SEO Keyword Research
This playbook outlines the steps necessary to conduct effective keyword research for search engine optimization (SEO). It will guide you through finding and targeting keywords to boost the search visibility and organic traffic of your content.
Step 1: Goal Setting
Define the objectives that you want to achieve with your keyword research, such as increasing organic traffic, improving search ranking for specific queries, or targeting a particular audience segment.
Step 2: Topics List
Generate a list of topics that are relevant to your brand, products, or services. Think about the subjects your potential audience may search for online.
Step 3: Initial Keywords
Use your topics list to come up with an initial set of keyword ideas. Think about the potential search queries your audience might use when looking for the topics you've listed.
Step 4: Keyword Tools
Utilize keyword research tools like Google Keyword Planner, SEMrush, Ahrefs, or others to expand your list of keywords and get data on search volume, competition level, and related queries.
Step 5: Analyze Intent
For each keyword, assess the user intent behind it. Determine whether users are likely to be seeking information, looking to make a purchase, or searching for a particular type of service or product.
Step 6: Competition Analysis
Study the search engine results pages (SERPs) for your keywords to understand who your competitors are and what kind of content is currently ranking well for those keywords.
Step 7: Shortlist Keywords
Based on your research, refine your keywords list by selecting those that best match your goals, have sufficient search volumes, and attainable competition. Balance long-tail and short-tail keywords.
Step 8: Strategize Content
Plan your content strategy around the shortlisted keywords. Decide on the type of content (blog posts, product pages, guides, etc.) that would best serve the user intent and include your targeted keywords.
Step 9: Optimize On-page
Ensure that your selected keywords are strategically included in your content, metadata (title tags, meta descriptions, header tags), and within the URL structure where appropriate.
Step 10: Review & Update
Regularly review the performance of your chosen keywords in terms of rankings, traffic, and conversions. Update and refine your keyword strategy based on the insights gained.
General Notes
Continuous Process
Remember that keyword research is a recurring activity. Search trends change over time, which means your keyword strategy requires periodic reassessment and adjustment.
Quality Content
While targeting the right keywords is crucial, the quality of your content is equally important. Ensure that your content is informative, engaging, and provides value to the reader.
User Experience
Consider the user experience on your website or platform. Your efforts to drive organic traffic through keyword optimization should align with providing a seamless and enjoyable user experience.