The world of Internet revolve around the keywords, and as you are here to read and invest time in it, you know the importance of keywords and keyword research in the digital world. Any role you play, whether you are a web designer or a copywriter, content marketers or digital marketers your lifeline to be visible and on top is the selection and building of good keyword list.
And using high ranking search words (aka keywords) make up the cornerstones of SEO. If you get this right, your SEO requirement is halfway sorted.
What is Keyword Research?
The first step in the keyword research process is to have a good idea of just what keywords are in the first place. Keywords are simple phrases or words that are typed into search engines with the intent of finding something or other on the internet.
As such, there are several ways to classify different types of keywords. One way is to sort them based on the actual number of words used in the search, and this can include single word keywords as well as multiple word keywords. While this works in some cases, they can be looked at in a different way as well.
The alternative way of looking at keywords takes into account the intent of the person that is doing the search, and this classification method is a little more sophisticated.
Think of keyword research as starting a puzzle in the middle and looking for the right pieces that fit. For your choice of topic- say you are building a website that retails stroller for babies.
In this case, there are a number of keywords that come to mind. Strollers and strollers for babies being the most common, and although these are relevant keywords it’s very common and chances are every other website that sell baby strollers will have it on their website.
This is where keyword research can make the difference.
Doing effective keyword research and putting them on your web copy ensures that your website is unique from your competitors’. You are not just sprinkling common keywords but also unique and targeted keywords that people are actually putting up in the Google search bar.
Keyword Research 101: Types of Keywords
Keywords can by classified on more than one factor. Let’s look at the important ones.
Informational and Transactional
Informational keywords are more generic. The term strollers is an informational keyword that people will put in the search bar without a definitive requirement. It could be that they are just looking for strollers or looking to know what ‘strollers’ mean.
Transactional keywords, on the other hand, are more specific and targeted. ‘Baby strollers in New York’ would be entered by someone looking for baby strollers in New York.
Short and Long Tailed Keywords
As the indicative sub-heading, short keywords are search words that are one or two words long. And long tailed keywords are more detailed and specific in nature somewhere between 3 and 5 words long (sometimes longer).
A baby stroller is a short-tailed keyword whereas Baby Strollers in New York is a long tailed keyword. Short keywords are common and broad in nature so generally used by all the websites in the same business category.
Short-tailed keyword drive in a huge amount of traffic but not too relevant as you don’t know the purpose behind the search. The competition is also pretty high. On the other hand, Long tailed keywords will drive less traffic but will be of more relevance. Competition is also low as everyone is not bidding for the same set of keywords.
Thus, you have better prospects with a higher chance of purchasing. Expository websites aiming to capture a certain group of customers must pay attention to long tailed keywords.
Effective Keyword Research
By now you have an idea of why keywords are put on the SEO pedestal. It is an indispensable and sure-shot way of improving ranking.
But why is effective keyword research all that important? Given the humongous increase in e-commerce websites, there are a lot of websites retailing or talking about the same topic as you want to.
In this situation, if you want to steer ahead of them and be one of the top few links that actually get clicked on and read, you cannot undermine the importance of effective keyword research.
That’s great! But Where Do I Start Researching Keywords?
There are a lot of ways to research relevant keywords. You can go down the laborious way and write them by hand after scouring related and competitor’s websites.
You can also use Google’s keyword tool to get an idea of what are the most searched keywords related to your niche. Google Trends too is a good place to look at, it corroborates the search term you find on Google’s Keyword Tool plus it attaches a timeline to it. Google Trends mainly lists the keywords searched during a selected period.
But If You Want Keywords That Really Make The Difference
Investing in a paid keyword tool like KeywordXP makes sense. Even before you start looking for keywords, you can search for a list of optimized domain names.
Find long-tailed and informational keywords with monthly search figures to see what’s currently being searched for. Plus how many competitors are you pitted again. These monthly figures help you to make major changes and harness the power of current trends and search words to make maximum conversions.
Have an AdWords campaign up and running or want to launch one? Cost-per-click metrics let you know about the keywords your competitors are paying for and analyze trends over a period of time.
A paid keyword tool like KeywordXP is apt for anyone who’s interested in realizing the complete potential of keywords to make their website rank high.