Well, it was a time where people would grab one keyword and spread it around the page.
That practise is no longer good.
Before we continue let me refresh or remind you of what the “Hummingbird” concept is all about.
Now here is a good way to go about this.
You need to perform extensive keyword research before even thinking creating your content. We all know that keyword study isn’t as simple as it looks.
You need to think informational, educational, emotional and add a few buyer keywords. Then, place them into basket one, two, three and so on.
Now I recommend you to add these to your content strategy plan and only then you can think of creating your page content.
Keyword research is a difficult task to perform. We’ll show how and guide you in only eight steps.
How to perform keyword phrase research
In my opinion copywriting masters are bang-on when they say that keyword selection, intent, location and relevancy is still a critical aspect to writing good copy that will attract readers.
The keyword scrutiny is essential for your story starting with the title first. Always remember though, that title links are brought to you by search engines, as they are the first readers before we humans can access it.
This clever process allows search engines to pre-select pages via their spiders or bots (keeping it in web cache servers) based on the online users queries. We are browsing the web looking for something we need and search engines will detect and will return the most relevant terms on a particular web page.
We could say that they are laying down the good rules in this matter. Preferably I would say that they are cyber messengers delivering pages for all of us as we are now going trillions of pages on the World Wide Web.
So why criticise search engines when our pages are not showing up?
It’s simple, because if you haven’t got the right keyword intent it doesn’t matter how beautifully the text flows or sounds, or how well optimised your page is.
Why you’ll need keyword research and copywriting skills?
That’s why great copywriting skills is essential, would you make an omelette without an egg? Think of it as the maestro of the seo where you can create stunning content that will sell by simply exploiting the peoples online needs and desires.
You may have read or heard about the best way to implement a keyword strategy but if not you’ll have to learn from experience and try to analyse as you go along and reconsider your strategy, which we’ll show you now.
1. Identify Powerful Keyword Phrases
See below the best and quickest way to identify and create a comprehensive list of keywords that are relevant to your business.
- Put yourself in the online user’ shoes by simulating a search based in your category. (Ex: cheesecake in London)
- Brainstorm with family and/or friends – get them to use different hats with colors such as: emotional, need, compulsory buyer etc
- Use your intuition to build spontaneous keywords
- Base yourself on your business plan to construct your initial “main word” list.
2. Enlarge Your Keyword List
Then you should create a keyword list by category on your spreadsheet:
- List all words you can think off, then think about the two, three words, phrases or usual expressions that your customers might use on search field box – ie. blue grey suit for men on its 40’s
- Use one of the free tools available on the web to help you organising your work. You could try Google trends, very good tool, or Moz keyword explorer or Long tail keyword (affiliate link) both will really help find and expand the word list
- Grab your own phrases from your online strategy plan and determine which ones you think will work better – and why
- You could enter tild (~) symbol on Google search field in front your main keyword with (–) sign for other keywords you think are worthless and see bottom page what equivalent words it suggests
- If you have install Google analytics, go and export the last 12 months results and you’ll be surprised to see what people search on your site
- Make good use of – still free
You probably know that results search by Google’s vary and are ~ 85-90% accurate. Note that this could be useful if you need to compare huge amount data over time.
Note: You can use your competitor’s paid search Ads to test the popularity and conversion rates of keywords phrases that people type. A good way for you to determining your most important terms/phrases, of course only if you can afford to do the testing.
3. Create Basket Lists
This is where it becomes interesting.
How your new list is going to look like in the end is a very important and rewarding thing.
- Choose the top five keywords per category – as those will be the foundation of your content brief.
- Set-up a monthly control (KPI) for incoming traffic so you can measure it accordingly.
- Define your priorities – it will help you begin link building campaigns later on.
- Check KW difficulty – Your main priority keyword should be the one that will have the highest chance to drive traffic and revenue.
4. Label & Prioritise
Once you have a priority list of keywords for your campaign, you should:
- Segments keywords by categories – specific to business departments
- Prioritise your keywords by categories and colors (green= top one; amber= medium; red=less
- Then go in detail (% used by competitors, % searched in past 3-6 months etc) to find best keyword performance.
- Have all keywords categorised between brand and non-brand. Additional sub-categories may include social type, business or department group, and keywords that will lead to a specific customer segment or business goals.
