Keyword research is one of the most important services an SEO agency provides. As an agency that deals in enhancing a company’s online performance and website quality, you know how crucial keyword research is.

If you are just starting as a news agency, you might not have the experience your older competitors have. However, this does not mean that your agency has to suffer just because you are new.

There are many ways to optimize your client’s website just by using keywords. The process is generally carried out in two steps that are very important for you to follow. Once you ace this strategy, your keyword research operations will become exponentially easier.

You already know that you will need to come up with keyword research for two main pages. Your client will expect you to optimize his existing pages first and then proceed to optimize new ones too.

You must be efficient in both these processes so that there is no leaf left unturned in the optimization procedure.

Continue reading to find out more about how keyword research is carried out by agencies. You can also learn how you can enhance the efficiency of your operation too.

The two major phases of keyword research

Keyword research for existing pages and new pages comes under the second phase of our campaign plan. This phase is all about improving your website’s performance and SEO. Keyword research is an important part of this phase, and it is carried out in two steps.

For existing pages

The first step includes keyword research for existing pages. These pages already have content on them. They are commonly known as low hanging fruit pages and are very easy to tackle. All you need to do is fine-tune this pre-existing content and create something that is more relevant to the page.

You can write the same content with newer keywords and improve the performance on that page. By doing this, you will quickly generate more traffic to your client’s webpages in a limited amount of time.

This is one of the quickest ways to generate traffic. Moreover, it gives you an upper hand over your competitors as you build a good relationship with your client. This will also give you more time to create a relevant strategy for your client’s other needs.

For new pages

The second stage of keyword research is for new pages. For these pages, you will need to put in extra effort and come up with content strategies that will benefit your client. You need to do ample research on keywords and their performance on search engines.

You can create landing pages, blogs, etc. with useful keywords to generate more traffic on your client’s website. You create new pages with better content strategies in this stage after you are done enhancing the existing pages.

In a way, you supplement your client’s work with new pages that will generate more traffic to their website.

Use the template

This template can help you find the right keywords for your client’s webpages. You need to first look at keywords that are generally used by your client’s competitors. After this, you need to check their corresponding page on searches.

For instance, if a particular keyword fares well as a blog on your competitor’s website, you should use it for a blog too. Take the top three search results for each keyword and compile them to create a very specific keyword template.

(Source : Google Images)

You can use it for anything you want. However, be sure you update it frequently so that there is no outdated information on it.

How to identify main or secondary keywords on existing pages?

Sometimes, the keywords you curate are already used by your client on their websites. However, improper usage of keywords will result in low traffic and degraded website performance.

Once you have your main keywords in place, you need to recheck them to see if they are the right fit for your client’s website. You can put it through various online tools like Ahrefs to see if it is what you want.

(Source : https://ahrefs.com/keywords-explorer)

You can get help from outside or do it all by yourself too. The bottom line of this operation should be that you are focused on the topical content of the webpage. Make sure the keyword optimization done is relevant to what is on the page.

You can always hire expert contractors to do this for you. However, if you are a new agency and are trying to save up on capital, you will have to do it on your own.

Compile the webpage URLs that you are going to be assessing. You must mention their main keywords alongside them so you can keep a check. However, be sure to run the webpage by Ahrefs after that.

It is possible that the page content is completely irrelevant to its main keyword. This will reduce relevant traffic to the webpage. It is very easy to tackle this type of problem too. All you need to do is look for better keyword ranking.

For instance, if the webpage is about tobacco addiction, your main keyword should be either tobacco or addiction centric. You cannot have a keyword with a high-ranking that has no relation to the webpage content.

So, you need to find a relevant high ranking keyword for the page and use it as your main keyword. Additionally, you will also need to search for subsidiary keywords that can be used along with your main keyword.

You can stray away a little bit and find keywords that you think will connect well with the webpage content. For instance, cigarettes, nicotine, and cancer could be relevant to tobacco addiction indirectly. So, you can use them as secondary keywords too.

These secondary keywords will help you find better content for the page. You will have more relevant content that people online will want to read. This will boost your website traffic and rankings very easily.

Keywords for new pages

The second tactic is for new pages or pages that do not have any keywords on them already. These pages require a little more time and effort than the existing pages. However, if you are working for an eCommerce company, writing content for them will be exponentially easier.

On the other hand, if you are working for a local business or a lead generation business, it is not as easy. This is because these platforms have indefinite opportunities to create landing pages and webpages that will be relevant to their corporation.

You should start by assessing their home page. What is it about? What kind of content is on it? Whether they are using the right keywords for it or not. This will give you a jumpstart on the project, and you will know exactly what the website is lacking.

You can start by going through the website’s home page and its title. The first step is as easy as putting it through google search. However, if the title is not descriptive enough, you are unlikely to find relevant webpages with keywords in the search.

Then you can search for what the company does on google. This manual process is tedious, but it is important if your client does not have an optimized webpage. In this search result, you will find landing pages of your client’s competitors.

You can continue looking for keywords in the same manner. Search for relevant titles and go through the results to find something you can use. Use online tools like Ahrefs and SEMrush to find keywords that you can use to optimize these webpages.

Then, you can alter the content on these pages or create a new webpage overall to enhance the website’s performance.

What is keyword intent?

An important part of keyword research is understanding what the customers are looking for. This is also known as search intent. It is the intention with which a customer runs a google search. It is your job to find out what this is about and what they are looking for.

Understanding customer’s intent will help you find better keywords for landing pages and webpages. This intent is mapped out in 5 stages. These stages will help you understand the various phases a customer search goes through. Moreover, this journey eventually leads back to the classic keyword funnel that is known for generating leads.

