Identifying keywords for a content strategy involves careful research and finding that unique angle that sets you apart from the competition. With the business world having over saturated markets, you can't use generic keywords and expect to get automatically found online. You'll only get lost in the shuffle with other businesses vying for those same words.
On Google, this is more important than ever since they take keywords seriously. They also place unique content at the heart of successful search results. With that in mind, you need branded keywords relating to your content.
Fortunately, there are two well-known sites where you can easily research keywords. You can also use techniques on your own to help give you a better idea of which keywords will work and which won't.
Take a look at what you need to know for researching, and how to tell the difference between head-tail keywords and long-tail keywords.
Brainstorming on Your Initial Keywords
If you're just starting out creating content for your business site, it's time to think about what keywords you might use. HubSpot, a marketing automation software, recommends you make a complete list of topic buckets you can tap into later once keywords get more focused.
A good way to get this started is to think of topics you blog about regularly. Although a more thorough way is to create buyer personas so you understand what type of keywords you may need later. This targeting element helps bring better ideas for keyword phrases your buyers would likely search for on Google.
Creating a Draft of Your Keywords
Once you have your topics above, create a draft list of keywords your customers might use. Think of these in specific sentences as if it's customers asking a question.
These phrases don't need perfecting now since you can refine them later. Regardless, it helps to look back at successful keywords you've used before and see what the results were. You can use this as a guide on how to structure your new keyword phrases.
Checking Competition on Your Keywords
It's essential to check what competition you have with your keywords so your competitors don't end up reaping the benefits. While you can check some of your competitors directly to see what they use, you may discover keywords that aren't working for them. If so, it can become an opportunity to use those to your advantage.
The easier way is to use a service like SEMrush, which gives you extensive reports on what keywords rank for your own domain. Most importantly, SEMrush gives you thorough analytics on what your competitors are doing. You'll see your competitors' best keywords, discover new organic competitors, and observe position changes of domains.
You can get the same results working through the Google Adwords Keyword Planner. Their keyword search system is always reliable, and you'll get historical stats, how certain keywords might perform, plus create new keywords by placing new lists together.
Head-tail and Long-tail Keywords
For this more technical side of identifying keywords, you need to understand the differences between head-tail and long-tail keywords. A head-tail term is a shorter search term that's usually more generalized. Long-tail keywords are self-explanatory and usually involve a phrase.
As you create keywords, both of these styles matter and they need to work together. Combining the two gives you a stronger keyword formula since the head-tail terms provide an anchor for the most searched for terms.
Long-tail keywords are more specific and frequently get used by those with advanced search skills, or people who know exactly what they are searching for.
At the end of the day, you want to do your homework, stand out from the crowd and grow your organic search.