Keyword Research for Blog Posts

What is Keyword Research?

When people are searching for products and services on the internet, they do it by typing in specific words and phrases. In digital marketing, they are known as keyword phrases. 

Keyword research for blog posts are the process of searching for and analyzing those words and phrases that people type into search engines like Google.

Keyword phrases on your web pages get indexed in Google. When they match with the terms people are searching for, that is how they find and visit your website.

Now… if it were only that easy!

Unfortunately, keyword research also involves a number of other important steps too. Essentially, it becomes a competition to outrank others using the same keyword phrases. 

Ultimately, the goal is to land a coveted spot on the first page of the search engine results page – SERPs. Also, there are other factors relating to SEO that affect the rankings too.

How to do Keyword Research for Blog Posts

Start by coming up with a few keyword phrases of your own. Do a little brainstorming and write down a few based on the type of language your buyer personas would use. Next, type them in the Google Search bar.

As you begin typing in your keywords, take a look at the Autocomplete listed directly below for more ideas.

image of Google Autocomplete

For further keyword ideas, you can also look at the bottom of the first page for “Related Searches”. These are the phrases people are currently typing into Google when they are making similar searches. Often, they can give valuable keyword phrases that you may never think of on your own.

Keyword Research Strategy

You must decide what approach to take when researching your keywords. Will you go for a high monthly search volume or low monthly search volume? If your website has a low DA and not many backlinks, then it would be better to go with keywords that have a lower search volume. This way you have a better chance of competing.

Make sure that there is some search volume for your keyword phrases. You can use Google Keyword Planner Tool to give the search volume for selected keyword phrases. Google does not offer exact search numbers anymore. Instead, they give a range like 10-100 or 100-1000 per month.

When you type your keywords in the keyword planner tool, make sure to click “Ad Group Ideas”. It will provide many more alternative keyword phrases and their search volumes.

Once you found what the monthly search volume is, next you should do a quick check with Google Trends to see if the phrase search volume increased or decreased in the last year. If there has been a significant drop in searches, it wouldn’t make much sense in using those keywords.

Use mainly Long Tail Keywords. These are keyword phrases that use 4 or more words. They are much more specific than regular keywords. They get less search volume but the traffic that you get is much more qualified.

For example, if, someone used the search term: Halloween – that is a keyword.

If someone else searched for: Halloween costumes for kids – that is a Long Tail Keyword.

These people are looking for something very specific, which tells you that they are further along in the buyer’s journey and ready to decide when they find a website that they trust.

KeywordTool is a good tool for finding a lot of Long Tail Keywords examples when you type in basic keywords.

Another good tool for finding lots of Long Tail Keyword phrases is Ubersuggest as depicted below.

Analyzing the Competition

Google uses a number of factors to decide who they put on the first page of results. Two of the biggest factors are DA or Domain Authority and the number of high quality backlinks that a website has.

A DA score of between 40 – 50 is a high domain authority. To give an example, Hubspot would be an example of an authority website in the world of digital inbound marketing. If you see a score in the 80s or 90s, that is extremely high.

Luckily, there are many tools that can help you to decide how competitive a keyword phrase will be to compete against.

Competitive Analysis Tools

If you want to quickly find the Domain Authority of your competition, I would suggest getting the Moz Toolbar. It shows the DA of websites that you would be competing against for keyword phrases.

SemRush is a tool that will provide you a keyword difficulty score that ranges from 1-100. The higher the score, the more difficult it will be to beat it. You can also use it to see what keywords your competitors are using.

Google uses a Semantic approach to search. It not only targets phrases but topics as well. Once you grasp this concept, a good strategy would be to include some of the “Related Phrases” sprinkled throughout your post in a natural way. Related Phrases are at the bottom of the results page. This way, you have a better chance of showing up in the results page than if you only target keyword phrases.

Following this approach will make it easier for people find your blog posts and help to improve your rankings with Google.

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