How to Conduct Effective Keyword Research?
As we delve into keyword research, it's essential to understand its primary objective: forecasting potential traffic, which is a vital input for your growth model. This concept focuses on how to estimate traffic from the bottom up using keyword research.
Goal of Keyword Research
Keyword research isn't just about finding words; it's about predicting and quantifying potential traffic. This involves estimating how many visitors certain keywords can bring to your site.
For instance, a sports equipment retailer might analyze the search volume for “buy basketball shoes online” to forecast the potential online traffic and sales.
Estimating Traffic from Keywords
To estimate traffic, start by identifying high-potential keywords based on relevance, search volume, and intent. This step is crucial in understanding the potential traffic each keyword could generate.
Using tools like Google's Keyword Planner, the retailer can estimate monthly search volumes for their target keywords, offering a baseline for potential website traffic.
Applying Keyword Research Tools
Keyword research tools provide insights into search volumes, competition, and related keywords. They are instrumental in quantifying potential traffic and identifying opportunities.
For example, by utilizing SEMrush or Ahrefs, the retailer can not only assess search volumes but also understand keyword difficulty and the likelihood of ranking for these terms, helping to prioritize efforts.
Interpreting Research Outcomes
The outcome of keyword research should offer a clear picture of potential traffic. This involves understanding the ranking potential and conversion likelihood of each keyword.
If “waterproof running shoes” has a high search volume and low competition, it indicates a strong opportunity for attracting targeted traffic to the retailer’s site, directly feeding into their growth model.
By conducting thorough keyword research with a focus on traffic forecasting, businesses can strategically plan their SEO efforts, aligning them with their growth objectives and ensuring a data-driven approach to organic user acquisition.