Keyword research basics
The foundation of any successful SEO campaign is formed by keyword research. This research entails identifying the valuable search queries that people enter into search engines like Google and Bing. By gaining an understanding of the keywords utilized by your target audience, you can optimize the content on your website to align with their search intent and attract relevant organic traffic.
Why is keyword research important
Performing keyword research is crucial for your small business’s online marketing strategy in North Carolina due to a variety of reasons. Initially, it guarantees the presence of search demand for the specific subjects you aim to address on your webpage. Through targeting keywords that demonstrate search volume, you can effectively entice a steady flow of visitors who are directly interested in your content.
Additionally, keyword research allows you to gain valuable understanding of the behavior and preferences of your target audience. This is achieved by recognizing the specific words and phrases they employ while conducting searches, enabling you to effectively meet their requirements by customizing your content accordingly.
In addition, keyword research that is effective can assist you in discovering marketing trends, enhancing the search engine rankings of your website, fostering growth in traffic, and improving client acquisition. It enables you to align your content with the topics actively searched for by your audience, thereby increasing the likelihood of attracting and engaging potential clients.
Small business keyword research tips
In 2023, here are some tips on keyword research that can enhance your small business SEO endeavors.
1. Create a list of the primary keywords for your niche
Begin by generating a compilation of keywords that pertain to your company. Take into account all the terms and expressions associated with your business, encompassing its offerings, instructional materials, suggestions, and conceivably other aspects related to the industry.
You don’t need many primary keywords and related topics to start creating content, but it’s a good idea to have a set. Over time, you can always add more to your list.
2. Use keyword search tools to expand your list
In order to ensure that your keyword list is properly organized and incorporates terms that are frequently searched and in high demand, it is advisable to utilize keyword research tools. These tools provide access to data such as the monthly search volume and the level of competition for each keyword, helping you assess their ranking difficulty.
Paid keyword research tools such as Semrush, SE Ranking, or Ahrefs consist of extensive Google search term metrics databases, which cannot be accessed with free tools. In addition, these tools aid in discovering related keywords by utilizing the initial search term inputted into the tool.
Here is a list of SEO tools that are recommended for keyword research.
- Semrush: Premium SEO software platform with keyword research features.
- SE Ranking: Inexpensive SEO platform with keyword research features.
- Ahrefs: Competitor analysis SEO platform with keyword research features.
- Mangools KWFinder: Beginner-friendly toolkit with a keyword research tool.
- Google Search Console: Free keyword research tool based on existing content.
- Google Keyword Planner: A free Google Ads tool for basic keyword research.
To obtain the most extensive and up-to-date keyword data, it is recommended to use highly regarded all-in-one SEO software such as Semrush, SE Ranking, or Ahrefs. Google Search Console is beneficial for optimizing or generating content using the keywords identified by Google from your current site content over time.
Google Keyword Planner is beneficial for generating initial keyword ideas, but it lacks accuracy compared to a paid tool that has keyword research features in terms of search volume and competitor-related keyword metrics. If you are not running a Google Ads campaign, you will only be provided with a range for keyword search volumes, such as 100-1000.
3. Consider long-tail keywords
After finding all the primary keywords for your content using the available means and tools, it may be beneficial to allocate some time for examining long-tail keywords. What distinguishes these keywords is their specificity and relevance to search queries. Typically, these phrases consist of 4 or more words.
If you include long-tail keywords in your content, your likelihood of ranking at the top of the search engine results page for more relevant terms is improved, consequently leading to a rise in search traffic to your site.
4. Give pay-per-click ads a try
Pay-per-click ad campaigns, such as Google Ads (formerly known as Google Adwords), have proven to be highly efficient in generating specific website traffic and gathering extra information related to keywords and visitors.
Depending on the competition and bids for your target keywords, the cost of this marketing strategy can increase rapidly. To estimate the number of clicks you can manage to pay for on a daily, weekly, or monthly basis, Google’s Keyword Planner is a valuable tool to research the estimated costs-per-click for your target keywords.
Even if you find that Google Ads does not offer a satisfactory ROI, it can still be beneficial due to the keyword research data it provides. After generating ad clicks, you can access a search terms report within the Google Ads interface, which displays the search queries users used to locate and click on your ad.
