Keywords, in their original definition, are defined as ‘words the act as keys to code.’ While that is not the definition anymore, it does shine some light as to why it is used today. Keywords, also known as key phrases, are what people search for when they are looking something up.
When someone goes into their search engine (Google, Yahoo, Bing, etc.), they are searching for information based on a specific keyword. What they are searching for is basically what every internet marketer in the world is looking for.
The search engines will take that phrase and scour the internet in search of what they desire. Depending on how many pages until that user finds their link or changes their phrase will correct these search engines into creating a more accurate result.
For example, the most common example of which people can see why search engines have a problem are when movies based on books are released. If you were to load up Google and search for ‘Doctor Strange’ right now, you would immediately find results for recent movie times, the Wikipedia to the character itself, the official Twitter for the film, the film’s Wikipedia, and then the IMDB page.
This emergence of the film has changed the search result of Doctor Strange, and Google is doing its best to accommodate. So how does this factor in with Keyword Research? Because Google factors on relevance as much as they do the keyword itself.
You can’t simply find the keyword with the most traction and have it apply to your website. You must find what your website specifically offers and cater to that keyword. The relevance of the keyword to your business is more important than the keyword itself.
How To Find Relevant Keywords
First, you know your business better than anyone. You are the best source of information when it comes to what you and your business provide. So write down all of the descriptive words and phrases that are about your business specifically.
Next, it is time to begin using our tools. If you sign up for an Adwords account (which is free), you will have access to tools that will help you. We are going to specifically talk about finding relevant keywords for our company, Social Agency.
Using our website as a template, we will show you how to do proper keyword research.
So after you have made your account with Google AdWords, it is time to access your keyword planner to find great keywords. The easiest way to access it is to Google Keyword Planner, or if you want to click the link below, either work.
Using Google’s Keyword Planner
The keyword planner should look like the image below. There are two specific menu items we are going to focus on today, the first and the second option. One gives us keywords based on our website, the other based on keywords that we are looking for. So grab URL and fill out the form as such.
Filling out ‘Your Product or Service’ is optional in my opinion. I do not think it alters enough of the given keywords besides isolating the one you are already trying to rank for. For the sake of this explanation, I will include it.
As you can see from our page, build out they are suggesting some pretty big numbers. Readouts such as ‘Internet marketing,’ ‘web design,’ and ‘online marketing’ are all relevant to our company.
The competition score here means that there are many people basing their pages off of these keywords specifically. The tab next to that says ‘Suggested Bid’ which means how much they recommend if you are going to launch a PPC, or pay-per-click, campaign.
So the good news is that we have found great relevant keywords. The bad news is that it will take years to rank for those keywords and the people at the top are working just as hard to stay there. So how can we find equally relevant keywords that are easier to attain?
What Is The Longtail Keyword?
The longtail keyword is a trade term for keywords that are extremely specific for one market. The concept is that if you were to graph all of the monthly searches that Google has it would have a fat head and a long tail.
The fat head is common searches and resemble 20% of the search volume. These are phrases such as brand names (Facebook, Google) and hugely requested items (Paper and Pencils.)
But the longtail is 70% of the searches, and these are either small keywords or keywords that have never even been searched before. These exist because you do not usually see ‘Google has found no results’ anymore. This is because Google always has results to find based on the content of the website.
So if we can generate longtail keywords for our website we can find markets that are attainable for us to achieve.
How to find Longtail Keywords?
So for me, I use longtailgenerator.com. Which you can see an example of it to the right. So you can see it is broken up into three distinct areas, Primary, Descriptive, and Modifier keywords.
Continuing with our example of Social Agency, I am going to go back and use those keywords I mentioned before: Internet Marketing, Web Design, and Online Marketing.
Next, it says that we should use descriptive words if we have different variations of our product. Well, we also offer our services on mobile devices. We also offer deals on website packages, so I will use inexpensive and cheap. I also want to show that we are good so I will use the word quality and great. It cannot hurt to add more adjectives.
Finally, we come to Modifier keywords, which are terms such as buy, or for sale, or price. These apply, so I am going to go ahead and keep buy and for sale.
Since people enjoy going to places in person, I am going to include the city nearest to me to see if anything comes up. So I am going to add ‘Fort Lauderdale’ and just for good measure ‘in Fort Lauderdale.’
So my list ends up looking like this, which isn’t that much. We are going to hit the ‘Generate My Keywords’ button and we will receive a page layout that looks like the image shown below.
How to Search for Longtail Keywords
Now that we have our longtail keywords, it is time to explore the second option in Keyword Planner. We are going to highlight all of the longtail keywords and copy them. Then we are going to open up the keyword planner and click the tab that reads ‘Get Search Volume and Trends’ which should look like this.
Fill the box with all of those longtail keywords by pasting them into the open field, then press ‘Get Search Results.’
Now we have much more keywords that are relevant to us and achievable. Terms such as ‘Mobile Website Design,’ ‘Great Website Design,’ and the variants ‘Web Design Fort Lauderdale’ & ‘Fort Lauderdale Web Design;’ will help us immensely.
This is the same way that we do our keyword research for most of our clients. Google is arguably the most powerful tool for keyword research on the market though there are others.
Companies such as Moz, Raven Tools, and Bing have their keyword tools that can help you find keywords that are relevant and trending for your business.
By using Google, you are receiving the keywords straight from the source. Longtail Generator is a powerful tool that will smash together as many different keywords as you see fit. Using the two of them together can help you find the keywords that work best for your website.
If you feel as though this is too much work or not worth the hassle, give us a call. We have been providing internet marketing in Fort Lauderdale (see) for several years and constantly work to put our clients on the top of the search engines.