Keyword Research in 2018
In 2018 a digital marketing campaign for most marketers still begins with figuring the right keywords for the project. Keywords are such an important part of any campaign as Google ranks website, blogs, articles for a particular keyword. Therefore, keyword research and the right way to accomplish it contributes to the success of any campaign.
What is a keyword?
To put it simply, keywords are anything that you put into the search box of a search engine like Google, Bing or Yahoo. It’s the phrase, the word or a question you inquire about. “How to make spaghetti?” is a keyword as is “tiger” or “red dress” are all keywords. Keywords are user-generated queries. Search engines use it to find related content to help the user find the answer to their question.
Why is your keyword research process not delivering the results you desire?
Whenever we ask a marketer the above question, in 95% cases it is same. And by this we mean most marketers even today say that they use Google Keyword Planner to get the job. While the Keyword Planner is a great tool indeed but it does not get the job done in most cases. The reason is most of the keywords that you get from the tool are generic. While you can ascertain the prices and search volume of a particular keyword, you cannot actually pinpoint the right ones for your campaign. And there are several reasons why.
Firstly, users use search engines differently than you think they do. For example, we may consider that the user is simply typing red dress into the search box but it may be that the user types in “red dress under INR 1000” or “red dress online India” or even “red skater dress”. Therefore, you will be missing out on those keywords if you just settle for “red dress”.
We decided to show you results from the keyword planner, Google suggest, LSI keywords as well as a free plugin called “Keywords Everywhere” to show you the variations in results and why you should use a combination of tools and google search itself to determine the right keywords. We used “spaghetti” as our search term. Let’s see all the variations.
How to do keyword research in 2018?
Keyword Research today is not just about entering a topic in Google Keyword Planner and getting a list of high and low competitive keyword. The keywords that you get in the long run are the ones that are highly competitive and generally is not akin to how people search. In 2018 keyword analysis is not about putting random, generic keywords to the content and thinking it would rank. As Google’s algorithms make a progress towards understanding user intent, the search results are displayed accordingly. Google needs user to keep on using the search engine and hence Google wants to show users results that are helpful to them. User-generated content is the only thing in 2018.
Therefore, here are the following things that you should know to find the right keywords and get a high SERP ranking.
Google Suggest: One of the most excellent tool out there for long-tail keyword research. This is one of the best things to do your initial keyword research and understand how users are searching for their campaigns.
LSI keywords: Have you ever noticed a list of keywords displayed beneath each page in the search results, it is known as the latent semantic index or LSI keywords.
Keywords Everywhere: We use this Chrome and Firefox plugin a lot when searching for the right keywords. This is a very handy plugin for the content creator to get new ideas, check competition as well as find the value of the keywords. You can download the suggested keywords in a csv file too.
Ubersuggest: Neil Patel’s UberSuggest is another trusty tool that has lots of long-tail keyword option.
Keyword research in 2018 is a constantly evolving process. It has to be constantly reviewed and updated to ensure that you are ranking for the right keywords. Long-tail-user-generated-keywords should be your choice to ensure that your content is in tune with users are searching for.