The best SEO keyword research tools(and four tools their use)Alex
If you work today in search engine marketing, you know how difficult it is to stay abreast of changes, trends and tactics. From algorithm changes to SERP formatting updates, the tactical toolbox of SEO is constantly evolving.
Because of the pace of these changes, we often lose sight of the underlying semantic relationship between queries and content that we are working on so hard to create, optimize, and put before researchers. However, the most successful SEOs never forget that the only way to optimize their content based on the user’s intention is through a thorough and permanent search on keywords.
Still, survey data shows that search marketers still struggle with keyword research. An AWR study found that marketers ranked keyword research as the third most difficult SEO task to achieve (behind link building and content creation). The same survey found that most SEOs do their internal keyword research instead of outsourcing it, which may explain why it’s such a difficult task and why about 42% do it only when it is necessary.
Keyword search is tedious and time consuming, even when done quarterly. But it’s vital for success because keyword research is about determining the intent of the user. And without the intention of the user, there is nothing that guides the content we create, the backlinks we seek to win, or the content of the page we optimize.
In my article “Search Engine Optimization is Now Optimizing the User Experience”, I review the different ways to find user intent in Google Analytics: “Looking at your bounce rate, your time and your pages the user’s path decreases, what are the keywords that you could use after you do not necessarily need, what media bring the most qualified prospects, and more.
Note: If you work in SEO, I strongly recommend that you familiarize yourself with our Pro Webinar series, where we often offer tips, tools, and examples to help you optimize your search marketing to the user. .
The problem with most SEOs are doing keyword research
Most of us do research on keywords at the beginning of a project or, at best, twice a year on an ongoing project. Performed en masse at regular intervals, the keyword search is clumsy and the results are usually out of sync with the user’s intent in real time. If something changes with your product, service or industry in a single week, the keyword search you did three months ago will not take that into account.
This does not mean that you should avoid the practice. Instead, it means that your keyword and content search strategy simply needs to be more flexible and data-driven. We can learn a lot about how successful search engines approach research and what tools they use.
Four keyword research tools to gain traffic and influence researchers
You may already know some of them; However, the way you use them and incorporate what you learn in your SEO strategy is key. The second is a less common tool that we used at CallRail to dramatically increase the alignment of our content with the exact words a user searches for when searching for our product.
I guarantee that if you start using these search tools for your SEO strategy in 2018 and use what you learn to create content that better meets the needs of your users, you’ll see organic traffic gains that you did not know .
Google Search Console for detailed user informationSEOs may disregard Search Console because it is free and has a limited date range, but keyword information is good if you do a little research. In the Search Analysis section, you can view the clicks, impressions, CTR, and position of all the queries that your site has submitted in the SERPs. You can search and find keywords with high impressions but low CTR and try to see why there is a mismatch