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Keyword Research

By on June 21, 2016

A keyword research is the first and most important step you take to improve the visibility of your website. The study – if properly implemented – is a tremendously good basis for a search engine optimization plan, and is half the battle.

We will explain how to create a keyword research and what the key elements of the plan are where you should look. On the basis of a number of examples we go step by step the main components of a keyword analysis through.

What is a keyword research?

A keyword analysis aims to find out which keywords are used by (potential) visitors. Using Google Adwords Keyword Planner, you can find out how much each keyword is searched, and the tool generates also additional suggestions based on that keyword.

The tool is so useful:

Keyword Research - ICB Websolutions

1. Rear how much traffic a keyword.
2. Related keywords gather to also optimize for

With a good keyword research you will get more insight into the behavior of your potential visitors. This is very important because if you can play well (= optimization) on the behavior of your visitors, you will get more traffic and therefore more clients!

Keyword research example

A shoe salesman decides to launch a Web site aimed at visitors from the province of Northeastern Thailand. He decides to do keyword research to find out which keywords people use in Northeastern Thailand when they want to buy shoes on the internet.

Besides the obvious suggestions like ‘shoes online’ and ‘shoe shop’, he will also find that long-tail keywords “buy shoes Khon Kaen’and’ shoe shop Northeastern Thailand” are used. Using these keywords will surely result (= website visitors and conversions) bring in search engine results!
A good keyword analysis

Now the shoe store and the (fictional) suggestions are just simple examples. A keyword analysis is very comprehensive and classified into different categories.

Enter random keywords into the Google Adwords Keyword Planner is also an option, but it is the best to create a mind map for yourself with keywords that you think that are used by your potential customers.

TIP! Use the (current) navigation of your site, and try to come up with for each category keywords.

When you brainstorm, you create an Excel document where you sort the different keywords in categories / themes. These categories may still gradually change research, but concern from the outset a clear division! This order is important so that you later per page know which keywords are important.

TIP! Ensure that the document is room to record the traffic after the keyword!

Whether your fabricated keywords are actually important that you gonna test. You’re going to see if the quoted terms are actually used in this document. This may not be the case in some cases. If that happens, it’s not a disaster: the Google Adwords Keyword Planner invents automatic suggestions on where indeed is sought. To investigate whether the keywords are used, open the tool (a Google account is needed here).

The keyword planner tool

The tool is under “Tools and Analysis” and is called “Keyword Planner. Choose the first option and fill in the keywords below ‘industry’. You can also set the location and language in the Keyword Planner. This is very important to do! The shoe salesman from California is not interested in people from Thailand who are looking for a shoe store. Define your audience and set this in the Keyword Planner. When you put the tool to work, it generates advertisement group and keyword ideas.

The keywords with no search volume you must forget. New keywords you add in the appropriate category in your Excel list. Also note the (local) traffic in the column that you left blank. Please note that keywords with 100 or 200 visitors per month also have value!

Swap regularly between ‘broad match’ and ‘exact match’. This can be set with the pencil to the right of the Keyword Planner. With broad match you get wider suggestions around your keywords, but it may also be useful to look only ‘exact match’. When you are looking for synonyms or alternatives is broad match most useful (women’s shoes and women’s footwear). Are you looking for more specific suggestions (lady shoes and ladies shoes), then its exact matches better.

Once you have found the right suggestions, please add it in your Excel and distribute them under the correct category. These new keywords you add back to the Keyword Planner, in order to get more and more suggestions.
A good keyword research is half the work!

keyword research in a few steps

  • Brainstorm and create a mind map
  • Create an excel document and distribute these keywords in categories
  • Add keywords on the Google Adwords Keyword Planner
  • Determine which keywords are useful and which are not, and look closely at the suggestions which you note the Long Tail
  • Add these new keywords to the Excel document, and add the new list back to the Keyword Planner

These steps are the basis for a keyword research. Gradually the analysis, the Excel document will be getting bigger and you get more insight into the search behavior of your potential visitors. Valuable information to better optimize your website (and locate) for search engine results.

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