Prior to building an effective content strategy, one of the first things you must tackle is keyword research. With the continuous evolution of search engines, it’s crucial to consider the approach to keyword research differently than in the past to ensure a solid content strategy now and going forward. Here are the basic steps to take when developing keyword research to set your content strategy up for success.
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Think About Your Buyer Personas
Before you dive into your computer to do a little research, you should always begin with finalizing your buyer personas. Who is visiting your site? Where are your leads coming from? These are questions you need to ask yourself to specify their goals, needs, challenges, etc. Putting yourself in their shoes is a great way to get a better understanding of what they’re searching for and answer any questions you may have. Keep in mind, you can have as many buyer personas as you’d like, just don’t overdo it.
Once you have built out your buyer personas, start researching other top-ranking blogs within your industry. This will give you a better idea of what other businesses and competitors are talking about, which will help you produce a few topic ideas, ultimately providing you with a good bucket of keywords to use going forward.
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Don’t Shy Away from Keyword Tools
If you’re feeling stuck and are having trouble brainstorming more keywords, I highly recommend using a keyword generation tool. There are several tools out there to give your keyword pool a boost. I find Google’s Keyword Planner tool to be the most effective and user-friendly. Inside, you can view the search volumes of your keywords to narrow down the terms most applicable and worth your time.
To get a better look at what keywords are attracting visitors to your site, use Google Analytics. By being able to see specific queries individuals are using to get to your site, you can efficiently plan the content you create.
Take Some Time to Analyze
Finally, spend time going through your keywords to decide what terms you have the opportunity to rank for. The more you build-up the Domain Authority for certain terms, the higher the likeliness you will rank for competitor terms. Only a select number of your keywords are likely to rank if domain authority is closer to 100, so the more keywords you have the better.
As you can see, keyword research is a necessary part of building an effective content marketing strategy. Content is what helps your business grow, therefore the more time and effort you throw into keyword research the better.