Its 3 months into 2016 and the year has started quietly for the digital marketers (as compared to the last few years). But there are a few things that have changed like the importance of the content, structured data etc. Traditionally every SEO campaign was based on the quality of the keywords targeted, they were the backbone of every strategy, but as these other factors have grown in importance has the traditional importance of the keyword targeting gone down?
The answer is yes to a certain extent, on the flip side, search engines still work on search phrases and till the time search phrases are alive, keywords will be important. The trick is to change how you find the keywords and what are they targeted towards. In 2016 your keywords have to be targeted towards helping the users and not towards the search engines. And how are the selected keywords included in your site and the content you create.
You need to question yourself whether the content have published and the keywords chosen by you, will help the user? Will it provide any kind of additional value to his/her experience? And the most important one will the user be satisfied? If you can honestly answer these question as positive then you are on the right track, otherwise you need to change your keyword strategy into a better one.
To start with the process, you will need to get a few ideas to get an idea on how to move forward with the proper keyword research: (See Image)
Once you got the above things complete, you should have six different boxes that are full with ideas that you can use as your base for your ultimate keyword.
Building and Refining your Keyword List:
Using the six different boxes create a list of keywords that you feel your customer may come to associate your brand with in future. You can do this by adding the words in the boxes, to your preferred keyword tool (I’d suggest the Google Adwords Keyword Research Tool). Start to insert words in the tool but make sure that you keep them separate according to the boxes. This will give you a list of keywords that could potentially become your keywords.
Once you have the list ready, consider the tree in the image. The created list should be broken down into 3 categories:
For ex: you have a website that sells apple mobile phones, your primary keywords (bold) will be apple, iphone, Macbook etc
For ex: considering the same example of apple mobile phones, your secondary keywords (Italics) for the same keywords will be, apple mobile phones, Iphone6s, Apple Macbook Air, as you can see the primary keywords are perfectly capable to describe a whole webpage by themselves, but having that extra words helps so much more to identify and categorize the webpage for the users as well as the search engines.
For ex: considering the same example of apple mobile phones, you tertiary keywords (underlined) will be How to update you apple mobile phones, Buy Iphone 6s Charger, How to repair your Apple Macbook Air. As you can see adding the tertiary keywords to the mix gives a whole new invaluable insight into the webpage.
Building and refining your keywords in this style will target the intent and the interest of the users towards your page to the maximum. This in turn will make your website a lot more popular.
Thank you, if you have any suggestions please do say so in comments.