La Guía de investigación de palabras clave 2020 para SEO


Esta guía tiene la intención de enseñarle cómo hacer una investigación de palabras clave profunda y significativa. Una buena investigación de palabras clave le permite descubrir los términos, frases, preguntas y respuestas que son importantes para sus usuarios o clientes e importantes para lograr sus objetivos, ya sea que obtengan más visitas a la página, capten clientes potenciales o vendan productos y servicios. La investigación de palabras clave lo prepara para desarrollar estrategias efectivas para mejorar o expandir su contenido para adquirir clasificaciones más altas y para clasificar en una variedad más amplia de términos, para finalmente generar un tráfico orgánico más relevante a su sitio.

En esta guía paso a paso cubriremos:

1. ¿Qué es la investigación de palabras clave?

La investigación de palabras clave es el proceso de encontrar todas las consultas de motores de búsqueda posibles que pueden ser relevantes para su negocio y sus clientes. La investigación de palabras clave incluye no solo encontrar estas palabras clave, sino también clasificarlas y priorizarlas en grupos lógicos relacionados, que luego pueden informar cómo puede cambiar las páginas existentes en su sitio o crear contenido nuevo.

Por qué la investigación de palabras clave es (todavía) importante para el SEO

Si bien algunos SEO pueden argumentar que las palabras clave ya no son importantes o que no serán esenciales en el futuro, siguen siendo cruciales no solo para las clasificaciones de los motores de búsqueda sino también para comprender el intento de búsqueda detrás de una consulta dada. Mientras las personas busquen utilizando los motores de búsqueda escribiendo una consulta en un cuadro de búsqueda o haciendo una consulta de voz en un "asistente", será crucial comprender lo siguiente:

  • Cuáles son esas consultas.
  • Cuán importantes son para su negocio.
  • Cómo puede crear el mejor contenido para responder a la intención de la consulta.

Incluso a medida que cambian las tendencias de búsqueda, si las personas buscan una respuesta a "algo", las palabras clave seguirán siendo importantes.

Las palabras clave "individuales" de la vieja escuela y la optimización de una sola página para una sola palabra clave ciertamente han quedado en el camino. Sin embargo, utilizando grupos de palabras clave relacionadas, y al examinar su relativa popularidad, no solo puede brindarle información sobre las oportunidades para atraer más tráfico orgánico a su sitio, sino que también puede ayudarlo a comprender la intención general de sus usuarios potenciales. Esta información puede ayudarlo a satisfacer mejor esas intenciones no solo a través de la optimización de su sitio web, sino también de su selección de productos, navegación, interfaz de usuario, etc.

Comprender los temas de palabras clave (grupos de palabras clave relacionadas)

Algunos pueden referirse a grupos de palabras clave relacionadas como temas o temas, pero en el fondo, son grupos de palabras clave individuales que indican una necesidad o intención similar por parte de un buscador. Como tal, la investigación de palabras clave nunca debe dejarse simplemente como una lista de palabras clave, sino que debe usarse para formar varios segmentos de palabras clave interrelacionadas.

Un solo tema o tema puede prestarse a una sola pieza de contenido que puede responder a todas las necesidades dentro de ese tema y, por lo tanto, una sola página está "optimizada" para todo el grupo de palabras clave. O bien, el tema puede ser lo suficientemente amplio como para indicar que debe tener una sección completa de su sitio web con muchos contenidos destinados a responder a las intenciones de los usuarios.

Por ejemplo, si estaba escribiendo una publicación sobre "cómo freír un huevo", un solo artículo podría satisfacer la intención de todas las palabras clave en torno a ese "tema". Ejemplo:

  • Como freír un huevo
  • Cómo cocinar un huevo soleado
  • Cómo cocinar un huevo a fuego medio
  • Cómo freír un huevo para un sándwich
  • Como freír un huevo en el microondas
  • Cómo freír un huevo más fácil
  • Cómo freír un huevo muy duro
  • Cómo freír un huevo a fuego medio
  • Cómo freír un huevo soleado
  • Como freír un huevo con aceite
  • Como freír un huevo sin aceite

Si tuviera un grupo de palabras clave o un tema en torno a "lo que causó el declive y la caída del Imperio Romano", es poco probable que todas las intenciones en torno a ese tema de palabras clave se satisfagan con una sola pieza de contenido y probablemente requerirían mucho mayor cuerpo de contenido.

Tendencias de palabras clave / consultas

Algunos SEO sostienen que las palabras clave "principales" individuales ya no serán importantes debido a la búsqueda por voz, lo que lleva a largas consultas de búsqueda en lenguaje natural. Las consultas de búsqueda, en general, se están volviendo mucho más largas, en parte debido a la búsqueda por voz.

Pero eso no significa que las palabras clave "principales" más cortas no puedan formar la base para comenzar su investigación de palabras clave y ayudar a descubrir muchas variantes de palabras clave de cola más larga.

Esto se debe en parte a que, al menos por ahora, realmente no hay resultados de búsqueda por voz o base de datos separados.

Google, por ejemplo, simplemente devuelve esencialmente los mismos resultados para una consulta de voz que si hubiera escrito esa consulta exacta en el cuadro de búsqueda en la interfaz web de Google o en la aplicación de búsqueda. Para muchas de estas consultas largas de cola larga, Google simplemente analizará los términos más importantes en la consulta y devolverá los resultados para eso.

Por ejemplo, alguien puede buscar "Hola Google, ¿cuáles son las mejores zapatillas para una persona que tiene pies planos?". Al observar los resultados de búsqueda de Google, es fácil ver que Google devuelve exactamente el mismo conjunto de resultados para esa consulta que para "los mejores pies planos para zapatillas".

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Por lo tanto, el hecho de que alguien haga una consulta más larga en lenguaje natural no significa que no sea importante saber que las personas están haciendo consultas relacionadas con los "mejores pies planos".

Nota: eso no significa que va a optimizar una página web para la frase exacta "mejores pies planos para correr". El hecho de que la frase "mejores pies planos para correr" obtenga un volumen de búsqueda significativo le indica que si desea capturar el busque tráfico para muchas variaciones de términos de búsqueda donde todos los buscadores tienen la misma intención, querrá crear un recurso fantástico que le diga a las personas cuáles son las mejores zapatillas para correr si tienen pies planos.

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2. Cómo hacer investigación de palabras clave

La investigación de palabras clave para SEO consiste en reunir todas las variantes posibles de palabras clave que pueden ser relevantes para su sitio actual, contenido, productos, servicios, etc. y / o relevantes para sus clientes o usuarios ideales, pero que no están directamente relacionados con sus ofertas actuales.

