When doing keyword research, you need information about each keyword or keyword phrase you want to use that will make it easier for you to determine whether the keyword is right for you or not. You need to know how many people are searching for the phrase or word, how it relates to your niche and audience, and whether it has high or low competition.
Let’s explore these three factors more deeply.
- Search Volume
Search volume refers to how many searches on average there are for any given keyword or keyword phrase. Knowing how many times a specific term is searched for lets you know whether it’s worth it to craft content around that term.
Checking the search volume of your brainstormed keywords will help you avoid wasting time on keywords that don’t have enough search volume. How much search volume you need depends on your niche and how many clients you need to be profitable and grow your business.
To find search volume, you’ll have to log into your Google Ads account and find the keyword planner. Once you enter the keywords or phrases that you want to check, you can learn about the search volume as well as the expected future search volume. This helps you make plans on the content you’ll create.
A keyword relevance score helps you determine which keywords you need to use to affect your pocketbook. You may need to use additional tools to determine relevance, but in general, relevant keywords are what your content is created about.
You’ll need to define your goals, brainstorm relevant topic ideas, and create a list of initial words called “seed keywords.” Then you can use tools like SEMRush.com, Moz.com or Google Keyword Planner to look further into relevance.
Long-tail keywords are usually more relevant as they’re more precise and specific. Your keywords help search engines determine if your website is about what they think it’s about. Google is very good at using the links, headers, and meta information of your site to ensure that it’s about what they think it is, so they send the right audience.
Don’t use keywords that don’t relate to your audience or your products and services to try to attract an audience. Google puts relevancy as one of its most important ranking factors. You can ensure your site is relevant in Google’s eyes by using the right keywords and matching it with the right content.
Keyword competition is crucial because you cannot compete with big corporations and be successful. Specific keywords have too much competition. Therefore, for best results, you want your keywords to be low competition, but you want them to have high interest.
If a keyword is a “low competition” keyword, that means that while people are using the term, very few businesses are bidding on them. Fewer bids keep the ad price lower, but you don’t have to run ads to use competition as a metric for your keyword development. Look at it like this instead. If one big business uses a high competition keyword, it’s going to be hard for you to make headway with that keyword because you will not be able to create enough content using the keyword to build traction.
For example, let’s take the keyword “books.” When you search for books, where do you think you’re going to get sent? The number one result is going to be Amazon because they’re the number one bookseller, and no one else is going to be able to compete with that keyword – especially a small business owner. Therefore, if you sell your books, you’ll want to find a new keyword that is more relevant and has less competition.
These three factors are vital to understand if you want to be successful with content marketing. You don’t need to run ads to use this information to its full advantage.