Mistakes in keyword research can creep into our work like fleas on a poodle. Then I’m scratching my head as to where I went wrong.
you are not a hack. I have no doubt that you are deeply interested in his SEO project. Thank you very much. Just by being here, you are already on your way to becoming a good keyword researcher.
When it comes to SEO strategy, there are good sides, bad sides, and ugly sides in the marketing field. This guide covers the main pitfalls of keyword research.
Losing sight of your domain’s topic niche
It all does a pretty good job of identifying keywords that are trending in search engines across the Digisphere. . For example, let’s say you’re optimizing a page for a domain that sells commercial cleaning equipment. You don’t have to look for keywords about caring for houseplants, homeschooling your kids, or lining up national sporting events.
A good keyword researcher never loses sight of their domain expertise. Google looks favorably on authoritative domains in specific topic niches. A domain should stick to a few topics closely related to the purpose of the site. When it comes to digital marketing, no one trusts the jack of all trades.
You don’t tell your team what you’re doing and why
Many stakeholders have the right to edit web pages. You haven’t told your colleagues which keywords you want to optimize for and why. You may find that all your hard work researching keywords is in vain.
As you can see, SEO makes SEO decisions. Editors make editorial decisions. It’s worth keeping everyone on the same page as to which phrases should be left alone and why. So don’t forget to leave a note, email or share the spreadsheet at the end of each research round.
Forgetting to take user demographics into account
It’s not enough just to research keywords to rank for specific phrases. No two users are the same, even if they are searching for the same thing. So, dig into the demographics of your domain’s normal (or intended) readership to help you understand. Who That’s what your research targets.
Generational differences have led to great diversity in the way search engines are used. The way a pensioner and his grandson browse his web to buy goods are very different. For example, an older web user of her might type, “What is the best suggestion automation software?” Teens, on the other hand, simply type “free suggestion software” into Google.
Compete with keywords that are too difficult
Many researchers choose keywords without a realistic view of the ability of a domain to rank. The temptation to attract users near the bottom of the sales funnel can lead to her SEO decisions being, frankly, ridiculous.
Why would Google like it if the keywords you choose are high difficulty and the domain is months old and has low traffic? (hint: it won’t). It’s important to honestly assess a domain’s potential to take the top spot in the SERPs from its competitors. You should keep this in mind when choosing your keywords.
For a quick guide, check out Ahrefs’ Keyword Difficulty Ranking System.
Avoid long tail keywords
See, I get it. When clients are putting pressure on data breach software sales at any cost, it’s no surprise that they overlook the broader purpose of SEO. The long tail keyword list doesn’t contain the word, so you start looking away. buy, discountAlso number one.
Still, ignoring long-tail keywords does your clients a disservice. Just like you’re so used to the tools that you can’t find better options for document management that could be DocuSign’s competitors. Time and time again we have seen better ranking results for domains with niche and unusual search terms instead of trying to shove big brands out of top volume phrases.
Sweat Synonyms for Keywords
Remember the golden rules of SEO. You are creating content for the SERPs. and humanNatural Language Processing (NLP) informs the Google algorithm. This means that the Google algorithm can interpret synonyms for your keyword phrases. Conclusion: Don’t panic if you switch keywords for closely related terms. Google understands what you mean. Consider the example below, a SERP for the query “CBD products for dogs”.
The first and third results do not contain words. productthe second one does not contain the word CBD. For the second result, hemp It’s in bold because Google made the word CBDThe third snippet makes the word bold pet because it is a related term for dogFeel free to substitute keywords here and there if it better suits your brand, readership, or linguistic sensitivities.
Ignore keyword search intent
This is the biggest mistake, and it’s surprisingly easy to fail. During the keyword research process, it’s tempting to look at the numbers: how many people are searching for your desired phrase, how stable is this search volume, and how has popularity changed since last year?
Before you get lost in stats land, think about what kind of users you want to hook. People who type “cloud integration” are probably just wanting a broader definition of cloud integration. Anyone else who types “hiring cloud integrated freelancers” has a different need. The former are new to the subject and unlikely to spend money, while the latter are looking to hire an expert in the field. Always consider the intent behind each search query.
Go ahead and optimize!
Here’s my best advice on keyword research mistakes to avoid in 2022. If you keep the above in mind, you will have greater success with your SEO efforts.
Again, always keep an eye on your target audience’s search intent. Because Jennifer’s search for “what is contract management software” is not the same as Ethan’s search for “legal contract software”. The former is at the top of the funnel, the latter at its bottom. I’m not saying that each type of content can’t coexist on the same domain, but you should be aware of what kind of users you’re trying to attract to each page and why.
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About the author
Jauchen Zalemba PandaDoc, Demand Generation Director
Yauhen is the Demand Generation Director for PandaDoc, the best free e-signature on the market. He has been working as a marketer for over 10 years of his life, with the last 5 years dedicated to the e-signature, proposal and document management market. Yauhen has experience speaking at niche conferences where he enjoys sharing his expertise with other curious marketers. In his spare time, he is an avid fisherman, going fishing nearly 20 times each year. Check out his LinkedIn on him.