Keyword Research

SEO is a continuous discipline that requires consistency and an analytical mindset combined with a daring and risk taking atttitude. I will introduce keyword research to get started off with SEO and how you can make the most of your site, attracting more visitors. 

When first engaging in keyword research you will start to discover which are the search terms users are applying on search engines when looking for products or services that you offer. As a case study I will share an example of keywords research for a fictional solar power company in the USA. 

I narrowed it down to the top 50 keywords driving traffic related to solar panels in the USA (source: Ahref). 

What I have done in order to have a clearer picture is to remove any keywords from a generic query ("solar panels" and "solar panels for sale") since these are obvious choices. I have also removed keywords inquiring about competitors (Tesla, Sunpower etc.)These will not be part of our content. However they will be part of our content strategy when analysing...

• What keywords are they using
• What content formats are they creating
• What line of products are they selling
• What prices are they offering. etc etc. 

Removing the superfluous we obtain the following conclusions:

Main queires include cost, technical specifications as well as solar panels for residential use. This points to the must have in your content. They should be clearly visible, relevant and guarantee a Call to Action. It will be the Cash Cow of your content. 

 

Main query	Proposed content format	Channel
Cost	Specific section your site on solar panels with information on cost and financing options Email campaigns with special offers Brochures	Website Email campaign B2C personal interactions
Residential use	Make sure you offer a good selection of panels for residential use. Make this option clearly visible in the above the fold section of your home page Brochures	Website B2C personal interactions
Technical specifications	Visual, Video, Infographics Presentations	Blog Trade Fairs and B2C personal interactions

 

Secondary queries include some surprising interests people have regarding solar panels. Some are even counterproductive to our business model (such as DIY solar panels) but there is a way we can turn this around and address these queries people have with articles on our blog. We do not have to sell this product or service but we can draw users into our website and entice them to navigate throught our products portfolio. 

Secondary queries	Proposed content format	Channel
Quality	Blog Visual, Video, infographics Presentations Testimonials	Blog section of your site Website Trade Fairs
For recreational vehicles	Blog	Blog section of your site
DIY	Blog	Blog section of your site

 

 In conclusion, and as mentioned above, this initial insight into keyword research has provided some baby steps that a content strategist should take when creating content for this site.

Obviously in the real world, this study will be far more complex and elaborate. However I trust these initial findings can be of your interest.