Keyword Research in 2015

Keyword Research in 2015

January 12, 2015


As ever there will be algorithm changes aplenty for SEO providers to consider in 2015. With regard to keywords, Google’s Hummingbird update will help boost long-tail search terms over the coming year. This means that niche keywords will offer more value and we should all become more creative in coming up with those that will best suit our businesses.

As one of the front running SEO companies in Australia, we have a few tips that will help you take control of keywords that are both relevant to your business and not overly competitive.

Be Creative

Many people are happy to let Google Keyword Planner do the work for them and simply accept the resulting suggestions as the best for them. This program, while helpful at a general level, doesn’t reflect the behavior of search engine users, who often type dozens or even of hundreds of terms for the same product or service. This is where your creativity can pay dividends. Get into the shoes (or minds) of your target market and do a little word association. The words that spring to mind when you think of your industry might be the keyword gold you are mining for. You should also read forums to see what words consumers use frequently or search a thesaurus for relevant alternatives. See if the resulting keyword ideas correspond to those used by your competitors and utilise online resources to further streamline your keyword choices.

These include:

  • Google auto-complete
  • Related searches on Google, Yahoo and Bing
  • Yahoo Search Assist

Choose Wisely

Pour over your shortlist, leaving only the most relevant to your business. You should evaluate these rather than using Google Keyword Planner, as the metric is only a rough estimate as to the search volume and is not particularly valuable for those using organic SEO due to advertisers bidding for your keywords. This tool also doesn’t account for other factors such as seasonal variation. If you focus on less competitive long-tail words, you will be able to achieve a first page ranking relatively easily and, as they more specific, these get better conversions. By optimising longer keywords, you automatically optimise the shorter keywords included within.

Analyse Your Keywords and Your Competitors

Once selected, use the Keyword Effectiveness Index (KEI) to evaluate how difficult your words will be to rank and prioritise them accordingly. You should also undertake some detailed research of your competitors. Study their websites paying careful attention to their on-page optimisation, content originality, domain authority and quantity and quality of backlinks.
Ultimately, your time spent researching and your selection process, will pay a huge role in the success of your keywords and putting in the effort at the outset will likely result in long term rewards.