Keyword research is a critical component of any SEO strategy, serving as the foundation for your content creation and optimisation efforts. However, in many digital agencies it is a task whose difficulty is underestimated so is often given to less experienced members of staff to complete. This can cause mistakes to be made that lead to it’s easy to future efforts being undermined and valuable resources wasted. Here are eleven mistakes that are often made by digital agencies on behalf of their clients when conducting keyword research:
1. Neglecting Search Intent
Mistake: Focusing solely on keywords without considering the intent behind them.
Solution: Understanding the search intent—informational, navigational, transactional, or commercial—behind each keyword is paramount to future successes as it means aligning your content with what users are actually looking for. For instance, if the intent is informational, provide comprehensive guides or how-tos; if it’s transactional, ensure your product pages are optimised for conversions.
2. Overlooking Long-Tail Keywords
Mistake: Concentrating only on high-volume, competitive keywords.
Solution: Include long-tail keywords in your strategy. These longer, more specific phrases that, while having lower search volumes, often convert better because they reflect more precise user intent. Use tools like Google’s Keyword Planner or Ahrefs to discover long-tail keywords relevant to your niche.
3. Ignoring Competitor Analysis
Mistake: Not analyzing what keywords your competitors are ranking for.
Solution: Conduct competitor keyword analysis using tools like SEMrush and Ahrefs means you can identify keywords your competitors rank for and evaluate if you can realistically compete for those terms. You can also find gaps where they do not have a ranking presence which you can look to fill.
4. Failing to Update Keywords Regularly
Mistake: Treating keyword research as a one-time task.
Solution: Keyword trends and user behaviors change over time. Regularly update your keyword research to stay current with these changes. Periodically revisit your keyword list, analyze new trends, and adjust your content strategy accordingly.
5. Not Using a Variety of Tools
Mistake: Relying on a single keyword research tool.
Solution: Use multiple tools to get a comprehensive view of keyword opportunities. Each tool has different strengths; for example, Google Keyword Planner is great for getting search volumes, while Ahrefs excels in providing competitive analysis and keyword difficulty scores. Individual tools can also provide wildly different search volumes, meaning an over-reliance on one, can lead a flawed strategy.
6. Ignoring Localization
Mistake: Focusing only on global keywords when your target audience is local.
Solution: Incorporate local keywords if your business targets a specific geographic area. Use location-based keywords and tools like Google My Business to optimize for local search terms. For example, instead of targeting “best coffee shops,” use “best coffee shops in [City].” Local businesses must also be careful not to use national search volumes when evaluating their keyword position for phrases that they only appear locally for.
7. Disregarding Keyword Difficulty
Mistake: Targeting highly competitive keywords that your site cannot realistically rank for.
Solution: Assess the keyword difficulty score provided by tools like Ahrefs or Moz. Balance your strategy between low-difficulty and high-difficulty keywords. Aim for keywords that have a moderate difficulty and a good search volume to increase your chances of ranking.
8. Overstuffing Keywords
Mistake: Trying to include too many keywords in your content, leading to keyword stuffing.
Solution: Focus on writing naturally and prioritizing user experience. Use keywords strategically, but avoid overloading your content. Aim for a natural keyword density and include synonyms and related terms to avoid penalization by search engines.
9. Not Aligning Keywords with Content Strategy
Mistake: Choosing keywords that don’t fit your content strategy or brand message.
Solution: Ensure your keywords align with your overall content strategy and business goals. Create a content plan that incorporates your target keywords in a way that supports your brand voice and delivers value to your audience.
10. Ignoring SERP Features
Mistake: Not considering the different types of results that appear for your target keywords, such as featured snippets, local packs, or video results.
Solution: Analyze the search engine results pages (SERPs) for your target keywords to understand what types of content Google is favouring. Optimize your content to match these formats, whether it’s creating how-to guides, videos, or local business listings.
11. Failing To Effectively Map Keywords
Mistake: Failing to consider what pages should be optimised for specific keywords can lead to keyword cannibalisation and a poorly structured website.
Solution: Ensure keywords are mapped to individual pages on the website and that every new page built has an assigned set of keywords that is not being targeted by any other page on the website
Conclusion
Avoiding these common keyword research mistakes can significantly enhance the effectiveness of your SEO efforts. By understanding search intent, incorporating long-tail and local keywords, regularly updating your keyword list, and using a variety of tools, you can develop a robust keyword strategy that drives traffic and conversions. Stay vigilant and adaptable to maintain a competitive edge in the ever-evolving digital landscape.