Un ejemplo de palabras clave que son de interés para los usuarios de un sitio pero que no están directamente relacionadas con los productos del sitio pueden ser palabras clave relacionadas con el marketing o la contratación de pequeñas empresas cuando el sitio que está investigando vende software de contabilidad para pequeñas empresas. En este caso, las palabras clave de marketing de pequeñas empresas pueden no parecer relevantes para el sitio actual, pero son relevantes para las mismas personas que el sitio intenta atraer.

Después de crear una lista inicial de todas las palabras clave posiblemente relevantes (la mayoría de las herramientas generarán grandes listas de palabras clave que pueden o no ser relevantes para usted), la lista debe recortarse a los términos que son realmente relevantes para el sitio que está haciendo. la investigación para y sus usuarios potenciales. Luego, los términos deben agruparse, ordenarse y priorizarse.

Tenga en cuenta que nos estamos centrando aquí en la investigación de palabras clave orgánicas en lugar de la investigación de palabras clave para PPC. Si bien los dos pueden ser similares, puede haber diferencias significativas, particularmente en lo que respecta a la competitividad. Si usted es un sitio nuevo muy pequeño y su competencia en un término de búsqueda particular En sitios como Wikipedia y Amazon, la clasificación en ese término podría ser una estrategia a largo plazo, o una prioridad menor, a corto plazo para las clasificaciones orgánicas y el tráfico. Mientras que para PPC, la decisión que debe tomar es simplemente si puede permitirse ofertar competitivamente en el plazo.

Construyendo su lista de palabras clave SEO

El primer paso en su investigación de palabras clave SEO es simplemente acumular su lista inicial de palabras clave. Existen numerosas fuentes para posibles listas de palabras clave. Debe decidir qué fuentes son adecuadas para usted, pero debe descubrir que las siguientes le ayudarán a llegar allí.

Cuando construyo mi lista inicial, intento capturar, como mínimo, para cada palabra clave:

  • La palabra clave

  • Volumen de búsqueda mensual

  • Dificultad de palabras clave

  • Competitividad

  • CPC

  • Posición actual

Ejemplo:

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En algunos casos, puede que tenga que "normalizar" algunos de los datos para poder comparar datos de una fuente a otra. Por ejemplo, algunos sitios clasifican la competitividad o la dificultad de palabras clave del término en una escala de 0 a 1, mientras que otros usan una escala de 0 a 100. Al combinar estos datos en una sola hoja de cálculo, es posible que deba multiplicar o dividir uno o el otros conjuntos de datos por 100 para que la escala sea al menos similar.

Descubrimiento de clientes / partes interesadas

El primer paso para comenzar cualquier nuevo proyecto de investigación de palabras clave y crear listas de palabras clave debe ser comprender a fondo el negocio o el sitio en cuestión. Esto es particularmente importante si usted es un consultor o agencia externo porque probablemente nunca entenderá el negocio o sus clientes casi tan bien como aquellos que se ocupan de ellos día tras día.

Si usted es un SEO interno que realiza investigación de palabras clave para un nuevo negocio o para una división con la que no ha tratado antes, es absolutamente crucial que comprenda los productos o servicios que se ofrecen y, lo que es más importante, las necesidades y puntos débiles de las partes interesadas actuales, tanto usuarios / clientes como partes interesadas internas. Sin esta comprensión, particularmente en industrias complejas o altamente técnicas, es posible que no pueda generar una lista completa de palabras clave, ni evaluar si esas palabras clave son relevantes y esenciales.

Ideas para el descubrimiento inicial de palabras clave:

  • Dedique al menos un par de horas a explorar y usar el sitio web y tome notas de las palabras clave que pueden ser importantes.

  • Envíe un "cuestionario de descubrimiento de palabras clave SEO" inicial al cliente o parte interesada principal haciendo preguntas y para obtener información, como:

    • Lista de objetivos comerciales.

    • ¿Hay alguna estacionalidad en su negocio o tráfico? ¿Las ofertas o el contenido cambian estacionalmente?

    • Enumere cuáles cree que son sus palabras clave más importantes.

    • ¿Está lanzando o descontinuando nuevas categorías de productos, servicios o contenido en un futuro cercano?

    • Haz una lista de tus audiencias objetivo.

    • Haz una lista de tus principales competidores.

    • ¿En qué ubicaciones geográficas operas?

  • Considere entrevistar a gerentes de marketing, vendedores, especialistas en productos o incluso usuarios o clientes actuales / potenciales del sitio para comprender completamente las posibles variaciones de cómo se puede referir a un producto o servicio y qué problemas están tratando de resolver visitando el sitio.

Lluvia de ideas Palabras clave

Lograr que los miembros del equipo, los clientes, su equipo de contenido y otras personas participen en el proceso de lluvia de ideas de palabras clave puede generar más palabras clave y palabras clave más relevantes de las que usted podría encontrar por su cuenta. También aumentará su aceptación de la relevancia de las palabras clave y el valor de la investigación de palabras clave en sí. Realice sesiones cortas de lluvia de ideas con las partes interesadas para que presenten lo que creen que podrían ser términos relevantes en función de su comprensión de su sitio web.

Usuario / Buscador Personas

En este punto, es posible que no tenga acceso a personas de búsqueda listas para usar, pero muchas empresas ya han pasado por un proceso de creación de personas de clientes. Mirar a estos clientes solo puede ayudarlo a generar nuevas ideas para palabras clave. También puede ejecutar la lista de palabras clave que genera a través del filtro de las personas para ver si son realmente relevantes para los términos que generarán tráfico de los usuarios que el sitio intenta dirigir.

Considere este ejemplo de una empresa de electrónica, que ha creado una persona / avatar para su cliente ideal. Si bien el sitio vende una amplia gama de componentes y cables para computadoras y productos electrónicos, es útil saber que su cliente ideal no es el usuario promedio de B2C que busca un cable para su reproductor de Blu-ray. En cambio, son un profesional de TI B2B que se ocupa de la electrónica para empresas de tamaño Fortune 500. Esta información no solo me permite filtrar consultas de búsqueda claramente basadas en el consumidor o en busca de unidades individuales, sino que también permite filtrar consultas informativas. Para este cliente, la consulta de búsqueda de mi lista inicial, "qué topología utiliza la menor cantidad de cableado", puede ser relevante, pero "qué cable necesito para el controlador ps4" no lo es.

