Keyword research is a foundational tactic that sets the stage for your entire SEO campaign. Because of this, it is vital that you do your due diligence and use all of the tools available to ensure you uncover all of the best opportunities to pursue. In today’s post, I am going to talk about two different tools and how to use them to uncover great keyword opportunities for your business. We will be talking about the Google Keyword Tool and the Google Trends Tool.
Keyword Discovery Through The Google Keyword Tool
To find the very best keywords for your web pages, you should start by doing some basic keyword research with the Google Keyword Tool.
You’ll start by inserting one keyword into the tool and select your settings. The settings I always use are the default settings except for changing the match types from broad to exact. You will want to change other settings if you are targeting individuals in different geographic locations or across different devices.
After you have tweaked your settings, click search and you will be shown a list of keywords related to your initial search and how many global and local searchers were performed last month for these keywords. Please note that the search volume listed in this tool is not accurate, this number includes crawlers (like keyword ranking tools), SEOs looking at the layout of the SERPs, and other activities. Take these numbers as more of a rough estimate and use them more as a comparison across different keywords to determine which are more popular than others.
Grouping Keywords Together Into Related Themes
The next step in the process is to take the keywords you generated in the Keyword Tool and group them into closely related groups or themes. For example, if I were doing keyword research for an SEO company, the words SEO, Search Engine Optimization, and other closely related keywords would be in the same group. The words SEO Company, SEO Firm, and SEO Agency would be in another group. I think you get the idea.
Understanding Demand Through Google Trends
Now that you have your keywords grouped into themes, it’s time to understand what the demand is right now and what it might be in the future by leveraging data from the Google Trends Tool.
What you will want to do is take the first five keywords found in each keyword theme and add them to the tool. Change the settings to your region and then click explore. What you will see next is the search demand charted from month to month over the last few years. You will be able to clearly see if certain keywords are decreasing in demand and others are increasing in demand. In the example below, you can clearly see that the word SEO is continuing to gain popularity whereas the word search engine optimization is declining in popularity.
Once you have this data, you can make educated decisions on which keywords you should put most of your effort towards. What this doesn’t mean is that you should ignore the keywords that are declining, there will still be searches performed and visitors to capture, but they shouldn’t be a huge focus of yours.
Map Keywords To Individual Pages
The last thing you must do it take your keyword groups and map them to individual pages on your website. Each page of your site should have its own keyword theme associated with it to ensure that the search engines have a clear understand EXACTLY what that page is about. The engines start to get confused when the same keyword themes are mapped to more than one page, so make sure you limit it to just one. Then you begin the site optimization process which I will talk about in another post.
So there you have it. Keyword research strategies by using two fantastic tools offered by Google. Do you have any questions or comments? If so, please feel free to add them in the comments section below.