Menucha Zimmerman

What You’re Missing with Your Keyword Research

KeywordResearch_graphicWhenever I conduct keyword research, I find that a hefty percentage of them indicate knowledge gaps for potential customers that offer some serious traffic potential.

For example, if I were to do keyword research for a client that sells diabetes medication, I would find that the following keywords have (relatively) high search volume:

  • “what is a normal sugar level”
  • “how do you know if your diabetic”
  • “what causes diabetes”
  • “how to check blood sugar”

I integrated the fantastic Laura Lippay’s keyword research technique into our keyword research process. If you want to find out more about it, the post is worth a read – it’s an oldie, but a goodie.

In her post, Laura recommends creating an Excel spreadsheet broken down into different categorized tabs based on the brand’s persona and the different keyword categories that you’ll find along the way as you progress.

For my diabetes medication keyword research, for instance, I broke down the keywords into medication, blood sugar, type 2, pills, etc.

In addition to all of those keyword categories, I decided to create an additional tab: blog/guide keywords. While I was reviewing all of the keywords provided by SEMRush and AdWords, I conditionally formatted the spreadsheet to highlight the following terms:

  • Do
  • What
  • Why
  • When
  • How
  • Can

I then sorted the spreadsheet and cut and pasted those keywords along with the traffic and cpc data into my blog/guide tab. Voila! You have a list of high volume keywords that you can use as blog post or infographic titles. It’s a simple hack that offers a lot of potential to the client. If you’re lucky, you won’t have to think about creating blog post titles for six months.

Photo credit: ThriveHive


Menucha Zimmerman is SEO director at Search Interactions, an online marketing agency that specializes in enterprise SEO. In her free time, she enjoys reading modern classics and saying snobby things about wine.

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