Unearthing Keywords: Your SEO Toolkit

In the realm of online visibility and digital marketing, the precise selection of keywords is paramount, arguably even more so than in everyday conversation. The ability to pinpoint the exact terms and phrases that potential customers use when searching for products or services is the bedrock of an effective SEO strategy. It's not just about being found; it's about being found by the right people, those most likely to convert. This pursuit of the perfect keyword necessitates a thorough keyword research study. But how does one embark on this crucial task, and which tools are the most effective in unearthing these digital treasures?

What Exactly is Keyword Research?

Keyword research is the cornerstone of any successful SEO campaign. It offers a granular understanding of a specific industry, its target audience, and the competitive landscape as it plays out on search engines. While a universally definitive definition remains elusive, as each practitioner may have their own nuanced approach, at its core, keyword research is the process of identifying the search queries that potential customers type into search engines.

Think of it as taking a 'snapshot' of internet searches within a particular sector. This snapshot reveals key themes and user search intentions, which then inform a comprehensive SEO strategy. In essence, the goal is to discover every conceivable phrase your potential clients might use. While the principle is straightforward, the execution is considerably more complex, demanding a keen marketing and business acumen. It goes beyond simply listing terms; it involves selecting, refining, and prioritising these expressions across various categories to truly understand audience reservoirs.

Why Undertake Keyword Research?

The primary objective for any online business is to drive traffic to its website. To achieve this, a deep understanding of the search queries used by the target audience is indispensable. This knowledge is the not-so-secret ingredient to providing relevant answers and creating content that genuinely addresses user intent. But before you can address those intentions, you must first ask yourself the right questions:

• What questions do users have about my business, products, or services?
• Is addressing these questions a priority for my business?
• If yes, what type of page, content, or product can best answer these queries?

Furthermore, keyword research offers invaluable insights into your competitive environment and your current standing within it. Consider these critical questions:

• What is my current search ranking within my industry?
• How do I stack up against my known competitors, and who are they on Google?
• What untapped potential can I discover?
• Which themes should I prioritise to attract qualified traffic?

How to Choose a Keyword Effectively

A common question arises during keyword research: "How and why did you select this particular keyword?" This is a perfectly legitimate inquiry, as the choice shouldn't be purely intuitive. A strategic and well-considered selection process is vital. Several key criteria should guide your choices:

At WAM, we primarily utilise five core criteria for selecting a strong keyword:

1. Thematic Relevance / Industry Sector: Ensure the keyword aligns directly with your industry and that your website can genuinely address the user's intent behind the search.
2. Search Volume: This refers to the number of times a specific keyword is searched for over a given period, typically a month.
3. Competitiveness: Keyword competitiveness is often intertwined with its nature and search volume. Generic terms with high search volumes tend to be more competitive, as they attract a larger number of websites vying for visibility.
4. Current Position: This indicates your website's current ranking for a specific keyword. A good position suggests Google views your site as relevant for that query. If you're ranking beyond the second page, or not at all, it implies that your competitors are currently serving user needs more effectively.
5. Intent / Micro-Moment: This crucial factor considers the underlying purpose and timing behind a user's search. Are they seeking information, nearing a purchase decision, or looking for a physical location?

An additional 'bonus' criterion is the SERP (Search Engine Results Page) Landscape. Understanding what appears on the search results page for a given keyword can offer valuable strategic insights.

Understanding Search Intent

Search intent is a critical element, encompassing the user's goal and the context of their search. Are they looking to 'know,' 'do,' 'buy,' or 'go'? Identifying these intentions allows for the categorisation of keywords, ensuring that the content created directly matches user expectations. For instance, a product page is more likely to rank for 'buy' queries, while an informational blog post will perform better for 'know' queries.

💡 Key Takeaway: Each keyword or keyword group must be evaluated to determine the most effective way to optimise for it.

Essential Tools for Keyword Research

Once you understand what types of keywords to look for, the next step is the actual search process. The objective is to identify all keywords associated with your industry and your offerings. This will include broad, high-volume terms with significant competition, as well as longer, more specific 'long-tail' keywords, which may have lower search volumes but often indicate a stronger intent to convert.

Google

As the world's dominant search engine, Google possesses an unparalleled ability to understand and interpret user searches. It also excels at associating countless secondary searches, which it presents through various means. Google is an invaluable resource for uncovering new ideas and expanding your keyword research.

