Keyword research and analysis

Keyword Research and Analysis

Overview

Keyword research and analysis is an important aspect of search engine marketing.

It involves identifying the keywords and phrases that potential customers are using to search for products or services online.

By targeting these keywords, businesses can improve their visibility in search engine results pages (SERPs) and attract more organic traffic to their website.

Two well-known global brands that have used this strategy are:

• Apple – Apple uses keywords such as “iPhone”, “iPad”, and “MacBook” to target customers searching for their products.
• Coca-Cola – Coca-Cola uses keywords such as “soft drinks”, “beverages”, and “cola” to target customers searching for their products.

How to

The process of keyword research and analysis typically involves the following roles and responsibilities:

• Marketing team: responsible for identifying target audience and creating a list of potential keywords.
• SEO specialist: responsible for conducting keyword research using tools such as Google Keyword Planner, SEMrush, and Ahrefs.
• Content creator: responsible for incorporating targeted keywords into website content, blog posts, and other marketing materials.

Best Practices

• Focus on long-tail keywords that are specific to your business and have low competition.
• Use keyword research tools to identify high-volume and low-competition keywords.
• Incorporate keywords naturally into website content and avoid “keyword stuffing”.
• Regularly review and update your keyword strategy to stay ahead of the competition.
• Consider using location-based keywords to target local customers.
• Track and analyze the performance of your targeted keywords to make data-driven decisions.

Examples

Here are two potential examples of how small businesses can use keyword research and analysis:

• Example 1: A local bakery in Chicago could use keywords such as “fresh bread”, “pastries”, and “cakes” to attract customers searching for baked goods in the area.
• Example 2: A small online clothing store could use keywords such as “affordable fashion”, “women’s clothing”, and “online boutique” to attract customers searching for trendy and affordable fashion online.