Keyword research identifies which search terms are a perfect fit for your business. Your keywords should represent what potential clients are typing to find what you’re company offers and drive traffic with buyer intent.
It’s in the best interest of your company to have options when you’re deciding on what keyword you will use to attract more clients. Our process combines keywords from multiple sources to create a list of diverse and practical options.
The options that we choose will take into account the most important aspects of your business, the SERP features that exist for every search results as well as the keywords in which your competition ranks.
Evaluating keyword metrics
We choose target keywords to pursue based on relevance, commercial value, monthly volume and keyword difficulty. Every keyword has a purpose, whether it’s for brand exposure, generating leads or making sales and conversions, they are researched and selected for a specific contribution to your business.
Keywords that generate a high monthly volume of traffic are ideal, but only if the traffic is a perfect match for your product. We look at the monthly search volume more seriously if the goal of your campaign is to create demand and brand awareness. This type of campaign is more specific to industries where brand searches are more dominant than generic search terms.
The relevance of your keyword is crucial to your success because it needs to accurately describe your offering. For more conversions, you want to drive traffic with visitors that are looking to purchase your product or will in the near future. Transactional keywords and informational keywords and phrases are targeted in order to generate traffic that converts at specific stages of the buyer journey.
Our recommendations always take into account the difficulty of the keyword. We base our decision on the ranking ability of your site compared to that of your competition on the first page. We select keywords that provide the best opportunity to rank on the first page of Google.
For every keyword possibility, we analyze the first page of Google, which is also known as the Search Engine Results Page (SERP). We determine the strength of your competition and whether there are featured snippets, local listings, images, videos or any type of Google SERP feature that could be absorbing a percentage of available clicks.
Keyword research produces a final list of keywords that will benefit your business. We group the list into pools based on search intent and establish keyword clusters that we’re able to use within the content published on your website.
Many of these pools of keywords will represent related topics that can also be used as standalone posts. They also will help to optimize your main page by supporting its content with smaller more focused subtopics.
Keyword research identifies additional related keyword topics and contributes to mapping the content your website publishes. We create keyword topic clusters as a way to structure content that demonstrates expertise and the ability to satisfy search intent. This is one of the major areas that leads to a first page ranking in the search results.