Discover your own list of keywords on the basis of potential interests
The content and numerous intentions included in it, with which we want to reach the readers and potential customers of our website, are a strategic element of building traffic from organic search results. Having this in mind, we can't forget to prepare a successful strategy of keywords base to be used in our publications.
Yes, it should come naturally when we exhaust the subject on the page, but don't you agree that even the best specialist should precede their work with the analysis of the current trends and key phrases that are most popular and often entered within their field of activity? These, in turn, will determine the way we develop the subject or what we add to the contents we prepare.
We must not forget that interest in our publications is first of all the effect of including subjects that are popular at the moment (which may be the very key words) and of informative contents that will provide the readers with the knowledge they need. By combining these two elements, we are likely to find regular readers and obtain shares, which are so important in the SEO process; our entries will be distributed and linked.
Therefore, what is important is not the idea of content in itself but being aware of the goals we want to achieve through any content we prepare.
Let us revise, then, what SEO really is
It's a process of modifying and improving the website, which directly translates into improved visibility, and consequently, into traffic from organic search results.
What does it mean for our website and an efficient strategy of building content on the basis of a prepared set of key phrases?
Let's have a look at the example below
I'm interested in robotics and I want to reach people who would like to construct a robot at home. But how to prepare the content? How do people who are interested in the subject look for such information?
Most probably, they will enter directly the phrase connected with the subject, i.e. “how to build a robot at home”.
Ok, we've got a clue. But is that all? Can we end the superficial analysis at this point and move on to writing?
We still don't know the most popular phrases in the subject area that we can use when preparing the content, or the intentions the user had when asking about robot construction.Industrial robots? Robots for children made with boxes, or a robotics manual for beginners?
Even phrases that look similar at first glance actually differ a lot and generate different traffic.
It's worth analyzing our field of activity in terms of phrases and discuss the subjects to the full, so as to achieve the highest traffic for the site on the basis of the prepared content.
The task of search engines is to find the most relevant and useful responses from trustworthy sources on the basis of the contents presented on our sites.
So the SEO objective of our content strategy based on a list of key phrases is to get to the top positions in organic results for the subject we deal with and to receive traffic from this source.
The keyword base should be clearly divided into groups, which will enable you to concentrate on its appropriate elements. Every time you work on a new article, it should serve as an aid for preparing the content that will fit the strategy.
Remember that the process of building a list of key phrases for your business is one of the elements of the customer's decision making cycle.
Along with the growing amount of data gathered with numerous analytical tools and the use of segmentation for creating personas so as to reach the users more effectively, we can more precisely describe their needs and direct intentions.
Learning the path to conversion will allow us to notice the essence of each element of that path.
And in this case, it means the proper use of key phrases in the content, which will enable a user to find us.
Users take a series of actions before any conversion occurs.
Let's have a look at the example below
A customer who looks for a private English teacher will first of all check the opportunities to join such groups nearby, thus building awareness.
But until the proper teacher is selected, many other actions will take place and affect the final decision (opinions of former students, study mode, costs in comparison to other schools, the number of people in a group, etc.).
And how can this information be found? Of course, thanks to entering phrases in the search engine with the right intention.
The role of a search engine is not only to match the key phrase to the query, but also to discover the real intention of the user, thus making the obtained result even more useful.
Hence, our role is to appropriately prepare the content, considering key phrases with different intentions which refer to our business strategy.
Let's focus on customer's decision-making cycles which are directly connected with key phrases
1. Awareness: We need to be sure that both our content and the key phrases are properly optimized and prepared with regard to the words entered in the search engine by the persona. But let's remember that entering one phrase can lead to others, too. Why?
What could be the intention of the user who entered this phrase? For the same list of results, the first result will refer to general information about the language, but the second one, to language learning.
2. Looking for information: It's obvious that the content we offer the user is not the only content they will see on the list of search results. It's not enough to appear in the key words important for our business. Doorway pages should contain meaningful contents that will help answer the question asked or find the service the user is looking for. Let's serve the users what they really need and what they really want to find.The following steps of the process are connected with elements other than finding us in the search results, i.e, keeping the customer in the conversion process and convincing them that our offer is the best.
Ok, that was warm-up, let's go on.
1. Image or conversion?
If our goal is just to generate traffic to strengthen the brand awareness, we act in a different way than if we want conversion of the traffic into actual sales of products and services.
Conversion: It's the most often chosen strategy, whose objective is to generate conversion from the obtained traffic directly for our site or the landing page. In this case, we can say that conversion is a purchase of an item, filling the form or a telephone call, or downloading something.
Image: We don't care about achieving conversion, and in the most important in this case is to build the image of our brand in the awareness of potential customers. So the the goal is to “fill” our field of activity as much as possible with expert works, infographics related to the topic, or engaging actions.
What's the difference between phrases oriented at sale and at brand awareness?
Can they be combined? Of course they can. But this is the matter of our internal strategy and assumptions.
2. Define what ratios you will use to measure the effectiveness of the list of key words you have prepared.
If you choose the strictly sales-oriented strategy, you will not care about gathering huge “empty” traffic, which only generates statistics and does not actually contribute to turnover.
Nothing is more valueless than high positions that do not translate into anything – be it image or sales. Don't accept the illusion that the top position is a universal solution. This is by no means a measure of the success of your business. It can only make you mentally “satisfied”: after all, you are at the top, so the condition is met. But this is not of key importance.
Each element of our business which leads to success or failure should be measured. In the case of key phrases, this measure can involve the evaluation of traffic effectiveness with the use of Google Analytics, as as well as KPIs (key performance indicators), for example:
Indicators that let us analyze effectiveness
- Sessions/visits: we should know how much traffic we generate
- Goal achievement: the number of achieved goals such as completing the form or downloading a file
- eCommerce conversion: the number of processed carts, i.e., visits ending with a purchase of a product of a service
- Goal achievement / eCommerce conversion ratio: the ratio showing the percentage of users visiting the website who took the desired action, e.g., completing a form or ordering a product.
