For most businesses, finding customers online consists of much guess work. Small business owners scramble to find cost-effective channels and dabble in various marketing methods.
Undertaking SEO is a meticulous process, but most importantly, it starts with finding your market through which keywords they’re typing into Google and other major search engines.
That being said, what are some good methods to find out exactly what people search on a monthly basis in relation to your products and services? Moreover, how do we understand the searcher motivation behind every single keyword and whether that keyword will really turn a searcher into a shopper? After all, we don’t want to place all of our marketing budget and months of waiting time for keywords to pop up, only for them to have zero impact on our bottom line.
Although most are paid, here are some popular keyword tools where you can find the types of keywords people type into Google to find your products and services (monthly volumes).
Free: Google AdWords Keyword Planner: https://adwords.google.ca/KeywordPlanner
Paid: Long Tail Pro: http://www.longtailpro.com/
Paid: Spyfu: http://www.spyfu.com
Paid: Keyword Revealer: http://www.keywordrevealer.com
Paid: Keyword Sniper Pro: http://www.keywordsniperpro.net/
Paid: Market Samurai: http://www.noblesamurai.com/dojo/marketsamurai/
Paid: SEMRush: http://www.semrush.com/
These tools are a great way for you to gain a better understanding of your demographics and potential market online. Generally, longer tail keywords are better for conversion, have fewer competitors, and are easier to rank on. Many of the tools listed above aren’t exclusive to just keyword research, they also show you competitor analysis for each keyword of interest, and how hard or easy it will be for you to rank for a chosen keyword, that is invaluable information when it comes to staking out your marketshare through SEO.
Moving on, what does that mean as far as motivation and finding which keywords convert researchers into shoppers?
- If you use Google AdWords in conjunction with SEO, AdWords is great for finding out which keywords are doing well for you; since you can add on, delete, and track keywords. Ideally, you want to set up specific landing pages on your website to funnel ad clicks into, and then based on form sign-ups, phone calls, or emails, you can easily track which keywords and ads people came from. You can also set up the ads during different times of the day for specific keywords, pause certain keywords, and this type of testing will really give you a good idea of which keywords are best in your industry.
- Use call tracking. There are many call tracking services available online which work really well in accordance with SEO. Call tracking will set up dynamic phone numbers that show you who called you depending on which keyword they typed into Google/Bing/Yahoo, clicked your website, and then phoned in. This is a very specific way to track the success of your SEO or Google AdWords campaigns.
- Long tail keywords. Simply put, these are more exact and defined terms, often, when people key in 3 keywords or more, they’re becoming more specific and refined in their search, and this is where you can capitalize since competitors are seeking the large volume keywords that may actually not convert as well, and are harder to rank on.
- Do thorough competitor analysis. As stated above, many of these keyword tool programs can show you whether or not your competitors are purposely doing SEO to rank for specific keywords you’re interested in.
Scan the first page of Google for your keyword, is the Google results page returning a top 10 list of Wiki pages and informational sites? That’s a likely indicator that these are what the searchers are looking for, and Google is returning the right result.
That means these aren’t customers interested in your product/service. This helps take out some of the guesswork, as you don’t want to spend time trying to rank on a keyword, only to end up on the first page of Google with wiki, .government, and .education websites.