Before starting to research for new keyword ideas, think for a second about your visitors.
Who are they? What are they interested in? And you will come to the conclusion that you can not put them all in one basket.
They are different. Some of them have more knowledge that others, some of them are looking for research when others are looking to buy, some might be pickier than others and so on.
They don’t want the same thing. Some of them don’t even know what exactly they are looking for, and some of them want only one specific thing.
But, how could you guess what searches are they going to make?
The way these visitors express their desires is different. The language each of them uses is specific and the needs they search to fulfill are also specific.
What if the terms you have optimized for are not used by those people just staring off in the field and you lose them as customers? Or what if you don’t use those exact terms describing the advanced problems some users have and they can’t find you?
You can get them both, as long as you make yourself available for each of them. You need to speak their language and tell them what they want to hear.
Here are a few tips to adjust your keyword research method for each type:
For the less experienced visitors:
1. Use common language
These visitors are not familiar with the field, they don’t know exactly what they are looking for, they might not even know what could solve their problem but they do have a problem and they need to solve it. So the keywords they use are more likely to be the description of the problem they have (otherwise said the problem your website solves) than the name of your product/service etc.
For example: A man feeling unsafe, looking for the first time in his life, for a way to protect himself, is more likely to search for [self protection weapons] rather than [teaser devices].
2. Ask questions
The queries they make are many times questions (like [How to…], [What is…] ). Knowing that, you can guess what uncertainties your potential customers might have and optimize for their questions. If you come up with a good answer to their questions and you are able to make it available for them to find, then you won!
3. Don’t buy at first visit
Beginners don’t usually search to buy. Even if they search for a reliable and stable source to get what they need, is more likely to search at the beginning for free tools or services, trials or demos. Therefore you might want to adjust your page content accordingly and use keywords containing terms like [prices], [cheap], [free…], [free subscription…] rather than [buy…].
4. Perform descriptive searches
Newbies don’t look for complex things. They identify the problem as a whole and search for a generic resolution. They haven’t figured yet all the details, all those smaller issues that come up when trying to solve the problem. This means that you must address to them presenting the big picture and how you can satisfy their need without getting into to much details. So those specific keywords, regarding special or advanced features won’t be used by these guys (for example [laser sight teaser device]).
On the other hand, for the more experienced users:
1. Use specific terms
These are the visitors that are already familiar with the field you are in, they know exactly what they are looking for and they express themselves with specific terms. Either the keywords used are long tail or two word keywords, these are mostly concise and targeted. So, don’t be afraid to use detailed, long-tail keywords as they might be highly converting.
2. Look for reviews
This kind of visitors also perform searches to better evaluate their options. This means that they also will search for reviews, comparisons, classifications made by other people and so on. Use that to convince your potential customers that you have an advantage over your competitors and be the first to show up in the search results.
3. Need an alternative
Advanced users perform new searches when they are displeased with their current tool/product/service provider. In this case they will look for an alternative to whatever they are using now, with a higher quality or better services. Therefore you can focus on whatever is that separates you from your competitors and highlight your strengths (a specific service/feature your competitors don’t have or underscore at).
4. Use branded terms
Knowing who is competing on the market, these visitors are also performing searches using branded keywords (like [Brand X vs Brand Y] or [Why choose Brand Z]). You can use that and promote your best qualities on special landing pages and thus, gain advantage over your competitors.
All potential customers are equally valuable for you and you must not neglect them. Why not optimize your website so that everyone could find you and appreciate you?
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Photo credit: Marco Bellucci