Sure, researching the words your customers use to find your product or service or whatever information you provide is essential to make your SEO campaign effective. However, what can you do to get the most out of keyword research?
Suppose, you have talked to your existing customers, examined the websites of your competition, used freely available keyword research tools. But gathering data is only one step. You need to analyze it smartly, as this is what makes your keyword research efficient.
Let's see what tactics we can use during keyword research to get more targeted traffic.
- find main general keywords
- identify less competitive phrases with main keywords
- search for less competitive phrases
Each of the keyword types above may be useful for your website optimization for the search engines (and the humans, of course).
If your site is new, you have no chances in accepting traffic for highly competitive search words. One reason that your website is not established enough to be in the best ten of websites in the same industry and found by the keyword. Another is that your site is not ready to provide the best quality services and products for the majority of people, searching for the phrase. It is logical, fair and pretty natural, if you think about it.
But how you can use the main keywords is this. Find the words that are best related to your business, cause, website or topic. Thus you will gain the direction in which to go.
It is a good idea to pick only a handful main keyphrases to focus on, as succeeding in a small niche is easier, than in the whole market at a time. Once you have filled your site with information on the niche and have promoted it in it, you can add another related niche information to your website.
Picking the main key words is important. They'll guide you through the whole SEO process, though they not be visible at times.
Keyphrases with main words
Once you have picked the general keywords, you can find phrases, containing them. These three to five keyword phrases are less competitive and are much easier to rank for. Of course, you may not rank high for them, when affected by some filters, applied to new sites, but it'll be a good ground for the future.
Normally, medium competitive phrases (the ones we are talking about) should be main ones you'll need to work on. They are not only much easier to rank for initially, but they can drive substantial amount of traffic, as well.
Usually, there are many more medium competitive phrases, than there are main keywords. It is quite natural too. These keyphrases will give you some data to work with.
While both general and medium competitive phrases may not give you ideas for your content, much less competitive phrases can.
Less competitive keyphrases
Before we jump to explanation, I'll have to specify what I call 'less or low competitive keyphrases'. I call such those phrases, that show up in the keyword research tools, but optimizing for which would not be efficient (a lot of effort, low ROI).
Now, judging by the description, these phrases may seem not worthy of our attention. However, they may be as important as the main and medium competitive keyphraes, if used right.
The first use of least competitive phrases is that they show us different aspects of both main and medium competitive phrases. That is, you can use the low competition phrases in the text throughout the website to get the long tail traffic.
(Placing the less competitive phrases on more noticeable pages will make them more visible, while optimizing whole pages for them may be less efficient.)
Another use for less competitive phrases is that you can find ideas for content from the phrases. Sometimes, they'll be whole questions, asked about your topic, such as "how to use a toothpick". Sometimes, there may be a range of questions on a single topic. That is, you can identify a topic or a group of topics that interest people, searching for information and create quality content about this topic.
While it may be tempting to research keywords after the content is written, you'd rather know your words before a word is put up on the website. One more thing to remember is that the content should be written for the people. You simply need to know your key words to talk the language of your customers.
Only after you have an established website, you can try creating pages with medium or low competition key phrases. Needless to say, you'd rather get links to your internal pages with the relevant keyphrases, but that's another story.