Keyword research effective in 5 steps
The first step in setting up SEO activities on a new site is the analysis of strategic keywords.
Often we receive customer briefs with lists of keywords that affect their business and which should also represent the company website, but the association is not always so immediate or at least should not be taken for granted.
Where to start?
Once the key concepts have been identified, we propose an intervention in 5 steps:
• web competitor analysis
• current positioning
• volumes of research and competitiveness
• keyword / content consistency
• variations and related research
1. Analysis of online competitors
On this point we will be never tire of writing that the key thing to consider is that it is not (only) competitor in the sense of business, but in terms of organic positioning for certain keywords.
This will allow us to immediately exclude some bad keywords, for which in reality are positioned types of sites not consistent with what you want to promote.
We can start to do some manual search from anonymous browsing to begin to understand the usefulness of this step, and then refine the analysis with one of the many SEO tools, some of which will be discussed in the continuation of the article.
2. Positioning on Google (current)
For which keywords is our site already positioned?
For this type of analysis it is essential to use a tool that allows us to investigate the main keywords for which our site appears on the first pages of Google.
Very good tools (for a fee) are Ahref and Semrush.
3. Volumes of research and competitiveness of keywords
From this first skimming, if for example the need is to increase traffic to the blog, we can select keywords that receive higher volumes of traffic and verify similar research and competitiveness directly on the Google Adwords Keyword Planner.
At this point we are able to understand on what we are positioned and what are the keywords with more research volumes: all that remains is to verify that the contents of the site are consistent and, therefore, optimize each page for the most relevant keyword.
So let’s review all onsite elements such as meta tags, internal links, etc. and if the backlinks are optimized.
5. Related research and content marketing strategy
As a last step, we analyze the research related to the definitive keywords, in order to:
• get more ideas for onsite optimization
• intercepting research actually carried out by users that we had not considered
• create new relevant content that by working on related searches, also strengthen the main keywords
We also suggest LSI Graph, a free tool that is very useful to deepen the latent searches (NB: do not forget that the related searches provided by the tool are extrapolated only by Google.com)