Part 2. Your keyword gems. Use them to make your search results shine

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When planning a Search Engine Optimisation strategy, you need to identify your keywords, and more so your gems. To do this, you’ll need to engage in a little keyword research.

Keyword research is the process of finding the search terms people enter into search engines when looking for the goods and services in your market sector.

Keyword Gems are words/phrases that you are already getting found for with low traffic, clicks, or page rank.

The gems are the words that you have already embedded in your digital content that have begun to connect your search engine visibility with what people are searching for. It’s with these gems that you can truly commit to building a focused keyword collection and search engine optimisation strategy.

Get into analytics.
Finding your gems is relatively straight forward. With the Google Analytics tool connected to your website, you can find out the search terms that are being linked to your online portals.

Keyword context.
Words often have many meanings, so it’s important to find out the ‘why’ behind why users are using these keywords. The best way to establish context or intent is to do a search of your keywords yourself. The returns should show you how the keywords are being used, and in what kinds of phrases. It’s these phrases and the context that you should consider employing in your own content.

Pay attention to related search terms.
At the base of your Google searches, you’ll find a selection of related search terms that Google will deliver as further options for your search. These keywords should spark ideas for other keywords you may wish to consider.

Check your competitors’ returns.
Next, check your gems against those who are in the same game as you. When you are searching your keywords gems, pay attention to where your competitors are appearing on the results page in comparison to you. If they are higher, you’ll need work a bit harder on those gems. If they are lower, this is a potion you’ll want to defend.

Now that you have your list of keywords, you’re ready to begin planning your search optimisation content. For example, the landing pages we discussed in the previous article. They’ll need to be replete with your gems. Not to mention your blog articles, website content, and social media posts.

Read part 1 and part 3 of our SEM series.