1. Target competitors' branded keywords
The first method is to target your competitors„ branded keywords. These are keywords that contain your competitor's brand name, such as ”[competitor name] prices„ or ”[competitor name] reviews".
These keywords are searched for by users who want to evaluate the product before buying. If you manage to get traffic from these searches, it will not only expand your audience, but you might even be able to lure some customers away from your competitors.
2. Use monitoring and analysis tools
The next method is to use monitoring and analysis tools. Think of social media platforms, for example: here you can see what recommendations people are looking for, what they are considering when they make a purchase.
Another useful platform is Reddit, where you can monitor conversations about your competitors or how your product is described.
Another tool you can use is the analysis of conversations recorded by the sales team. This will help you understand how your target audience members talk about their needs and problems, what keywords they use. This will ensure you don't miss out on traffic that uses different language but is looking for exactly your product.
3. Use structured feedback processes
Create feedback processes within the different teams of the company! For example, you can use the feedback collected by the sales and account teams to identify where there are content gaps.
We use a spreadsheet system, for example, where the team can add their ideas, which are automatically added to the content planning calendar after approval. Alternatively, a joint document or bi-weekly meetings to discuss feedback could be an alternative.
4. Use modifiers for basic keywords
Add modifiers to your basic keywords to create more specific keywords. Examples:
- Industry-specific: „Nonprofit project management software”
- Personalised: „HR project management software”
- Company size: „Project management software for small businesses”
These modifiers help to reach smaller audiences with higher purchasing intentions.
5. Connect the content to the sections of your customer funnel
It's important to match your keywords to different sections in your customer funnel.
- Top of funnel: „Project management tips”
- Centre of the funnel: „[Software name] comparisons”
- Bottom of the funnel: „[Software name] implementation”
This allows you to provide relevant content at every stage.
6. Use your own data
Use internal data to enrich your keyword lists! For example:
- Customer onboarding forms: What industries do they come from, what problems are they trying to solve?
- Not from customer data: You can use CRM records to identify what potential customers are looking for.
This data can be extremely valuable because it is precisely related to your product.
Summary:
The effectiveness of keyword research depends largely on going beyond traditional tools and using new, creative methods. Strategies such as targeting competitors' branded keywords, using monitoring tools or enriching basic keywords with modifiers will help you create more relevant and targeted content.
These tools can not only increase traffic, but also help you reach a higher buying audience. Regular feedback and analysis of internal data offer further opportunities to fine-tune keyword lists. Overall, continuous keyword research and optimisation is essential for long-term success.
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