Keyword Research
How to execute keyword research and find trending keywords to optimize BD content
Keyword research is the process of finding search query strings people use to search for information on a topic and how often those keywords are used in search engines like Google and Bing. Keyword research is the best way to find new and relevant keywords to create net-new content or optimize existing content.
Keyword research can be conducted through a variety of tools, but its primary goal is to find the right search terms that have intent aligned with the business’s content and offerings, along with decent search volume. In addition to search volume, other keyword metrics may be helpful when conducting research and prioritizing which keywords to target, such as competition level.
With Google processing over 3.5 billion search queries daily, businesses must be found organically online. Keyword research provides the starting point for understanding our buyer’s journey and optimizing content to rank and be seen.
Ideally, keyword research should be completed during the content ideation process. It’s also wise to revisit your targeted keywords for already published content to ensure it’s still relevant.
Start keyword research by asking a few key questions:
Who do I want to find my product/read my article? Are you writing for a specialist audience? Are you looking to boost rankings for a product? Predict what your intended audience will be searching for and analyze relevant keywords.
What topics are your priority, and what are you hoping to achieve? What’s the general category and subject you want to create content for? Is it broad or specific? Are you looking to build awareness with your readers or have them download a resource?
How competitive is your topic? Not all keywords are created equal. Some are hugely competitive, with millions of pages competing for the same search terms, while others are less sought after. Assess where your subject matter fits and choose keywords accordingly.
What relevant questions might a reader have about the topic? How we search isn’t always how we request or ask questions when speaking; keep that in mind when brainstorming. Consider the types of follow-up questions that might come with a specific topic and research those keywords.
You can start data gathering and mining once you have answers to these questions. Using tools to gather primary data, like relevant keywords and search volume, is a great place to start and identify those keywords to target.
Here are some helpful tips:
Aim for 1-2 keywords to target per page. Unlike PPC, we can’t assign multiple keywords to one page. If you target too many keywords to optimize, the page will be deemed irrelevant and likely not be the friendliest to read.
Do not target highly searched-on terms. Deciding to create content on a highly sought-after word doesn’t always mean more traffic. A more popular word usually comes with more competition, longer lead time to rank, lesser quality traffic, and low conversions.
Peek at what relevant topics our competitors write about for inspiration.
Are there too many relevant keywords to pick from? This could be an excellent opportunity to write more content targeted at subtopics. Don’t forget to interlink the pages.
Lastly, double-check that there isn’t a page on our site about the topic. If a page already exists, it’s best to leverage the topic by refreshing and optimizing it versus cannibalizing it. As a best practice, there should be only one page for one topic across a site.
Keyword research tools can provide a wealth of information about a topic’s popularity, give relevant keyword suggestions, and even competitive insights.
Google Trends is a tool used for identifying trending topics across the globe. It’s free for anyone, and it’s easy to use.
Here’s an example. This is the BD Pyxis™ ES Refrigerator. To its right is a Google Trends report. From the information, we can see it would be beneficial to include the following details and keywords on the page:
Temperatures
Medication
Size
Can it store insulin?
You can get a search insight through a Google search for the topic you’re considering developing content for. When typing in the search bar, you can see Google will auto-populate other terms that are relevant to the query. This is called autocomplete. Those search queries or topics can spark additional ideas or keywords to focus on.
Another way to find relevant keywords and topics is by checking out the “People Also Ask” feature in Google’s SERPs (search engine results page). Not all searches contain this feature, but many do. This will give you a list of questions searchers ask about that are relevant.
Outside of Google resources, there are several keyword research tools that you can leverage. Some are free, while others require a subscription. These are some free tools with limited data or limited usage. Use one of these tools to gather search volume and other helpful insights.