In this video, my search engine optimization specialist Shea Bailey joined me to talk about one of the most common questions that we get asked about SEO, and that is, how do you choose your keywords?

Transcript:

One of the questions I get a lot is how do you know what keywords to target for your SEO? And it’s actually, you know, a very important question because that’s kind of where a lot of people start. And that’s kind of changed over the years. But one of the things you need to know is really who your ideal client is and what is their searcher intent.

So what are they really searching for? Your ideal client may initially search for something a little bit different than your competitors or someone else’s ideal clients. You need to learn the customer’s journey as they get to whatever your product is. So that’s very important. That’s kind of where you start.

And I know it seems kind of vague and it will take a little bit of research to do that, but what you can kind of do in the meantime is first look at your Google Analytics and your Google Search Console. Because hard data, we’re telling you right there some of the key words and what pages people are going to the most and how they interact with those pages.

So you can get an idea of kind of the customer journey by determining where they’re going on your website, where they’re spending their time, where they’re coming in from. And part of that is where are they coming in from? Is it through paid advertisement? Is it through organic search? You can get an idea that way.

Another one is spy on your competitors. You don’t want to be exactly like your competitors probably because you’re your own self, your own business, but you’re going to have similarities with certain, there’s going to be certain competitors out there that you align with more than others. Find who those competitors are; you can do a little bit of research.

A free tool is called Uber suggest. It’s ubersuggest.org, and it’s actually very similar to a lot of paid tools that I use or have used in the past, and this has some really good data. This is probably one of the best free tools that you can do, and what you can do is take the URL of your competitor and put it in this Ubersuggest tool.

It will tell you what keywords are ranking for, which pages are ranking the most, and what traffic they’re getting too, so this kind of gives you an insight to that so you can see what their customer journey is and what’s driving traffic to the website.

You may not use all the information on there because you may not want to attract the same client for that particular page, but it’ll give you an idea of what keywords you can start using.

And then again put in your URL and you can compare the two and see, do I want to use this or hey, that’s a great idea, I can use those keywords. Then, if there are certain keywords, go to the page that it shows where they’re ranking for that particular keyword and look at that page. You can get an idea of other related keywords that are on there and how they have structured their page and information.

The other thing is don’t worry about your competitors and just figure out what you want to be known for. Look up cornerstone content – that is  what you want to be known for. It can be, one or three or four or five pages on your website that you write really in depth content about and it’s going to be one of the main key words. You want to be known for it and just really write a lot of great content.

Do videos. You can do charts. Anything to make people stay on there and provide them a lot of information.

Another very simple way people don’t think of is ask to past clients or current clients. Talk to them and say, “Hey, when you found me, what were you looking for?” You may be surprised at how they got to you.

They’re probably not going to be able to tell you the specific keywords or key phrases they were searching for, but they can give you an idea. And then you can start doing a little research (maybe through Ubersuggest) and find those keywords and put those in current content or create more content.

And while you’re doing that, don’t just focus on the main key words, which can be, one or two words that you’re known for.

You need to also incorporate related keywords and keyword phrases – more of the long tail. Because here’s the great thing: in this day and age, you don’t rank a page just for one keyword. You may have a main keyword, but you can rank for multiple keywords on a specific page, because remember that people are searching for different keywords and keyword phrases.

And if you add all of those in there, you can rank for multiple keywords. My wife has a page on her website that I think  ranks something like 200 keywords for that particular page. Now, all those aren’t driving tremendous amounts of traffic, but she’s still ranking for them when people search.

That’s kind of where you start. You need to do a little research on your current business, your current client, and then you can do a little bit of research on your competition through UberSuggest.

Make sure you look at your Google Analytics and Google Search Console and start putting something together and put in those keywords.

Figure out which pages are going to have the main keywords and come up with the related keywords and keyword phrases and put those in there as well.

That’s one way you can get started and know what kind of key words you can use for your SEO.

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