Keyword research is aimed at finding the keywords your audience uses when they’re looking for a product or service you offer. Without keyword research, you might find yourself lost in your own lingo and battling giants in your industry that can’t be beaten in the search result pages just like that. There is a variety of factors you have to take into account when doing keyword research and setting up your keyword strategy. We’ll discuss your mission, your audience, and your competition.
If you really want to take a deep-dive into keyword research you should read our ultimate guide to keyword research.
What makes your company unique?
Before you do anything, and this is key, you need to know what makes your company unique. You need to have a clear concept of the mission of your company. You need to determine exactly what you have to offer because that’s what’s going to make you rank. It’s that simple. SEO is just like regular business. If you’re doing everything on the same or inferior level as your competition, you’re not going to stand out. If you’re not the best result, why should people want to find you? Why should Google rank you? This seems simple, but this factor is often forgotten.
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We often hear people say: we can’t come up with meaningful keywords. If you struggle with that too, take a step back and look at your business as a whole:
- What do you have to offer?
- What is your mission?
- What are your core values and strengths?
- What makes you stand out from the crowd? Think about the niche aspects of your business you excel at.
You don’t have to be better than your competition at absolutely everything, so long as you identify enough points to build a keyword strategy around. For smaller companies, this means that you probably have to be better at the things the bigger fish haven’t thought of or aren’t actively looking to do. If you can’t think of anything at all then you have a much bigger problem than just coming up with keywords…
The role of your audience in your keyword research
Once you’ve determined what you have to offer, it’s time to consider your audience. Ultimately, SEO is all about making sure your users are able to find you. So the first thing you have to do is find out which words your potential audience uses to find the information they’re looking for.
Let’s look at an example. At Yoast, we call our SEO training courses platform “Yoast SEO academy.” So at first, it might seem logical for us to optimize for the keyword [Yoast SEO academy]. However, when we analyze traffic data, it turns out that our audience searches for [SEO courses] way more often. So it makes much more sense to optimize for that term instead. Every company has its internal vocabulary, which often doesn’t match the vocabulary of its audience. Therefore, you should always select your keywords from your audience’s perspective. You can use Google Trends to research how often certain search terms are used compared to other terms.
What about your competition?
Lastly, you simply can’t devise a proper keyword research strategy without considering your competition. All too often, websites optimize for terms they have absolutely no chance of ranking for. So you need to research your competition.
You can go all overboard and make a thorough analysis of all the competitors in your field, and that can certainly be worthwhile. But let’s stick to the basics for now. It’s actually quite easy to get a general idea of your SEO competition. Just Google some search terms you would like to rank for and see which companies show up and compare them with where your site ranks. How big are the companies you are competing with for those top three rankings? Would your company fit within these results? This is all quite easy to determine using only Google search results.
But be aware! You can’t just blindly trust the search results because Google tailors them to your personal search history, which means your site will come up higher for you than for others doing the same search. You can get around this by searching in incognito mode, although there’s still a local search component even in that. If this’s likely to be a problem for you, consider using a VPN to conceal your location.
Expanding your strategy step-by-step
Big sites can rank for the most general terms. Smaller sites within a very specific niche can do the same. Of course, it’s also easier if you’re writing in a language that is not spoken all over the world. For most smaller sites that are writing in English, however, the general rule of thumb is this: start with a big set of long tail keywords which have little traffic, but you can rank for more easily. Then, work yourself up to the rankings step-by-step. Once you’ve gained some SEO authority, start optimizing for more general keywords. And in the end, maybe you will even be able to rank for your head keywords!
Read more: Keyword research: the ultimate guide »