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Keyword research can play an integral part in updating a brand’s message, product and performance. It can help you to create a content strategy, a user journey for your new website, a paid media campaign, create a new product name, help you reach out to a wider organic audience group or even give you an idea of the keywords to use for a multi lingual or regionally based campaign. We\u2019ve used keyword analysis help companies change their entire business model based on the outcomes from this type of research.<\/p>\n
At the very start of any campaign comes a period of research and analysis. Before we presumptuously dive into keywords it\u2019s advantageous to spend as much time getting to understand the client, the brand, its aspirations, how it is perceived and how it wishes to be perceived to a potential audience. It\u2019s always worth remembering that a company\u2019s digital assets may not be allowed to use a tone of voice or a common parlance that is used by the masses, this becomes particularly important when producing regional \/ multi lingual \/ cultural research work. Research for government departments will be different\u00a0to that of highly regulated finance houses or other corporate sites, for example.<\/p>\n
Furthermore, if you are working on a regional \/ multi lingual job, it\u2019s always worth remembering that what makes sense to you, does not always make sense to someone else. Similarly, the closer you are to the subject matter, the greater the understanding you\u2019ll have of acronyms, regional nicknames and potential misinformation (acronyms, town names, people’s names, sporting clubs and venues etc may not be exclusive to your brand’s interests).<\/p>\n
The more you know before the job starts, the more relevant the outcomes should be. So, getting the brief right can stop you over delivering; there\u2019s nothing worse than having so much information that you cannot focus properly on the outcomes to help the brand move forward. As a rule of thumb; put in some qualitative measures to keep the findings in context with the needs of the brand and some quantitative measures to provide\u00a0empirical evidence to support the findings.<\/p>\n
It goes without saying that, as mobile penetration continues to grow and voice based search continues to change the nature of how we search, we\u2019ll see a longer tail of unique or lower quantity, highly qualified queries continuously grow. It\u2019s a good enough reason for brands to consider updating or refreshing the words they use in their content strategies on an annual basis. Resting on your laurels isn\u2019t a great idea in an industry that continuously evolves.<\/p>\n
There are many tools in the market to help you gather the raw data. The Google keyword planner<\/a> is limited but a great place to start, but you could also try \u00dcbersuggest<\/a>, Keyword Tool<\/a> or look at the actual keywords that people used to arrive on your website using a 3rd<\/sup> party tool like Analytics SEO<\/a> that pulls in the keyword visits that are measured through Google Webmaster Tools. Alternatively,\u00a0SEMRush provides keywords from its unique keyword database.<\/p>\n Ambergreen has overseen many keyword analysis projects for major publishers, retail brands, travel clients, B2B suppliers, finance specialists and governmental bodies. The one thing that they all have in common is they need a strategy based around the keywords and conversations that engage their audience.<\/p>\n A poorly executed\u00a0keyword research project will fail to provide any real value to the client. One thing we’ve found over the past 14 years is that one agency’s idea of keyword analysis and another\u2019s are starkly different.\u00a0 They may change the terminology, but a Searcher Demand Analysis (SDA) or a piece of Keyword Research should do the same thing: it should give you a comprehensive breakdown of the keywords, the volumes and seasonality of each keyword group, entirely based on your specific objectives. Organic search competitiveness is also something worth considering as it will\u00a0feed into your competitor analysis and will manage\u00a0expectations\u00a0as to\u00a0how you can\u00a0go about improving your brand’s\u00a0visibility for some of these keywords.<\/p>\n In addition, if you\u2019re looking to create a paid media strategy, you should be considering the competitiveness of each keyword and the average click prices (or multipliers), for the specific devices you wish to target. Mobile doesn\u2019t convert like desk top campaigns do, but mobile campaigns do\u00a0play an integral part in\u00a0final conversions and the retargeting experience for many customers. A decent piece of keyword research will bear\u00a0this in mind when creating some actionable outcomes for the brand.<\/p>\n If an agency offers you a price without demanding a very strong brief then you have just bought something straight off the shelf that will have limited value, because it won\u2019t be built with any specific objectives in mind. As always, you normally get what you pay for, but ignoring the detail in the brief normally costs more than anything else over the long term.<\/p>\n The size of the keyword research project should reflect the depth and complexity of the outcome. We all use generic keywords because we all search in the context of our location and the devices we use. An example: \u2018local news\u2019 is a massive search term and it is as relevant to the man in Perth, Scotland as it is to the woman in the city of Perth in Western Australia. So what is the brief? Do we really need to know the query interest in thousands of these locations, or is it just one…or a handful?<\/p>\n This type of generic query is irrelevant unless you qualify the searcher’s\u00a0location. Similarly, if we are researching the size and opportunities around \u2018Perth News\u2019, we must qualify the country that the city we are looking to learn about\u00a0is in; not everyone using this search query will come from Perth (Australia or Scotland). Another qualifier commonly used in the search query is the town and the country \u2018Perth Scotland News\u2019. Looking at the amount of queries from the UK and from global perspective demonstrates that there is an audience looking for exactly this search query both in the UK and the rest of the English speaking world.<\/p>\n However the chances of any digital publisher gaining insights from this skin deep level of research are slim. Obviously the more qualified opportunities are when you take an area of \u2018local news\u2019 and you drill considerably deeper into each area within the generic query. This is where you’ve got to understand the brief, how deep do you really want to go? \u2018Sports news\u2019 could<\/em> be a subset of \u2018local news\u2019, it\u2019s generic with little value, however \u2018football news\u2019 may have better value, yet nothing like the volume you will find for \u2018football results\u2019 or \u2018football fixtures\u2019.<\/p>\n \n Get exclusive insights into digital A strategy that works<\/h5>\n
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Does size matter and how deep should the keyword research go?<\/h5>\n
An example<\/h5>\n
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