The digest guide to word research

The digest guide to word research

irit frank / January 29, 2020 / Uncategorized / 0 Comments

I know who my customers are
Almost every business owner I meet and have met in the past 6 years have said the following.
“I know who my customers are”. I believe them, after all they make a living from their business...otherwise they wouldn’t be able to afford working with me 🙂
But, and this is a big but, most still don’t know who their future customers are, how and where they look for them, and mainly what terminology they use.
Because after all...on digital, if we know the specific terminology then we’ve already solved a great deal of the mystery...
Why do we even need to study keywords?

What drives the Internet is the content that the site users and brands create. This content is mostly comprised of written words. And when I write “content” I also mean ads on Facebook, our landing pages, our angry rant posts about the bank and health clinics...these and many more make up this wonderful world wide web.
And the search engine robots (not just Google, there are a few others) are constantly scanning this content.
Every time we search something online, the search engines retrieve the most relevant search results for us. How do they determine the relevance? We’d all like to know 
If we know what exact words our customers use to describe their problems and/or the solutions they are seeking, it would be much easier for us to simply materialize when they need us. Right? Right!
To bring customers to our landing page or website is only one side of the equation. What happens when we succeed in bringing customers to us, but because of language and/or terminology barriers the conversion is missed?

We often encounter brands that do not “speak” in their customers’ language and therefore they suffer from low conversion rates. They succeed in bringing nice number of visitors to their landing pages and digital assets and then at the last minute something goes wrong and the conversion is lost.
If we don’t “speak” in a language that resonates with our end customer, a language s/he can understand and relate to, then it creates dissonance. The customer won’t be confident that we can solve his problem and he simply moves on and continues to search.
For a conversion to be done easily and quickly, the customer needs to be absolutely certain that we are the best solution to his problems. There is a variety of methods and indices to increase conversion, but I think that the most important is the language we use in our marketing materials.

To summarize, keyword research is the first step in developing a content plan and an advertising plan for digital. Even if we aren’t planning on embarking on an advertising campaign on Google right now or SEO activity for our site. Even if we’re currently focusing solely on Facebook, it’s very important to conduct a comprehensive keyword search to know what words and terms our customers use. So we can make them feel comfortable with relative ease.

So how do we start?

I like to start my keyword research with the Internet bible. Google. Google has a wonderful tool for keyword research, and it’s totally free. The keyword tool. This tool lets us find relevant search words and also know what the search volumes of those words are. When we open the tool, it lets us enter a few words or terms that are associated with our business, and then conduct a search and we get a lot of additional words that may be relevant to us, and also the search volumes for those words and terms. Amazing, right? I think so...

After Google I turn to keyword shitter. Yeah... The name’s intriguing, right?! This tool conducts a complete mapping and gives us a list of hundreds or thousands of relevant keywords. There are no search volumes here.

I like to start with Google to get an understanding of what the most searched for and relevant keywords for me are, and then I move to the keyword shitter to get a complete mapping of all the relevant keywords.
True, not all the words have a high search volume, and this is a big but...our conversions will mostly come from specific search words. For example: Dentist specializing in sinus lifts Petach Tikva.
Another thing about both of these tools. I always start with Google...because it’s the bible  so it always points me in the right direction and then I continue with the other tools, which let me find all the other terms that are not as frequently searched by site visitors, without needing to work too hard.

To summarize, keyword research is the first step in developing a content plan and an advertising plan for digital. Even if we aren’t planning on embarking on an advertising campaign on Google right now or SEO activity for our site. Even if we’re currently focusing solely on Facebook, it’s very important to conduct a comprehensive keyword search to know what words and terms our customers use. So we can make them feel comfortable with relative ease.

Happy conversions everyone