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The Art of SEO: How to Identify Keywords

 

Jack Hardy, our CIM Midlands Education Ambassador reveals the essential steps that will empower you with the right keywords to achieve high high-performing SEO campaigns and drive more organic traffic to your site!

 

 

 

Following on from my previous article “What is a good search volume for keywords?” many have requested a step back to discuss “How to identify keywords for SEO”. As a marketer, our processes inevitably evolve in line with SEO best practices and individual client needs. However, certain fundamental steps remain consistent across different scenarios, but the way in which you approach them will vary.

In this article, I’ll discuss a process I recently used. However, please bear in mind, the dynamic nature of the industry could render this obsolete by tomorrow.

A perfect example of this is the impact of ChatGPT on numerous industries, including ours. It’s changed the way in which I work to such an extent that we have somewhat jokingly included ChatGPT as a member of our marketing team on the organisational chart.

Internal Research

Start by asking relevant colleagues what keywords they believe their specific pages should rank for. Gather input from department heads, product managers, campaign managers, sales teams, and any other relevant teams. Be sure to include varied opinions but do not make this death by committee.

To steer the conversation effectively, consider guiding them with these questions:

  • What would you search for when looking for our services/content/products?
  • What do you believe potential customers might be searching for?

External Research

To validate your colleagues’ perspectives on customer search behaviours, reach out to your existing customer base. Hopefully, you are in a position where you have a small number of customers you can discuss these matters with. These are likely to be customers that have provided case studies in the past and may have been incentivised to do so.

Again, consider guiding them with these questions:

  • Does this proposed keyword list align with what you would search for on Google if you were looking for our services?
  • Based on the pain points you were aiming to resolve before engaging with us, what were you searching for on Google?

Desktop Research

This area is the most likely to change due to rapid advancements in MarTech. With new products and features continually entering the market, I'll avoid naming any providers or features and discuss the areas in which you should focus on:

  • Perform competitor research: Understand which keywords your competitors are ranking for and where there might be gaps that you can exploit.
  • Create long-tail keywords based on internal and external research: These specific keyword phrases might have less search volume but could attract a more targeted audience with less competition.
  • Identify new keywords: Use the insights from your internal and external research to uncover new keyword opportunities.
  • Analyse paid search data: If you're running paid SEM campaigns, utilise this data to inform your organic keyword strategy.
  • Determine current keyword rankings: Identify the keywords your existing pages are currently ranking for and consider how these can be improved or built upon.
  • Identify keyword trends: SEO isn't static, and neither are keyword trends. Make use of tools to identify trending keywords and search volume trends.
  • Optimise for search intent: Remember, behind every search is a human with a specific intent. Understanding the 'why' behind the search can help align your keywords and content with user needs.

In conclusion, the journey toward SEO success isn't quick. It requires a keen understanding of your audience, continual research, and the ability to adapt quickly. With these strategies in hand, you'll be well-equipped to identify the right keywords for your SEO campaigns and ultimately, drive more organic traffic to your site.

 About the Author

Jack Hardy is a results-driven chartered marketer with over 10 years of experience creating marketing strategies that help drive business growth.

A vast amount of my experience lies within B2B SaaS, however, as I now wish to use my skill set to help better the world. I am currently working with Sygnature Discovery, a world-leading Drug Discovery CRO. 

By working with them I hope to play a small part in the Drug Discovery process that will make a huge difference to many people’s lives. Whether that’s my own family or a complete stranger “One day, everyone will be a patient”.