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Keyword Research: Where Do I Start?

Keyword research is a crucial beginning step to your SEO campaign, and often times, people undermine just how valuable this step is. With the proper research and tools, you can effectively select the right keywords to target for a successful SEO campaign. Keyword research not only produces a high return that will ultimately determine the success of your website, but it also gives you valuable insight into your competitors and customers alike. Knowing how to assess keywords and determine which route to take will ensure the right visitors are clicking on your website and ultimately converting.

To start, don’t immediately run to keyword tools and start aimlessly typing in what seems like relevant search terms. Take a moment to think logically about what your target audience might be typing into the search bar and what exactly they’re looking for. Once you’ve compiled some ideas, type in these terms and see what comes up in the search engines. For example, if you are an e-commerce store selling beaded necklaces and you search the term “beaded necklace”, make sure it pulls up other e-commerce sites rather than how-tos or other irrelevant industries. Also, make sure to assess your competition. Are various ads pulling up on the right-hand side based on those keywords? What keywords are your competitors targeting? Simply typing in what you think people will search for in the search engines will shed light on a multitude of useful insight.

Once you have a better understanding, it’s time to utilize those keyword tools to really hone in on how competitive a phrase is and what it might cost you. One of our favorite tools is Google Adwords Keyword Planner. With this tool you can filter by date, range, and other metrics to really get accurate results. Once you search you’ll find the average monthly searches and competition volume of each specific keyword or phrase. Here is where it gets tricky. Ideally, you want to target keywords that have a high search volume and low competition (especially if you are a small, less reputable business). Because this is hard to do, it’s smart to target long-tail keywords. Rather than targeting “necklace” you might want to target “silver beaded necklace with the letter A” to catch more unique searches that are not as competitive. A cool thing about Adwords is it will give you other keyword ideas that are similar and might better suit your website that you didn’t think of. Did we mention this tool is free?

Similarly, you can use Google Analytics to search keywords that are already generating organic traffic to your site and go from there. Under the organic search traffic report, you can see a list of keywords that are sending traffic to your website. Utilize these keywords in your SEO plan to rank higher and drive even more traffic from those searches. Google Analytics provides a ton of data that is helpful to any digital marketing campaign.

Of course there are various other tools to use that analyze keywords and help you better establish a viable plan for your SEO campaign. Once you chose the keywords you’d like to target, make sure you effectively place them throughout your meta data and on-page content (and remember to avoid keyword stuffing). Is all this over your head and a bit stressful to take in? Let us do all the tedious work for you! ScriptiLabs has a team of talented internet marketers that are Google Adwords and Analytics Certified that would be happy to do all the heavy-lifting for you. Visit our site and check out our marketing services today! 

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