Finding High Value Google Keywords is the most essential part of SEO. It is the basis from which you will continue to work. That is the reason why almost every (good) internet marketing agency will start an SEO process with thorough keyword research.
Based on the outcome of the keyword research, the SEO strategy can be worked out, and a plan of approach can be made.
In this article, I will explain how you can find high-value Google keywords for yourself and raise your online business.
What if you get started without keyword research?
Without mapping the correct Google keywords for your website, you do not know what the most relevant keywords and keyword combinations are on which your website must be found.
You cannot then:
- Optimize your web pages correctly
- Determine your content strategy
- Drive high-quality traffic to your website
- Achieve a high conversion
Without proper keyword research, your internet marketing will, therefore, be a steerless boat on the gigantic World Wide Web ocean.
What if you focus on the wrong Google keywords?
If you focus on the wrong Google keywords, you might get a lot of traffic on these keywords. However, these visitors will then convert poorly; it will yield few leads or sales.
You also frustrate visitors, they end up on a website where they do not find what they are looking for. This will lead to a higher bounce rate, and people will not stay on your website for long. This will ultimately harm the ranking of your website.
All in all, a waste of your investment in time and/or money.
What are high value keywords?
High value keywords are keywords that have a commercial intention, and that fits well with your product or service offering.
Keywords with high values are often the hidden ‘gems’ that your competitors don’t see.
In my view, a keyword of high value is a keyword that must at least meet the following 3 criteria:
- There must be a high search volume on the keyword
- Competition must be relatively low
- The keyword must ensure visitors who have an excellent conversion to leads and/or sales
I will explain this per point.
1. There must be a high volume on the keyword
The higher the search volume, the more interesting it goes without saying. There must be sufficient search volume to recoup your investment in time (or money) to be found on the keyword.
At which absolute number a search volume is high enough to be able to speak of a keyword with high value,
I cannot indicate, because this is different for everyone and strongly depends on the market in which you are active.
If you have a webshop that is a price fighter with photo albums, then you might make 2 euros gross margin per photo album of 10 euros sold. A search volume of 100 per month you will not find (I think) interesting.
A webshop that sells exclusive ladies ‘shoes makes a gross margin of 200 euros on a pair of ladies’ shoes of 500 euros. They will find a search volume of 100 per month impressive.
Whether a keyword is interesting also depends on the size and objectives of your company. A multinational, whose goal is to increase profits by 200 million euros, will be less likely to be interested in a search term that can earn you 2,000 euros per month than a sole trader.
2. Competition must be relatively low
You can’t use a keyword that has a high search volume if you already know in advance that you won’t be able to get a top position in Google.
For example, the local insurance office is just around the corner of never winning the big insurers, banks, and comparison sites to come in at number 1 for the search term ‘household insurance.’
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Despite the high search volume and broad commercial interests, the search term “household insurance” for the insurance office around the corner is therefore not unusual, they will typically never win the link building battle of the big wealthy boys.
3. A good conversion
You have no use for visitors to your website who do not purchase or provide leads.
For example, a webshop that sells ceramic brake discs can, by means of keyword research, come to the conclusion that there is hardly any competition on the keywords ‘composition of ceramics’. While many people search for it.
The webshop decides to set up a landing page for the keyword ‘composition of ceramics’.
The webshop manages to get a lot of traffic to the site on the search term “composition of ceramics”.
But then it turns out that visitors don’t buy brake discs. The visitors turn out to be students who look up the composition of ceramics in Google for their paper. A student does not need ceramic brake discs, they do not have a car, they are not a potential customer.
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After further research, it appears that there are also many people looking for “shorter braking distances” while there is no competition for that keyword. The webshop sets up a landing page for the keyword “shorter braking distance,” and not much later they are high on Google for this search term. Many visitors turn out to purchase ceramic brake discs.
With this, the ceramic brake discs webshop from this example has found a hidden “gem”. They sell ceramic brake discs by offering a solution to people who need a shorter braking distance for their car. Something that their competitors had not thought of because they all compete for search terms that focus on sports car enthusiasts and car tuners.
