Keyword research is the backbone of SEO (search engine optimization) and content creation strategies. When potential customers are looking for a specific product or service, they’ll likely use search engines to find what they’re looking for.
As a website owner, you must understand how users search for your products and services. It’s the only way you can optimize your website and content accordingly.
Unfortunately, many website owners often struggle with understanding the intent behind search queries, distinguishing between high-volume keywords that might be too competitive and those niche terms that offer better ranking opportunities but lower search volumes.
However, you don’t have to struggle to understand. Below, we’ll outline some common challenges of keyword selection and offer you a step-by-step guide—stick around until the end for some tips on using keywords in your content!
The basics of keyword research
Keywords are a set of words or specific phrases that users key into search engines when looking for information or products online. Why do they matter for SEO success? Because they act as the bridge between what people are searching for and the content you provide to meet their needs.
You also need to consider keyword relevance, search volume, and competition.
A keyword’s relevance refers to how closely the content of your website matches the intent behind the user’s search. Websites with highly relevant content are more likely to rank higher in search engine results pages (SERPs).
Let’s say you own a bakery that specializes in vegan cakes. A potential customer might type in the search query “vegan bakery near me” to find your business. If your website or webpage has relevant content optimized for this specific keyword, it has a higher chance of showing up in the top results.
Search volume refers to how many times people search for a given keyword on average in a given period, and competition indicates how many other websites are also targeting the same organic keyword. Ideally, you want to target keywords with high relevance and search volume but lower competition for better ranking opportunities.
There are also different types of keywords that you need to consider—long-tail and short-tail keywords.
Long-tail keywords are longer, more specific phrases that are less common but often indicate a higher intent to take action, such as making a purchase or requesting information. They tend to have lower search volume and less competition, making them attractive for targeting niche demographics.
In contrast, short-tail keywords are shorter, more general terms with higher search volumes and fierce competition. These are usually broad, top-level phrases that could apply to a variety of products or services, such as “vegan bakery” or “cakes.” It’s good to have a mix of both long-tail and short-tail keywords in your keyword strategy to capture a diverse range of potential customers.
Common challenges that come up when you try to find keywords
From a surface level, keyword research might seem simple enough—just brainstorm a list of relevant terms and see how they perform on search engines, right? Not quite. It isn’t that straightforward. There are several common challenges most website owners face when trying to find keywords for their SEO strategy.
Overlooking search intent on Google searches or websites
Search intent, or user intent, is the primary reason behind a user’s search query. It’s about getting to the heart of what searchers hope to find when they type their search into Google or another search engine. There are generally four categories of search intent:
- Informational
- Navigational
- Transactional
- Commercial
For instance, if someone searches for “how to bake a vegan cake,” they are likely looking for recipes or step-by-step guides—indicating an informational intent. If your content is more focused on selling vegan cake mixes instead of providing a detailed recipe, there’s a mismatch between your content and the user’s search intent.
Such a mismatch can lead to higher bounce rates as visitors quickly leave your site, realizing it doesn’t meet their needs. By aligning your content with their search intent, you enhance user experience and improve your website’s SEO performance.
Ignoring local SEO opportunities
The significance of local SEO for small businesses and brick-and-mortar stores can’t be overstated—it’s the linchpin of their online success. BrightLocal’s 2023 Customer Review Survey revealed that 98% of customers used the internet to find a local business in 2022, an 8% increase from 2019. Neglecting local keywords and search terms means missing out on potential customers actively searching for your products or services in your specific location.
To start incorporating local SEO into your keyword research, you can follow these tips:
- Use Google Business Profile to ensure your business appears on Google Maps and location-based searches.
- Conduct research to identify popular keyword phrases in your area that are relevant to your business.
- When optimizing your website content, incorporate relevant keywords naturally into your titles, meta descriptions, and other on-page elements.
Falling for high-competition keywords
The allure of high-competition keywords is undeniable. They promise vast amounts of organic traffic and, potentially, conversions. However, without a solid plan, targeting these keywords can often backfire and harm your website’s SEO.
The primary pitfall is the significant investment of time and resources required to rank for these competitive keywords, which may not yield the expected results regarding traffic and conversions.
To avoid falling into this trap, consider finding a balance between search volume and competition level:
- Focus on keyword specificity: Tailor your approach by targeting more specific, niche keywords that large competitors might overlook. These can still have a decent search volume yet much less competition.
- Leverage SERP features: Identify high-competition keywords that trigger SERP features, such as featured snippets. Optimize your content to target these features, as they provide alternative methods to gain visibility on the first page of organic search results, even for highly competitive terms.
- Prioritize low-competition, high-intent keywords: Perform a keyword search for terms with moderate search volume and low competition but high intent. These are more likely to attract an audience that is ready to convert.
A step-by-step guide on how to search for keywords on a website
Understanding the keywords your website currently ranks for and how users search for your content is integral to refining your SEO strategy. Follow this step-by-step guide to search for website keywords:
1. Start with a brainstorming session
After defining your broader SEO strategy, the first step is to create a seed list of terms you want to target or that you think your target market is searching for. Consider your niche, services, and audience interests to generate a list of relevant keywords.
