Find what users are searching for
Most people use Google or another search engine when they want to learn about a new area or seek help on a specific issue. If you are then seen in good positions on Google, it strengthens your brand and makes it easier for potential customers to find you and your company.
Keyword analysis & search analytics help you find potential customers
Looking at keyword analysis and looking at keyword statistics around the largest keywords that have high search volume is often the first natural step when working with SEO or search engine marketing (SEM).
Instead of building a website based on public opinion, we start from the actual search volumes that we know are available online and that potential customers use when they search on Google.
The search analysis helps the webmaster to understand and improve the search engine results, for example to identify very valuable visitors or to understand the user's intentions (search intent).
Examine how Google's Autosuggest works
Checking the search box what comes up when you start typing something in Google can give you a goldmine of ideas.
What do people want to talk to you about?
Modern marketing is about communication and the first step is to do an in-depth analysis and find out what customers are looking for within your niche. Search engine optimization with proper search analysis is basically about finding the right type of consumers to target their marketing efforts at and get an in-depth look at their search patterns and influence their buying process.
To rank high on large and broad keywords with a lot of traffic - the words that sometimes called "whales" - means that we are early involved in the customer's buying process and have the opportunity to influence the customer to buy. The broad keywords have large search volumes and usually fierce competition unlike long-tail Keywords that, in addition to lower competition, are easier to rank on.
When we produce the keywords, we also see where the competitors get their traffic from and if there are any keywords that we can use and that we missed in our analysis.
Questions in search behavior analysis
When analyzing your keywords, it is important to get answers to the following questions:
- What are users and potential customers looking for?
- What are the most common search patterns?
- Are there any major keywords such as product categories that are missing?
- Are there any related keywords?
- Are there keywords that have lower competition where you can get traffic more easily
- Does your niche so-called ”must-have ” keyword? If you want to rank on competitive words, there may be words you need to include to get a good ranking.
- What about the English keywords and other languages?
- What does the local search look like?
- There are some modified searches and modifiers that you can use
- To what extent do brand searches take place in your niche and how can that help you?
Tools for finding large search volumes
There are several data sources used to pick up search volumes such as; Semrush, Seolytics, Searchmetrics and various keyword tools, Google Analytics.
The keyword planner you find in Google Adwords has become a de facto standard when looking at keywords but there are other tools that Keywordtool.io, Ubersuggest or Ahrefs? Keywords Explorer.
To see which keywords you rank on and their CTR, I have started to use more and more Google Search Tool (GSC) to see how my keywords are performing and correct landing pages where there is great potential but where the CTR is low. The keywords almost always end up in an excel sheet when I work with the site itself.
The coveted long-tail - get to know your customer
What is long-tailen?
Increasingly, marketers are beginning to understand that the volume of visitors is on long-tailen and not on individual keywords. The term refers to a long tail and was originally coined by Chris Anderson. You often use several words and synonyms when doing searches on Google to get relevant information about products or companies. This means that there are more searches on the long-tail, which also has less competition. The long tail also has the wonderful little advantage that it often has a higher conversion than searches where single words are used.
The keywords are combined with other words (modifiers), for example if you have a purchase intention, you search for goods / keywords in combination with words such as; buy, buy, price, best price, lowest price, best price or a specific place. Read more about long-tail.
A search behavior analysis is a structured method for seeing what words are used online
How should the information be categorized?
An analysis can consist of several thousand words that are analyzed and in turn can be divided into different categories. It can be, for example, product categories, product types, by geography, material, price properties.
We start from the company's website, but also competitors, salespeople and customer services usually have a good idea of what potential customers are looking for or asking for. In the next step, you can break down the analysis into different categories to illustrate how a website should best be structured, which is where the search volumes are useful when you make a so-called "content plan".
What does the customer's buying process look like?
What we marketers are really looking for is search behaviors that are based on customers' information search and buying process - where the long tail is often of great importance in answering their search questions and eventually catching their attention.
But there are of course more things to keep in mind, are price comparisons an important factor? Where are the customers and how does the local area affect the customers' behavior? What do the searches look like in different geographical areas?
Who are the biggest organic competitors and how good are they compared to you?
Compare domains based on their keywords
By picking up keyword statistics over competitors and covering all the relevant keywords in your niche, you will see who the strongest competitors are. Learn from your competitors, keep an eye on what they are doing and come up with suggestions for related keywords, through a gap analysis you ensure that there are no information gaps leaking on your website.
What keywords do you pay for today?
Many companies use Google Adwords and which is a great source to see what keywords and keyword combinations are being paid for (check the keyword statements) and it is important to match that information on the site.
How should you write the lyrics?
Several studies have shown that websites with long and interesting content are ranked higher by Google. Articles with more than 2000 words have a greater chance of ranking high. The content must be well documented and offer value to readers by answering their most important questions and providing useful tips. read more about content marketing.
Correct texts with large search volume
After you have created the content and the new landing pages, the pill will continuously improve the texts. Search engine optimization is often an ongoing job where you have to continuously improve and hone the information and not least get links that point to landing pages.
Pages that are further down in Google's search results such as position 11-20 and if they have large search volumes are called potentials and by sharpening the information, it is often possible to pick better positions and thus more visitors. On a website you always benefit from polishing the content…
SEO keywords and ranking high on big keywords
The keywords are something that is important in the whole process and that one should follow in detail. We have a reporting system so you can see what keyword shaving the company or organization has.
Increased conversion gives more customers and sales!
Finally, many companies want more sales and then it's not just about driving traffic with big keywords but discovering the keywords that provide the best conversion. The job rarely ends with search engine optimization and improving rankings. If you work actively with a site, you also check which keywords have high visibility and low CTR. By improving and working with texts and content, it is possible to get more visitors to the site.
Effective internet marketing combines different methods and digital channels
We believe that it is necessary to look at the whole and not that keyword optimization becomes an isolated island. To get the best results, it is necessary to combine search engine optimization with Adword and conversion optimization.
If there are large volumes on some landing pages, there is potential to use remarketing which means that you can strengthen the brand when the potential customers surf the net. By tracking the people who are on a certain page, it is possible to tailor the marketing completely according to what they have shown interest in.