How to get into the mind of your target audience.
When you hear the term “keywords,” you probably think of blogs or search engine optimization. But understanding the power of keywords can shape your entire digital content strategy.
Online business and digital marketing expert Neil Patel says, “Keyword research is the blueprint for your online marketing efforts, driving every decision you make. Keyword research is how we keep our ears to the ground. Can you afford to fall out of touch with your audience?”
Your target audience is online right now, letting you know what they want and need. Understanding keywords allows you to get into the mind of your target market, directing your website content, blogs, emails, social media content, and even offline marketing.
So, what’s the secret sauce when it comes to creating this content? Get specific!
Why? Because your target market has specific questions and problems, and they’re searching for specific answers and solutions. The keyword-based online content you create provides those answers and solutions. It doesn’t take exhaustive research to reveal what keywords your target market is searching. In fact, three free Google tools reveal a ton of valuable insight to help direct your online content strategy.
1. Related Searches
Perform a Google search related to your target market or business, then scroll down to the related searches section at the bottom. For example, a search for “lose weight coffee” reveals some more specific search terms that people are actually searching for. They include:
- coffee to lose weight fast
- coffee and weight loss truth
- smart coffee
- skinny coffee
Click on any of the related search terms to see even more specific keyword searches.
2. Google Trends
Some keywords are more relevant at different times of the year. Google Trends reveals when keywords are trending up or down in terms of the number of searches. It also shows you other keywords related to the ones you are researching, giving you more ideas. Sticking with the “lose weight coffee” example, a report revealed that “keto coffee” was the hottest-trending related search that peaked this January.
3. Google Keyword Planner
This is the most powerful and specific tool of the three. It’s part of Google AdWords, but you do not have to run ads to use Google Keyword Planner. It reveals the average monthly searches for specific keywords, and shows the level of competition based on the amount of money people are paying for ad clicks. A report also reveals other more specific keywords. The sweet spot is finding specific keywords that have a high monthly search volume.