Introduction
Keyword research is the base of effective Search Engine Marketing (SEM). Defining the right keyword will reach the target audience, improve visibility, and maximize conversion rates. In this blog, we will look through the foundation of keyword research for Search Engine Marketing, to have effective campaigns.
What is Keyword Research in SEM?
Keyword research is a procedure of identifying and analyzing the users’ searching terms in the search engines like Google. These keywords will deliver and show off the relevant business ads to the users who inquire for a particular product or service.
Types of Keywords in SEM
Understanding the structure of the keyword types will enhance our ability to deliver better campaigns;
Short-tail keywords – These are the keywords with a phrase of only one or two words, having high search volume and high competition.
E.g., digital marketing
Long-tail keywords – These keywords are of a longer phrase, having high conversion rates with low competition.
E.g., best digital marketing services for business
Branded keywords – These keywords are suitable for campaigns recognizing brands.
E.g., Nike running shoes
Competitors keywords – These are the keywords that target your competitor’s keywords, to attract more customers. Thereby, this will have an advantage of analyzing your competitor’s performance towards their keywords.
Transactional keywords – These types of keywords will insist the users to purchase.
E.g., buy the best SEO tools
How to Find the Right Keywords for SEM
1. Brainstorm Keyword Ideas
Consider how your customers and users will search for your products and services.
- Industry-specific terms
- Common customer questions
- Product features and benefits
2. Use Keyword Research Tools
There are several tools for keyword research
- Google Keyword Planner
- SEMrush
- Ahrefs
- Ubersuggest
3. Analyze Search Intent
There are three main types of search intent, that analyze the reason for the users’ search query.
- Informational – Where users look for a particular information.
- Navigational – Where users search for a particular brand or website.
- Transactional – Users search for a purchase.
4. Evaluate Keyword Metrics
The following metrics should be considered, while selecting keywords
- Search volume – The average number of times that a keyword is searched per month. (Consider the keywords with high search volume)
- Competition level – Consider a keyword having low competition.
- Cost-per-click – The average cost of the keyword for advertising pay-per-click.
- Keywords Difficulty – This indicates the difficulty of the keyword for ranking.
5. Mistakes to Avoid while Researching on Keywords
❌ Ignore Negative Keywords – Ignore the keywords like “free”, as this will push the customer to look for free product or services.
❌ Choosing Only High-Competition Keywords – Avoid choosing a high competition keyword. Instead have a balanced keyword with low competition and high search volume.
❌ Not Updating Keywords Regularly – Have a frequent analysis on the performance of the keywords and update them accordingly.
Conclusion
It is necessary to have effective keyword research to enhance an efficient Search Engine Marketing campaign. Having a proper analysis for the right keyword will optimistically increase your rankings and increase your return on investment.
Start an effective keyword research to take your SEM to the next level!
