Keywords are an essential part of any company’s SEO campaign. Knowing your keywords will give you a deeper insight into your brand’s reputation, customer insights, and your competition as well. Knowing which terms to target and how to target can make a huge difference on page and site ranking, traffic, reduce bounce rates, and of course bring in high quality leads.
The right keywords aren’t similar for all brands but the methods for deciphering them can be. Below are the types of keywords your company should look into:
Isolating your companies services, USP’s and customer queries, is essential. These can be from your company’s name, associated product/services and analysis of your customer behaviour. Advanced keyword search tools will be able to tell you not only what your customer, or competitors customers are actually typing into google search, but the search volume and difficulty ratings. This will be also broken down by short and long tail keywords. The trick here is to find the balance of volume versus competition. Personally I don’t touch anything that has less than 1000 monthly hits. The competition rating is for the search term is a little more involved. Traditional analysis will say the lower the number the better, anything under 35 will be easy enough to rank for if you have a solid DA and PA. However, I believe in taking this a little further. List out the top ten results for your keyword search term and compare website DA and PA. If you can out rank half of them the it’s a good bet you can rank first page for the given term. The caveat here is that you can also remove anything from the major big hitter here such as Wikipedia, Amazon, Google itself if they come in the top ten. You're not going to outrank them easily.
Be sure to add your main competitors to your keyword search analysis. Find out what they are ranking for and if you can do better with the same term. Doing so will allow you to compare relevant KPIs and discover more relevant insights. You will be able to discover their mentions (both positive and negative), new product releases, and customer insights.
Knowing what your customers call and define themselves, as well as their commonly used terms referring to your brand, will help you uncover other powerful keywords. Knowing this type of keywords will also help you discover other individuals within your target audience. For example, let’s pretend you are in electric guitar space. It would be easy to think you work with phrases like, ‘newest electric guitar’, ‘Best electric guitar’, ‘cheapest electric guitar’, and so on, just because that’s what you deal in. After analysing what your customers actually look for, you may discover a high volume low competition for phrases such as ‘choosing the right electric guitar’, ‘best beginners electric guitar’, or ‘gibson versus fender’. A series of gold mine traffic generating phrases you can add to your site to bring you more traffic. Aim for 30 high volume traffic phrases that you never considered before, add them to your site, write articles/blogs about them, and grab all that lost traffic slipping through your fingers.
Include relevant individuals in your field into your keyword search. Keeping track of them will help you in your future PRs or interview opportunities. It will also help you identify thought leaders and influencers that you may want to work with later either directly or via social media, or direct advertising.
When running an online hashtag campaign, create some extra topics and pull these mentions in separately. Some campaign keywords are only relevant during the campaign period, so it is best to delete excess keywords after the brand’s campaign is over.
Knowing the type of keywords to use is essential for monitoring your SEO. Understanding the different types of keywords as well will help you grasp an idea on your brand’s reputation, customer insight, and competition, which will guide you in distinguishing the right keywords for your brand. Finally, using the right keywords will give you more of an edge into guiding your site to the right direction.