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To effectively market online you must understand the needs of your potential customer and how your products can be their solution. After you understand your customer, the process of how to reach them can be broken down into simple steps that will significantly improve your marketing strategies. Taking the time to research the top keywords and phrases related to your industry will help you reach your potential customer more efficiently. This process is called keyword research. Learning to educate your potential customers on the topics they are interested in helps you to build credibility and trust, making it easier for them to buy from you instead of your competitors. This process will help to ensure that you are targeting people who are interested in what you are selling, and not wasting time or money marketing to people who aren’t.

Here are four steps in completing keyword research for your business:

1. Determine your goal

When determining your goal, begin by critically thinking about what you ultimately want to accomplish with your customers. For example, if you are a fitness instructor your goal might be to get more customers to sign up for your membership or personal training programs. Starting this process with the end goal in mind allows you to map out the steps you will need to take to reach the desired goal.

2. Identify your related topics and key terms

After you’ve determined your goal, you’ll need to break it down into two to four related topics, also known as subtopics. These subtopics are categories that are related to your goal. The related topic can be brands, people of interest, or other terms that are associated with your industry. In this step in the process, it is your job to critically think about what your potential customer might search for when looking to buy your type of product or service. For example, if your goal is for more people to subscribe to your fitness membership, then your related topics might be weight loss, diet, and exercise.

 

Once you have your main related topics, you will need to list all the related terms. This will be a massive list of all the terms that you can think of related to these topics.

3. Develop your power phrases

Buyer intent phrases are action words and phrases a potential customer will use when considering purchasing a product or service. These intent phrases include “best,” “How to,” “cheapest,” etc. Your job is to combine your related terms with the buyer intent phrases, creating a massive list of potential searchable topics your customer will seek when looking for your services. For example, if you have identified your keyword term as “cardio exercise,” your key terms could be “best cardio exercise” and “How to do cardio exercise.”b. Once your list is created, you can now start the process of identifying how often these keywords are the most often searched. If you are having a hard time creating these power phrases, there is a free tool called keyword.io that can generate a random list of power phrases.

4. Identify audience-appropriate topics

From your list of power phrases, two tools are useful to narrow and eliminate those topics your audience is not interested in. Those remaining are the topics that you will use for content creation to drive traffic to your business.

  • KWfinder.com

KWFinder.com is a free tool. The website will help to identify which keywords are being searched, how often, and how hard it will be to rank on Google. This will help you forecast how difficult it will be for you to land on the first page of Google with your selected keyword and power phrase.

  • Google Adwords

This tool will help you discover new keywords related to your topic and determine how many searches they get on Google.

This process will start you on the right track to understanding what topics your potential customers want to know about before buying your products and services. Although this process will take some work, it will help you in planning months of content to help market your business.  If you need help with keyword research, download our free keyword research guide here.