Keyword research is probably the most important part of your digital marketing campaign. You are just a keyword ranking away from your first transaction. Keyword research can be intimidating and trust me, it is. Google keyword planner gives you 1000+ keyword ideas for the input keywords you add.
Selecting keywords is an art. You have to find a sweet spot between a lot of subjective filters and only then you end up with a keyword that ranks and converts.
So here is a simple 4 step process to find keywords that rank and convert –
1. Identify Monthly Search Count Averages in your industry and select keywords with median search counts:
Each industry has a different spectrum, so identify the highest search count keywords and lowest search count keywords of your industry.
The best ones are already taken by the biggies of your industry and it’s only smart to target the second-best keywords of your domain and then try for the top keywords.
So 70% of your keyword bucket is going to include medium search counts aka the second-best keyword set from your industry.
2. Select High Intent Keywords:
Add a column to your keyword sheet that says ‘intent’ and start giving a score.
Each keyword will be rated on a scale of 3, 1 being the lowest, and 3 being the highest intent keyword.
Filter this column from high to low and delete all the keywords that are rated as 1.
Now re-rate the keywords that are alongside the score 2. This probably is the biggest bucket of keywords that you are going to have. Now while re-rating you only have two options to either rate them 3 or eliminate them. So if the keyword feels more like 2.5+ on intent then you keep it, or you discard it completely.
This ensures you only have high intent keywords. Remember tons of traffic adds no value if it’s not converting.
3. Long Tail Keyword Vs. Short Tail Keyword:
As a rule of thumb remember, Long Tail Keywords are your friends.
Long-tail keywords are keywords with 3 or more words in them.
Any keywords with 3 or more words that have passed the previous filters deserve your attention and to be on your website. So mindlessly copy paste and add them to your final list.
Assuming you followed the previous filters right, by now you must have only high intent short-tail keywords.
You are not going to use these keywords but only track them for rankings.
Short tail keywords often start ranking once the domain gains authority and ranks for long-tail keywords.
4. The Final Keyword Bucket List:
Your final keyword bucket list is going to comprise of:
70% high intent medium search count keywords,
20% high intent low search count keywords,
10% high intent high search count keywords.
Use these keywords on relevant pages of your website and optimize the on-page for these keywords. Content should be written with the sole intention of satisfying the intent of users that are going to visit your website through these keywords.
Once done correctly, your website will be extremely relevant to these keywords and since these keywords have high intent conversion rates, they are sure to hit the jackpot!
Note: This keyword selection method is for a new website and not one that is already getting organic traffic. Each website depending on its organic status needs a unique approach.
Reach out to us for a free consultation to understand the right approach for your website. Drop a line at firstname.lastname@example.org