The keyword research or keyword research is the foundation of any SEO strategy. If you want users to find you in the vastness of Google, the first thing you have to do is decide how you want them to find you. That is, what queries users want to solve and what content you are going to offer to solve them.
Obviously you can not say: “I want that when you go to Google to buy clothes online , leave my website”. You have to take into account factors such as the user’s search intention , competition , market possibilities (eg keywords with high CPC and competition , are interesting for an Adsense niche) or your options to really cover that need (not disappoint the visitor) and get conversions. Just a moment…. We have said fast and efficient right? Well, to the point, these are the steps I recommend.
1. Analysis of competitive keywords
The first thing you are going to do is take a look at the keywords of your competitors, that if you have not already defined what they are, you are very slow. A “stalkeo” or quick espionage to see what are the keywords for which you are positioning and which of them interest you according to your objectives. For this you must use a good SEO tool, which I use in my day to day is SEMRUSH” but you also have cheaper options like target=”_blank” rel=”noopener”>SERPSTAT .
Let us suppose a competitor such as the great Luis Villanueva . By analyzing your domain with any of these SEO tools , you can see what keywords appear in organic searches, in what positions and with what pages.
Which of these keywords can be interesting for you? We make the first screen thanks to the wonderful SEMRUSH filters …
Choose only long tail terms, less competitive
My advice is that you choose ” long tail ” keywords, which are always more specific terms and therefore easier to position . The idea here is to avoid very competitive words, even if it is to the detriment of the number of visits to position as soon as possible and to acquire authority. So another filter that I really like is the exclusion of queries that have less than 4 words .
Even so it is likely that you will find keywords with a very tough organic competition , so you will have to use the Keyword Difficulty (KD). A numerical estimate of the difficulty that each keyword can have to classify itself in the results of the organic search. I recommend that you discard at least all those keywords where Keyword Difficulty is greater than 70.
Of all these, select the ones that most interest according to your objectives. I usually select 2 keywords for each landing page. Beware, the important thing is to satisfy the search intention of the users , so you should not cover many different keywords with the same page if they do not serve the same purpose. And do not cover the same intention with different pages, if you do not want to fall into cannibalization” of keywords>
The best thing is that the goals all in a spreadsheet, to have them organized and play with the orders to easily discover the best . In this step, stay for about 5 different search intentions, that is, about 10 queries.
2. Keywords already in Rankings
If you just launched your website and this is the first keyword research you do, this second step may be overlooked. Although I recommend you take a look because sooner or later you will have to do it.
Quite possibly, if your website has a certain age, you already have some good keywords in rankings . Queries that are already taking you traffic and that perfectly reflect the content for which you are already relevant to users.
To do this, I go to Google Analytics> Acquisition> Search Console> Target pages . Although the data comes directly from Search Console , which is a tool that I recommend using every day. The good thing about seeing it in Google Analytics is that you can cross the data in Search Console with other statistics such as the bounce rate or the number of pages per session .
If you click on any of your destination pages, you will see a new table, with the queries that those clicks have taken . For example, we will look at the article on how to adapt a website to the new data protection regulation .
A valuable information for your strategy, because it will help you make the decision to rescue a content or finally discard it. As well as to choose between a keyword or another according to the possibilities that this option shows you . Of course, there is always some information that Google omits (“other”).
If you were not using Google Analytics or Search Console, you can also download the main keywords in rankings of your SEO tool. Basically repeat the same thing you did in the first step. Again, stay with 5 different search intentions, that is 10 consultations following the dynamics that we have said.
3. Variations or related keywords
Now that you have an idea of what people are looking for, you have to see what is the way to look for it that interests you the most. Which are the queries that you can best cover with your content or products and that interest you more. So we go from the preselected queries (seed) to extract the variations , different ways of looking for the same or related searches, which are done in search engines.
For this we have in SEMRUSH the function ” related keywords “.
Enter this Keyword in the SEMRush search engine, the tool will suggest a series of directly related keywords from which you pass as a base. As always, I recommend that you export this list to an Excel to facilitate its analysis and filter as much as you need the information previously. In the upper right part of the SEMrush screen you will find a button that says “Export”.
Once you have all the exported kewords well ordered, you can proceed to make a selection. For this final selection I recommend you keep in mind the following:
- Keyword Diffiltulty : A value from 0 to 100 that indicates the level of competence has that query in the organic searches. I usually stay with those who have a level below 70.
- Number of results: How many pages is Google already offering for that query. I discard those that have more than 1 million results.
- Search intention : I repeat that you must make sure to satisfy the purpose with which the user makes the query.
In the Excel, select only those keywords that have a competence (KD) less than 70, and a number of results less than 1,000,000. Select one of these keywords as a variation of a keyword that you already have selected.
We will optimize each landing for those keywords, for it go one more time to SemRUSH. In the projects section, located in the column on the left, create a project with your domain.
5. SEO requirements
Finally, you must plan the contents that you are going to offer for the different searches so that they are optimal for search engines and position themselves as quickly as possible:
- Words and sections to include yes or yes
- Meta tags
- Internal and / or external link
- URL … etc
It is about extracting or organizing these elements that are key to SEO and will have to go through the pages that you want to position.
Once again we count on the invaluable help of SEMRUSH through the SEO Content Template functionality , which generates a great template for your content .
As you can see, it prepares you a cocktail of information based on the competition , very cool:
- Competitors in the top 10 of Google
- Semantically related words (the ones you have to use yes or yes)
- Recommended length
- Backlinks or quality links
It even tells you where your keyword is using your competitors. As you see, many clues to create your content. You can combine this with tools that indicate the questions that users ask about a specific topic such as Answerthepublic.com.
So, if you can solve them in your pages, you will have contents of 10 to fight for the best rankings.
I hope you liked the mini article of today, that you already know that I find it hard to write less than 1,500 words.
I wait for you in the comments!