KEYWORD RESEARCH
Webmaster ToolsKeywords are the bridge between your business and potential customers. They are the search terms people use to find you online, and getting them right is crucial. Think of it this way: if you want to be recognized as a leader, you need to ensure people are using the right words to describe you. If not, you might be sending the wrong message.
What are these search terms, and how will you find them?
Step 1: Engage with Your Team
Start by having one-on-one conversations with your management and staff. Choose a relaxed setting where they feel comfortable sharing their insights. Clearly explain what you’re aiming to achieve. Create a list of potential search terms from these meetings.
Step 2: Get Customer Feedback
Next, talk to your customers. Ask them what words come to mind when they think of your company. Connect with other businesses you work with and gather their perspectives. Even casual conversations with people who aren’t familiar with your business can reveal useful terms related to your industry.
Step 3: Analyze Search Data
Go beyond conversations and look at actual data. Dive into your web analytics and tools like Google Analytics to see the search terms people are using to find you. Compare these terms with the ones from your team and customer feedback. Identify any discrepancies—if your site’s content doesn’t match the search terms customers are using, it’s time for a content update. Make sure to add any new, effective terms to your keyword list.
What are these search terms, and how will you find them?
Step 1: Engage with Your Team
Start by having one-on-one conversations with your management and staff. Choose a relaxed setting where they feel comfortable sharing their insights. Clearly explain what you’re aiming to achieve. Create a list of potential search terms from these meetings.
Step 2: Get Customer Feedback
Next, talk to your customers. Ask them what words come to mind when they think of your company. Connect with other businesses you work with and gather their perspectives. Even casual conversations with people who aren’t familiar with your business can reveal useful terms related to your industry.
Step 3: Analyze Search Data
Go beyond conversations and look at actual data. Dive into your web analytics and tools like Google Analytics to see the search terms people are using to find you. Compare these terms with the ones from your team and customer feedback. Identify any discrepancies—if your site’s content doesn’t match the search terms customers are using, it’s time for a content update. Make sure to add any new, effective terms to your keyword list.
Keyword Discovery Made Simple
Break Down the Nouns and Adjectives
Break down your master list into nouns (names) and adjectives (descriptions of the nouns). According to content expert Jon Weubben, nouns should again be broken down like this by a product company:
• Category
• Segment
• Brand name
• Model name
He also suggests that the adjectives be broken down like this:
• Comparison
• Qualifier
• Function
• Character
• Action
Match Keywords With How Customers Shop
This is the next step. Customers usually go through one or more of the following four stages before they actually buy a product:
• Get information
• Learn about a product/service
• Compare
• Buy
At each stage, shoppers use unique terms. Naturally, the buy stage is where the actual shopping happens but you cannot get there without the other stages. Divide the master list of noun search terms along these four stages. Search these keywords for volume, popularity, and competition using free and pay tools like Google Ads Keyword Planner, Wordtracker, and Keyword Discovery. Prepare a list of words related in meaning to the keywords and search for them too.
• Category
• Segment
• Brand name
• Model name
He also suggests that the adjectives be broken down like this:
• Comparison
• Qualifier
• Function
• Character
• Action
Match Keywords With How Customers Shop
This is the next step. Customers usually go through one or more of the following four stages before they actually buy a product:
• Get information
• Learn about a product/service
• Compare
• Buy
At each stage, shoppers use unique terms. Naturally, the buy stage is where the actual shopping happens but you cannot get there without the other stages. Divide the master list of noun search terms along these four stages. Search these keywords for volume, popularity, and competition using free and pay tools like Google Ads Keyword Planner, Wordtracker, and Keyword Discovery. Prepare a list of words related in meaning to the keywords and search for them too.
Final Step
Narrow the keyword nouns down to a few for each stage. Your website should have pages with the suitable nouns for customers at each stage. Describe each of the nouns with the already discovered adjectives. Make sure that all landing pages in your site carry keywords relevant to the shop and compare stages.
Before we end this discussion, it’s important to look at two other related areas.
Emerging Keyword Phrases
All businesses change. Search terms also change along with the market. A good business will always stay on top of the game by being open to the discovery of new or trending search terms. Use tools like Keyword Discovery, Wordtracker, Google Trends, and other social media tools to find out what’s trending at any given time. Learn more about them. Add them to your list and create pages for them if they are about a new opportunity in your area with enough search volume.
Long Tail Keyword Phrases
These are usually phrases made up of three to six words. There are likely a few dozen such search terms. The trick is to find them. People like them because they lead to higher buys. If someone were to search using such a long term, chances are he/she is searching for something specific and is very close to buying. It’s found that long tail keywords can translate to a 30% or higher conversion for any site. So keep an eye out for them.
Before we end this discussion, it’s important to look at two other related areas.
Emerging Keyword Phrases
All businesses change. Search terms also change along with the market. A good business will always stay on top of the game by being open to the discovery of new or trending search terms. Use tools like Keyword Discovery, Wordtracker, Google Trends, and other social media tools to find out what’s trending at any given time. Learn more about them. Add them to your list and create pages for them if they are about a new opportunity in your area with enough search volume.
Long Tail Keyword Phrases
These are usually phrases made up of three to six words. There are likely a few dozen such search terms. The trick is to find them. People like them because they lead to higher buys. If someone were to search using such a long term, chances are he/she is searching for something specific and is very close to buying. It’s found that long tail keywords can translate to a 30% or higher conversion for any site. So keep an eye out for them.
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