Listas de palabras clave actuales

Si tiene un nuevo proyecto, y alguien ha compilado una lista de palabras clave para el sitio anteriormente, y la lista está disponible, comenzando con esa lista como base para nuevos investigación de palabras clave debería ser obvio a menos que la naturaleza del sitio haya cambiado radicalmente desde que se realizó la investigación.

Palabras clave PPC

Si ya tiene listas de palabras clave compiladas para publicidad de pago por clic como Google Ads, ese es otro gran lugar para comenzar. Como se mencionó anteriormente, no todas estas palabras clave pueden ser ideales en términos de competitividad para su lista de palabras clave orgánicas. Algunos términos obvios para incluir, y los que deberían ser de alta prioridad en su lista, son aquellos que actualmente generan conversiones.

Si está pagando para obtener tráfico en esos términos y los conversos de tráfico, realmente necesita tratar de clasificarlos en esos términos orgánicamente y obtener ese tráfico de forma "gratuita".

Puede obtener datos PPC de Google Ads de su cuenta de Google Analytics, siempre que sus cuentas de Google Analytics y Ads estén conectadas. Vaya a Google Analytics y vaya a "Adquisición> Anuncios de Google> Consultas de búsqueda" y exporte los datos para el período de tiempo que desea analizar.

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El período de tiempo que desea analizar variará según la cantidad de tráfico y las conversiones que obtenga el sitio (generalmente, cuanto mayor sea el tráfico, menor será el período de tiempo que puede usar), la estacionalidad, la variedad de palabras clave, etc.

Simplemente exporte los datos a su medio de hoja de cálculo de elección: Excel (XLSX), CSV o Hojas de cálculo de Google.

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Deberá excluir los términos de marca, ya que es probable que ya esté “optimizándolos”. Desea buscar términos que muestren métricas positivas como baja tasa de rebote (son relevantes para los usuarios) y que tengan una buena conversión, transacción y / o números de ingresos (son esenciales para el éxito del sitio). Es posible que desee ver los términos con tasas de conversión bajas para ver si realmente son relevantes para el negocio. Si lo son, puede haber otros motivos comerciales o de usabilidad del sitio no se están convirtiendo; aún debe incluir los términos en su lista.

Por ejemplo, en el gráfico a continuación, los términos de marca están en naranja (obviamente tienen buenos números de tráfico, interacción y conversión). El término en rojo recibe mucho tráfico y promedia más páginas por sesión que otros términos, pero no se está convirtiendo. Es uno que desea observar con más cuidado para ver si es relevante. El término en verde puede ser uno para buscar más variaciones, ya que obtiene una tasa de conversión más alta que la mayoría.

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Algunos consejos de Google Ads y Analytics

Una vez que tenga la lista de palabras clave de sus datos de PPC que son relevantes para su plan de palabras clave de SEO, querrá ingresarlas en una de las herramientas de palabras clave como Google Ads o SEMrush para obtener los volúmenes de búsqueda mensuales promedio, las dificultades de palabras clave y otras métricas antes de incluirlos en su lista principal de palabras clave.

Desea asegurarse de ejecutar el informe "Consultas de búsqueda" en Google Analytics, que son los términos reales que escribieron las personas que buscan en Google antes de hacer clic en un anuncio, en lugar del informe Palabras clave, que son los términos en los que el sitio está haciendo una oferta Google Ads.

Si se pregunta cómo "obtener el volumen de búsqueda y las previsiones" en Google Ads, tenga en cuenta que se trata en la sección de Google Ads a continuación. Los tipos de concordancia como "Concordancia de frase" y "Concordancia amplia" en Google Ads hacen que un anuncio se muestre por muchos más términos de los que realmente se ofertan. Recuerde, desea las consultas reales que buscan los usuarios.

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Algunos de los términos que salen de sus listas de palabras clave PPC pueden ser demasiado competitivos para que usted los clasifique a corto plazo orgánicamente. Es posible que pueda ofertar por ellos solo en una pequeña región geográfica donde no tiene sentido intentar clasificarlos a nivel nacional. Por ejemplo, puede tener sentido ofertar por un "abogado" en su pueblo o ciudad local, pero cuando mira los resultados del motor de búsqueda, descubre que los 5 sitios principales son enormes sitios informativos nacionales o internacionales. Por lo tanto, un término tan amplio puede no tener sentido para ser una alta prioridad en su lista de palabras clave orgánicas en comparación con algo mucho más específico como "abogado de accidentes de Nueva York de Nueva York".

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<i class=Principales resultados orgánicos de Google para la consulta "abogado".

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Sin embargo, hay algunas herramientas como Héroe de palabras clave, que puede convertir su "no proporcionado" de nuevo en datos significativos. También puede pensar que las palabras clave que ya generan tráfico no son importantes para incluirlas en una lista de palabras clave, pero si son claramente relevantes para su sitio, ciertamente pueden usarse como palabras clave raíz para usarse como entrada en otras herramientas para generar más Palabras claves relacionadas.

Palabras clave de Google Search Console

Otra fuente para obtener las palabras clave que actualmente están dirigiendo el tráfico a su sitio, si no tiene acceso a palabras clave no proporcionadas por el ingeniero anterior, es Consola de búsqueda de Google. GSC solo le dará las 1,000 palabras clave principales, pero ese es ciertamente un buen lugar para comenzar a encontrar ideas de palabras clave. Particularmente si no está familiarizado con el sitio cuando recién está comenzando la investigación de palabras clave. Nuevamente, esta no es su lista final definitiva de palabras clave, pero ciertamente deberían generar ideas para buscar palabras clave relacionadas.

Si no está familiarizado con Google Search Console, puede encontrar estos datos yendo a los informes de rendimiento, seleccionando consultas, y luego puede descargar fácilmente todos los datos como una hoja de cálculo.

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Generación de ideas de palabras clave orgánicas a partir de su (s) sitio (s) web

Además de las fuentes anteriores, que pueden indicarle las palabras clave que ya están generando tráfico orgánico a su sitio, existen herramientas adicionales que pueden recomendar nuevas palabras clave basadas en un sitio web y análisis de contenido. Y otros pueden mostrarle todo el universo de palabras clave para las que su sitio está actualmente clasificando, y si generan tráfico o no. Veamos algunos.

Anuncios de Google

Anuncios de Google (el servicio conocido formalmente como AdWords), aunque algo sesgado hacia el pago por clic, sigue siendo una gran fuente de ideas para palabras clave. Para usarlo para recopilar ideas de palabras clave para un sitio web, es probable que necesite acceso a una cuenta que realmente gasta dinero en Google Ads. Si no tiene acceso a dicha cuenta, Google tiende a proporcionar amplios rangos de tráfico de palabras clave en lugar de datos más precisos.

