Michael Reynolds in General on Wednesday, July 31, 2013
SEO begins with choosing the right keywords. It's important to understand which search terms have the best potential for bringing results to your organization.
The keywords that most people target are not always the most productive, so be sure you understand what makes a good search term to target in your inbound marketing efforts.
In this whiteboard video, we'll explain how to choose the right keyword for your organization. The transcript is included below this video for convenience.
Michael Reynolds: Hey, thanks for joining today's whiteboard video. Today I'm going to talk about keyword research and finding the right keywords for SEO, which is search engine optimization. A lot of people are very concerned about SEO. They're very interested in finding out how they can rank better in search engines when people type in a term that relates to their company or organization. They want to be found on the first page, ideally, or high in the results when search engines produce those results. Really, SEO is a pretty prime concern for a lot of organizations we work with.
There's a method to going about choosing the right keywords to target in your content. I'm going to talk about the overview of how we like to approach it.
When you're looking for the right keywords, you want to look at three main factors, typically. There are lots of factors you could look at, but the three main ones we look at first are demand, difficulty, and momentum. What does that mean?
Demand is really one of the most important. We look at demand first. Demand is how many searches occur for a given term each month or a given time period.
What we do is, we look at some sample keywords we're going to start with. We get some variations. We do some testing and do some tools like Ubersuggest and Google Keyword Tool. We get some variations going and plug them in. We start to look at what the demand is.
A keyword that gets 100 searches a month is not bad, but a keyword that gets 1,000 searches a month is even better. What are we going to target? The one that has higher demand, because that means more people are searching for that term.
A lot of times organizations will make the mistake of saying, "We want to rank for this particular search term." They don't look at the demand. They just think that's the right term for them. They might end up ranking page one for that term, but it really brings them no traffic because very few people are searching for it.
A critical component of finding the right keywords is demand. We want to make sure that keyword actually has high demand. People are actually searching for it. That's number one.
Next, we want to look at difficulty. The next piece of the puzzle here is that difficulty score. Difficulty really is, how difficult is that keyword to rank for? What's the competition?
A keyword that has a difficulty of, say, 10 is very low difficulty. Not much competition. Not a lot of people are vying for that keyword or that search term. A keyword of maybe a 90 difficulty or 100, which is the maximum of the scale, is going to be a lot more difficult to rank for. It's going to have a lot of competition. A lot of people are vying for that keyword. Lots of content out there is targeting that keyword. It's going to be pretty hard to rank for.
We want to find keywords that have lower difficulty. We'll look for below 50, typically, kind of on the lower end. That really helps us find opportunities for keywords that we have a chance at ranking for.
Next, we're going to look at momentum. What's momentum? Well, momentum is, do you already have a win, so to speak, for that search term? We typically look at the first 100 slots as momentum. If you have a search term out there that you want to target and you've got high demand, a lot of people are searching for it, fairly low difficulty, but you have no momentum, maybe you're ranked number 300 of that term.
You have another keyword that stacks up about the same, but you rank maybe 50 for that. The one that you rank 50 for has more momentum. You've got a win, so to speak, already. You've got some momentum climbing the ranks there. You want to look at that keyword and say, "Is that a better opportunity for me?" The answer probably is yes.
Really, demand is primary concern. Difficulty is also important. Momentum is that other factor that we want to look at to say, "Should we go after this one? Maybe this one over here has more momentum. Maybe we'll start with that one instead."
Those are the three factors that we tend to start with when we look at finding the right search terms to target for SEO. This helps us bake these keywords into our content, like blog posts, social media posts, other content, and really helps us target the right keywords. Keep that in mind as you're searching for the right search terms to target for SEO.
Hope that helps. Thanks for joining. Have a great day.