Thinking Strategically

Keyword research tools provide valuable insight into the thinking of your potential customers. When users go to search engines and type out their search queries, they may use language that is entirely different from what you expect. Even if your product or service provides a solution they can use, they may start with a description of their problem. Someone with diabetes might simply type diabetes in the search box first, and the next search might be for diabetes medication or relief for diabetes symptoms.

As we laid out in Chapter 1, searches often go through a progression, with users trying certain searches, checking out some sites, refining their searches, and repeating this process until they finally find what they want. Taking the time to understand typical search sequences will impact your keyword strategy.

Other aspects include the demographics of your target population (male/female, age, income, etc.), where they live, and the time of year. Demand for seasonal products such as Valentine’s Day cards, for example, peaks sharply at the relevant time of year and then declines rapidly.

The keyword research tools presented in this chapter will provide you with methods to investigate all these factors. Take the time to go beyond the surface and use the tools to learn how your customers think, get your thinking in alignment with theirs, and then build your website strategy (and perhaps even your product strategy) around that.

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