So how do you do it?
That probably won’t be enough, though. Getting the right amount of followers when you’re starting from scratch is a difficult challenge. So you’re kind of back to square one.
Take a moment and think about what you do when you’re looking for a new product. Do you go to the store? Nah, that’s so ten years ago.
If anything, you head on over to Google and start typing in searches and see what comes up.
After searching for something, you’ll see a list of websites that match the words you put into the search bar. Those are Google search rankings, and as you can imagine, the higher the ranking, the more likely users will click.
But this likely raises more questions. What are the right keywords? How do I find them?
You’ll discover them through keyword research.
In this article, we’ll look at why effective keyword research is important, how to do it, and the tools you can use to reach your goals.
Think of this as your one and only keyword research guide.
The Importance of Keyword Research
But you can’t just rank for anything.
You don’t need an expensive ad campaign blasted out nationwide. That’s the old way of doing things.
Instead, you want a more targeted approach. It’s not about reaching the maximum amount of people; it’s about reaching the right people. Keyword research provides for that.
If they’re searching for stuff closely tied to what you’re selling, you want to be right there ready to welcome them.
Think about all the times you’ve searched for something on Google. How often have you moved onto the second page of results? The third? The fifth? The tenth?
Yeah, the further down you are on that list, the fewer eyes you’ll have on your funnel.
It’ll give you a good idea of what people are searching for in the first place.
It helps you identify trends.
It can help you create new ways to pitch your product.
It might even inspire the creation of different products.
If you want to reach your full potential, keyword research has to be part of the equation.
How to Do Keyword Research
Now you know why keyword research is such a crucial part of your success.
So how do you go about researching keywords in the first place?
You want to find keywords that will lead potential customers to your sales funnel, but you also have to worry about what your competitors are doing as well.
There’s a multi-step process you should follow for effective keyword research. So let’s dive in and talk about what you need to do to be a keyword researching pro.
Set up your goals
Think about the goals you want to achieve as you begin your keyword research.
In terms of strategies, SEO is something that can lead to plenty of benefits. The downside is that it can take a while to see those benefits. We’re talking months here.
It is possible to see results sooner than that, but it will depend on the keywords you target.
So for one of your goals, determine when you want to get those results. Do you want to see some short-term gains, or are you in it for the long run?
Next, you need to establish a goal that determines the type of people you want entering your funnel.
Chances are you want people who are looking for just the type of product that you offer. This means taking a more targeted approach with your keyword selection.
Also figure out your audience. How wide do you want to cast your net? Or do you want to narrow your focus?
Write down topics
Now that you have your goals all set up, it’s time to move on to the next step.
This is where you write down a list of topics that are related to your product. Keep things general to start off with.
Let’s say you have a nutritional supplement you want people to buy. What kind of general topics go with it?
These topics won’t stand for keywords on their own, but they will help you in the next step.
Create a list of keywords
Now that you have a good idea of the topics you’re working with, you’re ready to start making a list of keywords.
Like the topics you came up with, you can start out by putting in fairly general keywords. Those keywords will likely be pretty short — maybe one word or a phrase of three words.
These types of keywords are usually referred to as head keywords. More people search for these keywords, so they get more traffic.
As you go along, you’re going to want to become more specific with your keywords. These are referred to as long-tail keywords.
Long-tail keywords tend to get fewer searches on Google. However, since they’re more specific, it means the people searching for them are likely more in the market for buying a product. If you fit what they’re searching for, they’re more likely to convert.
It’s a delicate balancing act. You want to have a healthy mix of head and long-tail keywords in your funnel so you can get both high traffic and high conversion benefits.
Select the best keywords
With your list all written down, you’ll likely have a large amount of keywords. Including all of them in your sales funnel is usually not possible.
So you’re going to need to narrow down that list.
There’s not always a specific number you should keep your list at. Every sales funnel will have different needs, after all.
Now the question becomes, how do you determine which keywords to keep and which to eliminate?
This is where you have to assess how much value each keyword brings.
First, determine how relevant the keyword is to your product. Relevance is a large factor in making sure your keyword is successful in bringing in the customers.
Get into the mind of your most promising customers and think about what they would type into the search bar. Do they use the keywords you have chosen? If they don’t, then you might have to get rid of those keywords.
If they enter your funnel based off of your keywords, will they like what you offer?
It might be easy to attract customers using keywords that have little to do with your product, but you don’t want to do that. Needless to say, the person won’t be happy if they feel like they’ve been duped.
Put simply, make sure all your keywords are relevant to what you sell.
If you see search advertisements on the right part of the page or at the top, that is usually a good indication that the keyword has a lot of value.
From searching your potential keywords on Google, you may even see your funnel ranking already. That would mean you’re on the right track.
As mentioned above, as you narrow down your list, make sure you have keywords that are both general and specific.
Having head and long-tail keywords means you’re varying up your strategy and not putting all your eggs in one basket.
Returning to the nutritional supplement example, you’ll likely have a keyword like “nutritional supplement” in your funnel.
That’s a good start, but it’s still way too general. Let’s get more specific.
Maybe you could go with “nutritional supplement for men in their 30’s”. That certainly narrows things down. But can you go further?
What would a prospective customer type in? Probably something like, “What’s a good nutritional supplement for men in their 30’s?” If you have that as a keyword phrase, there will likely be less competition for it, but a high chance of converting customers.
Of course, this only applies if you have that kind of product. If you have a nutritional supplement for women, including keywords related to nutritional supplements for men won’t get you the kind of audience you want.
Use a keyword research tool
In fact, let’s dedicate a whole section to it.
Keyword Research Tools
All of this advice so far has probably seemed a bit on the overwhelming side.
Keyword research tools can help you, though. They streamline the process and take care of a lot of the busy work.
You do run into another issue when you decide to use a keyword research tool, however. Which one do you pick?
There are plenty of choose from. But we’ve narrowed it down to some of the best out there.
Their tool is called Keyword Explorer. It has a helpful interface that anyone can read, even if you don’t have much experience with keyword research.
You can check it out for a 30-day free trial if it piques your interest.
This tool from SpyFu is more specifically a competitor research tool.
With it, you can get lots of detailed information about what keywords your closest competitors are ranking for. Find out how many clicks they’re getting thanks to their use of keywords.
That data can help you determine what keywords you might consider targeting.
If you want wonderfully detailed research on both head and long-tail keywords, SEMrush is a great option.
Don’t Forget About Keyword Research
Without them, you’re working at a disadvantage.
Luckily, you have a lot of help out there. Not only do you have this handy guide, you can use a keyword research tool to give you a boost.
As you search keywords, you’ll be able to find the right combination that will bring in customers who convert.