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How to do keyword research that contributes to your business: the 7 critical steps

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How to do keyword research that contributes to your business: the 7 critical steps

A well-done keyword research makes a big difference in the execution and results of any digital strategy. Having a clear map with relevant keywords for your business is a valuable tool that will help you optimize efforts and focus on what is really important. A keyword research done with dedication and good judgment is a document that will facilitate the work in digital marketing . Understanding the importance of keywords for a Iran Phone Number List strategy is a priority, and learning how to do smart keyword research for business is essential. If the first is failed – in assessing its importance – the second – the creation of keyword research – will be mediocre. If you miss the second, the first was clearly not understood.

In this article we have proposed to clarify all the fronts associated with keywords: from understanding the concept to planning and developing a keyword research . It is a goal that sounds very ambitious, but it is a lot of fun for us. We will condense in a single post everything we have to say about the use and appropriation of keywords in the digital world.

First the basics: what is a keyword
Understanding the definition of keyword is the basis for making correct use of this marketing concept . A keyword is a word or a set of words — this is important! Because many associate the concept with a single word — that a person uses to access information through a search engine. “T-shirt” is a keyword and “cheap t-shirt with a bright print of pokemon dancing happily on a summer afternoon” is also a keyword. The two examples, the single word and the long phrase, are a keyword. We repeat: a keyword.

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“But the translation of keyword into Spanish is” keyword “, in the singular!”, Most tell us. So why is such a long phrase a single keyword ? To answer it diplomatically, here is the explanation: because we are talking about a concept developed by the creators of search engines and not a word taken from a dictionary. Assimilating this is essential if you want to learn how to do keyword research . But why is it important to understand that? Because a keyword is in many cases the only connecting element between supply and demand to develop a digital marketing action .

To exemplify this, let’s use a simple case: imagine that you are interested in learning to play guitar — you would be in need of a service; that is to say, that for market purposes you would be the demand — and we have an academy that teaches guitar — we would be the offer. How do we find ourselves? Using the keyword: guitar lessons. That would be the best connector available in digital marketing for you to take us as a supplier for your need to learn to play the guitar.

That is why it is important to work with keywords in digital marketing ! Because they are the bridge that unites those who seek with those who offer.

The primitive classification of keywords
Having mastered the keyword concept , we can move on to the next step: learn to classify them. There are several ways to categorize keywords for marketing purposes , but the two most popular are: by word length and by user level of awareness.

Let’s tackle the simplest and most primitive form of sorting first: by keyword length. Here we find two categories: generic keywords and long-tail keywords – known worldwide by their English name: longtail -.

This classification serves to draw a very useful dividing line for planning, as it gives us clear clues about the difficulty of the effort we must make to get hold of the keyword and because it shows us the potential benefit in visibility.

The first group includes generic keywords – short tail or short tail -, these are the most sought after, but unfortunately they have a low conversion capacity – precisely because they are generic and in many cases ambiguous. On the other hand, long-tail keywords are not very popular, but with a high probability of conversion. Assimilating this is important when defining how to do keyword research .

To better understand this way of classification, we bring you a simple example: let’s compare the generic keyword «airline tickets» and the long-tail keyword «discounted airline tickets to travel to Cartagena next weekend». Which one do you think receives the most monthly searches on Google? Well, obviously, the first, the generic ones are Forex Email List highly sought after. Now, which user do you think has more intentions to buy, the one who used the generic or the one who used the long-tail? We would bet on the one who looked for “discounted airline tickets to travel to Cartagena next weekend.”

The 4 states of consciousness of consumers
The primitive ranking of keywords — short tail and long tail —, as we said, is not the only one. There is also a categorization that is much more useful in digital marketing : by the user’s level of consciousness – a form of classification that serves to determine their intentions when doing the search. To understand this second form of classification – which we repeat, we consider the best for digital marketing – we first need to delve into the user’s states of consciousness.

Below we will explain the four main states of consciousness from a marketing perspective :

1. Not conscious
In this state, the user does not know that he has a problem or a need. It is a state of absolute isolation in which exposure to the business category does not exist or is minimal. For example, an individual who does not have babies or is surrounded by people with young children does not know that there is a problem called diaper rash; therefore, you will never look at how it is solved or what products are available to treat this condition. If your business sells creams to cure diaper rash, as a marketer you would categorize that person as an example of a consumer living in a state of unconsciousness.

