Keywords or search terms form the basis of optimizing content for search engines such as Google. With their help, you can optimize your talk’s metadata. But how do you find the best terms for your own talk, your series or your user profile? Voice Republic presents you with two simple options to conduct keyword research. But first, a few ground rules for keywords.
Keywords: What you need to know
- The chosen keywords must be related to the content. The expectation the user has during the search should be met.
- The search for keywords gets simpler the better you are acqainted with the content and the more clearly you have outlined it. Imagine what you would look for yourself to find the talk concerned.
- Keywords should be as suitable as possible. Generic keywords, such as “podcasts” or “live stream” lead to great dispersion. Optimize your content for keywords that are as accurate as possible.
- Keywords don’t always exist of only one word – even if the name suggests it. A keyword can also be a whole phrase or phrase chain.
- For keywords not only the term in itself is decisive, but also its spelling and the order of the words. For example, the phrases “Frankfurt Book Fair” and “Book Fair Frankfurt” have a very different numbr of searh requests. Therefore, you should test different spellings and different orders of the keyword components.
Google Suggest: The easiest keyword research
You have certainly noticed that Google gives you proposals when you type something in the search box, already with the first letter of your search. These proposals derive from an algorithm that takes your previous searches and the searches of other people into account. So Google is trying to assist in the formulation of the query. The feature is called Google Suggest.
You can use these proposals for your SEO and search for your keywords. Think about what people who are interested in you topic would be looking for. An example: The following is an interview Voice Republic conducted with Leander Wattig.
The interview is also a prelude to our new audio newsletter. However, this is still little known – because so far only a small portion has been released. It is obvious that people are more prone t search for Leander Wattig. If you put his name in the Google search, you get valuable tips concerning keywords.
Obviously, most people search for Leander Wattig’s communication channels and initiatives in connectin with his name. If these play a role in the interview, the keywords should be included in the description, for example “Leander Wattig crowdfunding.”
Google Keyword Planner: Keyword research for pros
Using Google Suggest you get keyword ideas, but can not really assess how often they are searcht for and which other related keywords there are. For a more deatiled keyword research, the tool “Google Keyword Planner” is very helpful. Unfortunately, you can no longer access it without a Google Adwords account. However, the account is free and can be operated without placing ads.
Once you have set up an account, you can use all features of the Keyword Planner. Chose it from the dropdown menu called “Tools”.
Now you can select different options. The simplest is to search using phrases for keywords. This way you get more suggestions and information on how often the keywords are searched and how the competition is. You can get ideas for these phrases with the help of Google Suggest or by your own considerations.
If you have already created the talk you want to optimize, you can enter the URL into the field “Your landing page”. Google then optimizes the proposals for this website. Otherwise, you can also leave this field blank. Once you have entered different terms, you will get suggestions for ad groups and keyword ideas. Click on the tab “Keyword Ideas” to get an anlysis of the specific keywords’ search volume and competition.
Under “competition” you can see whether many other sites also optimize on these terms and run ads or rather not. A high competition suggests that it is not necessarily easy to get to the top ranks quickly with this keyword. For this reason, one should not only look at the search volume, but also at the degree of competition. Sometimes it is also worthwhile to choose very specific keywords with a smaller search volume and low competition. Then, although fewer people are looking for it, but have a higher accuracy.
In addition to the keywords you chose, Google also suggests related search terms. You should go through this list in any case to be aware of the alternatives and to make comparisons.
What to do with your keywords
You should focus on a few keywords or phrases per talk page (about 1-3). Too many keywords do not help in optimizing. Use the words and phrases you found in your keyword research now to optimize your metadata and content. Find advice on how to do that in our blog post on search engine optimization.