@innovationviswww.innovationvisual.com

Basics of Keyword Research

Clotilde Watsonclotilde@innovationvisual.com

Housekeeping Rules

Just the expertise you need

Mute your microphone

Switch your video off

Use the chat for questions

Q&A will be at the end

Why Keyword Research?

Uncovering how people search

Keyword research uncovers:• How people think about your

business• New ideas about related

subjects

What to do with this information?

• Optimise existing content• Improve your website structure • Build an efficient and effective

content plan• Improve your advertising

strategy• Get insights on your audience

Keyword Research Tools

SEO Platforms – SEMrush, Moz

Pros• Valuable data• Tracking capability

Cons• Data not always accurate• Expensive

SEMrush Keyword Magic Tool

Moz Keyword Explorer

Google Search Console & Bing Webmaster Tools

Pros• Accurate data• Free

Cons• No benchmark or market data• Won’t highlight new ideas

Google Search Console

Bing Webmaster Tools

Answer The Public

Pros• Find new ideas• Free (limited use)

Cons• No keyword data• Only for broad subjects

Answer The Public

Google Keyword Planner

Pros• Accurate data (if you run ads)• Forecast data

Cons• Useless if you don’t run ads• Google only• Not as many suggestions as

other tools

Google Keyword Planner

Google Trends

Pros• Shows data over time• Compare terms

Cons• No absolute values

Choosing Your Keywords

From keywords to themes

• Provide the best answer to a question

• Use clusters / pillar pages to structure your content

Source: https://blog.hubspot.com/marketing/topic-clusters-seo

Ask the right questions

• What is your audience searching for?

• Who is your audience?• When are they searching?• How are they searching?• Why are they searching?• Where is your audience based?

The keyword research process

1. Identify seed keywords2. Gather the data3. Filter out irrelevant terms4. Group into themes5. Select your target terms

How to select target terms

• Intent• Business fit• Search volume• Competition

How to answer the question?

Source: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdfhttps://www.searchenginejournal.com/ecommerce-guide/perform-keyword-research/

Long-tail keywords

Source: https://moz.com/beginners-guide-to-seo/keyword-research

Measuring success

• Track keywords in an SEO tool• Visibility is an estimate only• Measure actual organic traffic to

your site

Ø Review keywords every 6 months/year

Thank you for attending!

Follow up questions: clotilde@innovationvisual.comor

your account lead