When conducting SEO keyword research, it isn't about guessing - it's about gaining an understanding of what people actually type into search engines when seeking answers, services, or solutions. If you're just starting out, keyword research can feel a little overwhelming, but it doesn't need to be. The bottom line is, you are simply looking to match your website content with your customer intent.
Use these ideas below to help you find the right keywords that your customers actually use, and, importantly, understand how to avoid some of the common mistakes that beginners make. Here are some of the best steps you can take to help you get a better handle on this:
Start With Real Customer Problems
The best keywords don't come from tools, but from people instead. Consider the kinds of questions customers tend to ask via emails, calls, and sales conversations. Consider the problem you're trying solve, because many successful businesses are built on a bedrock of problem solving. You also need to think about the language used, and the fact that customers very rarely make searches using technical jargon; instead, they tend to favour plain, simple, and practical terms. Once you get a handle on this, you will find it much easier to assess search terms.
Understand Search Intent
There are a lot of things you need to consider when it comes to making this work for you, and being able to understand search intent is one of the biggest. Not all keywords are the same, and search intent is useful for telling you why a person is searching, which you need to use to your advantage. There are three core types of keywords:
- Informational - seeking answers
- Commercial - research and comparison
- Transactional - ready to buy
It might be tempting to target high-volume informational keywords, but what you really should be focusing on is commercial and transactional keywords that align with what your business actually offers.
Use Keyword Tools for Validation, Not Ideas
Keyword research tools are an essential part of this process, and they are used to validate ideas as opposed to generating them from scratch. You can use tools like Google Keywords Planner, SEMrush, and Ahrefs to check out search volume, competition, and variations, which will stand you in good stead to make the right decisions. However, you also need to have context, and you understand your business better than any tools do - make sure you use them as an accompaniment to your decision-making.
Long-Tail Keywords are Priority
Long-tail keywords are longer, more specific searches that tend to convert much better, despite having a lower search volume. They are more specific and thus have clearer intent. For beginners, long-tail keywords are much easier to ranl for, not to mention the fact they are pretty closely matched with what customers are ready to act on. A few strong long-tail keywords can make a big difference to driving value, and helping to bring more people to the business as a result.
The best keyword research is not about chasing trends, but is actually about empathy. When you focus on how your customers think, speak, and search, this makes the process of keyword research easier and more effective. Choosing the right SEO keyword research is integral to making this work better for you long-term, and improve business success.
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