When you enter a query, such as "Easter eggs," Google offers a list of associated keywords frequently typed by users. You'll find creative queries like "Easter egg colouring page" or "Easter egg drawing," as well as product-related terms like "Playmobil Easter egg" or "Kinder Easter egg." The "Related Searches" section, typically found at the bottom of the search results page, provides another list of keywords. These often overlap with the initial suggestions but also introduce new informational queries like "Easter egg price" or "Easter egg date." Evaluating the relevance of these suggestions to your objectives is key.

People Also Ask (PAA)

The "People Also Ask" (PAA) feature showcases frequently asked questions related to the initial search topic. PAAs offer 'zero-click' answers, drawing content from websites that are already ranking on Google. This feature is an excellent way to enrich your keyword research by identifying questions that can inform the editorial content of your website. Again, careful evaluation of the list's relevance is necessary.

YouTube

YouTube, another Google-owned platform, has evolved into an incredibly powerful and precise search engine in its own right, processing over three billion queries monthly. YouTube's search engine mirrors Google's in suggesting common queries, such as "Playmobil Easter egg," and also surfaces related searches like "computer Easter egg" and "video game Easter egg." Additionally, it introduces new queries like "wooden Easter egg" or "chocolate Easter egg," offering further avenues for research.

Google Ads (Keyword Planner)

While primarily a tool for creating paid advertising campaigns, Google Ads also serves as a valuable resource for keyword ideation through its Keyword Planner tool. However, a significant drawback is that the free version of Google Ads provides less precise search volume data compared to its paid counterpart. For optimal results, having an active Google Ads account with a history of ad spend is preferable.

AnswerThePublic

AnswerThePublic is a highly practical website that aggregates all questions associated with a given query. It's invaluable for ensuring no relevant questions are missed. The tool presents data in various formats, including alphabetical lists of related keywords, questions grouped by prepositions, comparisons, and general alphabetical listings of associated queries.

Semrush

Semrush is a comprehensive professional platform designed for analysing a website's visibility on Google. It boasts a vast database of over 7 billion keywords across 118 countries and offers numerous functionalities, including:

• Analysis of a site's position and that of its competitors.
• Identification of keywords a site is ranking for.
• Tracking estimated traffic evolution for a site and its competitors.

Semrush's Keyword Magic Tool is a particularly indispensable asset for conducting thorough and precise keyword research. It allows you to search for keyword volumes, related searches, estimated keyword difficulty, search trends, and other SERP feature information. The tool also pre-sorts suggested terms, making it easier to identify relevant keywords.

💡 Good to Know: The free version of Semrush typically limits daily queries to 10, so strategic use is advised.

Other Useful Tools to Explore

The tools mentioned above are by no means exhaustive. Several other valuable resources can supplement your keyword research efforts:

• Ahrefs
• Moz
• Ubersuggest
• Keywords Everywhere (a Chrome extension)
• Excel (through cross-phrase generation)
• Your Brain (arguably the most powerful tool, though it requires practice and time!)

At WAM, we recognise that while Excel files are excellent for data processing, they can be cumbersome for communication. For manageable data volumes, we often use Excel or similar spreadsheet software. For larger datasets, database solutions are preferred. However, for presenting findings and securing client approval, we invariably utilise PowerPoint or equivalent presentation tools. This is because beyond the initial few rows of an Excel file, reader engagement often wanes.

To provide a glimpse into our workflow, we often compile our market knowledge into simplified files. The ultimate goal for WAM is to identify audience reservoirs to inform strategic decisions. While exploring themes is valuable, understanding the primary intent behind a keyword or keyword group is crucial. This understanding then dictates the type of content to be created and the structure of the corresponding page.

Similarly, analysing the SERP landscape provides invaluable assistance in classifying keywords and content types. Seasonal trends also play a role in prioritising work, ensuring readiness at opportune moments. For strategic direction, WAM leverages data visualisation (dataviz) to present information clearly and make it accessible to a broader audience.

There's nothing more frustrating than a comprehensive keyword study, meticulously prepared by a project manager, languishing in an Excel format. This complexity can hinder decision-makers who need to commission the proposed work. Therefore, we present information thematically, considering micro-moments, Google's SERP features, and more. This approach allows us to dissect a market and make informed decisions. For instance, visualising the number of keywords per micro-moment can highlight demand volumes and their intersections with other indicators. It is then up to the client to leverage this data effectively. A critical pitfall to avoid is basing decisions on small keyword selections, which risks overlooking the bigger picture!