Marketing To Architects: Technical Content
In the built environment, technical content serves as the backbone of every new project, so...
Hi, I’m Olivia the client services manager at Insynth marketing and today I’m going to talk you through how you can find new keywords.
Keyword research is not a one-time thing. If you’ve never had keyword research carried out for your company or if you’ve not looked yourself, it will be a bigger initial task. However, you should then review these keywords to see if they are still relevant, remove those that aren’t and add any new ones. This should be done every 6 months or so.
New keywords can be found in several ways. I’m going to run through 3.
So, going back to the first point – using the right keyword software tools can give you complete transparency of the market you’re competing in, uncovering gaps in the content available online. A lot of the time new online competitors are discovered during this.
You can find out what monthly search volume there is for a keyword, how hard it is to rank for that keyword, what it would cost for Payperclik and more. Going into the granular level helps highlight any sweet spots or gaps to kick off your content strategy with.
Although it’s not wise to be lead by what competitors are doing, it’s handy to be in the know of their strengths and weaknesses. It may be that a competitor dominates a space with certain keywords so to try and take them on would be a big and time-consuming challenge. That’s why highlighting the gaps are so important, as you’re more likely to see results quicker.
The second point was keeping up to date with regulations. Now, this might sound obvious but SEO is a long term strategy, so if the name of a security rating for example changes, you need to plan ahead. Now, of course, the search is not going to change overnight, as these things take time to become the norm. But it’s wise to be mindful of the terminology people are using and the shift this might have to your keywords.
Finally – listening to what people are saying. This again sounds so obvious but there are certain ways of doing this and maximising the results you get. Ask people questions in person to get a feel for what they would search for or how they came across your site. It’s the simplest way but one that the majority of people don’t do.
You can also listen on social media platforms. Social listening refers to tracking conversations across the likes of LinkedIn and Twitter. There are social listening tools available that you can set up so that when a certain keyword is mentioned on social media, you get notified. This keeps you in the loop with what is being said on social around the keyword and also means you can act quickly on anything trending or new.
On that note I want to conclude with a final tip, Google has a content detection and notification service, completely free of charge. All you have to do is set up the keywords you want to be notified on, it’s called ‘Google Alerts’ – it sends you an email when it finds new results such as web pages, articles, blogs or research published that match the search term you set up, ensuring you’re the first to know of new content – Enjoy!