Keyword Research and Competitive Intelligence
Importance of Keyword Research
This is Seo foundations keyword research and competitive intelligence. At the end of this lesson, you should be able to describe the importance of identifying user intent.
When performing keyword research I list some basic methods for performing keyword research. Explain the difference between longtail queries and short tail queries. Finally, perform basic competitive analysis on search queries.
Important Factors for Keyword Selection
Every search that you perform using a search engine is based on keywords. People enter keywords to find useful information, as they have learned that search provides answers fast.
While selecting keywords. There are two important factors to consider keyword traffic and competition.
Keyword traffic is the number of search queries recorded against a keyword competition is the number of websites targeting that same keyword while selecting a keyword. You might ideally want to pick those with high traffic, but it’s not always the right approach. You also need to consider the rate of competition.
A keyword with high traffic and high competition may take longer to get results. Ideally, find keywords with high traffic but low competition for faster results.
user intent is paramount with keyword research. It is what drives all of research queries on the internet. You have people who search for something like W H O and they could mean many things by this. It could mean the World Health Organisation.
They might also mean the band. They could also be looking for a specific part of speech. It depends on the context of what they’re searching for. It depends on how they capitalise it. It’s important here to understand the intent, not necessarily the exact word that they typed into the search engine. The intent makes all the difference. So let’s look at this with a more realistic example. And this is something I’ve taken from clients because this happens all the time in some parts of the United States people use the word lawyer when they’re talking about someone who practices law.
In other parts of the United States, they use the word attorney.The difference in these is very minimal, except for when you’re focusing on user intent. Specifically with search engine optimization. What’s going to happen is if you target the wrong version of this word in the wrong part of the country, you won’t get search traffic and you won’t be able to get many visitors.
So this is what I spend a lot of my time focusing on. And that’s figuring out what do human beings in this context put into the search engines when they’re trying to find a product or service or an answer? More specifically, my clients or my products? This is one of the most important versions of this, also, is when people search for buy versus free. You’ll see this a lot in paid search. They’ll work on user intent also. But you need to start optimising for phrases that are going to lead to your ultimate goal, which usually means conversions, in many cases that sales.
Now that we’ve talked about the importance of keyword research, let’s talk about a topic that is extremely important and very closely related. It’s called not provided. Now historically, search engines would give us all kinds of data. One of these important pieces of data they would share with us was the search volume and the search keywords that people used when they found your website. So it looked like two things.
First of all, we have a phrase like attorney or lawyer, we could see how many people were using it globally, or how many people were using it within a specific region. And this was very important for optimising our keywords and optimising our pages before we even sent them out. And before we could even start testing against them.
We also had the data that people used when they came to our website. So if they searched for attorney, or if they searched for a lawyer, and they made it to our website, we’d be able to see that in our analytics. Unfortunately, this has changed it for started with Google and then moved on to the rest of the search engines.
B2B vs B2C
One of the biggest benefits of SEO is the foundational elements equally apply to other potential markets. While the keywords that you target will change somewhat for business to business and business to consumer marketing, the high level strategy that you use with SEO will remain exactly the same. Your best execution of SEO will require following best practices of keyword targeting and on pa?ge optimization so that your URLs and products will show up in the search engines.
When potential buyers look for your product. Now regardless of your niche, the SEO best practices remain the same. Imagine you have a business to business oriented business you’re developing leads online and you have a Salesforce. Now your Salesforce might be calling potential customers meeting with prospective buyers and other businesses. Now even though your goals and your sales cycle would be very different than a small business to consumer business.
The SEO is the same. You’re following best practices, keyword targeting on-page optimization, and you’ll be targeting something that is specific to your business. Either way, you will accomplish results by producing high quality well optimised information that answers people’s questions when you develop great content that informs, educates and entertains, you’ll naturally develop links when people like your content.
user intent is the driver of word choice and searches demand and it is the foundation of a strong SEO strategy.
Some basic methods for performing keyword research include analyzing industry keywords, paid search campaigns, internal site search, and competitor keywords.
short-tail keywords are typically short, have High search volume, but broad intent longtail keywords are typically long, have lower search volume, and have a specific intent.