In order to effectively market anything online, you need to use the right kind of language. It’s not enough to set up a good website. It’s not enough to put out good media, and products. You need to work with several elements, and one of them is that of targeted traffic. Targeted traffic can come to your site through SEO. Search engine optimization, or SEO, is one of the most powerful tools that you have at your disposal.
Here’s the downside however, there’s a lot of connecting points to SEO. Amidst the connections, you’re going to find that you’ll need to work with keyword marketing in order to get your targeted traffic. Keyword placement and usage can seem simple enough, but once you unravel this section of optimization, you’ll find that it’s not so simple to work with.
Figuring Out Keyword Research and Marketing
Before diving into the full guide below, consider why keyword placement and research matters so much. The main reason why you need to be working with the right words is not so much about entertainment, as much as it is getting in front of the right people. When you find the right keyword elements, you will be speaking the language of the consumer that you’re targeting.
Every business needs clients, and consumers. They need people to find them. That means that they are going to be searching online for specific words to find their answers. From banks to retailers, to personal information and more, the right phrases will lead people to the answers, whether right or wrong.
Finding The Right Traffic
Another major component to keyword research is the necessity to get demographics in place. Who do you want to market to? Who do you want visiting your site? Demographics including age, location, income, education level, interests, and more are important to any business. How do you attract people that fit into the categories that you want to cater to?
Furthermore, how do you meet the personal and psychological needs of the individuals you want to bring to your site? Setting up a website along, is not going to do it. When you peel back the curtain of SEO and you start to see why keyword placement and research matter so much, you’re going to run into all of these elements.
Simply put, without working with the right words, you are not going to get the right kind of search. You’ll also not get the right kind of influence online. To illustrate this further, consider a shoe salesman. If a shoe salesman is selling high end women’s shoes for fashion, they don’t want their site getting traffic from 18-year-old skateboarders from Southern California. The chances that they are looking for high end women’s shoes is slim, and even if 1 or 2 purchase an item for their significant other, the majority of the traffic will get wasted.
Finding the right traffic is more important than numbers. You can get 100,000 hits to your page, but without demographic placement, keyword research, and more, it won’t keep your site afloat.
Not All Searches Are The Same - Identifying 3 Major Search Types
Moving forward into looking for keyword elements, you need to first identify the fact that there are 3 major components that make up search. Simply put, there are 3 types of search types that most consumers engage in. You may be tempted to think that all search results get filtered based on merit, but that’s not the case. Search engines categorize search results beyond relevance, and focus on the following 3 major types of consumer interactions with keyword phrases in mind.
Informational – The first major search option is that of informational. People make thousands of these on any given day. It’s the type of search that you may not think twice about. People search for answers to their questions, and try to get information about a topic that they are looking at overall. Want to know who the first president was? Want to know when a show starts? Informational searches help identify specific needs, with definitive answers to questions that are thrown into basic knowledge.
Navigational – The second type of search option is found with navigation. Navigational search results are a big part of SEO because they factor in geography. A person in any given city will look for specific locations, or a broad search. For instance, a tourist looking for Chinese food will search for “Chinese food near me” or a variation of that query based on location and city. Then will proceed to run down options based on geography. This can include yellow pages.
Transactional – Finally, the last type of search option is found with transactional searches. These are queries in which someone is looking to buy something. This includes looking up specific brands, pricing out shoes, or services, with a focus on spending money. Millions of dollars are spent on advertising and marketing within this element, but the other two search results are just as important. While transactional deals with spending money, the others deal with information and location.
Within the confines of the 3 major searches, you will find the beginning of keyword research and why it matters. Whether you have a business website, an ecommerce solution, or want to give out information about any given topic, keywords matter. Keyword research helps you identify whether or not you get lumped into one of these 3 major search types. While there are other branches within the search queries in the categories above, few are not lumped into them. If you’re caught within them, you’ll connect with targeted traffic, which is the goal of SEO to begin with.
Done right, SEO and keyword research will garner you great success. Search engines connect people with the right answer to their queries, as well as help rank pages based on relevance. If you don’t work with any keyword researcher or tools, you will not be found, and that’s no good.
Two Major Types of Keywords
Now that you have an idea as to why keyword research matters and how search engines dissect queries, you will need to know about two major types of keyword types. There are two major keyword elements that are sought after most often today. The two major types are what you are going to need to use to get people to your site. After you understand the breakdown of two types of keywords, you can start using tools and metrics to figure out what words and phrases are going to get you the most attention.
