@innovationvis ...2020/07/03 · keyword research tools seo platforms –semrush, moz pros •...
TRANSCRIPT
@innovationviswww.innovationvisual.com
Basics of Keyword Research
Clotilde [email protected]
Housekeeping Rules
Just the expertise you need
Mute your microphone
Switch your video off
Use the chat for questions
Q&A will be at the end
Why Keyword Research?
Uncovering how people search
Keyword research uncovers:• How people think about your
business• New ideas about related
subjects
What to do with this information?
• Optimise existing content• Improve your website structure • Build an efficient and effective
content plan• Improve your advertising
strategy• Get insights on your audience
Keyword Research Tools
SEO Platforms – SEMrush, Moz
Pros• Valuable data• Tracking capability
Cons• Data not always accurate• Expensive
SEMrush Keyword Magic Tool
Moz Keyword Explorer
Google Search Console & Bing Webmaster Tools
Pros• Accurate data• Free
Cons• No benchmark or market data• Won’t highlight new ideas
Google Search Console
Bing Webmaster Tools
Answer The Public
Pros• Find new ideas• Free (limited use)
Cons• No keyword data• Only for broad subjects
Answer The Public
Google Keyword Planner
Pros• Accurate data (if you run ads)• Forecast data
Cons• Useless if you don’t run ads• Google only• Not as many suggestions as
other tools
Google Keyword Planner
Google Trends
Pros• Shows data over time• Compare terms
Cons• No absolute values
Choosing Your Keywords
From keywords to themes
• Provide the best answer to a question
• Use clusters / pillar pages to structure your content
Source: https://blog.hubspot.com/marketing/topic-clusters-seo
Ask the right questions
• What is your audience searching for?
• Who is your audience?• When are they searching?• How are they searching?• Why are they searching?• Where is your audience based?
The keyword research process
1. Identify seed keywords2. Gather the data3. Filter out irrelevant terms4. Group into themes5. Select your target terms
How to select target terms
• Intent• Business fit• Search volume• Competition
How to answer the question?
Source: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdfhttps://www.searchenginejournal.com/ecommerce-guide/perform-keyword-research/
Long-tail keywords
Source: https://moz.com/beginners-guide-to-seo/keyword-research
Measuring success
• Track keywords in an SEO tool• Visibility is an estimate only• Measure actual organic traffic to
your site
Ø Review keywords every 6 months/year