Keyword Research: Effective in 5 Steps
The first step in setting up SEO activities on a new site is the analysis of strategic keywords.
Often, we receive customer’s instructions with lists of keywords that affect their businesses and which should also represent the company’s website, but the association is not always so immediate or at least should not be taken for granted.
Where to start?
Once the key concepts have been identified, we propose an intervention through these 5 steps:
- web competitor analysis
- current positioning
- volumes of research and competitiveness
- keyword / content consistency
- variations and related research
Analysis of Online Competitors
At this point, we will never get tired of writing because the key thing to consider is that it is not just about the competitor in the sense of business, but in terms of organic positioning for certain keywords.
This will allow us to immediately exclude some bad keywords, for which in reality are positioned types of sites and not consistent with what you want to promote.
We can start to do some manual search from anonymous browsing to begin and understand the usefulness of this step. Then, refine the analysis with one of the many SEO tools, some of which will be discussed in the continuation of the article.
Positioning on Google (current)
For which keywords is our site already positioned?
For this type of analysis, it is essential to use a tool that allows us to investigate the main keywords for which our site appears on the first pages of Google.
Very good tools (with fees) are Ahref and Semrush.
Volumes of Research and Competitiveness of Keywords
From the first skimming, if for example, the need is to increase traffic to the blog, we can select keywords that receive higher volumes of traffic and verify similar research and competitiveness directly on the Google AdWords Keyword Planner.
At this moment, we are able to understand where we are positioned and what the keywords with more research volumes are. All that remains is to verify that the site contents are consistent and therefore, optimize each page for the most relevant keyword.
So let’s review all onsite elements such as Meta tags, internal links, etc. and if the backlinks are optimized.
Related Research and Content Marketing Strategy
As the last step, we analyze the research related to the definitive keywords in order to:
- get more ideas for onsite optimization
- intercept research actually carried out by users that we had not considered
- create new relevant content by working on related searches, which also strengthen the main keywords
We also suggest LSI Graph, a free tool that is very useful to deepen the latent searches.
(NB: Do not forget that the related searches provided by the tool are extrapolated only by Google.com).