Head Terms – the first major category is known as head terms, or leading terms. These are the most popular words that people search and use. These are very competitive, and traditionally short and to the point. If you’re selling something, think name brands and corporate websites. If you’re selling cola, you’re going to be fighting for keywords like soda, pop, Coca Cola, and the likes. It can be a tough road ahead if you want to rank #1 for these terms. It’s not impossible mind you, it’s just not going to be easy.
Tail Terms – this set of words are longer, less popular, and less competitive. You can rank easily in this arena, however, you may not get the deluge of traffic you would get for ranking #1 in the head terms category. This is not bad, though. If there are only 100 searches for certain keywords in this category, and you rank #1, you could very well pull all 100 searches to your site, and that would be targeted individuals. That could lead to sales percentages of 40% to 70% on average! That’s quite the ROI in terms of SEO. Search volume doesn’t necessarily mean much if it’s not targeted, remember that.
Now that you know the basic elements of the two types of keywords, you’ll want to know how to gather them. The next step forward is to learn what tools will help you know what your competitors are doing, what the latest search trends are, and any variances that come within the confines of word searches. This can get very difficult to manage, but with the right tool, you can identity and implement a working strategy that will build your website’s following fast.
Tools of The Keyword Research Trade
The following is a break down of the most commonly used tools. Think of this as a lineup of recommended tools to use for your SEO marketing glory. There are pros and cons to each one, mind you, as there is no “perfect” tool for every need. That doesn’t mean that you can’t get results with these, but rather, you’ll need to test out several solutions to figure out which is right for you.
The Google Line Up
In your quest to find the right keywords to use in your content, you are going to find that Google has a lot to say about it. In fact, Google wants you to use their tools first. They have more than 60% of the search share right now, which means that the grand majority of internet users right now are using a Google search protocol in one way or another.
If you ignore Google, you are going to be left with a lot of issues, but that doesn’t mean that they are the only option in town. They are just the biggest. They have the most free tools, but they factor in their own search engine over others, so you should consider that overall.
Google Trends – the first option to consider is that of Google Trends. This monitors what people are reading, linking, sharing, and talking about based on literal keyword phrasing. They check elements up to the minute, and graph out any spikes that they see in terms of traffic. Headlines, viral posts, and more come into this page. You can also search keywords both long and short to see if they’ve trended lately.
Google Keyword Planner – if you’re going to use Adwords for PPC advertising, then you’ll need to take a stop here. This is a free tool that is meant to sell their PPC services. You don’t need to spend money, though, you can use this to search for keywords, search volume, and suggestions. Here is where you will see whether or not something is competitive, or not.
Google Search Console – this page from Google helps you figure out crawl errors, fixes to technical issues, page speed, and more. It helps you understand whether or not your page needs improvement.
The Non Google Line Up
Believe it or not, Google isn’t the only option that you’re going to want to consider in regards to keyword searches. The following are “non” Google in nature, even though YouTube is tied to it in a way.
Rank Ranger – this is not a free solution. This will cost you some money, but it’s a keyword finder that pulls trends, and keywords from all major search engines. This gives you detailed analytics, and metrics that Google may leave out. Remember, Google doesn’t track EVERY search engine, they track their own services, etc. This is a powerful tool for analytics, keyword information, metrics, and engagement.
YouTube – YouTube’s titles and keywords rank higher than any other page on the internet. When you’re searching for keywords, look to see what categories, titles, and areas their most visited videos are found within. You’ll find that there’s a lot going on here, even if it is a video page.
Moz Keyword Explorer – Moz is a huge leader in SEO and marketing. They have this paid tool that you can invest in and get information about all sorts of keyword uses, and more. They are 95.5% accurate in terms of competition, search volume, keywords, trends, and so much more. It’s a great option.
SEM Rush – SEM Rush has been around for some time, and it’s a powerful tool to help you look for keywords and phrases of all types. It’s another paid solution, but the developers work extensively to get the most information in a very accurate manner. They also tie together other SEO tools, so that you’re not lost in the shuffle of all the steps you need to follow for SEO glory.
The Bottom Line On Keywords
All of this information leads to some simple thoughts on SEO and marketing. People search for words and phrases. You can answer them in relevance and word matching if you know what they will search for. All of the information above will help you identify what words are being used, how to use them, and why. If you can harness the power of keyword research, and put out good content, your site will become a juggernaut for targeted traffic, guaranteed.
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