How to Find the Right Keywords for Your Business with @BradShorr #VCBuzz

How to Find the Right Keywords for Your Business with @BradShorr #VCBuzzIt all starts with keywords: They help you understand your niche better, come up with interesting topics to write on and, in the long run, generate more organic traffic for your website. But how to find the right keywords? Let’s discuss!

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About Brad

@BradShorr is director of content strategy at @StraightNorth

Connect to Brad on Linkedin

Questions we are going to discuss

Q1 How did you become a digital marketer? Please tell your career story!

I started in marketing before the Internet, and got into digital marketing at the beginning. Been doing copywriting forever, SEO since the early 00s

In 2005 when I started my copywriting biz, I felt I should have a specialty. So I learned SEO copywriting inside and out. Very complicated at that time

Worked in packaging 1980-2005. Freelance 2005-2010. Since then with , after they bought my company. Love it. Great agency.

Q2 Is keyword research still relevant these days? How has it evolved over the years?

Keyword research is totally relevant. You can’t do SEO without a keyword strategy. Picking the right keywords will make or break your SEO. Better research tools have evolved. More insight into competitiveness. However Google Analytics stopped providing organic keyword data, so now, there’s more guesswork involved. Hard to know which keywords are generating traffic. But I just stumbled on this may be a way to get at some of that organic keyword data.

Keyword research is more fluid today. You can’t stick with the same keyword targets for years on end. I think this is because competition moves faster, popular terms change faster, mobile & voice search opening up new, conversational keywords. Competition moves faster, popular terms change faster, mobile & voice search opening up new, conversational keywords.

High volume keywords reveal the language of the customer, which is helpful even if you’re not doing SEO at all

Q3 For a new business just starting to work on their digital content marketing, what are the tips on finding valuable keywords?

First, figure out what your SEO/PPC budget is. Then, you can decide to go after 1-2 big, competitive keywords, a bunch of longtail keywords, or a mix of the two.

Then, look at keyword options in terms of search volume, intent, competitiveness, relevance. Longtail terms need to have sufficient volume to bring in a critical mass of traffic and conversions

Look for terms with buying intent. “tuna fish’ shows no intent. “tuna fish recipes” shows research intent. “tuna fish on sale” shows buying intent. No point in driving a ton of traffic if none of the visitors want to buy anything.

Start with a small number of keywords and expand from there. The optimization you do to support your starter keywords will help build your domain authority and make further keywords easier.

Q4 Let’s talk about keyword / topic clustering. What is it and how can it be applied to content marketing?

Clustering makes sense for on-site “evergreen content” – long-form, highly useful content that covers a high-level topic. Lots of related keywords will naturally fall in place. I think clustering is more applicable to content marketing than SEO, at least on-site SEO

Look for terms with buying intent. “tuna fish’ shows no intent. “tuna fish recipes” shows research intent. “tuna fish on sale” shows buying intent.

Important: Clustering is also good for off-site content, both for SEO and content marketing in general. Off-site SEO content is much more about link building than keyword optimization.

Off-site content, for SEO, is about getting good links. You want your own site’s content showing up in SERPs for your main keywords, not content on somebody else’s site.

Clustering keywords for off-site content is great – it makes for more broadly appealing content. Publishers like that.

For SEO, keywords matter MOST for your site’s HOME page and target PRODUCT/SERVICE pages. That’s where conversions happen.

This case study I recently published may help re: content marketing, tho not specifically about keywords

Q5 What are your favorite keyword research tools? How to evaluate keyword competition and find less competitive keywords?

Our previous search engine optimization chats:

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