5. Write Your Best Headlines
Headlines are second best option for your conversion funnel – they’re the key point to unlock your content and give your visitors what they are looking for. Imagine this, once they see your pages on the SERP you have three or four chances out of ten to get a click or conversion. That’s why you should:
- Compare your competitors headlines and titles online
- Think and spend a good half hour or whatever it takes to write your winning headline.
- Your headlines should intrigue, fascinate and always include the keyword (s) relevant to the body text.
6. Create Professional Landing Pages
Once you have done all of the above, you can start placing the main keywords to specific pages that are most relevant to title page. Remember, our friends the cyber detectives will be the primary target even if you’re actually writing for humans.
- Pick your priority keywords from the list (you created) that will clearly show you what to put on your pages. It will all make sense if you highlight those on your brief content document or pick them from persona document
- You may need to assess a particular page before starting your on-page optimisation (page titles, meta descriptions, H tags, body text…). Or for your preferred landing pages that a particular and relevant term could be displayed many times, if you use the additional keywords from the list basket (above) that were placed as a second priority words to enhance your optimisation efforts and allow a wider long tail permutations
Imagine you own a bakery and have delicious cheese cakes on sale – you might have chosen the term “cheese cake on sale” as a priority keyword phrase. But that may be the basic keyword phrase on the priority list that is relevant to its cakes on sale page.
Info reminder: You will find that cheesecakes could be baked in many different flavors, but there’s only two ways to produce cheesecakes – first one: no-baked type and the second: baked type (New-York way for example).
So, when optimising the cheese cake page, look back at your bucket list and find additional word phrases like:
“Lime cheese cake on sale in West London“,
“Best lime cheese cake – xxx London”
” Freshly baked cheese cake”
Figure out all sorts of additional long tail keywords that people are searching in order to increase your chances of appearing on search engines results.
Your title might look like this:
“Organic Made Lime Cheese Cake on Sale in West London – 45% Cheaper Online”
This page title example includes the primary keyword phrase as well as other top keyword phrases from your list. Remember that in a page title, keyword must be place at the begin, however, words don’t have to be in sequence in order to be relevant. This will allow you to get an important variety of relevant long tail keyword phrases within the page title..
Hopefully you can now see how vital is to have a priority list of keywords. It does simplify selective decisions on where to place keywords, which keywords to prioritise for internal link text, and inbound linking. Of course do not omit to insert Alt text on your images.
7. Insert a Call-to-action
The famous call-to-action (CTA) has been used in traditional old marketing for almost a century and digital marketers have had to adopt it.
- Insert these calls-to-action in specific links throughout the page and buttons
- Start within your headline, online users are attracted to the main subject, then they scan or read first paragraph which should include the all important call to action
- Create another one in third and fourth paragraph and final one.
This strategy will lead your visitor to purchase, enquire or download information..
8. Re-check Your Categories
As we mention above you should pay particular attention to your analytics data reports, as this will allow you to identify great new keywords relevant to your business. This is vital for all new businesses or start-ups as often keywords come and go – in other words they are or could be driven by seasonal behaviors.
- For your best interest you should review data category sets monthly, identify any new opportunities that you could use to simulate within your Google analytics.
- Use V-lookups formula to compare performance, clicks percentage etc
Quite often people think that some target keyword terms should work because they have seen lots of ads on search engines and they’ve got this feeling that it will work for them. But the problem is people ofetn don’t get or bother to scrutinise the competition to see their Ads performance. Not really using their best options.
If you ask us we always recommend – keywords are part of topics and intent terminology groups that are inter-related or linked to other pages, blogs etc.
Also keywords can work sporadicly, so get someone to analyse your best topic keywords, get them in priority lists by quarter and keep revising it. You could add other related terms in, then re-think your titles and internal linking strategy, offer value and alternative sources of information backing up what you just said.
And then release it onto main Internet social platforms with a call to action e.i: subscribe to our newsletter and get a free book/report.
You should follow the on-page optimisation rules if you want to get anywhere near the top places in search engines, however I strongly believe that the key to any success is writing attractive good content that online users will share and comment.
The idea is to create interesting, relevant and trustworthy content that will convert well and drive tons of traffic.
So my final thought for today is “Lack of good content = zero conversions.”
Hope this can help structure your online strategy. Let’s us know how you’re doing.
Page updated on: 06.02.19