keyword research 101 - a digital marketers guide to keyword research

Keywords 101

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Keyword’s Role In Niche Research… Brainstorming and uncovering new

niches Validating niche demand Researching competition

What is a “keyword”?The words and phrases in your web content that make it possible for people to find your site via search engines.

Critical Keyword Concepts…

Concept #1: Keyword TypesConcept #2: Keyword Intent

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Type #1: General Keywords►General description of niche or market►Higher traffic & higher competitionExamples:dog trainingsoap makingbudget vacationsacid reflux

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Type #2: Long Tail Keywords►Include theme keyword

►Lower traffic but MORE targeted (clear intent)

►Lower competition

Examples:dog training course soap making recipesbudget family vacationsNatural acid reflux remedies

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Type #3: Semantically Related Keywords

►Does NOT contain theme keyword but means the same thing

►Can be “Theme” OR “Long Tail”

Examples:

Dog Training = K9 training

Soap making = make soap

Budget Vacations = cheap vacations

Natural acid reflux remedies = natural heartburn remedies

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Where’s the money?New Websites:

Long Tail Mature Websites: General Keywords

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Concept #2: Keyword Intent & Value Chain

When someone searches [KEYWORD] are they reallyinterested in your product,

opt-in offer or website?

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Look at each keyword with a critical eye..

Even though most people who own

“dogs” drive “cars”, ranking for “Toyota” ain’t gonna sell “dog

food”.

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The most valuable keywords…

Indicate a DIRECT intent to buy YOUR product

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My Hard & Expensive Lesson…

Keyword = Internet Marketing (100,000+ Exact Searches/Month)

Keyword = Internet Marketing Course (1,600+ Exact Searches/Month)

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Keyword Value Chain:1. “Buy” + Brand or Product Name

“buy Tag Heuer Carrera watch” Telling you what they want to buy! Don’t forget synonyms for “buy”

2. Brand Example: “Tag Heuer” They are looking for YOU

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Keyword Value Chain:3. “Buy” + Your Product Type

“Buy dog training course” You just need to convince them to buy YOURS!

4. Product Type “dog training course” Looking for your product but might not be ready to buy.

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5. Problem Statement “How to fix leaky faucet” “fix a leaky roof” Does your product provide a solution?

6.Knowledge Search “How to make natural soap” “How to train endurance mountain

biking”

Keyword Value Chain:

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7. General Keywords “Wordpress” or “dress” or “winch” or “natural soap” Unclear intent + high competition = mediocre results

Keyword Value Chain:

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Affiliate Site ExceptionsFocus on ‘review’ type keywords…1. “Review” + Brand/Product Name

“Ignited Academy review”

2. “Review” + Product Type “Acne treatment reviews”

3. “Best” + Product Type “best bad breath treatment”

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Conclusion… Start at the TOP of the value chain Not all businesses have a “brand” Most businesses start with:

1. Product type2. Problem statement3. Knowledge search

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