SEO Keyword Research: 8 Steps to Identify & Improve Targeted Phrases for SEO
You are looking to create a webpage, whether for selling a product or sharing valuable knowledge. Naturally, you'd want to attract as many interested visitors as possible through SEO (Search Engine Optimization). At the heart of this lies the crucial task of identifying the search terms or keywords that people are using to find you. This process, known as search term or keyword research, plays a vital role in providing context to search engines. It guides them on how to categorize your page and determines which search terms your page should appear for in search results. Additionally, it ensures that your page is relevant to the people searching for it. That's why mastering search term and keyword research is one of the core skills in the field of SEO. In this article, we'll explore the eight essential steps I follow to identify and optimize targeted search phrases for my webpages:
1. What are You Offering?
The key of effective search term or keyword research in SEO revolves around fulfilling the search intent better than any other page in the search results. In simpler terms, your goal is to provide the most relevant and valuable information that aligns with what users are searching for when they use specific search terms.
I advocate for a specific approach that has proven effective in SEO: begin by precisely defining what you're offering. This initial step places you in a strong position because it makes you the expert who understands precisely what people are seeking when they use particular search terms. You might already know search terms or keywords people are using to find you, that you can use for your page.
Alternatively, you can adopt a different strategy. Start by identifying a specific search term or keyword you want to target (e.g. because you know there is high search volume) and then create a webpage that caters to the search intent associated with that term. However, this approach may require more effort because it entails a deeper understanding of the specific search intent and how to address it effectively.
To illustrate, let's consider an example. Imagine you're promoting a unique chocolate tour to the primary chocolate destinations in Manhattan, including factories, restaurants, and shops. In this case, you would want to pinpoint the most relevant search terms or phrases that potential customers might use to find your services, such as "chocolate tour Manhattan" or "visit chocolate factories, restaurants, and shops in New York." These specific terms capture the essence of what you offer and are likely to resonate with your target audience, enhancing your SEO efforts.
2. Brainstorm Potential Search Terms
When users search on Google, they often don't type out their complete search intent. For instance, someone interested in a chocolate tour in Manhattan in September might search for "chocolate tours Manhattan" or they might ask a question like "What are the best chocolate tours in New York?"
To identify suitable search terms, consider the following:
- Analyze your offer and identify popular terms, such as "New York Chocolate Factory" or specific types of chocolate like "Manhattan Nougat Chocolate."
- Explore other websites, including competitor pages and industry blogs.
- Utilize tools like Google Search Console, Google Trends, and Autocomplete to uncover valuable keywords.
If your offer is location-specific or time-sensitive, it's advisable to include these details in your keywords. For example, if your chocolate tours are exclusive to Manhattan in December, consider including "Manhattan, New York" and "December" in your keyword strategy.
3. Assess the Fit of the Search Term: What Is the Search Intent?
An essential step in optimizing your webpage for search engine rankings is to thoroughly assess the fit between your content and the search term or keyword you're targeting. The goal is to ensure that your webpage aligns with the search intent better than other competing pages in the search results.
To achieve this, consider these key strategies:
- Conduct a Google Search: Start by searching the selected search term or keyword yourself. Take a close look at the top-ranking pages in the search results. These pages are currently the best at fulfilling the search intent.
- Compare Your Content: Compare the content on your webpage to what's available on the top-ranking pages. Evaluate whether your content offers a more comprehensive, informative, or engaging solution to the user's query.
- Utilize the "People Also Ask" Section: If available, explore the "People Also Ask" section in the search results. This section provides valuable insights into the questions and concerns that users commonly have when searching for your chosen term. Consider whether your webpage can address these questions effectively.
By following these steps, you can ensure that your webpage effectively fulfills the search intent of users, making it more likely to rank well in search results and provide valuable information to your target audience.
Consider this example: "Chocolate tour" versus "Candy tour." If your webpage offers a chocolate tour but targets the term "candy tour," it's crucial to assess the search intent. Users searching for a "candy tour" typically seek tours that encompass a variety of sweets, not just chocolate. In such cases, consider adding visits to candy places to cater to the broader search intent. Conversely, you can choose to focus exclusively on "chocolate tours" for more precise targeting.
Alternatively, you can delve into even more specific terms, such as "milk chocolate tours," if you offer a dedicated option for milk chocolate. Creating a separate webpage for such specific terms can improve your chances of ranking well due to reduced competition.
4. Assess the Search Volume of the Search Term Using Google Trends
Google Trends is a valuable tool in the SEO arsenal to evaluate the search volume of specific search terms or keywords. It provides insights into the relative popularity of a search term over time. However, it's important to keep in mind that Google Trends shows relative data, not absolute search volume figures. To get a more accurate understanding of search volume, consider the following approach:
- Use Google Trends: Begin by entering your target search term or keyword into Google Trends. This tool will display a graph illustrating the term's popularity over time, showing spikes and dips in search interest.
- Compare with Known Data: To assess search volume accurately, compare the term you're interested in with a search term for which you already have reliable search volume data. For instance, if you operate a website related to chocolate tours, you might have data on the search volume for "Chocolate Tours" from sources like Google Search Console or your own tracking.
- Analyzing the Comparison: Now, enter both the search term you want to evaluate (e.g., "chocolate tours") and the term you have known data for (e.g., "candy tours") into Google Trends. By comparing these two terms, you can determine the relative search interest between them. If your target term shows a consistent or growing interest compared to the known term, it indicates that there is relevant traffic and interest in your chosen search term.
