Targeting the best terms is essential to the success of any SEO campaign. Keyword research is the process of identifying the terms that your target audience is actually searching for and determining which/how many of these terms make sense to focus on with a campaign. A keyword could be added to an SEO campaign plan because it’s a term with search volume trending up and relatively low competition, because it’s clearly been the most popular term or because it just makes sense for the campaign. Making sure you research potential keywords as completely as possible before you put together an SEO campaign plan will help give the campaign a direction and measure success.
Find the Best Keywords to Target
Keyword research is important because it gives an SEO plan valuable insight into terms the target audience is actually searching and which make sense to focus a content strategy on. It almost always makes sense to focus on a few keywords with the most value when starting a campaign so determining which terms are best is essential. Starting with a scan of the site you want to improve Google Search Rankings for with the Google Ads Keyword Planner, Spyfu, or SEMRush is a good way to get a list of all possible terms related to your site.
Once you find keywords that make sense for your site it makes sense to separate them into different tiers to give your SEO plan focus. Identifying 4-5 of the terms as that are most likely to lead someone in your target audience to visit your site and take your desired action is essential. Focusing on search intent is smart. Someone searching for a specific product in your location is more likely to make a purchase than someone using a more general term for example so focusing on a few search terms likely to lead to conversions is essential.
Target Local Searches and Long Tail Keywords
It’s also easier to rank for search terms related to a specific location like “SEO Pro Massachusetts” or “MA SEO Expert” than more general terms like “Best SEO” or “SEO Services” so starting local is likely in your best interest. Less popular “long tail” keywords may not jump off the page when your first scanning a site but they often convert better because people are being very intentional about what they’re searching for.
Any keywords that fit your site but aren’t as likely to lead to a conversion can be added to a secondary list of keywords. This list of keywords is important because it can be used to help you keep SEO blog content fresh with a variety of topics. Content should be focused on the 4-5 most important keywords but keeping the secondary list in mind is one of the best ways to avoid posting duplicate content and letting an SEO plan get stale because you’re always posting the same thing. A secondary list of keywords can also lead to unexpected sources of traffic as you start ranking for a more diverse set of search terms.
Develop a Content Plan
Finding answers to the question of how your target audience should find your site is a big step but it’s only the first piece of the puzzle. Your list of keywords can now be used as a guide to make decisions about the type of content that makes the most sense for your site’s SEO. Blog posts are almost always a good idea for SEO and can range from articles highlighting the latest industry trends to beginner’s guides to help someone get their foot in the door. Other types of content like landing pages, events or new callout sections on existing pages can also be a good idea. Making sure to keep your most important keywords at the top of your mind will help give your content plan focus and increase your site’s authority for the most relevant terms.