SEO Keyword Research Part 3: Establish Keyword Profitability Potential
A step that most business owners and SEO agencies miss: establishing keyword profitability as part of the SEO Keyword Research. phase.
As a business owner, it is important that you work on ranking for both profitable and educational keywords related to your niche or industry. But if you are running a small business, chances are you will want to focus on profitable keywords first to see tangible results using SEO in the shortest period of time.
But how can you establish the keyword profitability potential of keywords?
Let’s dive in!
Before establishing the profitability of your keywords, you need to understand what short tail keywords and long tail keywords are.
Short Tail Keywords
Short tail keywords are usually 1 to 3 words and cover a broad topic.
Short tail keywords have a higher search volume and are usually more competitive to rank on Google too.
Examples of short tail keywords in the resume writing niche:
Resume
Resume writing
Cover letter
Resume templates
Resume tips
Examples of short tail keywords in the corporate team building activities niche:
Team bonding
Corporate activities
Team building
Even though short tail keywords have the ability of attracting more visitors to a website, the conversion rate (of website visitors to customers) for short tail keywords may be lower.
Long Tail Keywords
Long tail keywords are usually 3 to 5 words and cover a more niche topic.
Long tail keywords have a lower search volume and are usually less competitive to rank on Google too.
Examples of long tail keywords in the resume writing niche:
Resume writing services
Resume writing services Singapore
Resume templates for software engineers
How To Write A Cover Letter
Examples of long tail keywords in the corporate team building activities niche:
Corporate team bonding services Singapore
Corporate team building activities Singapore
Indoor corporate team building activities Singapore
Cheap team building companies Singapore
Even though long tail keywords attract less visitors to a website, the conversion rate (of website visitors to customers) for some long tail keywords may be higher.
Examples of Short Tail Keywords & Long Tail Keywords:
To explain the difference between short and long tail keywords further, I have come up with a table for you below to show the differences.
Based on the table above, do you think someone searching for the keyword "Camera" is more likely to buy? or someone searching for the keyword "Canon EOS 1300D DSLR Camera"? I would safely say the latter.
Similarly, someone searching for the keyword "Professional Resume Writing Service Singapore" is more likely to buy than someone searching for "Resume Writing" in general.. Just the keyword people search somewhat indicates the level of buying intent the searcher has!
Wow.
And the best part?
Longer tail keywords are often less competitive to rank and yet potentially more profitable!
But are longer tail keywords ALWAYS more profitable?
No. It depends what longer tail keyword you are looking at.
For example, the keyword "Resume Writing Tips To Get An Interview" may indicate that the searcher is simply looking for resume tips to improve his own resume. He may not have any buying intent when searching for that keyword.
Similarly, some long tail keywords don't even have demand (steps to check the demand of a keyword here). Meaning people are not searching them. So why write a content piece around that keyword?
Educational Keywords
Educational keywords are keywords that seek to educate the searcher or give them more information to something they are looking to understand first.
By ranking for educational keywords, you can build trust and credibility around your niche and create awareness and engagement around your products, services and expertise.
I share more about the 8 stages of a customer buyer’s journey of bringing prospects from the awareness stage to the buying stage in my LinkedIn post here.
Examples of Educational Keywords in the resume writing niche include:
Resume writing tips
How to write a resume
How to write a professional resume
How long should my resume be
Examples of Educational Keywords in the corporate team building niche include:
What is corporate team bonding
Why are team bonding activities important
How to choose a team bonding activity
It is important to write content around educational keywords on your website to establish yourself as a trusted authority in your niche during the early stages of the customer buyer’s journey.
However, as a small business owner, it is best to focus on profitable keywords first to see tangible results using SEO in the shortest period of time. After putting out content on profitable keywords in your niche, write and publish content around educational keywords too.
Profitable Keywords
Profitable keywords are keywords where customers are searching with a consideration or intent to buy your product or service when they land on your page.
By ranking for profitable keywords, you can generate sales for your product or service. But make sure your website visitor can understand
Your product/service offering + call to action clearly
Your unique selling point that makes you stand out from your competition
The above factors along with convincing copywriting will maximise your conversions of visitors to customers.
Examples of Profitable Keywords in the resume writing niche include:
Resume writing services
Done for you resume writing services
Resume review services
Resume consultations
Examples of Profitable Keywords in the corporate team building niche include:
Corporate team bonding activities Singapore
Cheap corporate team bonding activities Singapore
Indoor corporate team bonding activities Singapore
Strategic keyword research cannot be learnt with theory alone. It takes practice and experience just like any other skill.
Want to learn step by step how you can start ranking on Google Page 1 ? Join my SEO school for founders here.
