Keyword Research: Back To The Basics
5 Steps To Creating A Successful Keyword Research Strategy
Every good digital marketing strategy begins with keyword research. In today’s Knowledge with Nick session, we are going to take a look at the basics you need to know about building healthy keyword research.
Step 1: Start With Your Website
First, you want to identify each page on your website that you want to rank for in the organic search results. It’s important to establish these pages first before moving into step two.
Step 2: Identify A Keyword
Next, identify a keyword for each page. Each page should have its own unique keyword that you compete for ranking. Often times, we see websites where multiple pages use the same keyword. This results in “keyword cannibalism”.
Keyword cannibalism occurs when multiple pages are competing for traffic from the same keyword.
This will inadvertently hurt the traffic coming to your site instead of promoting the right pages with the right keywords. There are some very easy ways we can help you to avoid keyword cannibalism and grow your organic traffic.
Step 3: Examine The Search Difficulty Of Your Keyword
Let’s look at the search difficulty of the keyword you have identified for the page. The search difficulty is a score given to a keyword that indicates how difficult it will be to compete for first page ranking in the organic search results.
The higher the difficulty number, the longer it will take to rank in the top 10 for that keyword. With a lower difficulty, you can typically rank for that keyword much quicker.
On average, lower difficulty keywords have lower search volume and are less competitive, whereas higher difficulty keywords have higher search volume and are more competitive.
Step 4: Analyze The Search Volume Of Your Keyword
Once you have your keyword difficulty number, you will need to look at the search volume for that keyword. When using tools such as Moz or SEMrush to identify the search volume, it’s imperative to note if the search volume is on a local, national or global scale. There will be far less search queries for a keyword on a local scale compared to a national, and the same for a national when compared to global.
Repeat this process for each page you are trying to rank in for organically. At the end, you should have a list of pages, keywords, keyword difficulty scores and search volumes.
Step 5: Build Your Keyword Research Strategy
It’s not uncommon to have a ranking strategy that combines a short term strategy and a long term strategy together. Your short term strategy will focus on ranking for keywords that have a lower keyword volume and lower keyword difficulty. These members of your target audience will be reached much quicker. You can begin to see your ranking improve for these keywords in three to six months as long as you keep your SEO healthy.
The more difficult keywords that you want to rank for will have higher search volume, but will take longer to rank for. We want to go after these keywords at the same time as the lower volume and lower difficulty keywords. It can take anywhere from eight to 12 months to begin seeing big increases in your ranking for high value keywords.
Need Help Building Your Keyword Strategy? Use Our Template!
Sound complicated? It doesn’t have to be—it just requires some planning. To get started, we put together this free template for you to begin building out your keyword strategy for your website. Click below on the link to download the free template and if you have any questions along the way, reach out to us!