Keyword Research

No doubt keyword research is the foundation of SEO. I would like to say that keyword research is the basis of all marketing funnels. If we ask ourselves, “What are the keywords?”

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Market Your Company for Searches

The Importance of Keyword Research

The simplest answer is that keywords are synonyms for the word “searches,” and searches is what people want.

In marketing it is important to know what people want. Ultimately, that’s what keyword research boils down to. You are trying to understand searcher behavior so you can provide searchers with what they want.

Google’s machine learning algorithm is also attempting to do this.  This is what SEOs should be doing too with their keywords search.

It’s not about 100,000/mo volume keyphrases and it’s not about getting the highest volume keywords ranked. Keyword research ties into what you offer to your customers and what they need to trust you and to finally buy from you.

Things to Keep In Mind

Keyword Research Basis

Keyword research covers several different topics. Firstly, it is about the journey of the buyer. The idea is that we must create content that affects the consumer to buy at every step of the way.

Each step brings the consumer closer to the moment when he is ready to buy, until he starts searching for the keyword transaction / buyer. This (if you are interested in looking for examples, you go to the list of 220 keywords that get modifiers).

After the customer’s journey, the next phase of KW research concerns short and long tail keywords. You must end your SEO strategy for your client for your own business.

  • Informational (i.e. what is, why does, how do, etc.)
  • Commercial (i.e. comparative searches – the best colors, red vs. blue, etc.)
  • Transactional (i.e buy, discount, sale, cheap + narrow KW search [cheap women’s running shoes])

The final step in keyword research is creating keyword clusters.

Clustering is used by SEO in several different ways, but the final goal is to focus on relevance through an understanding of semantics (similar to the overused acronym LSI).

Now that we have laid the foundation – we can begin this fascinating part of keyword research – which can collect this great keyword data.

Getting Search Volume, Related Keywords, and CPC Information

First of all, you need to get competitive data and current ranking / traffic data for your own site.

To check my site, I just go to the search console. Since I integrated it with Raven Tools, I just view Search Console from within the outlet.

Many times you can find some keywords that you did not intentionally target, and then get ideas for dedicated pieces of content. You can also understand how to use additional material. I like to use this data to see how people are looking to get to my pages.

You can not only receive keywords ideas, but also receive some optimization insight.

Once we have this – we can move on into competitor research.

Note: If you have a fresh domain, you’ll obviously skip this step.

Let’s get started on keyword research.

I’ll use the subject of “keto” to show you how to research your keywords.

First step is to make a google sheet that has some known basic keywords and their derivatives.

After that, now we have to identify our competitor domain by inputting a seed keyword into Google.

You need to look for a big website, so you will always want to start with the short tails.

The first 3 results are all one domain, so I will know which domain I’ll research (e.g Health line) 

Healthline has a large number of pages having articles on keto, and it is the perfect website for our example.

Let’s have a look into the actual website’s data.

In RavenTools, I see more than 1000 keywords and I will be able to filter based on my particular objectives.

My first aim will be to get a list of the basic topics in the sea of my seed keyword.

After filtering through all of the results, I’ve found the following:

  • Keto pills
  • Keto diet
  • Keto food
  • Keto meal plan
  • Keto results
  • Keto food plan
  • Keto shopping list
  • Keto menu

When you get comfortable with this keyword list, I would recommend you the Keyword Suggestion Tool. Here, you will be able to recheck for missed opportunities for primary keyword targets.

What I would suggest is that to use keyword suggestion on my basic keywords and on my seed keywords and then I’ll pull in the most relevant information based on AdWords competition, CPC, or search volume.

After that, I would search for a couple other keywords having a few variations for example in above case other keywords would be like Keto weight loss, keto for cancer, and keto before and after etc.

Break it Down

What Are The Different Types Of SEO?

At Syndiket, we believe four types of SEO exist – and we have an acronym to represent those 4 types of SEO. The acronym is T.R.A.P. 

“T” stands for Technical, “R” stands for Relevancy, “A” stands for Authority, and “P” stands for popularity. Search engine optimization has many smaller divisions within the 4 types, but all of them can be placed into one of these 4 buckets.

Generally, technical SEO for local businesses carry the least importance for ranking. Technical SEO has a bare minimum that is required and this usually includes things like site speed, indexation issues, crawlability, and schema. Once the core technical parts are done, minimal upkeep is required.

Relevancy is one of trivium elements of SEO. It has equal importance with popularity signals and authority signals. Relevancy signals are based on algorithmic learning principles. Bots crawl the internet every time a searcher has a search. Each search is given a relevancy score and the URLs that pop up for a query. The higher the relevancy score you attain, the greater your aggregated rating becomes in Google’s eyes. Digital marketing is a strange thing in 2020, and ranking a website requires the website to be relevant on many fronts.

