Understanding Keywords and Your Customer’s Mindset
Here we are going to talk about the ways of determining what your target market is actually searching and to answer the question of whether they are really looking for what you’re offering.
Keyword research is a concept in search engine optimization that needs a lot of understanding, considering the very fact that it is mostly misunderstood. When an Internet marketer, website owner, or business owner fails to understand keywords or underestimates the importance of properly identifying keywords, it’s just like going to a war without a gun or starting a voyage without a map. The thing is without correct knowledge of keyword research, you are going nowhere with your search engine optimization objectives.
As a beginner in online marketing for your businesses or niche, you may be contacted and sold by some companies promising that they can rank your site on Google’s first page in no time. Of course, who wouldn’t love that? It sounds great, right? But... does it really matter if you are on the top of Google for a specific keyword phrase but in reality, no one actually is searching for that exact phrase? Hence, there is great emphasis on knowing what people are really searching. If you realize this, you will understand how tough and fierce the competition is.
Ranking For the Right Keywords
Essentially, everything starts with the words typed by an internet user in the search box of Google. The words being entered into the search box are keywords and this is by far one of the most crucial and valuable foundational elements to understand in the entirety of internet marketing.
It’s not about ranking on top. It’s more on ranking for the right keywords and then ranking on top. In fact, this aspect will eventually make or break your website’s success online. That is why keyword research is like a type of detective work where you are going to solve the puzzle called “keyword demand” for your market. In the process, you don’t just learn the search terms and phrases that you will use to target in your SEO campaigns, but you also get to learn more about your customer’s mindset.
A lot of Internet marketers always think that getting visitors to the website is a must. However, we don’t believe it’s the right principle to adhere to. What’s right instead is to get the “right” kind of visitors. What can you do with people visiting your website about shoes when they are actually looking for slippers or sandals? The value of this knowledge cannot be overstated. The main idea of keyword research is that you can cleverly predict shifts in demand as well as respond to the ever-changing market conditions, and eventually come up with the right products or services or even content that searchers are really seeking. Remember, in Internet marketing, you are not pushing products or services for people to take interest in. What you should be doing is targeting the questions that your customers are searching answer for, knowing their demands, interests, and their general mindset.
Judging the Value of a Keyword
Here is a question for you to ponder: What is the worth of a specific keyword to your website? Suppose you are a roofing contractor. Do you get more interaction and consequently close a sale from visitors searching for the keyword “roofing shingles” or “roof leak repair” The good news is that the keywords visitors use when searching in Google are available for viewing through keyword research tools and other types of analytic tools. But keyword research tools themselves are somewhat limited. So in order to effectively understand the keyword value, there is a need to initially understand your business rules, unique selling proposition, your website, the problems your business solves for your customers, the pain points of your customers, etc. Then based on all of this, create a hypothesis around the keywords that will be most effective, measure & test, then repeat all over again. This is a rather old but proven formula even in Internet marketing.
Then you can begin asking: is the specific keyword relevant to your site’s content? Do you think searchers will eventually find what they are looking for when they come into your site using the keywords? Do you believe they will be satisfied with what they see in your website based on their search term used? If not, do you believe the traffic coming in will eventually catch up with the law of averages and someone will eventually purchase or avail of something? If the answer to all those questions is “yes,” that’s the time you decide you will proceed with the keyword.
Long Tail Keyword Demand
For the typical Internet marketer, it is great to have a keyword that has over 5,000 searches every day. In fact, 500 searches will do. However, these so-called “popular” search terms will actually comprise roughly 30% of the searches online. So where does the rest (70%) go? The answer is long tail. Long tail contains millions of distinctive searches that can be performed multiple times in any day and when they are taken together, they make up the majority of the web’s demand for information using the search engines.
In fact, for local businesses, long tail keywords are much more effective and these types of keywords typically produce a website visitor that is more apt to buy. Consider the difference between these two keywords phrases and then ask yourself which Internet user is more likely to visit a Chiropractor based on the following search phrases:
- "Chiropractic back pain relief near me"
Of course, search #2 will produce a more qualified website visitor with a hire probability of conversion!
So it is true that long tail keywords will actually convert better since they will catch people’s attention in the buying and conversion cycle. This is true even in a national search term. For example, an individual who is searching using the term “smart phone” may perhaps be browsing and is not really looking to purchase. Meanwhile, the one searching for “Apple iPhone 5c best price online” is someone who is ready to pay. In this regard, it is obvious that understanding the search demand is crucial in the campaign of bringing success to your website.