Making sure your website has the proper keywords being searched for is critical in helping people find you.
- Keyword research is an integral part of generating traffic to your website.
- An estimated 50% of all online searches will be voice-based by the end of 2020.
- LSI keywords can help you find new ways to connect with potential consumers.
Do you want to drive more organic traffic to your website? Keyword research is perhaps one of the most critical factors you should consider when you want to improve your visibility on Google. There are 5.14 billion Google searches every day, so it's more important than ever that consumers can find your website.
The more opportunities people have to click on your website, the better chance you'll have of increasing your sales and website traffic. A surprising 95% of people don't navigate past the first page of Google after clicking enter on their search. It's our job as business owners and marketers to reach the top of the list for our chosen keywords so we can show as many people as possible what we have to offer.
Today we are going to take a look at four smart keyword research tips you should keep in mind if you want to improve the visibility of your website. Let's start with the foundation of every keyword research campaign, user intent.
Understand user intent
User intent plays a huge role in how many people land on your website because of your product or service. If you get this aspect of your strategy right, you'll likely see a significant boost in traffic and sales.
You should take user intent into consideration when brainstorming for keywords. Think about what someone that needs your product would type into Google if they never heard of your company. If picked properly, you can improve your visibility for those consumers, thus improving traffic. Failing to match intent could result in consumers that want what you're offering never find your website.
The best way to understand user intent is by compiling data from your customer personas, feedback forms, and reviews. Collecting positive and negative feedback can help you understand more about why people come to your website.
For instance, if you own an online pet store and a majority of your reviews are from dog owners, you can bet that consumers are searching for keywords that are connected to dogs. Now you can take this information and use other keyword research tips to refine the list of words and phrases you want to use on your site.
You could also use this as an opportunity to build keywords for less popular pet categories in an attempt to boost overall visibility. Once you start gathering words based on the intention of your customers, you can begin building long-tail keywords.
Build keyword combinations
Now that you understand the intention of people that land on your website, it's time to start thinking about how you can break down various keywords and phrases. As a general rule, there are three different types of keyword combinations. These variations include:
- Head - Short, usually consists of one to two words. When you use a keyword planner, you'll see that these words have a high search volume. (Example: dog food)
- Body - Adds one to two words to the head keyword. Generally, these words have a medium search volume. (Example: Purina One dog food)
- Long Tail - Long-tail keywords have four or more words, and usually have a low search volume. (Example: Purina One savory shreds dog food)
While long-tail keywords see the lowest number of searches, these phrases are responsible for the majority of your traffic and sales. Let's look at the search results for the examples we used above.
If you search "dog food" on Google, you'll see about 4 billion results. However, if you search for the long-tail variation we created, you'll only see about 122,000 results. Consumers that use the long-tail keyword have a particular goal in mind. They want to buy dog food. Because you targeted this long-tail keyword, consumers interested in buying this specific brand of food have a better chance of finding your online store.
Building and discovering keyword combinations can help you match their intent, so you can convert the percentage of people who do use those words and phrases while searching Google.
Plan for voice search
Projections show that by the end of 2020, half of all searches will be voice-based. Understanding what consumers might say instead of speaking can play a significant role in your keyword research strategy.
There are plenty of voice-activated devices, including the smartphones we have in our pockets. Add Window's Corta and Amazon's smart home device line to the mix, and it's hard to imagine a world without a voice search. Consumers can complete purchases, check the weather, and yes, search Google, all without looking at a screen.
When you're thinking about reaching these customers, you have to think about the verbiage you use throughout your content. Obviously, not every post will get optimized for both traditional text SEO and voice search, but you can create multiple pieces of content that focus on both sets of keywords.
For instance, someone with a marketing website might target "How can I grow my lead list?" for an article designed to pull in consumers through voice search. If they wanted to target people who are typing into Google, they might use a long-tail keyword such as "grow new email list fast."
Context is essential for your users and Googles' algorithm. Next, we are going to look at an aspect of keyword research that will help Google categorize your content correctly, LSI keywords.
Use LSI words and phrases
Latent Semantic Indexing, or LSI, words can help guide Google when deciding to display your content to users. When you create a list of primary SEO keywords you want to use, start researching other ways consumers might search for the phrases you chose.
Essentially, the search algorithm uses LSI words to figure out the context of your content. The more you connect the words in your content to one particular topic, the better chance you'll have at ranking higher in the search engine and seeing more traffic.
There are several ways you can find LSI words to include in your keyword research strategy. First, go to Google and search for your primary keyword. Before you hit enter, look at some of the autofill options. Google associates all of these different combinations with your keyword. If you see that some of the selections match your intent, you can strategically rank for those words by using them sparingly throughout your content.
You can also use Google's Keyword Planner to discover the search volume of specific keywords. Under each group, you'll see similar keywords and the volume for those phrases. If you can find words that relate to your niche, start brainstorming ways to use those new phrases in future content.
All of the connected words help build context around the content you create. As a result, your content will appear in a more relevant search position when someone types in your keyword.
There are plenty of overlapping themes when you're researching keywords for your site. The most crucial factor to remember is your keywords should always relate to the intent of your potential customers. When people see that you're on the first page of their search, there's an excellent chance that they will visit your website. If you offer what they are looking for, you've likely just landed another sale.
Matching intent with relevancy will help you work your way into Google's algorithm, especially as more consumers find your site. The more time you spending looking at your target audience and their pain points, the better chance you'll have at creating a comprehensive list of keywords that will help you drive more traffic to your website.