Como verá en el ejemplo a continuación, Google no siempre le brinda excelentes datos si está investigando palabras clave desde una cuenta que no gasta dinero activamente en Google Ads.

En el primer ejemplo (una cuenta que no gasta dinero en anuncios de Google) para la palabra clave "investigación de palabras clave", Google simplemente le ofrece un rango de tráfico entre 1000 y 10,000 consultas por mes. Ese es un rango bastante amplio y realmente no le da una imagen muy precisa de cuál es el potencial de tráfico para este término.

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<p><noscript><img alt=Compare lo anterior con el ejemplo a continuación, tomado de una cuenta que gasta dinero en Google Ads, y Google le dará una estimación mucho más precisa de la cantidad de consultas por mes a 5400.

La Guía de investigación de palabras clave 2020 para SEO. Imagen 11

Para obtener todas las recomendaciones para palabras clave relacionadas con su sitio, simplemente seleccione "Descubrir nuevas palabras clave", ingrese la URL de su sitio web y Google Ads le devolverá una lista de términos que ellos consideran relevantes para su sitio. Recuerde, en este punto, simplemente está creando su lista inicial de palabras clave y no todas estas palabras clave serán realmente relevantes.

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Luego puede exportar todos estos términos a una hoja de cálculo, que luego puede agregar a su lista maestra de todas las palabras clave que está acumulando.

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Consejo de bonificación

Otra cosa para la que puede utilizar la interfaz de Google Ads es para recopilar datos sobre el volumen de búsqueda relativo de términos que ya tiene en su lista. También puede hacerlo más tarde después de haber generado todas sus ideas de palabras clave. En este caso, en lugar de seleccionar "Descubrir nuevas palabras clave", desea seleccionar la opción "Obtener volumen de búsqueda y pronósticos" dentro de la interfaz de Google Ads.

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Una vez allí, puede pegar en su lista de palabras clave para las que desea datos.image.png "data-fullsize-src =" https://cdn.semrush.com/blog/static/media/69/13/6913407a346dbd0a84c05849a745eebe/image.png "height =" 383 "src =" data: image / svg + xml,% 3Csvg% 20xmlns = 'http: //www.w3.org/2000/svg'%20viewBox='0%200%20822%20383'%3E%3C/svg%3E "width =" 822 "en = "tap: lightbox-img" tabindex = "0" role = "button" class = "b-lazyload lazyload b-lazyload__skeleton" onerror = "window.lazyLoadErrorFallback && window.lazyLoadErrorFallback.call (this)"></picture></span></p>
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Google le proporcionará las búsquedas mensuales promedio, las métricas de competencia, etc. para los términos que puede exportar a su lista principal de palabras clave.

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SEMrush

To get all the terms a site is currently ranking for, just input your domain into the domain overview search box in the SEMrush tools, scroll down to the Top Organic Keywords section, and select “View full report”. Note that you will need to sign up for a free trial or have an SEMrush subscription to use this.

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Depending on your time and resources, and how deep you would like to go, you can filter this list in various ways. For example, my particular account is limited to the top 10,000 keywords, and in this case, the results come back with over 75,000 available keywords. Use the filters at this point to filter out any obvious groups of terms that may not apply.

For example, if you wanted to exclude all of the branded terms from this list on the basis that you don’t really need to “try” to rank for, you could use the filters to exclude branded terms. Here I am excluding “rush”, as that would remove terms that include either “SEMrush”, “SEMrush”, or “SEMrush.com”. image.png" data-fullsize-src="https://cdn.semrush.com/blog/static/media/d3/f8/d3f8591465bf99b7a1f53461f9a64c2d/image.png" height="162" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201000%20162'%3E%3C/svg%3E" width="1000" on="tap:lightbox-img" tabindex="0" role="button" class="b-lazyload lazyload b-lazyload__skeleton" onerror="window.lazyLoadErrorFallback && window.lazyLoadErrorFallback.call(this)"></picture></span></p>
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Note: in the above results, there are likely terms that aren’t relevant (e.g. “site”), you can attempt to exclude those now or cut them out during the “keyword evaluation” stage later in the process.

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Competitor Keyword Research

Just as mining your own site for possible keywords can be useful, mining competitor sites can often be even more useful. Looking for terms where competitors rank reasonably well and where you may not, or even where you both rank on the same term, can definitely help you build out your keyword list.

How do you find or define keyword competitors?

This can often be a stumbling block, particularly with higher-level managers on in-house teams or with clients for consultants. Often the client will insist that a particular list of sites are their “competitors.” However, it is often the case that these business competitors are not actually very competitive in terms of organic search.

You can certainly include some of these competitors when mining possible keywords, but far more critical is to find "search" competitors — those sites ranking on the same terms and types of terms as the site for which you are building your organic keyword list. A business may not see Amazon as its competitor from a business perspective, but if they are ranking above the site in search for a relevant term, they are sure as heck a search competitor.

Finding competitors can consist of asking business stakeholders their opinions about who they feel the competitors are (remember this is one of the things we asked in the original discovery questionnaire). You can also find competitors by simply looking at the search engine results pages for the top sites ranking for terms you know are relevant for the site in question.

You can also use the SEMrush “Main Organic Competitors” report.

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At this point, the process is fairly similar to mining keywords from your own site. You can download the “common keywords” here, which are only the ones for which your site and their site both rank. But keep in mind, to capture keywords you may be completely missing, you should download the entire list of search engine keywords from your competitor.

As with your own site, you can do this in both Google Ads and SEMrush. But within SEMrush, you can also limit the download to terms where your competition ranks above a certain point, say 20th or 30th, on the supposition that if they rank worse than that, it perhaps isn’t the greatest term for you to pursue. I prefer downloading the whole list and assessing the terms individually. Within SEMrush, this is also a good place to filter out any terms which include your competitions’ brand names. Moz is likely going to rank for a bunch of terms that include “Moz”, but they really wouldn’t be very relevant in a keyword strategy for SEMrush to pursue ranking on organically.

Organizing Keyword Data in Excel

When pulling in competitive keywords, you are going to need to find a way to mash up the data so that all the information for a keyword is on a single line in your spreadsheet. When you are pulling in data for a single site from multiple sources, say multiple sheets each from Google Ads, SEMrush, and Ahrefs, if you don’t already know how, do yourself a favor and learn how to remove duplicates in Excel.

