Finding the most important or most frequently used keywords and search terms is called keyword Analysis. This is essential to meet the demands of the customer and supply them with our product or service by competing with our rivals.Keywords that match your current goals drive traffic to your site that converts.
Systematically analysing these keywords can be done with the help of a number of online tools like the SEMrush Keywords analysis tool, Google Analytics, Google Ads keyword Planner tool, smallseotools etc.
The four most important variables to consider while assessing keywords are:
- Keyword Difficulty(KD)
Why should we look out for Keyword Difficulty first?
Even if a keyword has exceptional search volume and results in an assured number of buyers if the competition is too high, then you won’t stand a chance after bidding for it. So based on the competition for the first page of Google’s indexing, all tools estimate a difficulty- KD% value for the search terms. On a scale of 1-100, the higher the KD value is, the harder it is to rank with that keyword. Based on your authority score, If you are a fresh site with very less backlinks, You can go for keywords with low KD%, but if you have an established domain authority and have considerable backlinks, then you can very well compete for difficult keywords.
- Profitability
While calculating the exact ROI for your business is difficult with keywords, their potential to bring conversions can be estimated roughly. The exact keywords needed for your business has to be mainstream- looking at the CPC(Cost per Click) can help you find the profitability. A high CPC means many buyers are ready to spend for that keyword as it brings in conversions. Developing blogs around these keywords also help.
- Search volume
An important factor to consider when analysing a set of keywords is monthly search volume. Not ALL High search volume keywords bring in buying traffic- A keyword with around 1000 searches per month will surely not bring enough conversions as a “buy now” keyword with about 70-80 searches per month.
- Trend status
Noting the trend of keywords is also important as the traffic for a few trending, high-paid search terms dwindle after sometime. Noting the trend status helps us prevent incurring losses. Investing in an uptrending keyword for a month or two can be beneficial.
There is no scientific algorithm that takes these four characteristics into consideration and tells you, “This is the right keyword to target.”
This is because there is always a balance between these four components.
For example, if your site is fresh, you should generally prioritise keyword difficulty. However, if your site has a lot of authority, you won’t have to worry about keyword difficulty so much. So you may concentrate on profitability and trend status.
Keyword research is more of an art than a science.
