These are the question mark keyphrases.Įxamples: “can a microscope see cells” and “how to replace a microscope lightbulb.” These potential visitors are doing research and looking for answers. Keyword research principal #1 Every keyword indicates intent. We need to understand intent to find and target the right keyword. Search intent and types of pagesīefore getting into the details of keyword research, let’s first break down the types of searcher intent. The goal is to disqualify the phrases with few or no searches (the invisible) or too much competition (the impossible). How likely is your page to rank for the phrase? Are the other pages that rank for the phrase much more authoritative than yours? It’s useless to target a phrase if you have no chance of ranking for it. Are people searching for it? A lot or a little? Is it trending up or down? It’s useless to target a phrase if no one is searching for it. And finally, the phrase describes with what you sell or aligns with your content mission statement.Īssuming we know what topics and keywords align with the business, let’s focus on the first two criteria: Your website has a realistic chance of ranking relative to other sites (competition).
The ideal keyphrase checks three boxes: People are searching for it (search volume).
The basic criteria for choosing a keyphrase Here, we’ve put our best advice into this single guide to help you learn how to research keywords for your digital marketing. Over the last 20 years, we’ve researched thousands of phrases for hundreds of clients.
What answers and information does your audience look for?Īlign your content marketing with relevant topics and phrases.What do people really call your product or service?Īvoid using jargon and start using top-of-mind phrases.It’s truly amazing the things you can learn within minutes: Keyword research is like reading the minds of millions of people. Keyword research is the first step on the road to rankings.Īnd it’s fun. In order to rank, a page must indicate its relevance and the website itself must be authoritative in the eyes of search engines.Īnd it all begins with the keyword. Ranking in search results is not as complicated or mysterious as you’d think. To get that visitor to land on your site next time, you need to choose keyphrases carefully and then align your content and pages with those phrases. As you read this sentence, someone somewhere is looking for the services you offer, the products you sell or the knowledge in your head.Īnd they’ve landed on someone else’s website.
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