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Find the right Keywords
Keyword research is the backbone of your marketing campaign
All of SEO is marketing of some kind – you need eyeballs on bage. – Like boots on the ground, or bums on seats. Keywords are what the bigger Google Brain uses to decide if this content is relevant to that question.
Together, we will find the terms that are competitive, the terms that your competitors want, or are using to drive sales. We want those terms, I don’t care that they have them, it’s a free internet, those terms will be yours soon enough.
Pareto Principle – we use it!
you can learn more about it here – if you really want to deep dive
It boils down to ‘20% of x will result in 80% of y’ – and in SEO this is even more wighted in the x direction – less than 20% of your queries will (most likely) result in 80% or more of your conversions.
Experts – we do this for enterprise clients all day every day.
Search Labs has been prioritising SEO and keyword intent ever since ‘correlation seo’ became the benchmark. Our full-time, in-house SEO team delivers a competitive keyword research function, and provides recommendations based on competitive correlations with the current industry leaders.. Today we are recognised as one of the most aggressive SEO agencies in the Australia, we have keyword research projects underway day-in and day-out.
Pick the words that generate conversions
A conversion can be a lead, or a sale, or whatever the action is that you label as ‘a conversion’. We invest in conversions, because conversions are revenue – this might be ‘go here, and fall into a marketing funnel’ or ‘buy this’ or ‘call this number’ – We pick words in 3 ways, ‘how much is someone paying for this word as an ad?’ – ‘how many searches does this word get per month’ and ‘what is the intent of the person that used this word to find you’ – we pick the words with you, then optimise your page to rank in response to that word.
This is all about you – your site, your product – your message!
Not only do we welcome your input – this is all based on your input – you form the skeleton of this entire keyword research campaign. You know your industry, you know your competitors, and most importantly – you know your own brand and business. YOU ARE NUMBER 1!
This is how we do keyword research
We start off by pulling every keyword (that ranks under position 30) that your competitors and yourself ‘rank’ for in the AHREFS and SEMrush indexes.
We then discuss which terms to ‘report on’ and which terms to work on.
- If you already have Google Analytics set up, then we incorporate Audience Demographics, because at the end of the day we want to increase the likelihood of conversion, so if the searchers are not in your target demographic then we may want to look at which terms they use.
- The cost of a term, from a paid marketing perspective gives us a hint as to its ‘capacity to convert‘ – because someone sees value in paying for an ad, and we might just use this as an indicator of its value from an organic search perspective.
- Some of those terms are called Long Tails, this really means that they fall on the long tail end of a ‘search demand curve’ – but this also means that they are more likely to convert – they are the kinds of terms that are very specific, but not asked often.
- Volume vs Specificity vs Relevance – We monitor how often a search term is used per month, the higher that terms volume the more opportunity you have – Your content also needs to be very relevant to that query – One of the methods of addressing this is to aim for longer tail, and therefore more specific terms, that contain that high volume term within them – think of it this way “Best sports car for use on Italian road races” (excluding the black terms)
- The darker the word, the higher its search volume, but the lighter it is – the more specific it becomes.
- Optimising for intent – When someone types a question into Google, they fall into intent groups – every question has 1 or more intents associated with it – those intents are:
- Information Intent – they want to learn more about a given service or intent – but are not going to convert right now – more often than not are unable to define their problem.
- Direction Intent – they want to learn more about finding the solution, and are looking for a process, a step-by-step guide. This is closer to the conversion point – but not quite there yet.
- Comparison Intent – they are closer to converting, they can probably name or define their problem and have narrowed the solution down.
- Conversion Intent – they are ready to buy.
- We research each level and help you to build out an optimisation strategy that gets traffic at each level.