CHAP 6 Keywords researchs

Detailed Notes: Chapter 6 - Keyword Research

1. Overview of Keyword Research

  • Purpose:

    • Understand words and phrases used by potential customers for finding products/services.

    • Predict changes in demand and respond to market conditions with relevant content/products.

    • Foundation of SEO, connecting business to the target audience.

  • Outcome:

    • Generate a categorized spreadsheet of keywords and phrases by potential business value.

    • Guide for SEO strategy, content creation, and website optimization.

  • Importance:

    • Essential for effective website optimization, attracting traffic, and identifying opportunities.

    • Key for developing title tags, internal linking, link-building, etc.

2. Phases of Keyword Research

  • Ongoing Process with several phases:

    1. Initial Audit:

      • Baseline establishment alongside site audit.

      • Identify existing keywords and discover new opportunities.

    2. Post-Optimization:

      • Focus on long-tail keywords after initial optimizations.

      • Labor-intensive yet rewarding phase.

    3. Regular Reviews:

      • Monthly or quarterly updates reflecting trends and competition.

      • Full reviews at least annually.

    4. Seasonal Research:

      • Track fluctuating keywords due to seasons/events.

      • Beneficial even for non-seasonal businesses.

3. Building Domain Expertise

  • Understanding the Business:

    • Key areas: company history, mission, products/services, competitors, market size, and customer demographics.

    • Review existing customer personas if available.

  • How to Build Expertise:

    • Internal Resources:

      • Engage with employees and review company documentation.

    • External Research:

      • Study industry trends and competitor strategies.

4. Developing a Topics List

  • Identify Relevant Topics:

    1. Start with broad domains (e.g., "smartphone accessories").

    2. Break into subtopics (e.g., "waterproof cases").

    3. Identify high-cardinality topics that apply broadly (e.g., "Samsung").

  • Example Topics:

    • Screen damage, waterproofing, style, insurance alternatives.

  • Importance of Topics:

    • Organize keywords and cover business aspects.

    • Helps identify content gaps.

5. Setting Up the Keyword Plan Spreadsheet

  • Organized Structure:

    1. Raw Keywords:

      • Initial potential search terms (starting point).

    2. Keyword Plan:

      • Refined keywords with metadata (search volume, relevance, etc.).

    3. Topics and Supersets:

      • Ensure consistency in topic naming with data validation.

6. Internal Resources for Keyword Research

  • Gathering Keyword Ideas:

    • Data Sources:

      • Web logs, Google Search Console, and on-site search queries.

    • Stakeholder Input:

      • Engage sales, marketing, support, IT, and customers for insights.

7. External Tools & Trends

  • Helpful Tools:

    • Tools like AlsoAsked, AnswerThePublic, Google Trends, BuzzSumo, and X (Twitter) for trend analysis.

8. Keyword Valuation

  • Evaluation Criteria:

    1. Priority: Aligns with business objectives.

    2. Relevance: Matches content and customer intent.

    3. Popularity: Adequate search volume for targeting.

    4. Difficulty: Competitive nature of the keyword.


  • Opportunity Score Formula:((Relevance × Priority) × Search Volume) / (Difficulty × Current Rank)

9. SERP Considerations

  • Understanding SERPs:

    • Includes Knowledge Panels, Featured Snippets, Map Packs, Rich Results, impacting click-through rates.

10. Implementation & Reviews

  • Keyword Plan Actions:

    • Optimize title tags, improve meta descriptions, enhance interlinking, and build content targeting high-priority keywords.

  • Periodic Reviews:

    • Monthly updates for trends and market shifts.

11. Key Takeaways

  • Keyword Research requires ongoing effort and adaptability.

  • Use a combination of tools and data for effective keyword valuation.

Final Tip: Use the keyword plan to optimize your site's architecture, content strategy, and link-building efforts to ensure alignment with search engines and user needs.