Here are a few questions to ask when formulating your goals for keyword research: Plus, you’ll save more time and effort than necessary – and avoid targeting irrelevant terms (so-called vanity keywords) or keywords with little or no return on investment (ROI). Having goals will help improve your chances of SEO success. In my opinion, this is the most overlooked step in typical keyword research efforts. Many times keyword research will turn up keywords that you could rank for, but if they are not keywords that will attract visitors who can become the solutions to the needs stated in your goals, they won’t be worth the effort you’d put into trying to rank for them.

However, without some carefully crafted goals – the specific business and brand needs you want to earn organic traffic for – it will be a futile effort.īecause those goals will give you a sense of direction in your research. You might think you’re ready to start real keyword research now. Your goal here is to establish a baseline of keyword performance that you can use for growing your keyword universe in the other steps below. The new keywords you’ll discover in your keyword research become the guide for all your subsequent SEO work (at least in regards to things like content optimization and link building). Put the poor-but-worthwhile keywords aside to add to the list you’ll develop in the steps below. These are keywords that have sufficient search volume and impressions but have lower ranking and/or click-through rates. Just substitute your cause or passion or interest for the products and services. However, the basic principles apply to non-business sites as well. Note: The remainder of this chapter is from the perspective of a business website trying to sell products or services to potential customers. There are many legitimate ways to approach keyword research, but in this guide, we will follow these steps: Make the keyword research process one of your regular habits for good SEO health and growth.

Changes to search engine algorithms or search features.

New queries that hadn’t appeared before or new terms searchers are using to look for what you offer.

Shifting needs or desires of your target consumers.

Some of the changes that can necessitate new keyword research include: Because your market situation will change over time.

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