29 Oct How to perform Keyword Research – The Blueprint
#1 Identify customer persona.
What not to do – don’t just jump on and start typing random keywords, this is what your competitors are doing, and this is not a good strategy to adopt. Most the keywords you will find will be extremely competitive.
So, what is identifying a customer’s persona? As mentioned above, if you ignore this important step you will simply come across highly competitive traffic which all of your competitors are also searching for.
FACT: Your customers spend 99.9% of their time online NOT searching for what you sell.
FACT: If you only target your customer when they are searching for the exact thing that you sell you’re missing out on hundreds of other opportunities to get in front of them.
What does this mean? In other word, if you are only trying to rank and gain exposure by keywords which your competitors are also trying to target, you stand a very minimal chance of getting noticed and an opportunity. However, if you target keywords which are highly researched and less competitive, you will stand a better chance of having an opportunity as your competitors will not be focusing on these keywords as much as the competitive ones they are.
This is how you identify your customers persona…
“My customer is X”.
For example, if you run a florist then something like this…. “My customer is a bridge getting ready for her upcoming wedding’.
An example for my business would be… “My customer is someone looking to gain more leads from digital marketing” or “my customer is someone who wants help marketing online”.
#Step 2 Find customer topics
Go to where your target customer hangs out online and then look for topics that they tend to discuss. These could be places like:
YouTube, Pinterest, Reddit, Industry Blogs and Niche forums.
Once you have identified where they hang out, it’s time to find out what topics are important to them.
This is a great opportunity to find 5 topics which they talk about a lot and is important to your customer. See example of spreadsheet below:
#Step 3 Keyword Idea Generation
How to find untapped keywords:
a) Google Suggest – Type your topic into Google and enter your topic into the search field. Take a look at the keywords that Google suggest for you – these are usually great long-tail keywords to use.
TIP: Try put a few spaces BEFORE your keyword, will show you a completely different set of keywords
- b) Quora – Type your topic in Quora and see which keywords tend to show up
- c) Reddit – Search for your topic, find a thread and keep an eye out for words or phrases that come up frequently
- d) Google searches related to – type topic into Google and go down to the bottom, Google will show you other searches that are related to the keyword you entered.
- e) Wikipedia – Type in your topic and take a look at other entries that that article links to. Also, check out table of content – usually other keywords that are closely tied to the topic.
#Step 4 Analyse each keyword commercial intent
This is how we choose the best keyword from our list. What is commercial intent?
“Commercial intent is how likely someone searching for a given keyword is to buy from you’.
So how do we find out if your keyword has high commercial intent or not.
- a) Go to Google Keyword Planner
- b) Type in one of your keywords
- c) Take a look at the suggested bid column – the higher the suggest bid, the more valuable that keyword is.
Top Tip: See how many adwords ads appear when you search for your keyword in Google. If you see a lot of adwords ads in Google, that means it’s very popular.
#5 Search volume and keyword trend
Before Google would show you exact search volume number, now it doesn’t and it only shows you wide search volume range. Best freemium tools to use are:
SEMrush: Type the keyword into the search tool and look at “VOLUME” – this will show you how many searches that keyword gets every month.
KWFinder.com: Again, type in the keyword and it will show you the exact amount of searches it gets every month.
Google Trends: Look at your keyword’s growth in Google Trends. So, if you find you have two keywords that have similar search volume and commercial intent and you are not sure which one to cho0se…
Google Trends will show you which keywords are either growing in trend, or decreasing. With this step, you will be able to make a better and more informed decision as to which keyword you are going to choose.
By following this blueprint, you should have a handful of excellent keywords that you can use. Once you have those, it’s a matter of creating landing pages and content which are optimised to those terms.