Search Engine Optimization (SEO) is one of the least expensive, yet most effective, ways to increase online lead generation and sales, and off course… beat your competitors on Google. By implementing good SEO practices, you can help Google, and other search engines, find you, and as a result, rank higher in search engine results. Can you believe Google processes over 3.5 billion searches a day? No doubt about it, Google is the market leader, as most of us turn to the search giant to find what we’re looking for. Google’s algorithm makes the connections between people and their searches. And it all starts with keywords.
Keyword research for SEO is the foundation of any successful digital marketing strategy. Keywords are the word or words that people use to search for something in Google or another browser. For example, “boys soccer cleats” or “SEO training classes.” You need to know exactly how, and how many, people are searching for what you’re selling or offering and then use those word(s) in your website and content marketing strategy.
As part of the 2017 BrigthTALK B2B Content Marketing Summit, I presented a 45-minute webinar entitled Are You Measuring the Performance and Effectiveness of Your SEO Keywords? and I invite you to view the recording of this webinar at your convenience:
Keyword Research is Critical
You can’t just guess what keywords people are using though. You need to perform keyword research in a scientific way because you can’t make assumptions about how people are searching for things online. You may think that people are searching by one of your product or service names, but in reality, people are searching by a category because they don’t know your product or service name. For example, someone during the research phase is most likely to search for a search term such as “SEO training classes” instead of a specific service provider. Doing keyword research will eliminate all the guesswork and provide you with the proof of how people are searching for what you have to offer.
In fact, by using Google’s Keyword Planner tool I’m able to identify that 320 people are searching for “SEO training course” compared to the 90 people that are searching for “SEO training classes”. In this case, I may want to optimize for “SEO training course” since it has a higher search volume:
I’ve been teaching SEO in-person and online training for nearly a decade now. I always ask how many of the attendees have done proper keyword research, and I’d say that at least 80% of all attendees say no, which still surprises me after all this time. In most of my classes, I walk the attendees through a detailed keyword research exercise using a methodology that we’ve created. Many of them are surprised by what they actually find when they do the research. It’s really eye-opening.
Tools Can Help You
The good news is that there are all kinds of tools you can use, both free and paid, that can help you with keyword research, rankings, keyword suggestions and much more.
Here are some of my favorites that I’ll introduce you to during the webinar:
Free Google tools:
Freemium and paid tools:
For additional educational SEO and digital marketing resources, make sure to visit our resources center.
[PS: I initially authored this article for the BrightTALK website.]