Google’s Co-creator, Larry Page, had a unique idea in 1998 which has led to the modern-day Google Empire. “Page Rank”, named after Larry Page himself, was the algorithm that established Google as a search engine giant. The algorithm ranked websites by authority. 

Every page of a website has authority and the sum of all pages has another authority metric. The authority metric is largely determined by how many people link to them (backlinks). The aggregate score of all pages pointing to a domain creates the domain score, which is what Syndiket calls “Domain Rating”, per Ahrefs metrics. The more a site is referenced, the more authority it has. But, the real improvement to the algorithm came when Google began to classify authority weight. 

If Tony Hawk endorsed Syndiket for skateboarding, it would carry a lot more authority than 5 random high school kids endorsing Syndiket. This differentiation in authority happened in 2012 with the Penguin update. Authority SEO is complicated but VERY important.

Popularity signals are especially strong for GMB or local SEO, but popularity and engagement are used for all rankings. The goal of this signal is for Google to verify its own algorithm. You can check off all the boxes, but if your content is something real people hate, Google has ways to measure that. Syndiket has proprietary methods of controlling CTR (click-through rate) but we also infuse CRO methods into our work to make sure people actually like the content. Social shares and likes are also included in this bucket.

Apply Search Modifiers to Find Content Ideas for Keywords

Eager to learn what content modifier is? Don’t worry Here I will give you Four that I usually use. 

  • What 
  • How
  • Which 
  • Why

Now that we have them, we can apply these filters to the domains of our competitors, and we can learn a little more about the content of our competitors.

Do this filter for every modifier and you will be able to get some solid keyword insights.

Keyword Ideas for What Modifier:

What is in the keto diet?

What is the keto diet good for?

What to expect on the keto diet?

What is in a keto meal?

Next up is the why:

Why Keto works

Why do the keto diet?

Why does ketosis work?

Why is keto high fat?

I am going to give a real pause here, have you noticed what I want you to see Yes you got there.

“High Fat” is another word that is related to keto, which means that we can repeat the research process for the keyword “high fat foods” by doing this we will be able to make another whole list of content ideas and keywords.

The last thing to note in the keyword verification tool is you will be able to point to a keyword from a competitor or from your own domain and then show traffic cost if you were to pay for the traffic, and this should help you demonstrate the ROI of targeting a keyword.

If you ranked 2nd for “why keto works” it is possible that you are receiving $31.25/mo in traffic.

Not to mention the fact that each article helps you increase relevance, This means that it will be easier for you to rank difficult queries.

Keyword Cluster Technique

The other target of keyword research is to analyze Google’s understanding of semantic ranges for words. I personally do this with a manual search on Google and with the help of the Keyword Checker tool.

It will be easy for me to explain if you have the knowhow of the “people also ask” section of Google, then you will perfectly understand what I want to explain to you. 

You will get a list of even more keywords if you click on the drop downs.  It is not only important for a content ideation but it will also enable you to build a power page, if that is the strategy you want to go with. 

Power pages are usually the ones that rank for hundreds of keywords on their own. The page https://www.healthline.com/nutrition/ketogenic-diet-foods can be seen on its own and then we can understand which keywords are more related in Google’s search. 

Let’s filter out

At this phase of Keyword research, it is possible that you won’t identify anything new that you haven’t already found, but you’ll be able to know how to design the power page and which topics you could aim for. This method tells you how Google understands semantic relevance from the seed keyword.

Seed Keyword: Ketogenic

Keyword Cluster: Ketosis diet, keto menu, is keto a diet, keto food, ketosis, keto for beginners, diet list, greek yogurt, fruit, dark chocolate, high fat, cottage cheese, what to eat, carbs in shrimp, keto meats, ketogenic eggs, vegetables, etc.

Page: https://www.healthline.com/nutrition/ketogenic-diet-foods

Is Keyword Clustering useful?

We all know that Google is smart; this is why effective grouping helps your website appear more relevant to the search engine. Here are some reasons for using keyword clusters:

  • You can save money if you are running PPC campaigns to acquire paid traffic as compact ad groups can improve CTR and get higher Quality Scores.
  • Keyword clustering helps to increase copywriting efforts and the quality of the content you are publishing on your site to attract an audience. 
  • Grouping keywords helps to avoid the cannibalism of keywords, allow you to properly structure your site and set the keywords that you use in your SEO efforts.

