Keyword research is at the core of any effective SEO strategy. It involves identifying the search terms that users type into search engines, helping businesses tailor their content and marketing efforts. In this guide, we’ll cover several types of keyword research strategies for various purposes and provide actionable examples for each.
1. Blog Post Keyword Research
Blog posts typically focus on informational intent—users looking for answers to questions or more information on a topic. In this case, the keywords should reflect this intent.
Example:
If you’re writing a blog post about SEO trends, keywords like “SEO trends 2024,” “how to rank higher in Google,” and “SEO techniques for small businesses” would be effective. Tools like Google’s “People Also Ask” feature, or AnswerThePublic can give insights into common user questions.
2. Ecommerce Product Page Keyword Optimization
For eCommerce sites, the goal is to target transactional keywords, which indicate buying intent. These are keywords that consumers use when they are ready to make a purchase.
Example:
For a site selling running shoes, relevant keywords might include “buy running shoes online,” “best men’s running shoes,” or “discount Nike running shoes.” Use long-tail keywords to cater to specific user searches and optimize product titles, descriptions, and meta tags accordingly.
3. Local Business Keyword Research
Local SEO focuses on location-specific keywords to target users in a specific area. These keywords are essential for ranking in Google’s local pack and maps.
Example:
A local plumber in Miami might target keywords like “plumber in Miami,” “emergency plumbing Miami,” or “best Miami plumbing services.” Include these keywords in page titles, meta descriptions, and Google Business Profile optimizations to improve local visibility.
4. YouTube Video Keyword Research
When optimizing videos, focus on video-centric keywords. Users often search for specific topics on YouTube, so the keyword strategy should align with these searches.
Example:
For a cooking channel, keywords like “how to bake sourdough bread,” “quick vegan recipes,” or “best kitchen gadgets for home cooks” can be targeted. Tools like TubeBuddy or YouTube’s auto-suggest feature can help uncover popular search phrases.
5. App Store Optimization Keyword Research
App store SEO, also known as App Store Optimization (ASO), requires targeting keywords used in app searches within platforms like Google Play and Apple’s App Store.
Example:
For a budgeting app, target keywords like “best personal finance app,” “budget tracker,” or “expense management app.” These keywords should appear in the app title, subtitle, and description to improve search visibility.
6. Amazon Product Listing Keyword Research
Amazon SEO focuses on product search keywords with a clear buying intent. The key is to use long-tail keywords that accurately describe your product and what users are searching for.
Example:
For a seller of kitchen blenders, keywords like “high-speed kitchen blender,” “best smoothie blender,” or “portable blender for travel” are useful. Tools like JungleScout or Amazon’s auto-complete can help refine these keywords.
7. Niche Blog Topic Keyword Research
For niche blogs, the keyword strategy is centered on long-tail keywords that are more specific to your audience and less competitive than broader terms.
Example:
If your blog focuses on vegan food, you might use keywords such as “quick vegan dinner recipes” or “best plant-based protein sources.” These keywords ensure your content is tailored to a specific, engaged audience.
8. B2B Marketing Keyword Research
B2B SEO focuses on professional intent keywords, where your target audience is other businesses. These keywords should speak directly to decision-makers within a business context.
Example:
For a B2B marketing service, keywords like “enterprise marketing software,” “B2B lead generation strategies,” or “corporate SEO solutions” would resonate with potential clients. Include these keywords in service pages, white papers, and case studies to target relevant search queries.
9. Question-Based Keyword Optimization
Question-based keywords are essential for providing clear answers to user queries. These are especially valuable for FAQ pages and blog posts targeting featured snippets.
Example:
If your site is about SEO, use keywords like “what is keyword mapping in SEO?” or “how does Google rank websites?” These keywords are great for voice search and can lead to more direct traffic.
10. Competitor Keyword Gap Analysis
Competitor keyword gap analysis helps you find keywords your competitors rank for that you do not. This allows you to identify opportunities to improve your rankings by filling those content gaps.
Example:
By analyzing a competitor’s site, you may find they are ranking for keywords like “SEO audit tools” or “best link building techniques,” while your site isn’t. You can create new content targeting these keywords to capture missed opportunities.
11. Category-Based Keyword Strategy
For sites with large inventories, a category-based keyword strategy targets broader terms that encompass a wide range of products or services. This helps attract more generalized traffic.
Example:
For a furniture store, category-level keywords like “living room furniture” or “office chairs” will help you attract visitors looking for specific types of products. Optimizing category pages is critical for user experience and search engine rankings.
12. Bing Keyword Research
Bing keyword research can target a slightly different demographic than Google. Focus on keywords that cater to older, wealthier, or more niche audiences, as Bing often reaches different types of users.
Example:
A financial service might use keywords like “best retirement investment options” or “high-interest savings accounts” on Bing. Use Bing Keyword Planner to identify relevant search terms.
13. ccTLD Keyword Strategy
When targeting multiple countries, using ccTLDs (country code top-level domains) helps focus on region-specific keyword searches. This is vital for international SEO efforts.
Example:
For a company targeting German audiences, use keywords like “beste Sportausrüstung kaufen” (best sports equipment to buy) and implement the .de ccTLD for your website’s domain.
14. Exact Match Domain (EMD) Keyword Strategy
EMD keywords involve exact match domain names that reflect your primary keyword. While their SEO value has diminished over the years, they can still help in niche markets.
Example:
A business offering lawn care services might use a domain like “bestlawncare.com” or “lawncareexperts.com.” These domains can provide an initial SEO boost, but the content must still be high-quality and relevant.
Tips to Create a Successful Keyword Research Strategy
- Keyword Grouping: Cluster keywords into thematic groups to streamline optimization and improve content relevance. This helps you tackle related search queries more efficiently.
- Keyword Mapping: Assign each keyword group to specific pages or sections of your site. This avoids keyword cannibalization and ensures better keyword-targeted content.
- Keyword Domination: Focus on dominating a topic by targeting variations of a core keyword across multiple formats, including blogs, videos, and social media content.
- Rightly Done Keyword Research: The key to effective SEO is thorough and data-backed keyword research. Target relevant, high-conversion keywords and track their performance over time.
- Keywords Are Still Relevant: Despite changes in search algorithms, keywords remain fundamental to SEO. With the rise of voice search, focus on conversational, long-tail keywords that mimic natural speech.
Conclusion
Whether you’re optimizing a blog post, an eCommerce site, or a local business page, keyword research is a critical component of SEO success. By leveraging the right strategy for your platform or content type and following best practices like keyword mapping and grouping, you can effectively target the search terms that matter most to your audience. Remember to adapt and refine your keyword strategy as search trends evolve to maintain competitive rankings.