Removing duplicates in Excel is easily accomplished by simply going to the Data tab, selecting Remove Duplicates, and checking only the box that corresponds to the column for which you want to remove the duplicates. In the case below, “Keyword”.

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You may also wish to be able to see the entire competitive landscape for a term on a single row to see how you compete with all of the competitive sites you have analyzed; this can be done by adding all of the terms to a single sheet and ensuring the current rank for each site is in its own column.

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At this point, you need to use an Excel pivot table. If you don’t know how to use pivot tables, there is a brief overview below, but you can also go to this tutorial o this one by Microsoft for a more detailed, step-by-step tutorial.

I can’t believe I did search engine optimization for so many years without knowing how to do these. They will literally save you hundreds of hours. Create a pivot table in a new worksheet in your Excel file by selecting “Insert”, and then “PivotTable”.

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Then select all of the columns you want to mash up from your other worksheet.

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When building your pivot table, ensure that your Rows are your Keywords (you can just drag the keyword field to the rows area). Drag the other fields to the Values area, and make sure you set any metrics like search volume, keyword difficulty, CPC to something like the max value rather than the sum of the values; this will auto-magically aggregate all of the data for each particular keyword on a single row.

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Copy all the data and paste it as text only into a new worksheet.

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You can now see, for each of your keywords, where both you and all of your competitors currently rank. This can also tell you that if most of your competitors currently rank on that term, it is likely pretty relevant and important for you to optimize for it as well.

I will often add a “minimum” field as well (e.g. the formula =MIN(E2,F2,G2,H2,I2,J2,K2) in Excel and filter that on a specific “minimum” rank. This formula displays the lowest value within the range specified. In the case of organic rankings, the lowest number is obviously the best ranking.

For example, if neither my site nor any of my competitors rank 30 or less (the first three pages of Google), I may consider those terms much lower priority. You should still look at them as they might be relevant, but often these end up being terms that one of those sites just happened to rank for because of a particular piece of content, but it is not particularly relevant.

Keyword Gap Analysis

Another great way to find keywords where you either overlap with your competitors or terms where they are ranking and you aren’t is through keyword gap analysis. This strategy allows you to input one or more competitors and find terms where there is either common ground or where one or more of those competitors rank and you do not.

SEMrush

Simply enter your site and the sites you want to analyze, select the type of keywords, and get back your list of keywords.

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You can also enter a specific word and see where you rank versus your competitors on the term, and see pages that rank the highest. You can review the pages where your competitors rank higher and see what related keywords they included that you may have forgotten.

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Unique Keywords

The list below shows “unique” keywords which are keywords where only one of the sites ranks for them and the others do not. You can play with the advanced filters here to set the parameters and see only see keywords where one or more competitors rank in the top 10 or 20 and your site does not.

Another way to segment this is to look for keywords where you are “close” to the competitor but not quite there yet. These might lend themselves to opportunities to optimize your existing content rather than creating new content, but those terms should certainly be on your list. One way I use this is to look for terms where my competitor ranks in the top 5 and where the site I am analyzing is ranking between 6 and 10.

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Related Sites

Just as with sites which may compete directly with you, sites in related spaces are often good opportunities for mining keywords. Say you are an e-commerce site selling specialty running shoes. You may not consider Runners World (a purely content site) to be one of your business competitors, nor perhaps do they have a large number of keywords that currently overlap yours. However, they may have many keywords they rank for that might be relevant for your site.

You can pull those keywords that are considered relevant from Google Ads or the ones they currently rank on from SEMrush as well. For Google Ads, just follow the same procedure as noted above in “Generating Organic Keyword Ideas from Your Site(s)” and input your competitor’s site or a related site.

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3. Keyword Research Tools

Once you have built your initial list through brainstorming, analyzing your site, doing competitive research, etc. you still may not have the entire universe of keywords that are relevant for your website. You can take any or all of the keywords you have found and input them into a variety of keyword research tools to expand your list. Generally, you would do this with the higher volume “root” keywords, but you can certainly do it for longer keywords and longer tail keywords, depending on how far down the rabbit hole you wish to go.

Google Ads

Google Ads isn’t perfect, but it is still a tool to use — it is a source that has an awful lot of keyword information and provides variations of keywords that may be relevant for you. Google Ads tends to be a little bit biased towards keywords that are bid on in PPC rather than the entire universe of organic keywords, but it is still worth using.

As previously stated, you aren’t going to get very good data unless you are using a Google Ads account that spends a reasonable amount of money. If you don’t have access to one of these, see if you can make friends with someone who does.

The Google Ads Keyword Planner Tool is pretty straightforward. Go to the main Google Ads interface > Tools and Settings > Keyword Planner > Discover new keywords > input your keyword or keywords > Get Results.

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Once again, Google will give you options to refine or broaden your search and to download the keyword ideas generated.

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SEMrush

los Keyword Analytics > Overview report will give you pretty deep insights into the data around a single keyword and links to “phrase match” and “related” keywords.

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Of more use at this point is the Keyword Magic Tool.

Just input your keyword and select your region (country) if you wish, and SEMrush will generate a list of keywords where you can modify the match type by broad, phrase, exact, or related keywords. You can also select individual keywords at this point if you wish. Export all of the keywords in the list to Excel and use them to continue to build your initial organic keyword list.

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Topic Research Tool

One more option provided by SEMrush is the Topic Research tool. By inputting a particular keyword, the tool will return a massive set of related topics and concepts in different formats. Frequently these can be used to further expand the root keywords you might want to input into the Keyword Magic Tool.

Below you can see that by entering a keyword, you are given related keywords and recent headlines related to those keywords. Also, notice that "Cards" is selected.

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If you click on a card, you are given recent headlines, questions frequently asked, keyword difficulty, and more. Both the headlines and questions will allow you to see what topics matter to those searching for this keyword.

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Notice the plus signs above? They are available across the tool so you can add the topics and questions to your "favorites", which allows you to save a lot of data for keyword research.

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The tool allows you to see data in many different formats, including the mind map:

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People Also Ask

Another place to find related questions to a particular keyword is to search for that keyword in Google and look for the “People also ask” section. This section will give you popular keyword queries related to your keyword that people are searching for. The more "People also ask" entries you click, the longer the list will be. You can keep clicking selections until you have an extensive list of related questions, and then simply copy and paste that list into your keyword list.

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Related Searches

Another source of related and potentially relevant keywords can be found at the bottom of each search engine result page in the Google related searches section. Simply scroll to the bottom of the page and grab the relevant keywords. Of course, these keywords can also be fed back into the other keyword tools to find more keyword variations.

