Keyword research is a vital component for every successful SEO strategy. However, keyword research is the most challenging SEO task for content and link building for many digital marketing professionals.
Using the right keywords effectively adds more value to your content and, in turn, helps in generating more organic website traffic. Unfortunately, there are several mistakes digital marketers and SEO professionals carry out during their keyword research.
Appreciating these mistakes is critical for enhancing your digital marketing strategy, which is why you should know and avoid them at all costs.
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Ignoring Searcher Intent
Many people have admitted that ignoring searcher intent is a common mistake SEO professionals make during keyword research.
Ideally, it seems unwise to create content with information your audience may not be interested in as it would not help your ranking in search results. However, this happens because many marketers are focused on generating traffic than they are on creating interactions.
This is where the concept of the searcher’s intent comes into play. The purpose of search intent is to allow users to enter a keyword in your website search bar and quickly find exact answers to what they need.
Search intent could come in various forms; navigational, informational, transactional, and commercial investigation. However, the purpose is simple: to match user searches with the right content.
Not Talking To Real People
Besides your SEO tools and SERPs, your keyword research needs to talk to real people. It is additionally essential to engage people who are in direct contact with your clients.
Listen to their suggestions, the problems they face, and their questions.
Doing this helps you create the content and insert the right keywords. You can also use Google’s autocomplete feature to find good phrases and what people are searching for.
This is how to develop new, beneficial content and products and services your customers truly want.
Ignoring Long-Tail Keyword Research
Using only short-tail keywords and developing your SEO tactics on unrealistic keywords can prevent your site from appearing in searches- and this is the case with most websites.
For example, it is almost impossible to rank in the top 10 searches for general keywords like computers or IT services if you operate a small online IT store. This is because those general keywords are very competitive, and globally-known brands will likely rank higher in search results.
Instead, consider using unique and creative long-tail keywords to stand out and build a better rank in search results.
Underestimating Actual SERPs
It is okay if you are spending time using various SEO tools for keyword analysis. It also helps to analyze your actual SERPs too. You can utilize SERP checker tools to analyze your present situation to find out your keywords ranking higher in searches, leading to increased organic traffic.
However, you may likewise find those keywords dropping too. This way, you can determine how to tailor your content with the right keywords.
Use The Best Keyword Research Tools
Learn which tools you can use to avoid keyword research mistakes for your blog or website.
Here are some FREE and paid ones to check out:
- Moz.
- Google Ad Planner and Search Console. These can be combined with your Google Analytics.
- SEM Rush.
- Ahrefs.
- Google Trends (One of my favorites!) This tool also predicts what keywords are rising, looking into the future.
- Ubersuggest by Neil Patel.
- Serpstat.
- Soovle. This one is more of a keyword scraper from various sources.
- Wincher.
Many of the above keyword research tools do come with a FREE trial. It’s best to test out a few to see which you like using the best
Your Turn on Keyword Research Mistakes
Have you made any of these keyword mistakes? And what tools are you using for your keyword research today? I’d love to hear from you on this topic in the comments below.
She has 30+ years of experience in marketing/advertising with 12 years of experience in content marketing, social media, blogging, and SEO.
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Hi Lisa,
Thank you for this lovely piece.
Keyword research is ultimately the biggest step when writing blog posts for search engines. Not understanding what keywords to target is a costly mistake that many bloggers are making.
However, search intent, like you mentioned, is the biggest factor to consider when doing keyword research. If your content is not helping readers solve their problems, Google will bury it in the second page (or lower) grave yard.
Another valid point I will love to add is building Topical relevancy with keywords. This will pay off in the long-term as it allows Google to have a better understanding of your site. I might pitch you to contribute a piece on building Topical relevancy soon.
Nice post, Lisa.
Hi Folajami, You are welcome. I love using Google trends for the relevancy factor. They know what is trends are RISING and also which are current. Great things to know! I know in the past I did not do my research but updating old posts is what I’ll be doing with research. Thanks for your input Folajami. Have a great new week!
As odd as it is Lisa. I feel many bloggers completely underestimate and undervalue how just a little bit of keyword research and adding SEO deets to blog posts drives a hefty amount of highly targeted, passive traffic to their blogs. I wrote off research in this regard for a long time and paid a steep price. A little bit of mindfulness in picking keywords attractive to your readers and being generous in publishing in-depth content open your blog to a goldmine of Google traffic. Super tips here as always.
Ryan
Hi Ryan, I would surely agree with you on this one! I’ve even done it myself over the years. (just like you had!) I do love using YOAST premium to help guide me quickly with many of the SEO chores in writing a blog post. Anything to move the process along and save time is golden in my book. Thanks for coming by on this one Ryan and have safe travels on your return.