The phase in the decision process
On the basis of the keywords that someone enters in Google, it is possible to see how far someone is in the decision-making process to proceed with the purchase of a product or service.
I will clarify what I mean by an example. We take the website of a simple campsite on the coast of the Costa Brava in Spain as an example.
The following keywords have a high value for this campsite:
- Camping Costa Brava
- Camping Spain by the sea
- Cheap camping Costa Brava
If people search on these search terms, then you can assume that they are a potential guest for the campsite. After all, they are exactly looking for what the campsite has to offer.
“Are you looking for a campsite on the Costa Brava? That works out well because we are a campsite on the Costa Brava! “. If the photos of the campsite appeal to people and they like the price, they will book a place at the campsite.
The campsite from this example will achieve the highest conversion for such keywords. The offer of the campsite reflects the search intention of the seeker; the seeker finds precisely what he or she is looking for.
For the campsite from this example, this will also be the Google keywords with the highest value.
The following keywords have a lower value for this campsite:
- Holiday Costa Brava
- Holiday Spain by the sea
- Cheap holiday Costa Brava
Such keywords are indeed relevant to the campsite. After all, they offer holiday options on the Costa Brava.
However, if someone enters these keywords into Google, they will be a bit earlier in the decision process.
They have made the decision to go on holiday to the Costa Brava but do not yet know how to give substance to the holiday. People are still exploring the possibilities. Will it be a hotel, a holiday home or a campsite on the Costa Brava?
The chance that it will become a campsite on the Costa Brava is the smallest. If the seeker is a camper, then he would probably have searched at Camping Costa Brava. The chance is higher that people are looking for a hotel or a holiday home.
Visitors who use such keywords will have a low conversion for the campsite from this example. Which, by the way, does not necessarily mean that these keywords cannot be interesting.
The following keywords have a low value for this campsite:
- Holiday Spain
- Vacation by the sea
- Cheap vacation
The chance that someone who searches for these keywords will book a pitch at the simple campsite on the Costa Brava has become even smaller.
With the keyword “Holiday Spain” you do not know whether people are interested in a campsite at all and you do not know in which region of Spain they want to go on holiday.
With the keyword “Holiday by the Sea,” it is even more unclear what people are looking for. You do not know if people want to go to a campsite and there are so many countries where you can have a holiday by the sea. Do you want to go to Spain on vacation?
With the keyword “Cheap holiday,” it is also not clear what people are looking for. Maybe they want to go to a cheap hotel in Turkey or a cheap holiday home in the Veluwe. In any case, there is a very small chance that it will be a vacation to a campsite on the Costa Brava.
Such keywords will in practice not lead to hardly any conversion, these keywords, therefore, have low commercial value for this campsite.
Why do keyword research?
It may be clear that the keywords that you are going to focus on must match the search queries your potential customers use as closely as possible. These will ensure the highest conversion so that they have the highest (commercial) value.
You will, therefore, need to know what your potential customers are typing at Google.
And in most cases, you can think about the most important search terms that your potential customers use in Google.
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Example: Suppose you have had an insurance office for 30 years and one of the insurance policies that you sell are household insurance policies. You can imagine that your potential customers are searching on the keyword ‘household insurance’ and you decide to focus entirely on that search term.
The potential clients of the insurance office, however, use much more search terms than you can imagine. Not everyone who wants household insurance looks for household insurance.
There are plenty of starters who wonder something along the lines of “We have already bought those expensive pieces of furniture, would it actually be possible to insure them?” Without knowing that there is an insurance policy for this that is called home contents insurance in the insurance world.
These people search on keywords such as:
- Insurance furniture
- Insurance stuff at home
- What types of insurance are there
- What insurance do I need with a house?
The man who has had an insurance office for 30 years cannot imagine that someone does not know that you need household contents insurance to insure your furniture. And therein lies the danger if you have been working in a certain industry for some time. Matters that are very obvious to you as a sector expert need not be obvious to others.
With this example, I try to make clear the importance of keyword research.