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Google Trends

Google Trends can be a great source for seasonality and overall trends for changes in search engine volume for keywords over time.

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Google Trends will also give you a set of related queries that you can then iterate on to get more ideas to build out your keyword list.

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This tool isn't just useful for looking up the relative popularity of keywords; it can also provide valuable data on regional variations. Note below how “attorney” is more popular than “lawyer” in the United States, whereas just across the border in Canada, the reverse is true.

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Answer The Public

Answer The Public is another great resource for generating the types of questions and phrases asked around a particular root keyword. Enter a keyword and it will return with some very cool visualizations around all of the questions related to that keyword, but the Data view, and particularly the CSV download options are more useful.

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Soovle

Soovle will generate a quick list of top terms for Wikipedia, Google, Amazon, answers.com, YouTube, Bing, and Yahoo!

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Keywords Everywhere

Keywords Everywhere is a browser extension for Chrome or Firefox (unfortunately it is no longer free) which will pull back search volume, CPC, and competition data on the fly.

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The 2020 Keyword Research Guide for SEO. Image 55

Other Organic Keyword List Considerations

Geolocating Keyword Research (for local or regional sites)

By default, most keyword research tools will return either global search volumes or search volumes for a particular country. If you are interested in multiple countries, you may have to merge multiple sets of keyword data. However, if you are interested in only data for a particular city, state, province, territory, etc., most keyword research tools cannot get down to that granular level. If your keyword research is for a business that can only operate in a particular state, for example, to get an accurate picture of the total search volume available, you really should be limiting that search volume geographically.

This is where Google Ads can once again be useful. With other tools, you may have to adjust search volumes based on the portion of your segment compared to the entire country, excepting terms that are geographically specific.

For example, if you are dealing with a law firm which specifically operates only within the city of San Francisco and your search term is “personal injury lawyer”, you can get an accurate picture of how much of that traffic your client could realistically capture by using the location-specific data from Google Ads planner. Conversely, if the search term is “personal injury lawyer in San Francisco”, you can likely take the search volume nationally for that term because the intent of anyone searching for that term “matches” your client.

Within Google Ads, is a fairly simple process to limit search volumes geographically, and indeed you can limit them as granularly as you can the Google ads themselves. In the example below the search location has been limited to the San Francisco/Oakland/San Jose Nielsen DMA region. Google will also tell you how many people are within that region. In this case 19.9 million:image.png" data-fullsize-src="https://cdn.semrush.com/blog/static/media/0a/6f/0a6fe765d899019dde39e7bc290a0a74/image.png" height="595" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201166%20595'%3E%3C/svg%3E" width="1166" on="tap:lightbox-img" tabindex="0" role="button" class="b-lazyload lazyload b-lazyload__skeleton" onerror="window.lazyLoadErrorFallback && window.lazyLoadErrorFallback.call(this)"></picture></span></p>
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Once the location has been set to target, select the ‘Historical Metrics’ tab, and here you can see the search volume for the keyword(s) in the chosen location. In this instance, “personal injury lawyer” in the San Francisco region has an average volume of 1,900 searches per month:

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The 2020 Keyword Research Guide for SEO. Image 58

4. Evaluating Your Organic Keyword Research List

Once you have your initial list of potentially relevant keywords amassed, the next step is to start looking at each of those words to see if they are relevant to the site/users in question. While some may use automated processes for this, I feel, to be truly accurate, you need to look at and think about every single keyword. That can be a laborious process, but getting your keyword list right is worth the effort.

At this point, you are not setting priorities for how important each keyword is, just whether it makes sense at all to attempt to rank on at some point. There are several factors to consider as to whether a keyword is relevant.

Searcher Intent

You need to have a thorough understanding of a website, its products, services, content, the business needs, and the problems that its users are trying to solve. This is where your initial work in understanding users and interviewing stakeholders becomes more valuable. You need to be able to look at a term and determine whether or not it is “important” or whether it is irrelevant and can be eliminated.

When I am running through this process, I like to leave all of the terms in the initial list and simply mark the ones I feel are not relevant with an “X” so that the initial list is preserved. At that point, it is easy to simply filter your spreadsheet by any term that does not have an “X” in the “keep?” column to get the list of keepers.

Match Keywords to Personas

If you have access to customer or searcher personas review them before evaluating your keywords. Run each keyword mentally through the filter of whether it is likely to solve the need or answer the questions of one of the site’s potential users

Client/Stakeholder QA of Initial Keyword List

Once you have gone through your list of keywords and flagged the ones you believe to be irrelevant, before proceeding with the rest of your keyword research strategy, now is the time to review the initial list with key stakeholders.

As a consultant at this point, I always go through the list with the client, explaining why I have or have not kept certain groups of keywords in the list. I ask them to review the list for any obvious omissions or for any keywords I have flagged as irrelevant, which really should be left in the list.

Getting buy-in on the list at this stage helps decrease questions or objections later and helps prevent unnecessary rework from adding or eliminating terms later. It also helps ensure that the keywords you are taking the next steps with are actually the right keywords, also preventing further rework if the client disagrees with the list at a later stage.

How Many Terms Should I Have in My Organic Keyword Research List?

The answer to how many terms you should have in your initial list is a typical SEO answer, “it depends.” In part, it will depend on your available resources to analyze the list and ultimately put strategies against groups of thematically related keywords. It will also depend on the nature of the keywords themselves. You won’t always know going into a keyword research project, how many keywords there are going to be that are relevant for a particular site. Personally, I have worked on keyword research projects that were as small as 200 keywords or as large as 200,000 keywords. The keywords themselves, and the initial research you do will determine the ultimate size of the list.

The 2020 Keyword Research Guide for SEO. Image 59

5. Classifying Keywords — Categorizing, Sorting, and Grouping Your Organic Keywords

Once you have decided on a list of keywords that you are sure are relevant for your website, you need to start putting some sort of relative value against those keywords beyond search query volume.

Low volume keywords may actually be a higher priority to create content for than high volume keywords if the lower volume keyword is far more relevant or far more likely to lead to a conversion. Not all keywords are created equal.

In addition, as mentioned previously, the way we optimize for keywords is changing. It is no longer a one or two keyword to one page strategy. Classify keywords into related themes and groups to look for the largest and most important opportunities, but also consider groups of related keywords for which one piece of content may be able to rank.

Prioritize Your Keywords

There are several factors to consider when ranking the importance of an organic keyword. I usually include each of these in a column in my keyword plan spreadsheet so that I can quickly sort or filter by one level of importance or the other.

