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Keyword research is one of the most important aspects of SEO. Not only does it greatly help the chances of your website appearing further up on Google’s list of results, it also gives you an insight into the sort of thing that people are searching which are relevant to your business.
Writing a post without conducting your keyword research first is like doing a presentation without researching the subject first – you’re just going in blind and making it harder for yourself in the long run. You may even find yourself writing about something that people have no real interest in reading.
Keyword research is the process of using tools to discover which search terms people have been using to search topics relevant to your brand. This gives you a fantastic insight into the minds of your customers and potential customers, as well as being a foolproof way to come up with content ideas.
One of the great things about keyword research is that it’s actually quite easy to conduct. Using the Moz keyword tool or the Google keyword planner, you can enter a search term. Say, for the purpose of this blog, your search term is “used car parts”.
Upon conducting keyword research, a selection of search terms come up, including “car parts breakers”, “second hand car spares” and “second hand car parts UK”. Now, the tricky part is to include these search terms in your copy. It’s essential that the search terms look natural, or else you run the risk of alienating your reader. Keywords are usually split up into two types:
Headline keywords: these are the most popular keywords, and are often short and sweet. For example “second hand car parts”.
Long tail keywords: these keywords are searched less, but are more specific. For example, “used brake pads in Manchester”. Due to the specific nature of these search terms, the traffic that comes from these are more likely to convert into sales.
When used correctly, keyword research is actually a great way of coming up with content ideas. Using tools for long-tail keyword questions, such as Answer the Public, means that you can see what questions people are searching, meaning that you can create your content based on what people actually want to see.
For example, if you see a question on ATP, let’s say it’s “how do I change the battery in my Mercedes key fob?” you can create a blog called “Changing the battery on your Mercedes key fob: a step-by-step guide”.
Any decent keyword tool will not only give you a list of keywords, but also the amount of times each particular keyword has been searched over a monthly period. This means that you can select keywords that will work the most effectively for your business. Try to include a range of keywords in your copy, not just the most popular search terms.
It might be tempting to just include the most popular keywords, as these may often be easier to fit into your copy. However, in doing this, you may find yourself competing with thousands of other businesses, thus lowering your chances of showing up at all when that term is searched.
If you have any questions about how the TMI Group uses keyword research and other content writing techniques to create compelling and successful copy, get in touch today.