I have been writing a fair bit about keywords lately – the process of choosing them, their relevance, their placement and their effectiveness. Still it remains a bit of a mystery as it seems a subjective process –there are so many ways of looking at it. Therefore the next topic I like to elaborate on is keyword research.
What is keyword research?
It has been called a practice to find and research actual search terms people enter into the search engines when conducting a search. Search engine optimisation professionals research keywords in order to achieve better rankings in their desired keyword.
A lot can be said about keyword research and as with everything there are some myths to deal with. I have mentioned this before but we all perceive things in different ways and therefore we all search for answers in a different way. Every problem or issue has a number of angles it can be dealt with. The myth I like to demystify, is the fact that we as bloggers think we know what our readers are looking for. We don’t! We assume we do but we don’t.
Just stand still for a moment and try to recall that moment when your partner or your best friend disagrees with you. When that happens you can be quite stunned as you thought you would be on the same wavelength. But you are not – you are looking at the same issue and have a total different idea on how to deal with it. Who’s right and who’s wrong? Who can tell? And are you the one to make that decision anyway?
A counsellor needs to be able to ‘step’ into the clients shoes and attempt to see their point of view. It does not matter what the counsellor thinks – what matters is how the client sees the issue. That is your starting point.
The same goes for keywords. If web site owners could predict what words people use to put in Google, they would be on their way to riches. Unfortunately the majority doesn’t know and they may guess, assume and estimate search terms based on success of others, their own expectations or do the necessary research themselves.
Myth number 2 is the fact that you have to choose keywords that are generic or general and may catch a high amount of traffic. When someone finds your website through such a word only to find out that there is nothing about that word written in your site, you may find that you are not getting many followers! The words you choose have to be relevant and actually ‘deliver the goods’.
How to research your keywords?
The first step is to analyse your site or blog and see what you are actually offering and ‘promising’. Then imagine all the words, phrases and questions your potential readers could enter into the search engines in order to get to your site. Be hard on yourself because after all you are after ‘qualified’ readers and not just anyone.
What is a qualified reader? You may ask. A qualified reader is someone that comes to your site to be informed. In my case I want to attract readers that like to learn something about blogging or readers who are interested in setting up a blog themselves or maybe even someone who is interested in following my “road to professional blogging”. Who knows, but at this point in time I am not interested in visitors who want to learn about upholstery or wine.
With this in mind I like to invite you to create a list of relevant words, phrases and questions for your blog – be specific, not too generic and cover every aspect. If you find this hard, ask your partner, friends – anyone who could give you a point of view. Also check out the competition to see what words they use to attract visitors.
Just create that list without too much judgment as we leave the judging over to the research tools. And that is what my next blog post will be about!