While Google Trends doesn't provide exact search volume numbers, it offers valuable insights into search term trends and can help you make informed decisions about the potential search volume for your chosen keywords. It's a useful tool to gauge the relative popularity of search terms and identify potential shifts in search behavior over time.
Good to know is, when Google Trends is showing data for the entered search term, you can be sure that there is already quite some search interest on it and it is interesting to create the page with this targeted term.
5. Identify Related Searches with Google Autocomplete
Google Autocomplete is a powerful tool that provides real-time suggestions based on user input. It's an excellent way to identify additional search terms. For instance, when you type "chocolate tours New York," it might suggest "best chocolate tours New York" or "cheapest chocolate tours New York." Incorporating these suggestions into your keyword strategy can broaden your reach.
I particularly like this tool because it serves as a valuable source of inspiration, allowing you to identify granular and unique terms that others might overlook. Plus, it’s based on first-hand user data from Google, so it is a very reliable source. Additionally, similar to Autocomplete, explore the "People Also Ask" section and related search terms at the bottom of the search results when you manually search for a term for inspiration on search terms.
6. Place the Search Terms on Your Page
Once you've identified your target keywords, incorporate them into the 5-6 important places of your page. Learn more about these key placement areas in our article The 6 Places to Put Your Targeted Phrase or Keyword for SEO.
7. Create Separate Pages for Different Targeted Terms
When it comes to optimizing your website for multiple search terms or keywords, a strategic approach is vital. To achieve the best results in SEO, it's often advisable to create separate webpages for each distinct search term you want to target. However, there are some important considerations to keep in mind:
- Distinct Search Intent: The key criterion for deciding whether to create separate pages is the distinctiveness of the search intent behind each keyword. If you're targeting terms with significantly different user expectations or interests, it's advisable to create separate pages.
- Example 1: Candy Tours vs. Chocolate Tours: Let's say you offer both candy tours and chocolate tours. While these two terms might appear related, the search intent differs. Candy tours might encompass a broader range of sweets, while chocolate tours focus specifically on chocolate-related experiences. In this case, it's wise to create separate pages for candy tours and chocolate tours to cater to the unique interests of potential visitors.
- Example 2: Chocolate Tours vs. Milk Chocolate Tours: Similarly, if you offer both chocolate tours and milk chocolate tours, you should consider creating separate pages. However, if the content and offerings for both types of tours are nearly identical, it might make sense to incorporate them into a single page. The key is to avoid creating duplicate or highly similar content, as Google penalizes such practices.
- Guideline for Decision-Making: Deciding when to create separate pages can sometimes be challenging. As a general rule of thumb, if the content for two target terms would be almost identical, it's better to consolidate them into one page. However, if there are substantial differences in content, focus, or user intent, creating separate pages is advisable.
By following this approach, you ensure that each webpage is highly tailored to fulfill the specific needs and expectations of users searching for particular terms. This not only enhances your SEO efforts but also improves the user experience, ultimately driving more relevant traffic to your site. Good to keep in mind is, avoiding duplicate content is essential to maintain good standing with search engines like Google.
8. Monitor the Performance of Your Page
Use Google Search Console to continuously monitor the performance of your webpage. Review the terms most commonly used to find your page in search results. If you notice that certain terms are driving more traffic or conversions, consider adjusting your targeted search terms. Pay close attention to your page's title and SEO title, as these elements can have an immediate impact on click-through rates.
Additional Recommendations for SEO Success
In addition to these steps, consider the following recommendations for SEO success:
- Addressing User Questions: Strive to answer all the questions and queries that your webpage visitors might have. This approach increases the likelihood that you fulfill the search intent. It's also crucial to ensure that visitors can easily find the information they seek on your page.
- Choose Precise Targeted Terms: My recommendation is to select targeted terms that precisely describe the content of your webpage. While broader terms may generate more traffic, opting for precise terms can help you capture a larger share of the relevant traffic and ensure happier visitors.
By following these eight steps and implementing these additional recommendations, you'll be well on your way to effectively identifying and optimizing targeted search phrases for your SEO success.
FAQs
1. Why is SEO keyword research essential for online success?
SEO keyword research is crucial because it helps you understand what your target audience is searching for, allowing you to create content that aligns with their queries. This, in turn, increases your website's visibility in search engine results, driving organic traffic and potential customers.
2. How can I assess the search intent of a keyword effectively?
To assess search intent, perform a Google search for the keyword and analyze the top-ranking pages. Additionally, explore the "People Also Ask" section to understand common questions related to the keyword.
3. What tools can I use for keyword research?
You can utilize tools like Google Search Console, Google Trends, Autocomplete, and Search results on Google to identify search terms. There are also tools like Ahrefs, SEMrush, and Moz, but I honestly never used them as I prefer first-hand data.
4. Is it better to target broad or specific keywords?
The choice between broad and specific keywords depends on your goals. While broad keywords may have a higher search volume, specific keywords tend to attract a more targeted and engaged audience. It's essential to strike a balance based on your content and objectives. My personal experience is that more targeted search terms that perfectly fit your content usually trigger the best results.
5. How often should I monitor and update my keyword strategy?
Regular monitoring of your performance is a vital strategy. My recommendation is to set a recurring calendar entry weekly (can also be every 2 weeks or monthly), where you check your performance in Google Search Console. Pay particular attention to the Performance tab of your search results, where you see the terms people use to find each of your pages.
