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Keyword research and strategy form the foundation of any SEO campaign, but they can often be tricky to get right.
There are several common keyword research problems that can derail your efforts:
- Prioritizing high search volumes without considering user intent.
- Overlooking low-competition, long-tail keywords.
- Ignoring keyword cannibalization, where multiple pages compete for the same keyword.
- Neglecting to gather and incorporate real customer questions into your keyword strategy.
- Focusing too much on keywords without understanding the broader search landscape and competitor activities.
These missteps can cost valuable time and resources, leaving your content less effective.
In this post, we’ll explore some of these challenges and offer practical solutions that help, even if you’re working with a tight budget.
How Does Focusing Solely on High-Volume Keywords Hurt Your SEO Strategy?
Focusing on high-volume keywords sounds like a great idea – they’re popular, right?
But think of it like trying to sell lemonade in a huge crowd where dozens of other vendors are doing the same thing.
Yes, there are lots of people, but you’re also dealing with heavy competition.
Targeting only high-volume keywords means you’re up against bigger sites, and it becomes much harder to rank.
Instead, focusing on long-tail keywords (specific phrases like “best vegan sneakers for running”) allows you to reach an audience with clearer intent, making it easier to stand out.
Think of it as setting up a stand in a cozy corner of the market, where people know exactly what they want and you’re the only option.
Why Is Search Intent More Important Than Search Volume?
Search intent is about understanding why someone is searching.
If you’re not thinking about why someone is typing a specific phrase into Google, you might miss the mark.
Imagine you’re a shoe store—targeting “how to clean sneakers” won’t bring in shoppers, but targeting “buy vegan running sneakers” will get you those ready to purchase.
Matching your content with user intent is essential to building trust.
When your audience finds exactly what they need, they’re more likely to engage with your brand and keep coming back.
Types of Search Intent
- Informational: Users are looking for knowledge (e.g., “how to clean sneakers”).
- Commercial: They’re comparing options (e.g., “best vegan running sneakers”).
- Transactional: They’re ready to buy (e.g., “buy vegan sneakers near me”).
What Is Keyword Cannibalization and How Can It Be Avoided?
Keyword cannibalization happens when two or more pages on your site target the same keyword, which confuses search engines and drags both pages down in the rankings.
Think of it as sending two employees to the same meeting, each trying to talk over the other – it’s confusing for everyone involved, and nothing gets done.
The solution?
Use content clusters, where each page focuses on a unique aspect of a larger topic.
For instance, you could have one page about “vegan sneakers for running” and another about “vegan casual sneakers,” avoiding overlap while still covering a broad topic.
How Can Gathering Customer Questions Improve Your Keyword Strategy?
Your customers know what they need better than anyone else.
Ignoring their questions means missing out on valuable insights for your SEO strategy.
Whether it’s questions from customer service calls, reviews, or even social media comments, these sources are goldmines for uncovering keywords that matter.
By focusing on real problems your audience faces, you can make your content highly relevant and helpful.
This approach isn’t just about SEO – it’s about serving your customers better, meeting their needs, and speaking their language.
Where to Find Customer Questions
- Customer service calls: Ask your team what questions come up most.
- Social media: Look at comments or posts mentioning your brand.
- Forums like Reddit or Quora: Check out what your audience is talking about.
Keyword Research on a Budget
Doing keyword research on a budget is possible.
Free tools like Google Keyword Planner or AnswerThePublic can help you identify keywords without needing a large investment.
You can also manually check the search results for key terms and see what kind of content is ranking.
Pair this with your customer insights, and you’ve got a strategy that won’t drain your budget.
Moving Forward
When it comes to keyword research, it’s easy to make mistakes like chasing high-volume keywords or forgetting about search intent.
By focusing on the real needs of your audience and addressing their specific questions, you’ll build a keyword strategy that’s both effective and aligned with your goals.
At Permission Marketing, we believe that discovery and understanding are the foundation for any successful marketing strategy.
Start by focusing on what truly matters to your audience, and you’ll find success – even when working on a budget.