With a seeming infinite amount of content on the Internet, how do you as a marketer make sure that the right people find your content? If you said keywords give yourself a pat on the back.
Putting the right keywords in the right places can transform untouched content into viral, high traffic content. This all sounds great, but every other b2b marketer already knows this, and is probably going to be using the same keywords that your thinking of to attract people to their content. This is why keyword research is important. Keyword research allows you to get just the right keywords that people are searching for in Google, but that aren’t too competitive.
This is where Brian Dean of Backlinko’s Keyword Research: The Definitive Guide comes in. It is an incredibly in depth step by step guide to keyword research. Whether you are brand new to keyword research, or are just in need of a refresher YOU have something to gain from this helpful guide. It features actual images from the tools it covers to make the directions easy to understand.
KRTDG is divided into 7 sections:
- Google Keyword Planner
- Long Tail Keywords
- Commercial Intent
- Keyword Competition
- Keyword Research Tools
- SEO Content
Starting off broad the Introduction covers:
Buyer Personas what they are and how to create and use them
Niche Markets and how to find and engage with forums to target the right ones (this includes how to use Wikepedia to find Niche markets)
Keywords the difference between Head Keywords, Body Keywords, and Long Tail Keywords and how to use them
Google Keyword Planner
One integral tool to keyword research is the Google Adwords keyword planner. Google Adwords is an incredibly complex tool with many different features. There is a whole certification process offered by Google just to learn how to use it. The Keyword Planner tool is one small feature in the Google Adwords tool that is incredibly useful whether or not you dive into the rest of Google Adwords or not.
This section of KRTG gives you detailed guidance on how to use the Google Keyword Planner.
Long Tail Keywords
This section outlines how to find Long Tail Keywords. It gives a number of different tools to help accomplish this and explains how to use each one:
This plugin automatically lists the keywords that people searched for to find that particular page.
Soovle.com is an easy to use, free tool that shows you keyword suggestions results from Amazon, Wikipedia, Ask.com, Google Suggest and YouTube.
Like Soovle, UberSuggest.org grabs information from Google Suggest. What makes this tool unique is that it provides A LOT more keyword suggestions than Soovle.
This tool does the same things as Uber Suggest, only you get WAY more results. You can also filter out duplicate keywords and download the results to a CSV file (two things Uber Suggest can’t do).
You can easily find 2nd and 3rd page keywords in Google Webmaster Tools (GWT).
This tool shows you high-volume keywords in your niche…before they show up in the Google Keyword Planner.
Google Correlate is a little-known tool that shows you keywords that tend to correlate with one another.
Quora is an extremely popular crowdsourced Q&A site (similar to to Yahoo! Answers, except people’s responses are actually helpful).
While getting keywords that attract visitors has benefits, getting visitors to become CUSTOMERS is the goal. This section covers how to attract viewers that are ready to become customers.
The Commercial Intent section suggests that you organize your keywords into 4 categories: Buy Now Keywords, Product Keywords, Informational Keywords, and Tire Kicker Keywords (if you want to make up your own names for them go right ahead.)
KRTDG then points you back to Ad Words to collect objective information that will help you gain an understanding of buyer intent.
Keyword Competition Analysis
This section discusses how to size up your competition and make smart decisions that will help you save time and money.
A few tools that are encouraged: SEQuake and MozBar
KRTDG then covers PageRank and Page Authority, Refering Domains, Domain Authority and Brand Presence, Link Profile, On-Page SEO, Easy Target Results, and Content Quality
Keyword Research Tools
This section walks through a few recommended Keyword Research Tools weighing the strengths of each one.
The different tools covered are:
Turning Keywords Into SEO Content
This section walks you through how to create content from your keywords.
Turning Keywords Into SEO Content is organized into 5 sections: Squeeze More From Your Title Tags, Publish Loooong Content (yes exactly four zeros), Keyword Prominence, Tap Into User Experience Signals, and Optimizing Pages for Google Hummingbird.
Keyword Research: The Definitive Guide is truly what it claims: a definitive guide, (verging on an exhaustive concordance at moments.) KRTDG is an invaluable resource for all marketing researchers whether it is a greenhorn’s introduction or a veteran’s reference.
Learn more about Brian Dean and Backlinko here.