Keyword research is without a doubt, the backbone of search engine optimization (SEO). Without going through this initial phase of research, your SEO campaign will be based on a lot of assumptions and unlikely to produce real results. Furthermore, despite the fact that keyword research is done in the start of most SEO campaigns, if it is not done accurately, it can lead to great financial loss, time and resources. It often even requires web design updates to ensure a good user experience. It’s a procedure that many SEOs are only high level versed. What many are not aware of, is the fact that there is a deeper level of research that many over look. This type of research is generally referred to as keyword forensics.
What is Keyword forensics
Keyword forensics is defined as exploring all types of behaviorally related search data that can translate into potential keywords or key-phrases for your SEO campaign. In order to understand the dynamics of keyword forensics, one needs to understand the purpose of SEO, as well as online consumer behavior and go well beyond using the usual Google Keyword Tool. The fact of the matter is, most users online are searching for relevant data and information. Keyword research is done in a manner where specific keywords are selected and then utilized on the various pages of your website. For example, if you own a website that sells equipment to install flooring, by default one may finalize their research with keywords like “install hardwood flooring”, “hardwood installation equipment” etc. and optimizes the site with them.
The question that keyword forensics will force you to ponder is whether that is really what a potential customer will type in while researching? Consumer behavior on the Internet has shown us that most individuals are typing in search terms that are generally long-tailed. This means that consumers will type in search phrases in order to find exactly what they need. Think “behavior”. Try to expand your keyword scope to determine the most complete image of what your potential customer or lead is really looking for. There are various tools that can help you do this and one of the most renowned tools is WordTracker. By simply inserting your root word, the tool will showcase a wide variety of search phrases that you couldn’t have imagined individuals search for on the internet. A quick test shows us that a large number of people are searching for “how to install hardwood floor”. A website that sells equipment to install wood floors can make good use out of a search phrase like that and optimize their website for it in order to generate traffic. These individuals in essence are truly looking for ways and methods to install hardwood floors and a website that sells relevant equipment would benefit by positioning their page to target this specific set of consumers.
If you thought that English grammar terminology was something you would never have to care for after high school, it was a thought that may well have to be revisited. Other items to keep in mind during your keyword research and forensics process are the various sentence structure terminologies that consumers may potentially use during their search. Prepositions words that link nouns, pronouns and phrases to other words in a sentence can all generate ideas for you during your keyword research phase. Words such as above, below, beyond, across, etc. are all search terms that consumers include in their search phrases on an everyday basis. These prepositions can generate search phrases such as “installing hardwood floors across basement” or “installing hardwood floor above concrete” that can be extremely relevant and high traffic generators for a site that sells equipment for installation. Furthermore, do not forget to utilize words such as who, what, where, when, why and how in your key-phrase selection as many consumers utilize these words in their search terms on a regular basis.
This is the notion of keyword forensics that can really pump up your keyword research process and generate a list of highly relevant and targeted key phrases for your campaign. Due to the nature of the key phrases that get selected through this process, one is bound to receive traffic that gets exactly what they are looking for when they arrive on a relevant page of your website. The same principles can apply to various industries whether it be in the design industry to even business consulting or a medical products supplier. Keyword forensics allow you to look deeper not just into your keywords, but rather forces you to really study your target consumer base and provide them exactly what they are searching for.
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