Usually, I set primary importance keywords as those that are either very high volume or very likely to lead to a conversion. Secondary importance keywords are those that are either high-volume but far more competitive — somewhat farther from a conversion in the search funnel, or a “related term” that one is likely to rank for if the site ranks for a related primary term. Tertiary importance is generally reserved for informational queries that imply the searcher is far from a conversion (terms including things like “how-to”, etc.)

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Competition (KW difficulty, SERP competition, SERP intent)

The level of competition and how likely your site will rank for a keyword is one factor to consider in how important the keyword is. You can certainly use numerical rankings that come out of the keyword research tools for this, including metrics like keyword difficulty, competition, KEI (keyword effectiveness index), competitive density, etc.

Generally, the higher the number the more difficult it is going to be to rank on that term. All other things being equal, keywords with lower competition may be a somewhat higher priority than those that are more difficult to rank on.

Tool Metrics vs. Competitors

It is essential to consider not just the numbers that come out of the keyword research tools. For important keywords, you should also be looking at the actual level of competition in the search engine results page (SERP) and the intent which Google infers from the search. For example, let's say your site is tiny and new. If a keyword has a low competitiveness score, but all of the sites that rank for the word are in the top 10 and are huge, multinational sites with massive amounts of links, perhaps the keyword should be a lower priority for now.

Intent

Searcher intent, as understood by Google, is also critical. Take the search term “running shoes” and assume your site is a content-based site that writes articles about running and running shoes. A quick look at Google search results shows a local pack of stores selling running shoes, and 19 of the top 20 results are e-commerce sites. Google is giving you a pretty clear signal that it assumes when someone searches for “running shoes”, Google thinks they are looking for a place to buy them. If you are a content-based site, this may make the very high-volume search term “running shoes” less of a priority for you.

This means the keyword is likely a “transactional” keyword. There are other names for such keywords like “conversion” keywords (see the purchase/conversion funnel below).

Keywords can generally be grouped into:

  • Transactional keywords — those that are tied to a searcher imminently making a transaction or conversion.
  • Navigational keywords — those used to find a specific brand or site.
  • Informational keywords — those related to general information on a topic.

Cost per Click

Cost per click, though clearly a PPC metric, can also inform the relative importance of the organic keywords to an extent. If you assume that the people bidding on the keywords are reasonably rational people, then generally, the higher the average bid on a term, the more likely it is to either lead to a conversion. Or, it may have some other value, such as brand awareness or demand generation, to the company bidding on it. It is one signal you can use to infer the relative “value” of the keyword.

Conversion Potential

Like the cost per click data, the more likely a term is to lead to a conversion, the higher priority it is going to be. If you have enough data, you can pull pay per click conversion data out of Google Analytics and combine it with your other keyword data (once again using a pivot table). Other terms such as those that include “price”, “for sale”, etc. may tell you that they are more likely to be a term that is close to leading to a conversion, and thus of higher importance.

Relevance

Relevance is going to be a bit of a judgment call. Having a thorough understanding of the business or site, its users, its goals, etc. should give you some insight into how relevant a term is generally to the products or services offered by the site.

Position in Keyword Research / Purchase Funnel

In addition to the overall “importance” of a keyword, you need to be able to sort keywords and determine where they are in the purchase or conversion funnel. This information will be useful when communicating with departments and stakeholders, as well as helping to determine the strategy for ranking those keywords.

In a simple model of the keyword funnel, keywords could fall into the categories:

  • Awareness
  • Consideration
  • Conversion

Different models may name them differently, but essentially, the first bucket is terms that are about getting general awareness about a product or service or answering questions for users that may be helpful for them. These terms will be directly related to your products, services, or content.

The second bucket, "consideration", is where they start to refine product categories, compare products, etc. The final bucket, “conversion”, is essentially where they already know they want your product or service and are looking for further information to complete the sale. Again, every keyword can be flagged with one of these values in a separate column so that it makes it easy to filter or sort similar groups of keywords.

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You can decide for yourself the “right” way to segment keywords in terms of priority. I prefer to rank them as primary, secondary, and tertiary levels of importance, but you could call it high, medium, and low, rank them on a scale of 1 to 5 instead of 1 to 3, or whatever works for you.

Current Keyword Ranks

At this point, if you have not already added your current ranking for each keyword to your keyword plan, it is worth doing. Particularly because as keywords get sorted into similar themes or categories, you might see that you already rank extremely highly within all of the terms in a particular category, possibly making them less important to create action items against immediately. Conversely, they could also show you where you don’t rank at all or rank terribly with a particular theme of keywords indicating that you want to put some effort into creating new content and attracting new links.

You can get this ranking data from any number of keyword tools. I happen to use SEMrush. It is a fairly quick process to download all of the keywords you currently rank for in the top 100 from SEMrush. When you do this, you are likely going to rank for some terms that are not in your list, so I add a “New sheet” to my Excel doc (call it “Current Rankings”) and paste in all the terms for which you have ranking data.

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Then add a column for Current Rank to your main Keyword Plan document. Using a VLOOKUP formula, it is simple to pull in the ranking data that matches the term for each row where the keyword is the same in your “Current Rank” sheet and your “KW Plan” sheet.

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Note that the VLOOKUP formula in cell B2 is

=VLOOKUP(A2, 'Current Rank'!$A$1:$B$49995, 2,FALSE)

What this formula is doing is saying:

– Take the value from A2 (in this case the text “hdmi cable”)

– Compare that value to all of the values from the range of cells A1 to B49995 in the ‘Current Rank’ sheet (all the cells with data in the sheet you pasted all the rankings into)

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– When there is a match in the two values, return the content of the cell in the second column (the “2” in the formula) of the row where the data matches (in this case that data is the data in column B or the current rank)

– FALSE tells Excel the data has to match exactly. TRUE would be for a partial match but in this case, you want the keywords to match each other exactly.

– Make sure you place the $ in the formula to stop that data changing as you copy and paste, or drag to fill, the formula to other cells in the Current Rank column. E.g., in cell B3 in the example of the KW Plan tab above you want the formula =VLOOKUP(A3, 'Current Rank'!$A$1:$B$49995, 2,FALSE) not =VLOOKUP(A3, 'Current Rank'!A2:B49996, 2,FALSE). You want the lookup row to change from A2 to A3, but you don’t want the range to perform the lookup on to change from 'Current Rank'!A1:B49995 to 'Current Rank'!A2:B49996.

You can track changes in ranks, progress, gaps in rankings, etc., by periodically updating these ranks. They also allow you to look at rankings for all the ways you have categorized your keywords to see if your rankings are strong or weak within a given theme or category.

