Keyword Research Tips and Tools: An Introduction

Over the next couple of days, we’ll cover a few keyword research tips and tools you can use to build an effective keyword list. This list will serve as your road map for the rest of the 90-Day Content Marketing Challenge.

As a quick primer: keywords and keyword phrases are simply the terms Internet users type into a search engine to find information or resources related to a particular topic.

For example, if you were interested in learning about “dog training,” you would probably type that phrase (or a set of words related to that topic) into your favorite search engine’s search feature. The search engine would then display page after page after page of links pointing to pages it believes to be related to your topic.

Why Page 1 SERP Rankings Count

If you are like most people, you would probably select one of the returned web pages found on Page 1 of the SERPs (Search Engine Results Pages). Some people do dig deeper than Page 1 to find what they want, but the vast majority of Internet users (an estimated 75%) limit their searches to those Page 1 results.

So, getting your individual web pages to rank for targeted keywords or phrases at the top of Google’s (or other SE) organic search results is the best way to get in front of potential customers looking for what you have to offer.

In short, you need to develop an effective keyword strategy!

Let’s start by covering a couple of basic keyword research tips:

1. Shorter one-to-two word terms are almost always harder to rank for than longer, more-detailed phrases. For example, you will face much stiffer competition trying to rank for “dog training” vs. “obedience dog training for older dogs.” These longer phrases are known as “long-tail keyword phrases” – and we’ll be talking about them a lot in the coming weeks.
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2. Different keyword phrases carry a different “intent.” In other words, some words have a stronger commercial appeal than others, meaning when searchers look for certain types of phrases (or use particular keyword modifiers*), their intent is to make a purchase. Keyword modifiers such as “shop,” “buy” or “order” are indicative of this intent and are great to know if your goal is to make money by selling or promoting products online.
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   Other types of phrases are more informational in their intent. For example, searchers looking for “how to” do something are most likely looking for free information. Creating this type of page and trying to rank well for it is worthwhile in terms of providing value and establishing relationships with readers, but they are less likely to provide an immediate financial benefit (unless you offer more detailed paid solutions along with providing the free ‘how to’ information).
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   Important Note: This is a key reason why it is good to clearly understand your business goals and objectives before you develop your keyword strategy and launch into a Content Marketing campaign. This (along with recognizing what type of site you have and how you plan to monetize it) will save you a lot of wasted effort and frustration later.

That’s all I have for today. Tomorrow, we’ll dig a little deeper into this topic and we’ll look at my favorite free keyword research tool. (I’ll also show you where to find outstanding detailed instructions on how to use it to find worthwhile keywords and phrases).

Til Next Time,

PS *One of the biggest ‘light bulb’ moments I had while reviewing Susanne Myer’s 12 week link-building program involved using keyword modifiers. In her program, Susanne provides a bonus 16-page report called “Keyword Modifiers – the Secret to Fast Rankings” – and it is a real eye opener. I was already familiar with using modifiers to create long-tail keyword phrases, but it turns out I had just been scratching the surface.

PSS If you’ve signed up for the 90-Day Content Marketing Challenge, watch your in-box tomorrow for a special bonus lesson from Susanne on how to combine your keyword research and link-building efforts for maximum results! (If you haven’t signed up – join today!)