Forget Everything You (Think) You Know About Keywords
If you’ve been doing SEO for a while, you’ve probably got a stack of outdated keyword research tips gathering dust. 2024 is a whole new game, and it’s time for a no-nonsense approach to finding the phrases that actually get you found on Google.
Think less about individual keywords, and more about what people are really searching for when they need your products or content. Let’s dive in!
Core Concepts to Master
- Search Intent: It’s not about matching words, it’s about matching solutions! Are people looking to buy something (transactional), learn something (informational), or find a specific place (local)?
- Semantic Search & Topic Clusters: Google’s getting smarter. It understands relationships between words, so you need to broaden your keyword thinking into relevant topics.
The No-Nonsense Process
Step 1: Brainstorming Your Seed Keywords
- Start with the Basics: Describe your product/service in a couple of sentences. What problems does it solve for your customers?
- Check Out the Competition: Look at what your successful competitors are ranking for (there are tools to help with this).
Step 2: Tools for Expansion & Refinement
Here’s where things get interesting. Here’s my curated list of the best tools for the job:
- Google Keyword Planner (Free): The classic starting point. Great for getting baseline search volume and competition data, plus generating related keyword ideas.
- AnswerThePublic (Free with limits): This visualises questions and phrases people are searching around your topic. Brilliant for discovering long-tail opportunities and understanding search intent
- Ahrefs Keywords Explorer (Paid): A powerhouse SEO tool with a massive keyword database. Get difficulty scores, in-depth SERP analysis, and see what questions your competitors are ranking for. Worth the upgrade if you’re serious about competitor analysis.
Important Note: Even free tools often have paid tiers with more data/features. Assess if the paid packages are worth the price for your business needs.
Step 3: Prioritising Keywords
Don’t be blinded by huge search volume numbers. Consider:
- Intent Match: Does this keyword reflect what your perfect customer wants?
- Competition: Can you realistically rank for this?
- Business Value: Will traffic from this keyword actually convert?
2024 Focus: Think Broader!
- Long-tail Keywords & Voice Search: Optimise for phrases like “where to buy [insert your product name] near me” or questions people ask out loud.
- “People Also Ask” & Answer Boxes: Research the questions related to your keywords – could you provide the definitive answer and snag a prime Google spot?
The Final Step: Content Strategy
- Organise by Intent: Group your keywords based on whether someone’s looking to learn, buy, etc. This helps you plan blog posts or pages.
- Track Your Success: Use analytics to see how your keyword targeting impacts rankings and overall site traffic.
Key Takeaways
- Keywords are about understanding your audience, not outsmarting Google.
- It’s a marathon, not a sprint. Keyword research is an ongoing process.
- Tools are great, but they don’t replace your strategic thinking!
Let me know in the comments what your biggest keyword research challenges are, and I might tackle them in a future post!
