The first step of any SEO strategy is to analyze the keywords we want to position. It is therefore necessary to make a comprehensive study of keywords in Adwords to aspire to get a good position in Google search results for keywords that most benefit our goals.
SEO strategy: How do we perform an analysis of keywords?
In each project I use different methods to get the best keywords related to a specific business in my SEO strategy. As I have done many keyword analysis for very different industries I’ll share my main SEO strategy with you to achieve best results.
1. Extracting knowledge
First thing I do when working on an analysis of keywords for a business is to ask for a list of all the services or products offered or/and the words that define the business. For example, for a sports shop I would go with words such as “sports shop”, “sneakers”, “tracksuit”, etc, etc.
Sometimes it is not possible to have that list, because the client does not have time to do it, in this case I would have to prepare that list by asking the client and looking for as much information as possible about high-performance keywords related to that type of business.
At the end of step 1 what I have is a list of keywords related to the client’s business. That is my raw material of work. Now it’s time to expand that list to include all those synonymous terms that may have been overlooked.
At this stage I have to squeeze my brain a little bit (that’s why I call it brainstorming) and think how people can refer to a product, object or service. It is very useful to use a synonym finder. I would recommend using wordreference, but there are many other toold you can use that are equally good. Continuing with the example of the sports shop, if I look for synonyms for “sport cloths” I will get synonyms like “shirt” or “shoes”. I add all these synonyms to my list of words.
3. Search keywords in Adwords
Now that I have my list of keywords it is the time to discover if any of those keywords can be worth any traffic. To do this I go directly to the Adwords keyword planner and go to the option Search for new keyword ideas. I choose the landing page, segmentation (if any), and then enter my list of words (separated by commas). I can introduce them all at once or do it in groups, if they are many.
Now, I will be able to see the average monthly search of my chosen words of my list and a table with new keyword ideas that Adwords recommends to me. I download the results in CSV format and begins the 4th step.
A CSV is like an Excel spreadsheet. Now, what I have achieved is a table where we have several fields: keyword, monthly searches … And a lot of records with all quality keywords. In this moment, keywords with high monthly searches are the only ones that interest me (the rest are taken into account for SEM campaigns), so I’ll take those high traffic keywords with lower competition and move the rest of the keywords to another excel sheet for future use.
Now I have an amount of data that can be quite difficult to manage (sometimes I got tables of more than 5000 records), so you have to make a screening:
- Remove duplicate keywords (In Excel use the option DATA / duplicate to remove duplicated Keyword).
- Organize keywords based on number of searches (DATA / Sort / Sort by Avg. Monthly searches).
- Remove the keywords that do not have search or have few (depending on the type of business).
Now that I have a good organized list with all the good keywords candidates, I create a list of three groups: candidates (top keywords), average (interesting keywords) and the rest. Remove the rest of the keywords that are not interesting to have in our digital marketing campaign and highlight candidate keywords in yellow.
5. Competition Analysis
Now it is time to see the competition for the keywords and how difficult they are to position. I investigate each of the keywords to analyze whether it would be easy to position. for this, I look at several things, mainly:
- Number of search results for each specific keyword using Google keyword planner.
- Page Rank, Domain Authority and Page Authority for pages that appear on the first page of results for that search in google.
- How many of the pages in the first 10 results have the keyword in the url, the title or meta description.
With that information in mind I decide which keywords are the best candidates for the project.
When we have selected the top keywords for the business (and the customer has given approval) I customize the landing pages of the website with relevant keywords on title, description, quality content with right keyword density as the following onsite step by step SEO guide explaines.