pork pies.’

However, your potential customers might not yet realise that they want a pork pie. Instead, they might be searching for keywords like ‘baked goods’, ‘savoury treats’ or even, perish the thought, ‘sausage rolls’.

For that reason, you want your website to appear in people’s search results when they type in keywords like ‘baked goods’, and not just when they search for ‘pork pies’.

Simply put, without a single mention of pork pies, you should care about keywords because they give you the opportunity to reach the right audience and encourage them to visit your website.

How do I find a good keyword?

To find a suitable keyword, do your research. There are many tools to help you conduct SEO keyword research, such as Google’s Keyword Planner and Moz’s Keyword Explorer tool.

These tools can help you understand roughly how many people are searching for a particular keyword per month, and how competitive these keywords are. These figures will determine how much demand there is for a given keyword, and how likely you are to appear at the top of the search results for the keyword.

The keyword ‘pork pie’ for example, garners thousands of searches per month, but there is high competition from other people’s web content. This means your website might never make it to the top of the search results and your potential customers may never know you even exist:

However, the keyword ‘homemade pork pie’ has low competition, so any content you have optimised for this keyword has a better chance of appearing in the top search results. Although there are fewer people searching for ‘homemade pork pie’, your website will have a greater chance of reaching potential customers with a lower competition keyword.

Although not always the case, as a rule of thumb, relevant keywords with a medium to high volume of monthly searches and low competition are good ones to target.

What do I do next?

After you have found relevant keywords, it’s time to optimise your web content – landing pages and blog content – around them. Keep your eyes peeled for more on content optimisation in our future blogs.

Have a question, interested in our services, or want to make a complaint about the gratuitous references to pork pies in this blog? Get in touch – a helpful member of our team will call you right back.