For example, by filtering this list by “HDMI”, it shows that this site ranks on a lot of the top HDMI terms, but still clearly needs work to rank better on many of them.

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Whereas, filtering the list by “Ethernet” cables shows that they don’t rank in the top 100 on many of the top terms at all. That suggests that they may need more SEO help, more content, more links, etc. around “ethernet” terms than around the theme of “HDMI”.

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Themes / Categories

Sorting your keywords into related themes and categories is one of the most labor-intense and yet essential facets of doing keyword research. Google is becoming better and better at determining the entire set of keywords for which a page deserves to rank — sometimes even if those keywords don’t appear on the page.

Understanding natural language, how documents and concepts are related to each other, what terms usually appear together and when those terms are relevant, and understanding “entities” are concepts Google has been working on for a long time. They are the backbone of major updates such as Hummingbird, RankBrain, and BERT. For more info on these updates and concepts see the following resources:

Hummingbird:

RankBrain:

BERT:

Benefits

By sorting keywords into similar themes, categories, areas of user intent, etc., you can determine the relative opportunity in creating content around those themes, and also let content creators know the whole set of queries they should be attempting to answer with a given piece of content. These queries will be extremely helpful and useful for content creation.

Variations

The number of categories and the categories themselves are going to vary a great deal based on the nature of the site, the sited products or services, and the size and variety of the keyword set you are looking at. The categories for a clothing retailer with thousands of SKUs and keywords might include color, size, gender, style, and any number of other variables, whereas that for a local spa might only include the type of service, price range, and location.

Categories could include:

  • General product or service category

  • Purchase intent (purchase, buy, find)

  • Brand

  • Model

  • Geolocation (city, state, country)

  • Price range

  • Value statement (cheap, luxury, free)

In the example below, terms from keyword research for a law firm have been sorted into various relevant themes and categories.

The 2020 Keyword Research Guide for SEO. Image 67

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However, this differs radically from keyword research done for a site which sells motorcycles, where the keywords are sorted into groups such as:

  • Brand

  • Make

  • Model

  • Category

  • Parts and accessories

  • State

  • City

  • Condition

  • Offer

  • Year

  • Country of origin

  • Price

  • Color

Usually, the categories that make sense will reveal themselves from the nature of the keywords themselves as you analyze them and as you gain an understanding of the site and its users’ search intent(s).

Sorting keywords this way and being able to filter your overall list by the different values within these categories is very useful to determine strategies and relative priorities. It can also be very useful for content creators to be able to drill down by selecting several values and get a small set of related keywords for which a single piece of content can be created.

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6. Evaluating Organic Keyword Opportunities

As useful as it is to be able to look at each of the segments above individually, it is equally as useful to be able to compare them side-by-side. That is not easily done by selecting one filter at a time. I generally like to create another worksheet within the Excel file, which compares each value within a category side-by-side.

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In the example above, all other things being equal, there may be a better traffic opportunity optimizing around bicycle accidents than around bus accidents, or building a legal settlement calculator (3970 searches) as compared to building out content around settlement “estimates” (10 searches). By including the number of keywords with that classification, it may also indicate how much content may be required to answer all of the users’ needs. A category of related keywords with only 3 keywords in the category may be able to be satisfied with a single piece of content, whereas a category with 978 different keywords is likely going to need a much broader strategy.

It takes a bit of wrangling Excel to get these numbers to calculate and automatically update, but it is a huge timesaver, particularly if you are updating the keyword list and don’t want to have to recalculate everything manually.

In the image above, I used a formula in cell B4 to sum the number of queries per month for all the terms that were flagged with the value “Bicycle” in the Accident Type column in the Keyword Plan tab. Here it is:

=SUMIFS('Keyword Plan'!$B$2:$B$1697, 'Keyword Plan'!$J$2:$J$1697, B3)

This essentially says to look at all the values in cells J2 to J1697 (the whole J column) in the ‘Keyword Plan’ tab of the file and wherever the value in that column equals B3 (in this case “Bicycle”, add the value from the same row, but column B, to the total.

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The “Number of Keywords” in the Keyword Categories tab is just that — a count of how many keywords there are in that “classification” on the Keyword Plan tab. E.g., cell B5 below:

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The formula in that cell is:

=COUNTIF('Keyword Plan'!$J$2:$J$1697, B3)

Which says, look at Column J of the ‘Keyword Plan’ tab and count how many times the contents of B3 (again “Bicycle”) appear.

If you still feel confused about Excel formulas, check this quick video explanation:

(embed)https://www.youtube.com/watch?v=cPmUQr-e_3U(/embed)

The 2020 Keyword Research Guide for SEO. Image 73

7. Putting Your Keyword Research into an Action Plan

Using all of the data above, you can start building your plan to go after those groups of terms where you are not currently ranking well. Start with the biggest search opportunities that are also tied to high priority keywords. When putting your keyword plan into action, you will want to map your most important keywords to your current pages, if those pages exist, and decide how you might improve those pages or attempt to attract links to those pages to improve the rankings.

Where you don’t currently have pages on your site for an important group of keywords, you can start putting together your content plan for creating new pages on the main part of your site or creating new blog posts, white papers, videos, etc. I have even had e-commerce retailers start to change their merchandising and product sourcing based on learning the relative importance and opportunity of various product categories after a keyword research project.

The 2020 Keyword Research Guide for SEO. Image 74

8. Review & Refine Keyword Research Frequently

A thorough keyword research plan is a crucial part of your search engine optimization and content planning. Sin embargo, this is not a one-time activity or a static document. You should be going back to your keyword research and refining it as you learn more about the business, the site, users, whether the content you create is satisfying the users' search intent, etc.

A business or site may add or delete products, product categories, or content, which makes parts of the keyword research obsolete. Changing search trends may also change the relative search volumes on many of the terms in the keyword plan. You may get better data on what terms lead to conversions. Your rankings on groups of keywords may improve or decline, therefore changing the relative priorities for your SEO strategies. New opportunities may arise through changing trends or events in the news cycle. High quality, useful, keyword research should be a living document that you should be revisiting on at least a quarterly basis; it is worth the effort.


Summary

Building a comprehensive, relevant keyword list is one of the most important SEO projects you can undertake. Keyword research should be one of the first tasks you undertake when starting a new SEO project; it is the basis for your on-page content optimization and new content creation. Of course, the next step is putting that plan into action and creating the best of the best content to satisfy the search intent of each of your potential readers or customers. Don’t forget to update your plan regularly and monitor your progress taking over the SERPs!

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