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Before keyword research, ask questions

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These are the 10 most liked videos on YouTube 1 week ago. Google celebrates Halloween with interactive Google Doodle 1 week ago. Show More. You may have a way of describing what you do, but how does your audience search for the product, service, or information you provide? Answering this question is a crucial first step in the keyword research process.

You likely have a few keywords in mind that you would like to rank for. These will be things like your products, services, or other topics your website addresses, and they are great seed keywords for your research, so start there!

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You can enter those keywords into a keyword research tool to discover average monthly search volume and similar keywords. Once you enter in your seed keywords into a keyword research tool, you will begin to discover other keywords, common questions, and topics for your content that you might have otherwise missed.

In the process of discovering relevant keywords for your content, you will likely notice that the search volume of those keywords varies greatly. While you definitely want to target terms that your audience is searching for, in some cases, it may be more advantageous to target terms with lower search volume because they're far less competitive. Since both high- and low-competition keywords can be advantageous for your website, learning more about search volume can help you prioritize keywords and pick the ones that will give your website the biggest strategic advantage. Moz has a free tool that can help you discover and analyze keywords.

When you're ready to get your hands dirty with keyword research, give it a try! The higher the search volume for a given keyword or keyword phrase, the more work is typically required to achieve higher rankings. Typically, the higher the search volume, the greater the competition and effort required to achieve organic ranking success.

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Go too low, though, and you risk not drawing any searchers to your site. In many cases, it may be most advantageous to target highly specific, lower competition search terms. In SEO, we call those long-tail keywords. It's wonderful to deal with keywords that have 50, searches a month, or even 5, searches a month, but in reality, these popular search terms only make up a fraction of all searches performed on the web.

In fact, keywords with very high search volumes may even indicate ambiguous intent, which, if you target these terms, it could put you at risk for drawing visitors to your site whose goals don't match the content your page provides. Does the searcher want to know the nutritional value of pizza? Order a pizza?

Find a restaurant to take their family? If you're searching for "pizza," Google thinks you may also be interested in "cheese.

Was your intent to find a pizza place for lunch? Long tail keywords with lower search volume often convert better, because searchers are more specific and intentional in their searches. For example, a person searching for "shoes" is probably just browsing.

On the other hand, someone searching for "best price red womens size 7 running shoe" practically has their wallet out! Discovering what questions people are asking in your space — and adding those questions and their answers to an FAQ page — can yield incredible organic traffic for your website. How do you know which to tackle first? It could be a good idea to prioritize high-volume keywords that your competitors are not currently ranking for.