5. Get more specific with google suggestions
According to the latest reports from Statista, Google holds the highest market share at 92.47% and is the most dominant search engine. This indicates that out of 100 potential customers who search for your niche, approximately 92 to 93 will be directed to your website through Google.
Google’s related suggestions based on a search term you provide can assist you in conducting cost-free and efficient keyword research and generating ideas for writing topics. This is accomplished through the utilization of Google Suggest, an algorithm devised by Google to identify the most pertinent phrases that align with the main seed keyword given.
The suggestions provided are ideal for most search engine users as they align with specific search queries and are typically arranged based on their popularity in terms of searches.
You can also use Google Trends to analyze the popularity and interest of specific keywords searched in Google by location.
By utilizing keyword research software effectively, you can generate valuable content for your target audience and potential customers. This strategy can lead to higher search engine rankings compared to your competitors, specifically for a wider range of keywords related to your business.
6. Try to localize your keywords
If you have a small business, it is likely that you will only be able to operate within a certain geographical area.
Trying to achieve a high ranking on global or national search results pages can be highly difficult due to the significant investments made by corporations in content, SEO, and blogging. Moreover, modern search queries tend to generate local search results without the need for manual specification, based on the searcher’s browser settings and location.
When targeting a small business, focus on localizing your content by including the specific location/s you serve along with the relevant keywords related to your business. By combining this with long-tail keywords, your search results will become more precise and attract a larger customer base.
Localizing keywords and content offers the advantage of making your target audience more specific. This can result in improved website engagement and conversion rates due to enhanced search intent. When website visitors discover your page listings in local organic search results, they will better resonate and align with your content.
7. Keep the “People Also Ask” section in mind
Additionally, you may consider utilizing the “People Also Ask” section on the Google search engine results in order to gather further inspiration regarding the type of content and inquiries you should address on your business website.
You can enhance your chances of being perceived as more helpful and valuable for potential business opportunities compared to other websites by offering in-depth content that addresses these questions.
How to conduct keyword research and choose the right keywords
When conducting keyword research, one must follow a sequential approach to determine the most suitable and effective keywords for their website. A North Carolina small business should evaluate the following fundamental aspects.
Brainstorm “Seed” keywords
To start, come up with a list of primary keywords that are applicable to your business or industry. These initial keywords will serve as a foundation for conducting additional research. Take into account what your target audience might use as search terms when looking for products, services, or information related to your specific field.
Use keyword research tools
In order to broaden your keyword list, you can make use of keyword research tools such as Ahrefs’ Keywords Explorer, Google’s Keyword Planner, or other SEO tools. We will discuss this topic in greater detail soon.
Analyze keyword metrics
When evaluating keywords, consider their search volume, keyword difficulty, and competition. Your goal should be to find keywords that strike a balance between sufficient search volume and manageable competition. Long-tail keywords, which are more specific and longer phrases, can often offer targeted traffic opportunities with less competition.
Consider search traffic potential
When considering how to rephrase the text while maintaining the same meaning, it would be: While going through a thought process, it is crucial to pay attention to keywords that have the potential to generate search traffic. It is essential to aim for keywords that people regularly search for. Tools such as Google Keyword Planner and Keywords Explorer can offer valuable information about search volumes and the popularity of specific keywords.
Consider user intent
To effectively cater to users’ needs, it is important to comprehend the purpose behind various keyword searches. This involves determining whether users are seeking information, products, or services. By aligning your content strategy with the specific intent associated with each keyword, you can deliver relevant and valuable information that fulfills the requirements of your audience.
Assess business potential
When evaluating the business potential of each keyword, consider if targeting a specific keyword can help achieve your business goals and objectives. It is important to assess if certain keywords have a greater chance of converting or if they resonate more with your target audience.
Refine and prioritize your keyword list
In order to effectively optimize your keywords, follow these step-by-step guidelines: start by filtering and prioritizing them based on their relevance, search volume, competition level, and user intent. Put emphasis on keywords that are highly probable to generate targeted traffic and also align with the goals of your business.
