The Content Marketing Strategy Workshop is a series of blog posts seeking to help you build your content marketing strategy from scratch. This post is part 2 of 4 on the topic of keyword research, a process that will help you build a sturdy foundation for your content marketing. Each week we’ll discuss a new step in the keyword research process until you have the tools and skills to identify the keywords that will help you land your next client.
Each part is designed to build on the exercises from previous steps, so if you're just discovering this blog series now, we recommend that you begin with Part 1. However, if you've already brainstormed an initial list of keywords relevant to your product or service offerings, then feel free to proceed with Part 2:
2. Generate Related Keyword Variants - While you may be able to brainstorm a fairly thorough list of keywords on your own, you’ll never be able to think of every keyword variation relevant to your offerings. And since keywords serve as the foundation for your content marketing strategy, it’s vital to ensure that you’re not overlooking any keywords offering an opportunity to connect with prospective business.
Luckily, there are several tools available for free that will not only show you keywords related to those you enter, but will also give you valuable market information for each.
For use our purposes, we recommend the free version of Traffic Travis, a tool with comprehensive search engine optimization, pay per click, and competitive analysis features. Click here to register with Traffic Travis and download their software for free.
Traffic Travis’ functionality is divided between 5 tabs displayed in the upper left-hand corner of its window. When you’re using a newly installed copy of Traffic Travis, opening each tab will automatically play a video tutorial reviewing the selected tab’s features. While we certainly recommend watching the videos to maximize Traffic Travis’ utility, some of the videos run a bit long so, unless you’ve got a lot of time on your hands, close them for the purposes of this exercise and return to the videos via the Help menu on the toolbar when you’ve got time to kill.
To start finding relevant synonyms and searches related to the keywords you brainstormed, you’ll need to navigate to the Research tab in Traffic Travis. On the Research tab, simply click on the empty field below Keyword to open the keyword entry window and paste the first 5 keywords you brainstormed into it (the free version limits your searches to 5 keywords per search. If you’re planning on doing keyword research regularly, you should consider purchasing the Pro version of Traffic Travis or investing in similar professional solutions like HubSpot).
Before clicking ‘Fetch’, maximize your results by clicking the numbered field to the right of the Keyword field, and selecting 100 (the free version limits you to 100 results). Lastly, click Advanced Settings and select the radio button for ‘Exact’ under Keyword Match Type to ensure the search results are as relevant as possible to your initial keyword list (broad and phrase match tend to return less targeted results, but can be used to discover additional opportunities; try them out to see how your unique results differ). When you click ‘Fetch’ to receive your results, Traffic Travis will automatically ask if you have connected it to a Google AdWords account.
If you have an AdWords account, and wish to connect it to Traffic Travis, follow Traffic Travis’ directions for linking to your account now. However, if you don’t have an AdWords account, or you’re just interested in capturing related keywords at this point, click ‘No’ when Traffic Travis asks you to add an AdWords account.
You’ll be presented with Traffic Travis’ list of related keywords and some useful data on both global and local monthly search volume as well as the level of advertiser competition for each. See the below results for ‘motorola droid cases’ as an example:
Now that you know how to use Traffic Travis to find keywords related to the queries your potential customers are using online, your next step will be to capture the keyword variants most related to your product or service offerings. We’ll cover the process for identifying those keywords from Traffic Travis and exporting them for analysis in next week’s post. For now, spend some time getting used to Traffic Travis and it’s various features to compliment your newly learned skills!
M.Y. Edge specializes in content marketing strategy and stands ready to assist you with planning, implementation, execution, and measuring results. If you have questions about keyword research, search engine optimization, or how a content marketing strategy could be tailored to your business, simply call 919-732-2842 or click the button below to scheudle a consultation with one of our content marketing consultants, free of charge.
*Note: The original version of this post was edited to include updated tools.