The purpose of this blog series is to take business owners, and marketers down the path – they should be taking – to market their business effectively on the internet. It focuses on the Hubspot tools to help existing clients leverage the tools effectively, however, the lessons learnt can be applied to other tools available.
Today’s article is about the process to finding the right keywords.
In the last Izzy Learns Inbound Marketing article – he worked out his goals for the year – how many leads and conversions he needed to maintain his business. He also worked out how many leads and conversions he needed to grow his business. If you missed earlier articles there are links at the bottom of this article.
Keywords should be one of the first things you do. Before creating your website, starting a blog or spending advertising dollars.
By following this process you should find several hundred keywords, the right keywords and long tail keywords for all your inbound marketing; web pages, blogging, seo, tagging etc…
The process to determining the right keywords
- Think about your prospects
- Who are they?
- What are their job titles, functions?
- What are their needs, pain points, problems?
- What are the words they use to describe their need?
- What words do they use to search for their need online?
- Who are your competitors? Competitors are companies that your prospects use to meet a need that you also provide a solution for. Competitors are also the companies that rank higher than you for the keywords you want to rank for.
- List the product or service your sell?
- List the brand names associated with your company, product and your competitors?
- What adjectives can you use to describe yours, and your competitors product or service: blue, black, poor, cheap, quality, professional – brainstorm as many ideas as possible.
The next step is to enter in all these keywords and competitor url’s into Hubspot’s Keyword Grader-Suggested Keyword Tool. Click on all the keywords that are relevant – they will be added to the keyword grader tool.
Once you have finished selecting keywords – click on export (it’s at the bottom of the page). You now have an excel document with a list of all your keywords. You want to start by sorting through them based on difficulty. Choose the keywords that are relevant, have some search volume and have the lowest difficulty rank.
If there’s a keyword that is highly relevant but too difficult to rank for, start filtering your keyword list in excel by long tail keywords that both contain and start with this keyword – create groups depending on your services and your market – these groups of long tail keywords are a great way to get started with blogging.
Next Issue: Izzy learns SEO
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Previous Izzy Learns Inbound Marketing Articles
Izzy Learns Inbound Marketing: Blog Series Launch
Izzy Learns Inbound Marketing Part 1: Research
Izzy Learns Inbound Marketing Part 2: Making the Decision
Izzy Learns Inbound Marketing Part 3: The Action Plan
Izzy Learns Inbound Marketing Part4: Goals and Strategies
How do you determine keywords? Was this helpful? Do you have something else to add? Please share your comments in the section below.
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