This initial brainstorming session can include basic terms you want to target, such as “skincare products” or “car repair,” along with more specific keywords that reflect your unique selling points, such as “organic skincare products” or “same-day auto service.”
The trick to starting your list is to think of it from your prospects’ perspective. How would they search for the products or services you offer? What terms and phrases would they use?
Finally, don’t be afraid to build a list to cover all aspects of your business. For example, if you’re a clothing retailer, you may want to brainstorm keywords about each subcategory of clothing that you offer: athleisure, outerwear, formalwear, swimwear, etc. as it applies to your offerings.
2. Use analytics and keyword research tools
The second step is to expand this list using keyword research tools.
One of the most popular is Google Analytics, which gives you valuable insights into your users, including who they are, where they’re from, and how they interact with your site.
Another helpful SEO tool is Google Search Console, which allows you to track how your site is performing in Google search results and provides data on queries, clicks, and impressions. Other third-party keyword research tools you can leverage include:
With Bitly’s tracking links, this process can become even easier as you have access to real-time analytics on the performance of your links. This data can help you identify top-performing content and, consequently, keywords.
3. Analyze on-site search queries
Next, look at your website’s on-site search queries. If your website has a search bar, this can provide direct insights into what existing visitors are searching for on your site. Analyzing this data can help you identify any gaps in your content and improve your internal linking structure to guide users toward the most relevant pages. Follow these steps to collect and analyze data from your website’s search bar:
- Log in to your website’s analytics platform (such as Google Analytics).
- Navigate to the “Site Search” section.
- Look at the top search terms used on your website. Do they align with your primary target keywords? Are there any new keywords that you should target?
- Analyze user behavior metrics after using the search bar, such as click-through and bounce rates.
4. Review your site’s meta tags and content
You also need to constantly review existing content, particularly meta tags, headings, and body text, to identify which keywords you are currently targeting. Screaming Frog is a helpful tool that can crawl your site and extract all of these elements in one place, making it easier to analyze and optimize.
5. Check URL structures and file names
Including relevant keywords in your URL slugs and file names can signal to search engines what your content is about, contributing to a better understanding and higher rankings for those terms. Well-structured URLs with clear keywords can also improve user experience, as visitors are more likely to click on a link that indicates what to expect on the page.
Bitly enhances your URL strategy by offering custom or branded short links, which not only include your targeted keywords but also maintain your brand’s visibility across digital platforms. These short links are easily shareable, memorable, and trackable, providing valuable insights into link performance and audience behavior.
6. Leverage internal link anchor text
Internal links are not just navigational tools; they are potent SEO weapons that, when wielded correctly, can significantly enhance your site’s authority and search engine visibility. It’s crucial to ensure the anchor text is relevant, specific, and aligned with the keywords you aim to rank for.
7. Conduct competitor research to compare
The final keyword research step is to refine your list with competitive research.
This means visiting your competitors’ sites and seeing what they’re doing. Look at which terms they’re targeting and what type of content they’re creating.
This research should give you a list of competitor keywords you can use to build out your content marketing strategy. Some keywords will be very competitive, meaning they’re harder to rank for because more people search for them. Some will be niche to your brand, and others will be long-tail search phrases.
It’s best to mix all three types of keywords in your strategy.
To conduct effective competitor keyword research, start by identifying your main competitors in the industry. This could include direct competitors or companies that offer similar products and services.
Next, analyze their website content, including meta tags, title tags, and headings, to see which keywords they’re targeting. This can give you insights into potential opportunities or gaps in your content strategy.
Tips on how to incorporate the best keywords into your content
The following tips will help you use keywords effectively in your content and improve your SEO:
Balance keyword density
You must maintain the right keyword density to avoid keyword stuffing. Keyword stuffing is the practice of overusing keywords to manipulate search engines into ranking a page higher. This could tank your rankings and credibility.
Aim for a keyword density of around 1-2%, meaning you should use the keyword once or twice per every 100 words of content. This helps ensure that search engines recognize the topic of your content without it coming across as spammy or artificial.
Include keywords in strategic locations
Placing keywords in strategic locations such as titles, headers, meta descriptions, and the first 100 words of content can signal to search engines what your content is about and improve your chances of ranking for those keywords. Links are also perfect locations, as keywords can help create SEO-friendly URLs. Still, it’s essential to use them naturally and not force them into every single sentence or paragraph.
Optimize for long-tail keywords
While their search volume may not be as high as that of broad keywords, long-tail keywords often have higher conversion rates because they are more specific and relevant to the user’s intent. To find long-tail keywords, consider specific questions your target audience may be asking or use SEO keyword research tools like AnswerThePublic or Google’s auto-suggest feature to identify related keywords with lower competition.
Get serious about your brand’s SEO strategy
Keyword research is integral to the success of your website, and it’s not a one-and-done task. As search trends and audience behavior constantly evolve, it’s crucial to continuously conduct keyword research and adapt your SEO strategy accordingly. Thoughtfully incorporating keywords into your content can improve your website’s authority and visibility in search engine results.
With the help of Bitly’s short and branded links, you can track your website’s performance to identify top-performing content and associated keywords. This way, you get to make informed decisions to drive even better results.
Don’t wait any longer—check out Bitly’s pricing and start optimizing your website’s SEO strategy today.