2. Aware of the problem
The second state of consciousness is the one that people live when they detect the problem or need, but do not know what causes it or how it is solved. For example, when you hear a strange noise on the rear tire of your bike, you immediately think that something is wrong. There you are living the second state: you are aware that you have a problem, however, you have no idea what is happening. When you get to this state, you immediately feel the need to seek information.

3. Aware of the solution
Searching for information about the problem generally takes you to the next stage: awareness of the solution. To continue with the example of the bicycle that we approached in the previous state, you noticed the strange noise in your rear tire and you went to Google to search “why does the rear tire of my bicycle sound strange” and you found an article that explained that this noise is produced by the lack of oil in the rear gear. At that point, you jumped from state two to state three. You are already aware of the solution and you can start looking for the best product or service to solve the matter.

4. Aware of the product or service
To go to the last state, you will go back to Google, but you will no longer search on bicycle noises, but on “the best bicycle oils” – in case you want to solve the problem with your own hands – or “bicycle workshops nearby from my house »—if you prefer to hire a service that will solve it for you. Here you are already aware of the product or service you need; therefore, you are already in the fourth state of consciousness.

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The four types of keywords that exist when categorized by states of consciousness are:

1. Informative
An informative keyword , as its name implies, is what people use when they want to find out about something. Here are the keywords of the second state of consciousness. For example, when a user enters Google and types “why does the rear tire of my bicycle sound strange” they are not thinking of buying anything, all they want is information about the problem and its possible causes. These types of keywords are very opportune to add value to customers or prospects and for people to discover your business in the initial phases of the consumer journey.

2. Navigation
A navigational keyword is the one used by people who need to know options or opinions about something. Generally, these types of keywords are used by those who live in the third state of consciousness; the state in which they want to see alternatives to start a decision-making process. For the bicycle example, the keyword “best bicycle oils” is a navigational keyword ; Because the user is not yet thinking of buying something, what he wants is to navigate through the options to document himself and make a more informed decision for his problem or need.

3. Transactional
What keywords do people use when they want to buy specific things? Well, transactional keywords. These types of keywords are the ones used in the fourth state of consciousness. Here the user goes to Google to search directly for the brand or product by name. For example, “where to buy XYZ oil for my bike” is an obviously transactional keyword. The people using that keyword already understand your problem and have already evaluated the options; therefore, what they need is to make the purchase.

4. Premises
This fourth type of keywords is closely linked to the navigational and transactional categories, but we like to separate it because the intentions have a direct relationship with the physical environment of the person searching. Local keywords can be navigational or transactional and are special because the user wants a solution framed in a particular geographic space. For example, when the bike owner searched for “bike shops near my home,” what he is using as a search term is a local navigational keyword. Or if you search for “bike oil shops that are open tonight,” what you used is a local transactional keyword.

What is keyword research
A keyword research is a meticulous investigation to determine which are the most coherent and suitable keywords with a business objective. That simple and, at the same time, complex. The study of keywords is a document in which all the information about the keywords that are important for the business is deposited . This document is primarily created for three things: (i) content strategy , (ii) SEO work planning, and (iii) executing a digital advertising effort.

With a good keyword research , defining the editorial line of your blog or the publication calendar of social networks will be a piece of cake. The keyword listing will show the team what issues need to be addressed in the digital world to be consistent with the consumer journey and business goals. That document will also guide your search engine optimization efforts. By defining and prioritizing the essential keywords for the company, a clear SEO work plan can be drawn up . In addition, this document will give them clues about the critical keywords for each moment in the relationship with the audiences and thus they can design advertising campaigns that reinforce the position of the business in the market.

