How I do Keyword Research
Finding the right keywords isn’t always about finding keywords that have search volume. There are plenty of keywords that are marked as “0 searches per month” that actually bring in warm traffic.
Long tail keywords are sometimes easier to rank for, and can help you rank for the shorter version. In many instances, longer search phrases are very specific and can be considered “buyer intent.”
Those are the keywords I’m interested in because they pay off the most.
I’ll show you the exact process I use. If you’re on a tight budget and don’t want to pay for a keyword research tool – you’re in luck (my way is free).
Step #1 – Download the Keywords Everywhere Tool
This is completely free and it’s an add-on to your web browser. Go to Keywords Everywhere now, and add the extension.
What this tool does is give you the search volume for the keyword you are interested in. It also displays related searches in a side bar, making it an extremely powerful tool, if you know how to use it correctly.
It not only pulls data from Google, but also from Bing, YouTube and Amazon. It actually pulls data from more than those that I mentioned, but those are the ones that I’m interested in the most.
Both are great choices because they are super affordable and they are very powerful.
There’s a lot of good features with both of them. I do use it once in a while when I need to save time.
Step #2 Use Your Brain
That’s right, I just said that crazy talk.
Whatever niche you are in, think about where the buyer is in the buying process.
Ask questions like:
“If they are searching for this, what are they really looking for?”
It could be as simple as someone searching for:
“divorce lawyer Baltimore MD”
And, they are really just looking for a phone number to call, or a form to fill out.
Other times, the person searching for something may be looking to read an eBook, blog post or watch a video to learn more. In that case, you need to know that so you can take them to the next step in the buying process.
Many marketers completely miss the boat on this concept. Here’s the reality:
Rankings does not mean banking.
You have to dig deep. Seek to understand. Help people reach the destination they want, not need.
Those are key points.
Step #3 Finding Longtails
The most important lesson in keyword research I have ever came across is finding the long tail version of the money keyword you are hunting down.
You see, more times than not, you are after the same keyword is your competitors. The main difference is, you’re probably far behind them.
It’s not a good idea to just tell your marketing team to go after “lawyer Baltimore.” On the other side of the coin, it would be a major red flag if the marketing team tells you it’s a good idea to rank for “lawyer Baltimore.”
If you know me, I always like to keep things simple.
Longer keyword versions help rank the shorter version.
Example Time!!! (Get excited!)
For this example, we will use the Keywords Everywhere tool! Go back to Step #1 for the download link, so you can follow along.
Let’s say you are a Lawyer in Baltimore, MD. Your ultimate goal is to rank for “lawyer Baltimore.”
As you can see, that search phrase generates 390 searches per month, and has a CPC of 34.52. The CPC means that’s what lawyers are paying per click in advertisements.
The point is, this is a very competitive keyword. Many lawyers would love to be at the top of search results for this search phrase.
There are probably attorneys in the area paying thousands of dollars per month to try and rank for it.
What Should I do Al?
Here’s what I would do.
Yup, you guessed it… find a long tail version.
Here are two I would go after:
“lawyers in baltimore county” (90 Searches Per month)
“lawyers in downtown Baltimore” (30 Searches Per month)
Then, depending on the type of law you specialize in, you can get much more specific and find even longer tails.
Too many times I see “SEO Experts” try and go right for the money keyword. They get discouraged and give up. Results are Zero. Clients are unhappy, and you’re left in a pickle.
You’ll have earlier success with long tail keywords. You will generate phone calls with them (RESULTS). Clients are happy and you know what the best part is?
It will help you rank for your ultimate money keyword goal!
Step #4 Structure Your Site Accordingly
Knowing my 5 Rules for Successful On-Page SEO will help you understand how to structure your site. So head on over there if you want to learn more.
Make sure you have your keywords in the most important areas on your site, but don’t over-do it.
Want a Done For You Keyword Research Service?
There’s a vendor on legiit.com that is highly recommended. Legiit is a SEO market place where you can outsource big or small tasks, like this one.
Go Here for a done-for-you keyword research package.
For all you business owners out there that do your own SEO, and for all the SEO Experts / Agencies:
You’re Just One Ranking Away!