Some site owners and internet marketers are afraid to research keywords. They believe that it is impossible to create a semantic core without huge tables in Excel, several paid and free programs, the interface of which will have to be dealt with for several days, complicated manipulations with data of analytics services and cabinets for webmasters. If you have a small or young website, keyword research can be completed in 90 minutes. Want to know how? Read on.
Keyword research is conveniently described by the example of a fictional hamster breeding site with the domain name homyak.su. The owner of the resource has published dozens of good articles and reviews. However, attendance remains low. Therefore, the owner changes the marketing strategy. He starts with keyword research.
- Get data using webmaster tools
- Refine your data using the keyword planner
- Use the search engine tips
- Evaluate whether to create new pages (15 minutes)
- Learn about current information requests of the target audience (15 minutes)
- Use the research results to update the content plan (20 minutes)
- Young and small sites should not be afraid of keyword research.
Keyword research with Google Toolkit (40 minutes)
The owner of the site homyak.su has already added Google Analytics code to the site, and also has registered the resource in the webmaster office. Because of the semantic apocalypse, it is not so easy to get data about keywords using these tools. However, the following guidelines will help you do this:
- Sign in to your Google Analytics account and select the "Traffic Sources" section.
- Select the subsection "All Traffic - Source / Channel".
- On the data page, select the source "google / organic".
- In the "Advanced Parameter" menu, select the "Behavior - Page" section.
You have received a list of site pages that attract the most natural search traffic. Analyze the content of the top pages. Think about what intentions search engine users bring to them, with what queries people find these pages. Make a list of 3-4 keys for each page and add them to the table. Repeat these steps for the source of yandex / organic.
Get data using webmaster tools
In the office for webmasters, select the menu "Search traffic - Analysis of search queries." Go to the "Pages" tab and set the sorting by clicks (descending). You’re again seeing the pages that get the most traffic from natural Google search. The difference with Google Analytics lies in the clickability of the top pages.
After clicking on the link, you will see a list of key requests that generate traffic. Compare Google data with the keys you wrote yourself. Update the keyword table.
Refine your data using the keyword planner
In the Google Keyword Scheduler, use the "Search for new keywords by phrase, site or category" menu. Enter keywords in the special field, specify the targeting settings and click the "Get Options" button. After receiving the results, use the menu "Average number of requests per month" to sort the words from more to less popular.
At the top of the page you see high-frequency queries. And at the bottom of the table you will find "long tail" queries. Your task is to collect all the "subwoofers" and include them in the keyword table. In the future, you will plan to create materials that meet the interests of users using such requests.
Use the search engine tips
You probably noticed the prompts that appear when you enter a query in the Google or Yandex search field. Use these tips to get additional keyword ideas for each page. Check the frequency of relevant queries using the "Keyword Scheduler" and then enter them into the table.
Evaluate whether to create new pages (15 minutes)
At this stage, you need to assess the level of competition for the selected queries. This will help you understand if you can get enough targeted traffic using existing pages, or if they need to be optimized.
For example, enter the high-frequency query "hamsters species" in the search box. Use the Keyword Difficulty section of the Open Site Explorer tool to evaluate the metrics of the top 10 issue pages. Compare them with the metrics of the pages of your site. You can also evaluate the quality of content on pages that hit the top positions in the issue.
If the content on the pages of your site is of lower quality than its competitors, as well as if the pages of your resource have lower authority metrics, you should create new pages that fully satisfy the information needs of search engine users.
Please note that you do not need to create separate landing pages for similar requests, for example, “species of hamsters” and “breed of hamsters”. Publish informative content that responds to various user requests.
Learn about current information requests of the target audience (15 minutes)
As you know, good content focuses on topics, not keywords. Therefore, you need to know what your target audience is talking about, what it wants to know and what sources of information it uses. To do this, use the most dynamic segment of the Internet - social networks.
To find relevant content, use search forms or hashtags. You can also join thematic groups and evaluate what their users are talking about. The result of the analysis should be a list of topics that you will disclose in the coming days and weeks. Think about what key questions Internet surfers will use to find answers to the most pressing questions.
Use the research results to update the content plan (20 minutes)
During the previous stages of the study, you received a list of keywords for which users already find your resource, as well as a list of keys with which you could attract visitors and convert them into subscriptions or deals. Include words from the second group, as well as a list of current topics from social networks, in the content plan. If possible, group similar keys, such as "how to feed hamsters" and "what hamsters eat," and use them when creating detailed reviews.
Evaluate the predicted result of the content campaign. Use data on the frequency of keys, the average CTR of links to existing pages of your site in the issue, the conversion rate of the site and other data for a rough estimate of traffic growth and conversions.
Young and small sites should not be afraid of keyword research.
Moreover, if the owners of the resources want to develop them and attract traffic, they should immediately explore the keywords and update the content plan. To do this, it’s enough to use free tools: analytics services and tools for webmasters of Google and Yandex, as well as the Keyword Planner and Yandex.Wordstat. For ease of analysis, you can use the paid section Open Site Explorer Keyword Difficulty. New users are available for a free trial period of 30 days.