Keyword Research – Maintaining a status quo is probably the easiest way for any business to run itself to the ground!
Doing the same routine, following the same strategies and sticking to the same procedures do not come off in a dynamic industry like digital marketing.
This field requires constant changes to happen. For example, the keyword research strategies that paid rich dividends for you back in 2011 may not work so well today. I have learnt this from experience that each year, research and development is a key to success in SEO.
Google AdWords Keyword Planner Tool is not enough
In this post, I will look into keyword research and why it needs to change for your website. If you look at the keywords and want to explore them, the first destination that people head towards is Google AdWords. This is the fulcrum.
Now, the hitch is that AdWords do not always show the correct facts about volumes of different keywords. I’m not suggesting that Google is keeping you away from the truth. What is happening is that these stats are not accurate numbers.
These are suggestive figures. Google has clearly written about this in some parts of Google Help on AdWords. When you are getting sample data, you know that you cannot have a keyword strategy that is based entirely on this set of figures.
What do you do in that case? You dig into other platforms! You check through social media, discussion boards and forums. You tap Google Select. You look at suggested searches and everything in between. What you end up with is a bank of keywords that you had no idea about!
You get insight into the customer’s mind and end up with not just new keywords, but a sneak peek to develop keywords that are more specific and targeted. The good side of this labor of love is that when you feed these keywords into AdWords, they give you stats that open up your perspective on them. This method will work for you just as it has for me.
Metrics, Metrics, Metrics – for your new keyword research
How many times have you heard it being said that picking the right metrics will show you the right path? What I suggest is, other than the usual metric of measuring keywords against their volume, you have some more columns added to the mix.
You can add a metric of Opportunity. This column will tell you what kind of opportunity that particular keyword has to gain leverage and climb up the ladder. This will be determined by the competition around it, the competitors’ view of that keyword and the elbowing in the domain itself.
Similarly, you can create a column for Threat. This will contain a rating on how difficult you feel it is for a keyword to hit the bull’s eye.
Another could be of Value. This is an indication of how much value that keyword will add to your online marketing scheme. A high value keyword, for example, is something that you might fight for and rank while for a low valued one, you can simply let it simmer.
Yet another one could be of Demand. This will give you an idea of what you need to do in order to rank that keyword for your business. It can be through video marketing or Twitter. You can write this is the designated column.
Intention Matters – Keywords with search intent
A welcome departure from the old keyword strategy is that you do need a separate sheet for each keyword. That is cumbersome to maintain and not really necessary anymore. What you need to do is bracket them all under search intent.
This is the broad category that will contain all the keywords that a user may search with to reach the same destination. For example, if a user wants to buy a pen (the search intent), all the keywords used for this purpose can be classified under this search intent. It makes the job so much easy!
The Final Word
With the changing times, keyword research has to change in order to keep up. I have shared my views on this subject. You can write in with suggestions on what should be done to update keyword strategies.