How to Conduct Keyword Research

25.07.2017 |

Episode #4 of the course Blogging for business: Learn how to write blogs that convert by Abidemi Sanusi


What you’ll learn today: The fundamentals of keyword research.


Why keywords matter in attracting the right customers

Keywords are an essential element of your SEO strategy.

Knowing the keywords that your target customers use to search for your services is a major contributor to your online success.

If you do not know the phrases that people use to search for your services, then you cannot embed the keywords in your web content and you probably won’t attract traffic from search engines.


Why keywords matter for your business blog

Keywords are important, because people use them to search for information and services in Google (and other search engines):

• By embedding those keywords in your website in a natural and engaging way, your website can appear in Search Engine Results Pages (SERPs) for your target customers.

• When these customers click through to your website from search engines, the idea is that they will be converted into paying customers.

• The higher the clickthroughs to your website, the more traffic you’ll get, and conversely, the higher your visitor-customer conversion rate.


The difference between long tail and broad keywords

It is much better to rank (that is, optimize your blog titles) for a long tail keyword such as how to run a business blog, because people who search using long tail keywords are more intentional. That is, they are looking for actionable information (e.g., to do something or to buy something).

Long tail keywords tend to have smaller search volumes than short (broad) keywords but a higher prospect-customer conversion rate.

Long tail keywords are great for landing pages and for blog ideas. A blog post titled how to run a business blog is more likely to result in sales for the business that wrote that blog post, because they are actively providing solution-based content (which also demonstrates their expertise) for their target customers.

This signals to their target customer that the brand can be trusted, so they are more willing to buy services/products from that particular business.


Short (broad) keywords

Short keywords, for example, “business blog” or “car insurance,” are more competitive (difficult to rank for). Usually, people who use such keywords are not sure what they want; they just want to see what is out there.

If possible, avoid using short keywords in your content; they might have high search volumes, but they typically do not convert as much as long tail keywords.


Using your blog as a lead generation tool

There are three stages to a customer’s buying journey:

• awareness

• consideration

• purchase

With careful keyword research, you can ensure that your business blog remains an effective lead generation tool by creating posts that offer your product/service as a solution to your prospect’s problems at every stage of their buying journey.

Here’s a practical example (from a prospect’s perspective):

1. Awareness: I’ve been told that blogging is good for business, but I’m not sure how.

2. Consideration: I’m conducting research on blogs and how they have helped businesses grow.

3. Decision/Purchase: After my research, I now know the value of a business blog. However, I do not know how to write blogs, so I will go on a course to find out how.

The service provider’s prospect funnel (blog titles in italics):

1. Awareness: Why is blogging good for business?

2. Consideration: How blogging helped this business increase sales by 20%

3. (Customer’s) Decision/Purchase: Blogging for business course

As you can see, the course provider has written blogs that capture every stage of the buyer’s journey, from awareness to consideration and decision/purchase.

Over to you: What blog posts can you write, using long tail keywords, that will capture the awareness and consideration stages of your prospects and result in a sale (purchase) for your business?

Recommended keyword tools:

Keywords Everywhere

Answer the public


You’ve got a customer profile, so you know who to target and write for in your business blog. You know what SEO is and why it’s important for your business. You even know how to conduct keyword research as part of your SEO strategy.

But how do you know if these techniques are actually bringing in leads for your business?

Tomorrow’s lesson: How to know if your SEO techniques are working for your business.


Recommended book

Learn Search Engine Optimization With Smart Internet Marketing Strategies by Adam Clarke


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