Marketing To Architects: Technical Content
In the built environment, technical content serves as the backbone of every new project, so...
When was the last time you analysed the search around your products and services? If your answer is never then you’re not alone.
Hi, I’m Sandy and today, I’ll talk to you through how to analyse search around your products and services in the building product industry, so you can completely understand how to segment your offering.
Google has kept us on our toes with all these big changes over the years. However, one change that has always been the same for inbound marketers is keyword research.
Keyword research is the practice of finding and analysing search terms that people enter into search engines when looking for solutions, with the purpose of using that data for a specific purpose.
This purpose is often for search engine optimisation (SEO) or general marketing. Keyword research can uncover key questions to target, the popularity of these questions, how difficult it is to rank for these questions, and more.
When you discover the key questions your target audience is searching for, you can use these to create keywords in blogs answering these questions to make sure your blog ranks highly for these keywords.
Keyword research and SEO tools such as Ahrefs, SEMrush, and Ubersuggest can help you come up with more keyword ideas based on the ideas you've generated up to this point.
This exercise might give you alternatives that you might not have considered.
Ultimately, keyword research tells you what topics people care about and, if you use the right SEO tool, how popular those topics actually are among your audience.
The key term here is topics -- by researching keywords that are getting a high volume of searches per month, you can identify and sort your content into topics that you want to create content on. Then, you can use these topics to determine which keywords you look for and target.
How to analyse search in steps.
Think about the topics you want to rank for in terms of generic buckets.
Come up with about 5-10 topic buckets you think are important to your building product business, and then you'll use those topic buckets to help come up with some specific keywords.
Now that you have a few topic buckets you want to focus on, in this step find some keywords that fall into those buckets.
These are keyword phrases you think are important to rank for in the SERPs (search engine results pages) because your target customer is probably searching for those specific terms.
If your keyword bucket is for security fencing, keywords might be – what security fencing will work for my site, or a location-based keyword like – security fencing for London sites.
User intent is now one of the most important factors in your ability to rank well on search engines like Google.
Now, more than ever, Google is smart enough to show results for questions in the search bar.
To verify what a user's intent is in a keyword, it's a good idea to simply enter this keyword into a search engine and see what types of results come up.
If you're struggling to think of more keywords people might be searching about a specific topic, take a look at the related search terms that appear when you plug in a keyword into Google.
When you type in your search term, scroll to the bottom of Google's results, and you'll notice some suggestions for searches related to your original input. These keywords can spark ideas for other keywords you may want to take into consideration.