Working on keyword research has to become a habit of the digital team, so that they are never taken by surprise by a keyword, a competitor or the intentions of a consumer. The methodology for creation and updating must be internalized and developed as an individual and collective skill. This methodology is made up of seven steps that we are going to describe below:

Step 1. Brainstorm
No one knows your business and its customers better than you and your team. Therefore, the first step in the construction of keyword research is to search your brain and that of your collaborators to make a list with the business keywords. This brainstorming is the starting point of the study and we believe that there is no right or wrong way to do it. The only thing we recommend is that you do a synchronous and an asynchronous exercise. For the synchronic, take out a workspace with your team, free yourself from distractions, and sit back and throw ideas into the air. In the process, open up a spreadsheet or notepad and write down all the search terms you think people who are searching for what you offer are using. Then, for the asynchronous exercise, upload the file to a shared folder and commit to jotting down whatever comes to mind in it over the next week.

Step 2. Assess the market and competitors
With the synchronous and asynchronous brainstorming done, the next thing to do is research the market and competitors. For the first, you could do a focus group or simple interviews with clients, prospects and ordinary people who live the different states of consciousness. The idea here is to ask those people to share keywords with you to enrich your keyword research . Now, to investigate the competitors, all you have to do is visit their website or their social networks to identify what words they use or what topics they constantly address. All the keywords that you obtain by researching the market and competitors must be added to the master document that you built in the first step.

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Step 3. Add tools
So far, what you have is a file full of keywords. In it you put your ideas, those of the team, those of the clients and those of the competitors. If you did it meticulously, that document will be a fantastic starting point for your business keyword research . If, on the other hand, you only invested a few minutes and only wrote down the first fifteen words that came to mind, we recommend that, before continuing, you reverse and go back to the first step. The third step of the process consists of taking the document to enrich it, leveraging yourself with one or more tools. The goal is to use a keyword research platform to supplement the archive. What tools do we recommend for this step? There are many, free and paid. The simplest of the free ones is Google. If you take one of the keywords from your document and search for it in Google, the autocomplete will show you other interesting ones — even related ideas will appear within the results. Other interesting free tools to increase your study of keywords are: a plugin for Google Chrome called Keyword Surfer or Ubersuggest – which has a free version and a paid version. Now, in paid tools we have a huge universe. Our favorites are: the aforementioned Ubersuggest, SEM Rush , SEO Moz and Ahrefs . In this third step you will invest a couple of weeks with the tool of your choice. The task is to use it to find ideas that complement the list. The objective is to deepen to the maximum that created document so as not to leave any important keyword out. The more keywords you include, the better.

Step 4. Measure
With an extensive and detailed listing of keywords in a spreadsheet or notepad, we can take on the toughest work in the process: debugging and selecting business-critical keywords. To perform this task we will need to collect detailed information for each keyword. And to do so we will use the same tools that we took into account in the previous point. The task consists of entering the entire list of keywords that we have built in the tool that we have chosen, so that said platform adds the data of search volume, seasonality and level of competition for each keyword. The volume will show us how many searches the keyword receives in an average month, the seasonality will graph the behavior of the search volume of each keyword in the months of the year and the level of competition will tell us how competitive a keyword is – a High level of competition means that many businesses are using or trying to position themselves for that keyword -.

Step 5. Classify
With the collection of the three indicators, we can advance to the next step: sit down as a team to discuss, from the business perspective, which are the most coherent and convenient keywords for each phase of the consumer journey. We do the classification to create groups or clusters of keywords that we could work together. The objective is to reduce the volume of keywords that we have in the document, to keep those that represent the best opportunities for the business. There is no point filling us with keywords that are synonymous or that overlap with each other. At this stage we get out of the tool and sit down with the team to work on the document. This fifth step is also a good scenario to remove from keyword research those keywords that we call “vanity”; that are very ambiguous, contribute little or are very difficult for the digital moment of the business.

Step 6. Prioritize
After classifying the list, the penultimate step of the process does not have an instruction manual to follow, because what you have to do is make decisions. What is most important to your business right now? Which keywords will bring you the most? Where is there a greater opportunity? Those answers are the input to execute this penultimate stage of keyword research . Here you will take the list, you will meet with the team, you will evaluate all the variables – metrics of each keyword, the moment of your business, the market situation, the strategy of your competitors and your content generation and engine optimization capabilities. search or ad spend — and you’ll set your priorities. From this exercise an action plan for content creation, SEO and digital advertising should come out. Step 7. Repeat the process If you made it this far, what you have in your hands is your first keyword research and an action plan. What follows is to repeat the process; every semester, every year or whenever you feel like the market has changed.

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