Search Engine Journal

Great keyword research allows you keyword data plus the tactic for using your keywords in both SEO and PPC.  While you do your keyword research for SEO, keep in mind that SEO and PPC have a close connection when it comes to keywords. In any case whether you do SEO or not, you can easily pitch PPC or assist the PPC team.

Identifying the Difficulty of a Topic

Keyword research also identifies the difficulty of your identified keywords. For this step I will just use keywords to show my point. Let’s use “why keto works”.

For this part of research,  go to keyword research central and type in your keyword. In a few seconds you will get trust flow, backlinks, citation flow, page authority, and domain authority of the ranking domains. 

Keep one thing in mind that keyword difficulty should be based on your known page authority for your blogs. Raven’s has about 18 for a fresh blog due to our authority and the way that link juice is passed.

The general domain authority is 61, although we have seen domains as low as 26, 31, and 35 with PA of 16, 8, and 24 respectively.

The average page authority is 33. To reach this level of authority for a page, you will need to aim for about 30 low quality links (PA 1 – 20). As you go higher in niche relevance, traffic, and RDs, you’ll be able to rank better and better with your off-page SEO.

In general, here is my KW difficulty conversion:

Score   

Backlinks

Very Easy

1 – 10

Easy

11 – 20

Medium

21 – 35

Hard

35 – 190

Very Hard

191+

 

For our example, we see the “why keto works” only has 2 domains with more than 1 backlink to the page.

Based on our moz metrics mixed with our majestic backlink data, you should be able to get to page 1 by going for an upper low quality PA of 20 to a medium low PA of 30, and this can be reached by pointing 30-40 links at the domain. Better the links you have better will be your results.

Note:  All domain and keyword scores are just guesses. I personally recommend you not to rely mostly on them. What I’ve noticed is that you can be massively competitive for a keyword if you satisfy the essential 4 of SEO – Technical, Relevancy, Authority, and Popularity.

Fresh content, relevant backlinks, technical health, and popularity can make up for a lot of deficiencies in “authority”, which is what most SEO tools seem to rely on when spitting out metrics.

Just keep in mind that no doubt backlinks are powerful, but it is not everything.

Now I am going to deviate from main subject

The last thing you should do is to confirm your data by viewing a variety of data sources. With keyword research, every source of data can vary, which is one of the reasons why Raven Tools has an upper position in the keyword research realm.

You can take a look at keyword planner data (AdWords data) in the same keyword research tool that gives you Moz, Majestic, Data for SEO, and Authority Labs.

This tool will provide you competition graphs, search volume, and by using it you will also get Google’s related keywords.

The other thing you may want to consider is whether the historical search trend is in your favor. In other words are you aiming at something that people are losing interest in?

Seems pretty good – I think this will be a winner.

For those who want a video breakdown of this part of the tool we have you covered 

Video of Research Tool (45 second overview)

Create Your Keyword Battle Plan by Creating Priority Lists

After you have identified your full key word list together with difficulty numbers, now you just need to filter based on the difficulty.

You should aim for those key words having lower difficulty level as you want to start bringing traffic as soon as possible.  When you initially go for the difficult queries you’ll be able to send your visitors directly to the more difficult page by using your easier pages as gateways. This way, you will be able to power up your ability to rank for difficult queries by satisfying the 4th facet of SEO – search popularity.

As you have finished your keyword research! The final step we suggest is to start tracking your keywords and to place each keyword into Keyword Manager.

In the tool, click the gearbox and add your keywords to SERP Rank Tracker or to Keyword Manager.

Once you have got it added, you will see an aggregated dashboard of keyword data.

The effective part about this dashboard is that you will be able to see Google Adwords data side-by-side with search console, google analytics moreover you could see if you have any active or requested links related with your keyword. We use anchor text matching to figure out if you have links that match with your target.

Keep in mind that you can go super aggressive with your internal linking anchor text without a penalty, so be sure to use the exact match as much as possible.

Conclusion

We hope that this will help you understand the quick and easy way to research keywords. If you’re interested in learning about more of the tools or if you’re interested in link building or other various SEO information we suggest you to go to the following pages:

SEO Tools – Advanced SEO – How to Conduct a Site Audit – The Efficient Way of Keyword Tracking – How to Research Backlinks – How to Build an SEO Report

Start Tracking SERPS

Keep looking at your marketing campaign progress by tracking your keyword rankings across multiple search engines, devices or zip codes on a daily, weekly or monthly basis.

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Syndiket Marketing 
1033 Demonbreun St, Nashville, TN 37203
(615) 551-5257

Syndiket is a Nashville based digital marketing agency with a strong emphasis on SEO, PPC, & Web Design. Your clients are searching for you. Be there with Syndiket.

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