The client searches are done in 3 basic query stages. These stages include.

1. Informational

In this stage, the client is looking for basic information on the product. He wants to know what this product is about. These keywords generally have a ‘what,’ ‘how,’ ‘where,’ ‘when’ head. This is just the beginning of the process, and the client probably has no intention of buying anything as of yet.

2. Investigative

In this type of query, the customer is digging deeper into the product. He now knows what the product is all about. So, naturally, he will want to see where he can find the best products and compare them online. The main keyword heads for such queries generally include words like ‘best.’

3. Transactional

This is the final stage your customer reaches. In the transactional phase, he is looking to buy these products. He wants to know where he can get them online. The customer will also look for competition at this stage. The head of the main keyword will include words like ‘buy,’ ‘visit,’ ‘call,’ etc. This way, you can create different webpages that cater to your client’s every need.

You can include blogs, landing pages, webpages, etc. depending on the stages your customer is at. This way, your client’s website will be equipped with providing content and relevant information to their customers every step of the way.

Now you can create a single funnel model to better understand lead generation. There are five stages to this funnel, and they are very easy to understand and implement. These five stages include.

·        Attention

This is the general content customers want to see. It could include blog posts and informational content that can be seen on social media and other social platforms too.

·        Awareness

This stage is all about creating awareness among the customers. You need to talk about your client’s products and give out relevant information on their services to generate leads that are actually interested.

·        Discover

At this stage, customers, who are genuinely interested in services that you provide will come across your website. Until now, they were focused on learning about your services are reading about products that are available in the market in general. However, now they know you are a service provider they can approach.

·        Consideration

This is a crucial stage. Here is where all the leads are converted to clients. These customers already know about the kind of services you provide. They now want to know whether you are worth their time.

·        Customer

This is the bottom stage of the funnel, where not a lot of SEO is required. The leads are now your customers and use your products and services with loyalty.

 

How to add supporting data in your content

Your client is not just looking for a list of keywords in their data anymore. They need details for what they can rank for in these files too. You can provide them this information by giving them the nature of the searches and checking what their competition does online.

The process you can follow is.

1.     Take the top three results of all the keywords

You can use a keyword and put it through a simple google search. Then take the first three results that show up and add them to your files. This shows the kind of content that has the highest ranking on Google for a given keyword

2.     Check the number of links you get with each result

This type of result is important for your client because it tells them the kind of competition they are facing. They want to know about the density of top results for this keyword

3.     Understand the link velocity

Link velocity is basically the number of new links added to the search results on a monthly basis. This helps your client estimate how fast their page needs to grow in order to compete with new webpages.

4.     Understand the content type that comes up

There are chances that a particular keyword will show you google search results in the form of YouTube videos too. So, it is important for you to add these important details in the data for your client to understand.

You can use Ahrefs to get this basic information on keywords. This platform will give you all the quality assessment details that you will need for these keywords. The most important thing you need to do is understand what this page about then creates a database of all the information you collect.

How to present this data to your clients

You cannot send your highly detailed database just as it is to your clients. You may understand these figures, but executives in different companies will not. You need to simplify this process and tone the information down to a level your clients can easily understand.

The best way to let your client know what you are talking about is using an opportunity score system. This is essentially a template that takes all the information from your database and creates a scoring system that is easy to understand for your clients.

It is a highly visualized way of representing information so that your client does not have to wrack his head over digits that mean nothing to him.

Use the website metrics

(Source : Google Images)

This is where you list out the opportunities for a client. You need to show the client where you will optimize keywords and enhance traffic and present it as an opportunity to do better.

You can also show them what the domain authority is like and where their website’s interests lie. All these can be presented as opportunities, which makes it easier for your client to understand.

Show them what you will do

Now that you have mentioned where all they can improve, you need to show them what you will do. They already know their weak spots and where their website lacks. You can now show them that you have a strategy to help them overcome these issues on their platform.

Create a presentation

You can create a keyword research presentation to send to your client. This is very convenient, and you can also create a template that you can use for different clients too. This presentation should include.

1. Introduction

What you did and how you did it. You can send your client a website quality audit and show them the tests you ran on their website to come up with issues that they are facing.

You can list these problems down in the presentation in the following slides and explain them. Chances are your client is unaware of the technical terms that you use. So, take your time and try to be thorough with the explanation.

2. Analysis of the results

You can now talk about what you saw and the verdict you came up with. This way, you can give them final results of the issues they are facing.

3. Solutions

Mention how you plan on tackling the aforementioned problems in the next few slides. This will make it easier for your clients to navigate through and understand the presentation.

In the end, you can send them a simplified version of your spreadsheet that includes all the information. Along with that, you can send them a detailed presentation to help them understand your plan of action too.

In conclusion

Keyword research is one of the most important jobs you will have to do as an SEO agency. These keywords hold a lot of importance in generating traffic and improving a website’s performance. Moreover, having the right strategy for different platforms is also very important. Go ahead and spend a good amount of time over keyword research to make your client’s website performance better than it ever was.

 

A ServiceNow wizard by trade, Gaby quit her 9-5 to pursue the world of search marketing. As a Customer Success Manager at SERPninja, she makes sure your projects get the attention they deserve. She is a certified Google Campaign Manager, HubSpot Inbound Marketing Expert and a SEMrush Expert – it is safe to say she knows exactly what she is talking about. She swears by  “The 5 Hour Work Week” but ends up working 80 hours a week to make sure your SEO is handled right.