The search for keywords or keywords is a fundamental part of any marketing strategy , and learning to find the right words is much easier than you think and you can do it for free! Next we will see some tools that will help you find from the most specific keywords (long tail) to the most generic ones to start working your SEO strategy and be present throughout the search process of your potential Clients. Although first we clarify something: what are the words long tail? Let’s see this graphic:
When we have a business, for example an online shoe store, we are interested in being perfectly positioned for very specific searches of users who have already made the decision to buy or hire a service: “buy Nike Air Force shoes”. These are the words long-tail, very specific words and converters for your business . If you appear in the first results for this type of searches, great, something you are doing very well. But that’s not all, you have to go working on other searches!
When searching for the keywords used by our target audience, it will also be important to take into account the search intention of the users. From this point of view, the keywords can be classified as:
- Navigational : Users look for a specific brand. For example: telepizza, movistar rates, etc.
- Search for information : The information itself is the primary objective of the user. Sometimes they are prior to the purchase of a product. For example: ” How can I make my computer go faster?”
- Transactional : Assume the realization of a conversion, not just transaction. For example, Italian restaurants in madrid, buy microphone, studio rent, etc .
The goal is to find the key words / phrases with the most searches , which in turn have the least possible competition and generate the most conversions.
Another way we have to identify the relevant keywords for our business is the so-called micro-moments. With the advent of mobile devices, we have changed the way we live and relate to brands. This new reality has caused consumers to base their decision process in small moments of time that happen in real time: the micro-moments . Each of them is a unique opportunity for brands to influence consumer decisions and preferences, and that is why a good structure of keywords will be very useful for your business. Google defines 4 types of micro-moments . Some examples of micro-moments:
- I-want-to-know moments : people who are investigating, exploring or seeking inspiration.
- I-want-to-go moments: people who are looking for a local business for a product or service.
- I-want-to-do moments: people who are looking for help to do something. It can be before or after the purchase.
- I-want-to-buy moments: people who are already clear that they are going to buy, but have doubts about what or how.
The key to dominating a market is to identify the specific needs of your target audience, and solve those that are related to your mission, product or service along the conversion funnel.
Once we understand the type of keywords we want to search, what keyword search tool can we use?
1. GOOGLE KEYWORD PLANNER
The Keyword Planner of Google is undoubtedly the most complete and flexible tool that can be used for keyword analysis and allows us to make various estimates and searches based on countries, cities, languages, etc . It also allows us to save our analysis for another time and even add the keywords directly for our Adwords campaign. What’s wrong? That we can not know the quality level of the keyword, but as a tool of analysis, as you can see, it is very complete.
How to find new keywords and their search volumes? This tool offers three options:
- Search for keywords using a phrase, word, product or service , from which we will obtain related words.
- Search for keywords by adding a destination page or website , from which you will return ideas or suggestions
- We can use categories that Google has saved to give us suggestions and opportunities.
This tool, in addition, allows you to obtain data and trends of the volume of searches for a list of words and combine lists of keywords to obtain new keywords .
If you’re a little blocked and do not know where to start, why not search from a competing website ? It will give you an idea of what keywords they are using and it will make it easier for you to start your search.
On its website we can access a keyword researcher who gives us ideas not only for Google, but also for other search engines such as Bing, YouTube, Amazon, or the App Store . It is a payment tool, although you can use the free version with some limitations.
What do we like about this tool? In addition to data and keyword suggestions in different search engines, it has a “questions” tab that can be very useful for discovering information search keywords.
Accessing your domain ubersuggest.io we will find a tool similar to the previous one, although totally free . One of the utilities that differentiates it from the previous one is that it allows us to sort words alphabetically , which can be very useful in many occasions. It is a really simple tool and can help us with Long Tail word searches.
4. GOOGLE TRENDS
Google Trends , or trends of Google, is not really a tool designed to do a keyword analysis but can help us identify search trends over time . It is also useful to compare trends between two or more keywords . In our example, attentive to the evolution of running shoes versus running shoes. Interesting, right?
It is also interesting to discover which keywords are seasonal or cyclical . Once identified, we can also know when it starts to increase the volume of searches of these words to define when we should start publishing related content to start being in the mind of the consumer at the time of purchase (top-of-mind). This is very useful in Christmas campaigns, fairs, Black Friday, or other specific and relevant moments in our sector.
You can use Google Trends to identify trends and micro-moments of users , what is fashionable in your sector right now? When do your customers search for your product or service? It can be very useful!
5. GOOGLE INSTANT
Google Instant are basically the suggestions that Google gives us when we are starting a search, as we can see in the image. It is an easy and very useful option for long tail searches but be careful! The results that appear are not the same for everyone , since they depend on the location and the searches made previously by the user.
Google Instant is, from our point of view, a good source of inspiration. But it needs to be complemented with other tools that offer search volume and competition data.
6. RELATED SEARCHES
It is another Google tool that, although it is designed for when a user reaches the end of the results page without finding what he was looking for, we can use it to expand our keyword analysis. As with the previous tool, you will need another complementary tool to make the analysis more relevant in our keyword study.
7. SEMRUSH (FOR A FEE)
We could not finish our recommendations without telling you about SEMrush , which offers both a keyword search tool ( Keyword Magic Tool ) and the ability to spy on our competition and see which search terms trigger the ads of our competition. Especially if you are an agency, in our opinion, it is worth trying.
It is a tool that combines organic positioning data (SEO) with payment data, so it also shows us data such as the estimated CPC for each of the keywords. The options of this tool are very broad, and justifies the cost that it has if you are going to make good use of it.
If you have any idea about what general topic you want to write, you can do a first search of the topic using the Keyword Magic Tool. It will return many related results and search volumes .
8. MOZ (FOR A FEE)
Moz is one of the most popular tools for searching keywords. One of its advantages is that it can help you estimate the difficulty of keywords through suggestions of terms semantically related to the main keyword of your website.
The data offered for each of the suggestions are: search volume, difficulty, potential and opportunity. It is a very simple and precise tool. It also has a very powerful blog that will help you select the best keywords and strategies for your business, whether or not you are a beginner.