As developers change the way search engines view and analyze keywords, it's imperative that digital marketers evolve keyword research and content development processes. Typically with keyword research, you try to identify what phrases people enter into search engines when seeking information. Google and Bing are doing a better job of understanding how the content matches up with the searcher’s intent and helping them answer the questions of what, how, when, and where.
Optimizing for the entire sales cycle with the questions your customers are asking in “natural language” is crucial for capturing all stages of traffic. Question-based keyword development will make sure you consider all customer needs and how you can develop content to satisfy them.
Things to consider from a customer-need perspective:
Things to consider from a customer’s search situation:
Tools or Ways to Conduct Research
Traditionally most SEOs have relied on Google's Keyword Planner to provide keyword ideas and a sense of popularity with monthly search volume. This is unfortunately oversimplified. The value of this tool is not with the keyword recommendations, but the ability to identify keyword volume. There is a significant number of potential keyword phrases that will not be recommended by Google, but if identified by other means, can provide significant targeted traffic.
Other methods to consider when identifying keywords include:
Lastly, it’s key to understand that you don’t need to go after all the keywords related to your service or product. You need to prioritize keywords based on their value as defined by your business goals and the user’s intent. A good way to do this is to rank your keywords by attributes such as stage in the funnel, competitive difficulty, traffic quality and content relevance. By doing this, you will ensure that you are investing your efforts on content targeted to the most valuable keywords.