A Beginners Guide To Keyword Research
Posted on 09 July 2017
What’s the first most important thing to do when you have a great website?
Get customers to see it!
What good is a website if no one see’s it right.
But, I get it, traffic can be super hard for to get for some and even if you’re doing well, you will always need more.
I have spent this week going through our own keywords, seeing how we rank, where we rank, what could be made better and what search terms are we missing out on.
Here is a beginners guide to Keyword Research.
Understanding Your Current Keyword Rankings
You know what they say, fail to plan, plan to fail!
If you’re serious about growing your website, there’s never any harm spending a bit of time evaluating what’s happening and how you can make it better.
For SEO, it’s super important as changes are made regularly that can affect your chances of reaching the right customers.
Understanding your current rank is easier than you probably think.
1 - Log into Webmaster Tools
2 - On the right hand side bar select Search Traffic > Search Analytics
3 - At the top bar select Clicks, Impressions, CTR and Position
4 - The list below will show you your keywords in order of the most clicks.
This table is important to you so I’ll explain what each bit means:
Queries - The are the physical search terms people are typing into Google to find your website
Clicks - This is how many people have clicked your Google Listing after searching for that keyword in the past few weeks
Impressions - This is how many people have seen your Google Listing after searching for that keyword in the past few weeks
CTR - Meaning Click Through Rate is the percentage ratio of impressions vs clicks
Position - This is your ranking position on Google, it could be a mix of general search, images or even international positioning.
What you’re looking for here is the search terms you currently rank for and trying to identify if there are area’s we can improve to maximise your traffic.
If you’re ranking for a search term and your CTR is less than 2% then you should look at improving this.
To improve the CTR of a search term, find the page that is ranking and edit your Meta Title and Meta Description to be more appealing to people searching for that term.
Make sure you keep the same keywords included in the description and title though.
A good trick to find a good way to re-word your titles and descriptions is to look at what other listings say that are ranking higher than you.
If you are ranking number 1 for the search term then search for similar keywords and check other top listings.
If you’re looking to improve your position then you should focus more on backlinks which I have covered in a recent post here.
Researching New Keywords
There’s a number of ways to research new keywords, I am going to cover two of them that I used this week.
If you’re competitors are big companies like Links of London for example, you can use a tool called SEM Rush to check their popular ranking terms.
It has a free and paid plan but the free plan will show you around 10 of their popular keywords.
It’s worth while ranking for the same search terms as your competitors. Big companies are massive on their SEO and spend lots of money researching and developing their strategies so if they're putting a lot of their resources in ranking on a keyword, you can bet it’s generating them even more in return from sales.
Finding Your Own Keywords
For this, I use a tool called Google Keyword Planner.
From the options it gives you when you log in, select “Search for new keywords using a phrase, website or category”.
Type in your products or services, for example: Fashion Jewellery or Leather Handbags.
Then enter your website URL.
Check that the targeting below is correct, it should by default be set to your country.
Then click “Get Idea’s” in the blue button at the bottom.
You should now have a screen like this
Scroll down to the suggested keywords and click the column that says “competition” until it ranks the keywords in order of “low”.
Low - Not many companies are paying to rank for this keyword so it would suggest that not many people are focusing on it making it less competitive.
High - A lot of companies are paying to rank at the top through CPC ads which would suggest lots of big companies are competing for organic search too.
If we look at the term Accessorize Online Shop.
It gets 2,400 searches in the UK and has Low competition for CPC.
If I Google that search term this is what the results look like
Although both of these companies are huge, you can see that theisspecific search term Accessorize Online Shop is not in their Meta Title or Meta Description and the results are not exactly competitive.
This tells me that they’re not intentionally ranking for this word and we have a good chance to get to the top and attract those 2,400 monthly searches to my website.
How To Rank
Now that you know how to plan and prepare a part of an SEO strategy, it’s time to implement it.
There’s a couple of things you can do to implement your new found keywords onto your site;
1 - Edit your current pages to include these keywords.
Note: If you’re changing your URL make sure you setup a redirect as lots of 404 redirects (pages not found) can affect your ranking.
2 - Create new collection pages and include the keywords in your Title, URL, Description, Meta Title, Meta Descriptions and Tags.
This work’s well if you have lots of different products that can be put into categories like “Contemporary” “Geometric” “Leather” “Suede” etc
3 - Write inspiring news articles and implementing the keywords the same as mentioned above.
This becomes one of the only options if you don’t have lot’s of products to categorize but also works really well if you do.
It’s important to add new pages to your website regularly as this will encourage Google’s bots to crawl your website and re-jig your listings where necessary.
Once your keywords are in place it’s a bit of a waiting game for Google to crawl your website and list it on it’s search engine.
For us, it takes up to 5 days but sometimes I have seen it take a lot longer.
You’re listing will probably start a few pages back, like page 5 for example.
Now it’s time to get to the top.
If it’s a really easy word your ranking for with no competition, getting to the top will more than likely happen naturally as long as your landing page is relevant for that keyword and users are staying on your website and not bouncing off as soon as they click.
If the keyword is a little more competitive then you need to start promoting your page or content to an audience that would likely link back to the page from their website to yours.
Like this post, I would have emailed to our designers, hopefully they found it useful and it it inspired them to take some kind of action and they want their readers of their blogs to see this article too to add value to them so they will likely link back to it.
They still play a very important roll in your ranking factor but must be relevant links.
Start with planning, spend a few hours understanding how your website is working already and identify area’s to improve.
Once you’re satisfied with what’s currently happening, spend 30mins to 1 hour researching new keywords.
Try and make a list of as many keywords as you can that are relevant to your website then run through them again and delete the ones you don’t think you need.
Use a mix of new searches, competitors search terms, easy ranking words and moderate ranking words.
Why not even throw in a few highly competitive words on popular pages.
Develop and optimize existing pages but make sure you’re always adding new pages to your website.
It’s important your website is constantly growing.
You can do this by creating categories of your items or writing super useful and inspiring blog posts.
Content is the king of the internet and it last’s forever.
Finally, start promoting your optimized pages to your network of website owners, bloggers, influencers, journalists etc and ask for a backlink.
There’s never no harm in asking.
Even if the company you’re asking considers you a competitor, it’s still worth them linking to you as it helps Google to understand that they’re in your niche because they’re linking to you.
We now link directly to designers websites that link back to us so if you’re serious about growing in this area, send us a message.
If you have any questions your welcome to DM me anytime.
Good Luck and Happy SEO.