Introduction to Keyword Research
In the world of Search Engine Optimization (SEO), keyword research is a crucial step in understanding what users are searching for online. Google Keyword Planner is a popular tool used for this purpose, providing insights into search volumes and competition levels. However, the question remains: what are the important points to consider when doing keyword research for SEO using Google Keyword Planner?
Understanding Keyword Intent
The key to successful keyword research lies not in focusing on the keyword itself, but rather on the solution it provides to the user. Google Keyword Planner shares estimated search volumes, but this doesn’t necessarily mean the entire volume represents your target audience. Some users may be looking for information, while others are ready to make a purchase. For instance, a search for "bark" could refer to the bark on a tree or the noise a dog makes. Each of these interpretations has different implications for your content strategy.
Optimizing for the Solution and Topic
Instead of optimizing for a specific keyword, it’s more effective to optimize for the topic it relates to. Ask yourself what the person searching for this keyword is looking for, and build a series of pages that meet these needs. If it’s a conversion phrase, incorporate the questions and solutions related to the product query into the product or collection page. This can be done through the copy itself or in the FAQs. For keywords with both informational and conversion intent, such as "micro needling," create multiple content types that cater to different stages of the customer’s journey.
Creating Comprehensive Content
By creating guides that address the topic, your website becomes stronger for specific phrases. Machine learning and AI are becoming increasingly adept at understanding what content solves, using the trustworthiness of the content and its phrasing to determine the keywords the page should rank for. If the content demonstrates knowledge and expertise, and claims or solutions are backed up by proven facts, you can show up for keywords without optimizing for the phrase from Google Keyword Planner. Adding schema to your content, such as article or blog post schema, can further enhance its visibility and relevance.
Keywords with Higher Search Volumes
Keywords with high search volumes can be tempting to optimize for, but instead of focusing solely on the keyword, consider other related keywords that are part of the solution. Group these together and think about how they interact to educate the person, providing them with the information they need to make an informed decision. Your goal is to create the ultimate resource for the topic, whether it’s a question, a guide, or compatibility for products and services. By doing so, you may find that the keyword search volume multiplies exponentially, allowing you to optimize the same page for multiple high-volume phrases.
The Irrelevance of Competition Scores
Competition scores, as provided by SEO tools, do not directly impact search engine rankings. Search engines prioritize providing the most accurate answer in the easiest-to-absorb format and in the fastest way possible. If you create content that meets these criteria, you may find yourself ranking higher than more established sites. Even in highly competitive phrases where significant money is being spent, creating high-quality content can lead to natural backlinks from authoritative sites, further strengthening your website’s stability.
The Importance of Long-Tail Phrases
Long-tail phrases can be part of the topic and should not be overlooked. When filtering keyword research tools to only show volumes at 500+, you may miss out on parts of the entity that include consumer questions. Understanding what matters to the consumer or user helps provide them with more complete solutions. When the page answers all of their questions, they can convert or subscribe to your publication because you’re a solution provider.
Conclusion
In conclusion, the key to successful keyword research for SEO using Google Keyword Planner lies in understanding the intent behind the keyword and optimizing for the solution and topic. By creating comprehensive content that addresses the user’s needs, you can increase your website’s visibility and relevance, regardless of the competition. Remember, the goal is not to focus on keyword volumes but to provide the ultimate resource for the topic, thereby attracting and engaging your target audience.