Good SEO starts with comprehensive keyword research. Although there are many keyword and SEO research tools, we prefer to use Google’s Keyword Planner and Google Trends for the bulk of our keyword research. Several factors are important when choosing keywords to focus your search engine optimization efforts around.
- Search Volume
- Trend & Seasonality
Google’s Keyword Planner and Trends are the perfect tools to research these factors and determine the best set of keywords to target.
While relevancy is mostly intuitive, we use a combination of the search term, avg. monthly searches, competition, suggested bid and manual searches to help us determine which keywords are the most relevant for our client’s objectives. The intent of some search queries may not always be straight forward, so manually seeing what type of results Google serves up on its SERP (Search Engine Results Page) can help us in determining intent and relevancy. In addition, the suggested bid, which is a clear indicator of the value of a search term can also indicate the relevancy, because sometimes value is relevancy.
2. Search Volume (avg. monthly searches)
While relevancy is the most important factor when choosing keywords, search volume or average monthly searches comes in a close second. If you want lots of website traffic, your site needs to be optimized for search terms with lots of volume. Some search terms with the highest monthly volume don’t have high suggested bids because they are search queries with information intent rather then buying intent.
Google’s Keyword Planner rates search term competition low, medium or high. We don’t avoid high competition search terms, we welcome the challenge! Often times the most competitive search queries are also the most valuable. We simply us the competition rating as factor in determining which set of keywords are the best to target within our client’s budget.
The suggested bid can be a good indicator to the value of a search term. Industries and keywords with a high lifetime value of an acquisition may also have a high suggested bid. High suggest bids are common in law, medical and other professional service fields.
5. Trend & Seasonality
Some search terms have seasonality or clear trends.
Additional Research Factors