Indicators that let us analyze the content
- Mean page viewing time
- Bounce rates
Indicators that let us analyze engagement
- Social share
- Turning views into sessions
It's also worth asking ourselves how often we check Google Analytics to verify the process of the user reaching the established goals with keywords.
Based on such analysis, we can draw many conclusions and adjust our key phrases strategy to make it perfect.
3. Maybe it's time to start building the phrase list? Yes, it's high time!
In the beginning, prepare a few phrases you think are suited to the character of your site and meet your assumptions.
A window manufacturer with a broad assortment range needs the recommendation of phrases which will contribute to the strategy of its visibility in search results. Here we have a combination of conversion-oriented and image-oriented phrases.
What phrases come to our mind first?
- window manufacturer
- energy-efficient windows
- PVC windows
- wooden windows
Even a few phrases are enough to go to a free tool of Google keywork planner and check how they actually translate into traffic.
Entering a list of our phrases in the provided field, we receive the number of searches and the very trend of the entry over a number of months.
The result list of extra phrases directly referring to your modest list id really extensive, but I recommend that you don't go to extremes and only choose the phrases that can really translate into the achievement of assumptions for our website.
Let's add modifiers to the basic pool of phrases and generate another batch for analysis
This is a very good way of improving the potential of our present list
We can use the modifiers that will add a unique property to the basic phrase, e.g.
By price; cheapest, cheap, discount, sale, special offer
By location; country, town, area,
By date; year (e.g. 2016), newest, off-season
By opinions and recommendations; best, recommended, effective, best quality, new
Let's also use free tools such as Ubersuggest, which do part of the work for us and automatically match the modifiers to our phrase list or Keywordtool.io
We extend the list with many new phrases
As we can see, the result part of key phrases provides suggestions that should definitely be included in our strategy.
And what about the image?
Don't forget about the image element of our strategy. Here, we have to create queries that enhance the user's awareness and present us as an expert.
Getting the answer to his question from the very source (the manufacturer), the user will not only be sure that he made a good decision but also think of the brand as friendly for a potential customer.
In this case, the word of key importance is "Best" / "Top", and meaningful comparisons of certain products from our vast assortment.
These can be e.g.
4. Let's ask Google for additional inspirations for keywords
Apart from simple questioning and obtaining the result list, it can also effectively narrow down or point to the sites in the index which meet a number of previously established conditions.
Thus, using the proper advanced Google commands, we can limit the field of search and shorten the time needed for it.
Google offers advanced search with specific search parameters, so let's use it!
In addition, for each search, down the page we can find more hints to include in our list of key phrases.
During the process of entering the key phrase, Google will start providing different intentions of our query.
5. The analysis of competitive sites is a source of valuable information
Never forget to be up to date with changes in competitors' search results and behaviors against the background of your strategy of key phrases.
Proper interpretation of data and drawing the right conclusions on the basis of this interpretation is the key to constant development of our business.
Nobody can show us the direct road to success if we do not get involved in the subject and actively participate in building an effective strategy for our business.
Below, there are several tools whose free versions allow for preliminary analysis of the competition in terms of the created organic range on the basis of key phrases.
How to compare the competition in your sector and find the most effective key phrases for our strategy? Semrush is a tool that will show us what key phrases our competitors use.
When analyzing the competition in order to find new potentials of key phrases, it's worth using the SimilarWeb site to check;
- Are organic results the dominant source of traffic in our field?
- What real scale of traffic can we expect if organic traffic is the dominant source of competition?
Apart from traffic charts, Alexa also gives us a list of key phrases of our competitors which have a real impact on generating this traffic
Again we can use it to predict the user's intentions he had when looking for information on a given subject through different queries in Google.
It's good to learn directly in the social environment the topics with greatest interest on the basis of key phrases which are part of the discussed intention.
After entering the phrase we want
We receive a list of results with the most popular topics containing this phrase. Doing this, we will also learn the intentions related to this phrase and most often shared.
Don't forget the basic procedures of phrase verification by:
- Entering the phrase in the search engine and obtaining the list of results
- Opening a few competitive websites out of the top organic results
- Checking the source of the page so as to check the key phrases used on the page
- Analysis of basic <Title> headers
- Analysis of words used in <H1> headers
- Familiarising yourself with the website contents and purposefully used key phrases
Of course there are many more tools and ways to collect an effective list of key phrases, but even the ones above will give us a lot of data for analysis.
6. Use Google tools
If we already have enough data for analysis at the moment of building the list of key phrases, let's use them!
Provided that our website has quality contents, very often we can get certain ranking positions even at the moment of deciding to prepare a list of key phrases.
It's good to check the potential of such phrases and ensure their optimization, so as to move from farther result pages to the first.
Google Search Console lets you find such phrases
Another tool that can be used for the analysis of trends of selected key phrases and looking for more alternatives to them is Google Trends.
As we can see in the chart on the left, the trend from the entered phrase has been decreasing since 2011. And what's the situation in your business sector?
It's a really good tool for very comprehensive analysis of phrases regarding their effectiveness or seasonality.
The collected and analyzed list of phrases should be organized, matched with particular pages of our site, and grouped by the major criteria such as the kind of phrase, potential traffic, or competitiveness.
Building an effective list of key words seems to be an easy task, but if we approach it processually and with the intention of really “squeezing” out of it the full potential that quality traffic can generate in the long run, it becomes more time consuming and requires appropriate preparation.