What are the most common blunders made by companies and advertisers while doing keyword research? Have a look at what some of the best SEO experts have to suggest.
Any SEO marketer’s work entails conducting Keyword Research.
However, according to a survey conducted a few years ago, only a teensy proportion of people enjoy keyword analysis.
SEO professionals rated keyword analysis as one of the top three most challenging assignments (behind link building and content creation).
That may be because 66% of us do our keyword analysis in-house rather than hiring a professional or outsourcing it.
Keyword research is a daunting prospect, and almost 44% of us do it when we have to.
When doing keyword research on the fly, it can appear to be a daunting undertaking, and there is a slew of traps to avoid.
I surveyed SEO experts on Twitter to find out what they believe are the most common errors companies and marketers make while doing keyword analysis.
Here’s a rundown of the most common keyword analysis blunders to avoid
Forgetting Searcher Intent
The most famous keyword analysis blunder, according to many people, is failing to thoroughly examine searcher motive.
What good is it to rank your site or content for a query that isn’t relevant to the user’s search?
Most advertisers are more concerned with generating traffic than with achieving their goal of increasing conversions.
That’s where the searcher’s intent comes into play. When a person searches for something online, the searcher aims to investigate what they’re searching for.
If you have a recipe website, odds are people are looking for the ingredients, not a 2,000-word article about how important this meal was to you as a child.
Ensure that the right kinds of questions bringing traffic to your site by tailoring the content to what users are searching.
Not Looking at Actual SERPs
Search engine results pages (SERPs) are one way to learn about searcher intent and what search engines think the purpose behind users’ queries is.
Most people waste much too much time with tools and ignore what is ranking for keywords.
You may see that Google’s content for a given question differs from what you have for that keyword. Maybe you’re writing a blog, but search engines think you’re looking for a product listing.
Examine the types of content that are currently ranking for that keyword and create content based on that context.
Not Seeing Past ‘Volume’ Metrics
Many times, keyword analysis entails metrics that don’t always indicate what’s best for the business.
Sure, we want to target phrases that will generate the most clicks and help us boost core indicators, but it doesn’t always make sense for any company to target the most common keywords.
It’s critical to know not only what your site can rank for, but also what kinds of searches your visitors can use to locate your answer.
Don’t just look at volume; consider other considerations that could have an impact on your content.
Dismissing Long-Tail Keywords
Longer tail keywords purely based on the number.
Although long-tail keywords have a lower search rate, they often indicate that a consumer is more ready to buy or is closer to a sale.
However, targeting top-of-funnel long-tail keywords ensures you’ll face less rivalry and be answering a searcher’s exact question, increasing the likelihood that they’ll trust your brand as a specialist in that field and return when they’re ready to buy.
Not Talking to Real People
In addition to using SEO software and SERPs, it’s important to do face-to-face interviews while doing keyword analysis.
This year at CTAConf, Sarah Gurbach gave a fantastic talk about how to get qualitative data from your consumers that can help you understand their journey. You may use her tools for keyword analysis as well.
You will also speak with others in your company who deal with clients daily.
Listen to what they say, what problems they’re experiencing, and what questions they have that your website material should address.
Not Evaluating Keyword Difficulty Properly
Many keyword analysis tools calculate “keyword difficulty,” which is a measure of how competitive a given subject is in SERPs.
However, the evaluation usually excludes the specific site details and placement.
You will tend to be a subject matter authority on a particular topic, Because you do not yet have authority on the issue, the ranking may be more difficult if you have a fresh new site or are trying to break into a new market.
When doing keyword analysis, keep these considerations in mind, and take any metrics with a grain of salt.
What are the key errors you’ve seen in keyword analysis if you’re an SEO expert who does it daily or for clients?
What are the most common misunderstandings you believe people have?
Let us know what you think in the comments!