With a keyword search, we can uncover the keywords someone uses to search for a certain service or product.
If the insurance office from the example above will conduct keyword research, it can focus on keywords with which it can get more high-quality traffic to the website (and take out more insurance).
If you search for property insurance in Google, you will only see the websites of major insurers, banks, and comparison sites on the first pages:
The competition on the keyword “household insurance” is high, and the competition to rank on this keyword is very strong.
For the keyword “household insurance”, understandinsurance.com.au is, at the time of writing, number 1 in the organic results of Google.
If we analyze understandinsurance.com.au with the help of the free Open Site Explorer from Moz.com, we see that understandinsurance.com.au has 6,000 backlinks:
In addition, the Domain Authority and Page Authority, which Moz.com provides to understandinsurance.com.au make understandinsurance.com.au a straight domain. Undoubtedly, understandinsurance.com.au has backlinks from strong domains.
It is not reasonable for the insurance office on the corner not to achieve a top position on “household insurance”. How will they ever get a backlink profile that is better than that of understandinsurance.com.au? They will have to let the whole teamwork on it for years, and then the question is whether they will succeed.
With a keyword search, however, the insurance office can find keywords that have less competition than the generic keyword “household insurance”.
The insurance office could focus on a long-tail keyword with less competition so that it is possible to rank well on this. The insurance office could, for example, focus on the search term “household insurance for students” or “household insurance for starters“. They are the same home insurance policies that they rename to home insurance for students and put it a little cheaper on the market.
Now the question remains: how do you search the Google keywords with high value? As you are used to from Geeksblogger, we always give you the best tips. So here we go.
High Value Google Keywords Research Step 1 – The choice of a keyword tool
There is a lot of choice of utilities (software) for keywords that can help you conduct keyword research. You have tools that are free and for which you have to pay.
Certain keyword tools are useful in themselves, so they can give you keyword suggestions based on your most important keyword.
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Some free tools are even amazingly good if you want to focus on the English-speaking market.
High Value Google Keywords Research Step 2 – SEMRush
SEMRush is a free keyword tool that I think is worth mentioning.
If you enter the URL of your competitor at SEMRush, you will see which search terms they get the most visitors for. You can also see on which landing pages your competitor receives the most visitors. Look, you can do something with that! Not that you have to immediately imitate your competitor, but it can at least give you the necessary inspiration about your own approach.
SEMRush is also pretty accurate if you are active in competitive markets. If you are active in smaller niche markets, then I would take the results of SEMRush with a pinch of salt, but it certainly gives you the right direction.
High Value Google Keywords Research Step 3 – Google Keyword Planner
In my opinion, there is only one good tool to do your Google keywords research. And that is the Google Keyword Planner.
It is, of course, not surprising that the Google Keyword Planner is better than other keyword tools. After all, Google knows better than anyone how its search engine is used.
And the great thing is that the Google Keyword Planner is free to use.
The Google Keywords Planner is actually meant to research the keywords for Google AdWords ads. But what is interesting for displaying advertisements is, of course, just as interesting for determining the keywords on which you want to get organic search traffic.
To use the Google Keyword Planner, log in to Google AdWords with a Google account.
Then choose the Keyword Planner under Tools.
You now get 3 options:
- Search for new keywords with a phrase, website or category
- Receive data and trends related to search volume
- Combine keyword lists to get new keywords
We will discuss below per option what you can do with it and how you do it.
1. Search for new keywords with a phrase, website or category
This first option is perfect for finding new keywords.
The new keyword suggestions that Google gives will be strongly correlated to the basic keyword (s) that you enter. It is not that Google can think “out of the box” for you. And not every new keyword suggestion will be useful. Keep in mind.
You can start by entering a generic keyword to get your first ideas. But if you are active in a competitive market, then it is better to search for keywords around your most important search phrases.
I will explain what I mean by means of an example:
For a small hotel in the center of The Hague, the competition is too big to rank on the generic search term hotel.
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The hotel can better investigate keywords around the search combinations such as “hotel The Hague”, “hotel The Hague”, and “hotel center The Hague”.
