3 Steps to Performing Expert Keyword Research

BY digiTech - October 16, 2014
Web Design Austin

According to a recent survey conducted by Search Engine Watch, Google now owns 68% of the search engine market share. For this reason, many online marketers are abandoning many other forms of marketing and focusing purely on doing keyword research and focusing their entire website on these specific keywords.

While this may or may not be a good strategy for a business owner who is searching for clients, it highlights the importance of great keyword research so that you can attract more clients who are looking to be coached or advised.

A Brief Introduction to Keyword Research

At its purest form, keyword research is acquiring knowledge on the language of your audience. In turn, this research stimulates ideas that become new blog posts, video posts, or overall website ideas. For example, if an aspiring entrepreneur sees that many people are typing in the keyword “marriage counseling” into the Google search box – they may be inclined to get their marriage license and begin a service in which they help young married couples!

So that keyword research has a true meaning to you, it is important to know the true underlying reason why one would even attempt to do keyword research.

Step #1 – Perform Traditional Keyword Research

Pew Research Center is a wonderful market research website that gives people valuable insight on the different habits and behavior of different groups of people.

As you can see, this basic research study shows how many books a specific age group, race, household, and gender is reading. This will help determine the business owner if they should begin research WHAT books their audience is reading, based on the frequency listed here. For example, this shows that, while all demographics read books, certain people are known to read more than others – for the most part. After you’ve figured out how often your audience is reading, it is important to know WHAT the most popular book or magazine is.

There are dozens of top notch keyword tools out there that all seek to give you valuable insight into the minds of your prospective demographic. Everything, however, shouldn’t begin and end with these tools, in fact, if you are a coach, advisor, or professional provider, then it may be a good idea to start off with the fundamentals of keyword research. Yes, there is a way to do this without going online and using an advanced tool that costs $100’s if not $1,000’s. Here are some questions you may want to ask yourself:

  • What websites does my demographic visit?
  • When I’m not coaching or advising them, what are they doing with their free time?
  • What kind of music is my demographic listening to?

The goal of this exercise is to find reoccurring WORDS that may come up and catch the attention of your audience. Even better, if you can find reoccurring problems that come up, you can literally use this as keyword research as opposed to simply using a tool. The person that does this type of keyword research will always be ahead of the person who avoids relationships and simply relies on computer tools to feed them with the required information.

If you do this well enough, you may not EVER need a tool because you’ll intuitively understand the needs of your audience.

Step #2 – Keyword Research Tools

As mentioned earlier, if you consistently step into the mind of your target audience every single day, then it may not be necessary to use keyword research tools, however, just in case, we do have some if you are unsure of where to start. To prevent confusion, just keep in mind that the tools we mention are only ones that can be used in conjunction together. So feel free to try them all as they can complement each other!

Google Keyword Planning Tool


This is going to be your best bet as far as finding the best keyword information. Who knows more about Google than Google? This tool allows you to get the search volumes for a group of keywords. If you are having trouble finding keyword ideas, it is always a good idea to use a keyword suggestion tool, then to copy and paste them onto Google’s interface.


Now we know how much traffic a specific keyword brings in. This helps us gain a clearer picture of what people are searching for when they are online. Keep in mind, however, that this is the beginning, not the end. It is important to find out how difficult these keywords are to rank for. By doing this, we can gain deeper insight maximize our time and money.


Bing Ads Intelligence Tool


This tool works intimately with Microsoft Excel so that you can download a long list of up to 200,000 keywords. You will also be able to filter out adult keyword terms, and gauge the performance of relevant keywords. Some people may say: “This isn’t a Google tool, it’s a Microsoft tool” – however, many people who say that usually miss the underlying principle. It’s still one internet and people tend to search for the same things on different websites.

Moz Keyword Difficulty Tool


Keyword difficulty is a shortened way of saying “How many people on the internet are using a specified keyword on their own website?”. The keyword difficulty tool will let you know if what you are trying to search for is even worth your time. Remember the example we gave in step #1? Well, since you are actually reading and getting into the mind of your customer – it may be possible that you could get the keyword with HIGH traffic and LOW difficulty! Finding consistent keywords in this manner is rather rare for the person who simply sits down and looks at computer generated information!

One creative thing an ordinary business owner can do is begin mind-mapping what keyword hunches they may have.

Step #3 – Advanced Technique: Mind-Mapping Your Own Keyword Hunches


Mind mapping basically takes your mind’s creative process and allows it to go into overdrive. You can use this when you are using a keyword research tool like Google Ad words planner. Many people say that “their mind doesn’t work like that”, however, with XMind, that presumption may disappear. Now, back to our cardio Kick boxing niche – you may find that if you use these keywords, that some keywords may group together. For example, if you put in “Cardio Kickboxing” into one of the keyword tools, some of the other things people are searching for include:

  • Kickboxing DVD
  • Ki0kcboxing classes
  • Cardio Kickboxing Punching Bag


After we have used Google Adwords Keyword planner, we can

Each of these searches are all part of “cardio kickboxing” niche, but do not get enough traffic to generate their own business. Instead of trying to build a website around these specific keywords, it is wise for the coach or professional advisor to create on keyword per webpage – this way, a user will know exactly what they are looking at when searching for an online service as opposed to a website that is disorganized.

BY digiTech

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