Keyword Research for 2018 and how to be successful
For years Google have provided systems that will allow you and me to find out what people are searching for when they look for our products and services; it’s called keyword research and Google have provided the “Keyword research Tool” and more recently moved that tool into the AdWords system and renamed it the “Keyword Planner”. These tools have always been related to the Google Adwords system even before it got moved into the adwords interface Google showed keyword competition that related to the number of people advertising for that keyword set.
Throughout 2016 and 2017 I’ve been letting people know that Google don’t really care about YOUR KEYWORDS at all and that they really only care about the meaning of your content and the direct relevance to the end users Google Search Terms. In fact it goes further than that and try’s to work out what the end user (their customer) is really trying to find.
Is the end user looking for information, further research on a subject area or deciding to buy something. All of these things directly impact on what results google will show that end user or the person searching.
What does all this mean to you, the website owner, who’s just trying to get your website to show up near the top of the google search results for your products and services?
The big problem related to the Google Keyword Plannere is that Google now effectively charge for using the tool as you can no longer do research without having a live Adwords Campaign running in your account. I think this is a real problem for many people venturing into Google Adwords as yoou’ll Be encouraged to increase your daily or monthly budget as you progress through the campaign set up. Novice users of AdWords can spend hundreds of pounds in Adwords spend without realising it or having gained any benefit at all.
How Keyword Research Will Work In 2018
For this of us who can afford to spend out on tools and Adwords campaigns it’s going to be pretty much business as usual; but if you are like me and don’t really want to or can’t afford to spend hundreds on tools and worthless campaigns then you’ll want to think about how to do your research with the free tools already available to everyone.
First of all you need to start the process by “brainstorming” the main words that you think people will use to describe you business, products, and services. Make a list of all the simple and short words and phrases you can think of. You should end up with more than 10 and as close to 100 terms and phrases. Don’t stress if you can only think of a few at first but do go and ask other people to help you with the process. Existing customers are a great source of ideas in this process. Ask them how they’d describe your business, products, and services to other people who might want them. Discount any terms that include your business name or full product name. The simple fact is that your website will most likely be #1 in the google rankings for your business name so you will not need to spend time optimising your site for this.
Once you have your base list of terms, launch a Google Search Engine session (http://google.com) and start to type in the first term on your list; your screen will look something like the image below.
You will notice that when I start to type the search term “Digital Marketing” a list of popular and related search terms will pop down . This is a great resource for you to start to expand your list of keywords and phrases that you can start to target.
Of course the shorter terms are exponentially more difficulty to rank for. For example if I try to rank a page on my website for the term “Digital Marketing” I’d need to spend a vast amount of time and effort creating an extensive content page with images and video along with extensive insight into the world of Digital marketing to even stand any chance of getting ranked on page 1 of the search engine results pages (SERPS). While making that search I noticed that there are 136,000,000 results for that term.
The way to improve your chances of getting ranked near the top of the SERPS is to look for what are known as “long tail” search terms and to then target those terms in your page. For example if I use the term “How to succeed in Digital Marketing in 2018” we can see that there are 522,000 results for that term; a significant improvement over the 136 million results for the “digital marketing” term.
Long Tail Wins The Day
When their are fewer results to compete agains it obviously becomes easier to outperform those results. If google has fewer relevant results to choose from then your well researched exceptional content will be easier for them to rank at the top of those results.
How to succeed in Keyword Research 2018
Longer tail more detailed search terms are also made by those people who are getting closer to the end of their search process and probably nearer to making a purchase of choosing a supplier to contract for more information. Putting your content at the front of that queue can make all the difference to improving your sales turnover and your profit.
Being more detailed in your web site page content will elevate you and your business to “expert” level in the minds of the readers and has the added bonus of making it easier for google to place your content closer to the top of the results.
How to create exceptional content
Now that you have a good idea of the type of Long Tail key phrases to aim for you’ll need to create what Google term “Exceptional Content”; content that stands out from the run of the mill pages that website and business owners crank out in a few minutes. You’ll need to put some work into creating your content and being as detailed as possible in your writing and description of the things you are providing.
A web page about your product should have a basic description of the product, a good marketing message for the product, full details of the size, shape, and colour of your product and plenty of pictures from various angles.
Describe the uses your product tools good for and include some that are not good. Describe some innovative uses that your customers might have found for your products that might be unexpected.
Be detailed in every aspect of the thing you are marketing and provide links to related areas of your website and to other websites that might be of use to your readers.
Break up your page using headings that describe the section well so that readers can easily skim the page to find the bit that they want. Put a link to the place where they can find out how to buy or ask questions about the product that you may not have thought about.
If you are asked additional questions about the product, make sure that you update the page to cover off those questions. you might even include a section on the page for “FAQs” for the product.
Each page you create should focus on and target one search phrase. For example this page focuses on the search phrase “How to succeed in Keyword Research 2018” which is a phrase I have researched using the techniques described in this blog post.
Comment below with the search phrase that lead you to find this blog post and tell me is this has been useful. Ask any questions too.