WHAT IS KEYWORD MARKETING RESEARCH
It is the practice of searching for the actual words that people enter into major search engines and use that knowledge for optimization with the intention of ranking higher in search series and to gain a better understanding of our audience
REASONS WHY YOU SHOULD USE KEYWORD MARKETING RESEARCH
If you own a website ,blog ,Fiverr account or any online business you should consider using keyword research because it:
1.]Helps you predict shits in demand
2.]Helps you understand what your target audience really likes
3.]Gives you an insight on how you can respond to changing marketing conditions
4.]Informs you where your target audience is
5.]Increases your S.E.O ranking
6.]Gives you an insight on the competition you should expect
7.]Helps you understand the value of the keywords you use
8.]Helps you bring only the right traffic to your site
Now all those advantages above can be of good use if only you learn to do your keyword research process the proper way which is what i will be explaining to you in a simple and proper step by step way:
HOW TO DO A KEYWORD RESEARCH
You must first understand properly the aims of your online business, blog ,website or anything you are into. Ask yourself questions like: what is it i will be offering? What are the aims of my venture? How am i going to carry my tasks?….And then finally how should i properly communicate with my target audience/clients/customers? Once you have clearly answered these questions you are ready for step 2:
Do a research on the keyword tools that you would like to use. Each tool has its vast advantages based on the information it offers but no tool is on its own enough so i recommend that you choose at least 5 tools. Below i have listed some of the tools i use, their advantages and how you can use them:
This is a site that has a great keyword research tool which:
a]Shows you the location of your target audience and this is golden because once you know where your targets are you will also understand how and when you should throw your net
b]Also shows you what else your viewers are interested in besides your product/service/content. This will help you develop your offer to meet a vast of your consumers` demands so they will stick at your site a little bit longer increasing chances of buying.
c]shows you the general interest consumers have concerning your offer over the past years. This will not only give you an insight into the attention you might receive but also will also help you the risk associated with your venture
Basically this keyword shows you exactly
a]the estimated umber of times the keyword of your choice has been searched for
b]the estimated competition
c]a count of web pages on which that keyword has been used
d]the pages/websites or blogs with which you have to compete
e]the general interest trend over the last 12 months
I would not be able to do review on each keyword research tool but there are dozens of them out there with my notable examples being MOZ KEYWORD EXPLORER and GOOGLE ADWORDS.Google adwords keyword planner also shows you the cost of running paid campaigns for your keyword. Once you know the tools that you want to use you are ready for step 3:
STEP 3: SEARCHING FOR THE KEYWORD
This is an easy step which involves setting up the conditions for the information you would like to be displayed on each category displayed by the keyword tool of your choice , then typing the keyword you think is best for your post and then lastly hitting the search button. Before you make any decision you need to learn to interpret the given information which is what i will be hinting on how to do that under step four below:
STEP 4: INTERPRETING DISPLAYED INFORMATION
This is one of the most important steps if not the most important and the good news is each organized keyword research tool provide you with the necessary information under each category giving a brief explanation of the data the tool is displaying. All you need to do is to click on the question marks / info tags displayed over each column. But before you choose the keyword of your choice you need to understand the LONG TAIL RULE OF DEMAND which i will be explaining under step 5 below:
STEP 5: UNDERSTANDING THE LONG TAIL KEYWORD RULE OF DEMAND
Long tail keywords are longer and more specific keyword phrases. It has been proved that longer and more specific keywords like cheaper marketing research e-books for sale will generate less traffic than the shorter less specific ones like marketing research e-books. But the traffic generated with the long tail keyword phrases will be more specific / more focused on whatever you are offering which means they will stay a little bit longer on your site.
Terms like that are terms used by consumers when they are close to a point of buying which increases your chances of making sales and the shorter keyword phrases are usually searched for by consumers for information/data collection purposes which reduces your chances of making better sales.
All the pros and cons of choosing either the longer keyword phrases or the shorter ones are outlined below under step 6 entitled choosing the right keyword:
STEP 6: CHOOSING THE RIGHT KEYWORD
Below I made a list of the most important considerations when choosing a keyword:
a]Short keyword phrases or single word
The short phrases are popular among searches so you will attract more traffic but with these kind of tittles you should expect stiff competition for a better ranking in search series.
But the traffic you get will be less specific or a little bit less focused so the traffic you attract wont be more engaged and therefore less chances of making sales as well as fewer impressions. They are also less valuable for advertisers because the cost per click is slightly higher due to increased competition. Therefore for awareness purposes short phrase keywords might do but for making money purposes you definately need to think thrice.
b]Longer and specific keyword phrases
Searched for a little bit less than the shorter ones so the traffic will be a little bit less but in terms of financial value they will definitely bring more .This is simply because:
.the visitors will be a little bit more specific which increases the chances of purchases being made
. the visitors will be more engaged and therefore will stay a little bit longer generating more impressions
.there is decreased competition for ranking higher in search series
.they are more valuable for advertisers running paid marketing search campaigns because the cost-per-click due to decreased competition.
With these advantages in consideration I advise that you go for the long keyword phrases if profitability is one or the major aim of your venture.
c]Competition ,Estimated traffic and Opportunity
This information for these categories is provided by keyword research tools. Some keywords have little to no competition but get a very uneconomical attention while some get the most attention but the competition is too stiff and also might not be the most valuable as I explained earlier lowering the opportunities of excelling. I would advise that you go with something in between but basically you must choose the keyword that fits your website or blog`s goals and your target audience.
d]Location of the target audience
Keyword research tools, google trends especially provide very good information concerning the location of most searches on that keyword .This will not only help you know where and how to throw your nets but also will help you to modify your product to meet the culture of your target audience and also the realistic nature of your offer .For example if most of your target audience is in India there would be absolutely no need of you to try to be “catchy” include US slang in your tittles .
Once you have a small list of the keywords from which you would like to choose one for your tittle you need to do the step 7 below:
STEP 7: SEARCHING FOR THE KEYWORD IN MAJOR SEARCH ENGINES
This will show you the web pages that rank higher for that keyword which gives an insight into the competition and also the competitors. Also if the keyword shows search advertisements at the right hand side or the top your results that keyword is highly lucrative .The previous stages were more analytical when choosing the keyword to use but in step 8 below I will explain how can calculate the actual monetary value of the keyword of your choice:
STEP EIGHT: CULCULATING THE EXPECTED VALUE OF YOUR KEYWORD
.If your site doesn’t rank for the keyword or doesn’t have enough traffic buy test traffic
.Go to google AdWords and choose the exact match
.Direct traffic to the page where you used your keyword as the tittle or the most relevant page
.Track impressions and the conversion rate over the course of 500 clicks for example .
NB: the values used here are just intended to help you on how you should make the calculations.
Assuming that your search generated 6000 impressions from 200 visitors that came to yours site and you have made a total of $400 .Each visitor have therefore contributed $2 and that’s your keyword`s worth .
For further information on how to do the calculations click here. Lastly my bonus step, number 9:
STEP 9: STAY UP TO DATE
The world is changing politically ,socially and economically-so are people`s needs and wants and therefore what they search about changes over time so make it a habit to keep on updating yourself on what your consumers/audience are searching for and design your offer to keep on being part of them..