Under “Your landing page,” you enter your landing page for the keyword. If you don’t have a landing page yet, just enter your homepage. That does not matter for generating the keyword suggestions.
Under your product category, choose the option that best fits the industry of your website. Based on the product category, Google extracts the keywords from a database that are widely used in your industry. This allows you to bring up keywords that you might not have thought of immediately.
You can then choose the country and languages you want to focus on.
Then click on request ideas for a list of keyword suggestions.
You now get a long list of keyword suggestions.
Important here is, of course, the search volume that is given for the keywords. In addition, competition for the keywords is important.
AdWords Keyword Planner indicates the competition for if you want to advertise on these words. Not what the competition is to rank on these keywords in the organic search results. But you can assume that a lot of competition between advertisers will automatically lead to a lot of competition in organic search results.
The proposed CPC bid for showing an advertisement is also a good indication of the competition. If advertisers bid high on a keyword, then that means that they achieve a high conversion on the keyword, making the keyword commercially interesting.
You can download an export of the keyword suggestions. From this export, you can delete the keyword suggestions that are not sufficiently relevant to your service or product range.
You can then continue your search based on the keyword combinations which you then transfer to more specific keyword suggestions.
2. Receive data and trends regarding search volume
With this option from the Keyword Planner, you will not get any new keyword ideas. This option is intended to view the search volume of keywords that you have already thought up yourself. And with that, it is certainly a useful function. This will prevent you from focusing on a keyword that later reveals that few people search for it.
You can copy and paste your own keywords under ‘Option 1: Enter keywords’ or you can upload a .csv file.
You will then receive a list containing your keywords, the gem. Monthly searches, competition, and the proposed CPC bid. You can also download this list.
3. Combine keyword lists to get new keywords
With this option, you can combine groups of keywords after which Google mixes them up in hundreds or thousands of combinations and creates new keyword suggestions. This function is very useful for webshops, for example, because this option shows the combinations that potential customers look for.
On the basis of an example, I will make clear how this function can be useful for a webshop, for example.
A webshop sells TVs. They have a list of the brands they sell: Samsung, Panasonic, Philips, and LG. They know that people search on TV, LCD TV and LED TV. By combining these lists, they immediately gain insight into how many people are searching for “Samsung TV“, “Samsung LCD TV“, “Samsung LED TV“, “Panasonic TV,” etc.
With this Keyword Planner option, you can also combine more than two lists, which can be useful if a product has many features that consumers consider important.
Brainstorming about keywords
Whatever keyword tool you use, a tool is data-driven and not very intelligent. It is therefore good to brainstorm about keywords, as humans we are always more creative than a computer.
You could start the brainstorm as you wonder what stages your potential customer is going through before making this decision to buy.
In which phases of the decision process do you want to lead potential customers to your offer? Is this every phase of his or her decision-making process? Do you want to have potential customers on your site when they are still orientating or only when they are ready to make a purchase? What searches could they use for this?
What type of customer are you targeting? The customer who goes for the cheapest solution or the customer who goes for the best quality (or something in between). Or do you serve different target groups? Which searches could your type of customers use for this? Are you going to set up separate landing pages for the different target groups?
- Recommended for Reading: 20 Best Keyword Research tool 2019 Edition
Is your type of customer someone looking for reviews before making a purchase? What search terms could they use for that? And how could you arrange a landing page for that?
Information obtained from customer contact can also be valuable for obtaining valuable search terms. As an online marketer, you can think of everything from behind your desk, but you could, for example, engage the salespeople from the physical store in a brainstorming session. They know what questions customers come to the store and what they find important.
Or involve employees of telephone customer service in the brainstorming session. They know what questions people have who call with questions. There is a good chance that these people will call because they could not find the answers to their questions online, and perhaps landing pages can be set up for the most common questions.
Final Tips on 3 Steps to Find High Value Google Keywords
As I have listed in this article the step to find high value google keywords which will drive more traffic to your site and also less I forgot you can also try Ubersuggest keyword tool by Neil Patel.
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