When it comes to keyword research one of the main things that you need to understand is that there are different types of keywords and once you have this understanding you’ll be able to find the keywords that will be easiest to profit from with the least amount of effort.
So for example if you take the word “camera” then that is considered a “short tail keyword”.
If you take the words “Canon EOS Rebel T3 review” then that is considered a “long tail keyword”.
Now the one thing that you need to understand about short tail keywords vs. long tail keywords is the fact that short tail keywords will always have a higher search volume than long tail keywords.
So for example the keyword “camera” gets 550,000 exact searches per month according to the Google Keyword Planner.
But the keyword “Canon EOS Rebel T3 review” only gets 1,900 exact searches per month according to the Google Keyword Planner.
So “camera” is getting searched for a lot more often than “Canon Eos Rebel T3 review”.
So from a keyword research perspective you might think that you should only target the Short Tail Keywords like “camera” that get massive amounts of searches per month because it would be a waste of your time to target a keyword that only gets 1,900 searches per month right?
The reason I say it’s wrong is because typically the more specific the keyword or phrase the more likely it is that it will convert into a sale because it is very targeted towards exactly what someone is searching for.
When a keyword often converts into a sale we call it a “Buyer Keyword”.
Another important element to keyword research that you need to understand is the fact that our customers go through different buying stages before they actually get out their credit card and make a purchase from us.
The specific keyword they’re typing into Google (or any other search engine) generally reflects which stage of the buying process they’re in.
For example here’s the typical stages a potential customer goes through before they buy a product.
1. They identify a problem they have, a want, a need or a desire
2. They go to a search engine and find out what free answers or/and paid products there are for their problem, their want, their need or their desire
3. They check out the different free answers or/and paid products on offer
4. They discover a particular product which appeals to them
5. They research our the particular product some more
6. They believe the product is the answer and will help them
7. They finally buy our product
Now what’s really powerful about keyword research and understanding the different types of keywords is that you can actually identify which stage of the buying process a potential customer is in based on the keyword they’re typing into the search engine.
Because of this fact we can choose how close to the buying stage we want our potential customer to be.
For example let’s take the fictional character of “Bob”.
Bob is 65 years old and he has never owned a camera before.
But Bob has just become a Grandfather for the first time and he thinks it might be time to invest into a decent camera.
He has no idea what makes one camera any different from the next one and he doesn’t even know the name of any camera brands.
Right now Bob is in stage 1 of the buying process.
Bob has identified that he wants/needs/desires a camera, but his problem is that he knows nothing about them right now.
So remember stage 1 is they identify a problem they have, a want, a need or a desire.
Bob reaches stage 2 when he goes to Google and types in his first search keyword.
Remember, at this stage potential customer is usually still just looking for free information to help them solve their problem.
So let’s say Bob types in the keyword “Camera”.
Bob sees various search results as well as right at the top of the page the words “Shop for camera on Google” along with three images of cameras.
Bob clicks on the first image and gets taken to a webpage showing more images of the camera as well as the camera description that lists all of the features.
The problem is Bob doesn’t have a clue what 16 megapixels, 30x optical zoom, CCD sensor or any of the other technical jargon means so he clicks the back button and goes back to Google.
Bob now types in “best DSLR camera” (22,200) into Google so he has now reached buying stage number 3 because he is digging around even further.
Bob then clicks the first site in the search results and lands on a page reviewing the 7 best DSLR cameras.
After reading through the reviews Bob decides he likes the sound of the Canon Eos Rebel T3.
So Bob has now reached buying stage number 4 because he has discovered our business offers a product.
Bob really likes the sound of the Canon Eos Rebel T3 but he’s still not 100% sure so he wants to research some more and find out what other people think of the camera.
So now Bob heads back to Google and types in the product by name (Canon Eos Rebel T3) to see what else he can find out about the camera.
After reading a few more websites Bob types in “canon EOS rebel t3” or he is typing in “canon EOS rebel t3 review”, or is “canon EOS rebel t3 a good camera?”
So Bob is now in buying stage number 5 because he is researching the product some more.
After reading all of sites reviewing our product he reaches stage number 6 and starts to believe that our product is the answer and that it will help him.
Bob then reaches stage number 7 when he gets out his credit card and purchases the product.
So now you’ve got an understanding of the different types of keywords that exist and also the general buying process a potential customer goes through before purchasing a product.
But one thing I will say is that there are exceptions to the rules.
The buying process I’ve given you is just a general buying process which the majority of potential customers will go through before buying a product.
This doesn’t mean to say that from time to time someone won’t just type a keyword into Google and find a site which sells a product and purchase straight away, because that does happen.
The point here is that the majority of people will need a bit more of a push in the right direction and that is where our job as marketers comes into play and we can lead them through the buying stages.
Now with that said, one of the things that we can do to make out lives a hell of a lot easier is to find the potential customers who will make a purchase with the least amount of work from you.
So how do we do this?
We intercept them at a later stage in the buying process.
So for example remember earlier when we talked about long tail keywords vs. short tail keywords?
Well you’ll remember that I said typically the long tail keywords will convert a lot higher than the short tail keywords.
The reason why is because the potential customer is usually typing in short tail keywords when they are at the beginning stages of the buying process and long tail keywords when they are reaching the end.
So just remember, the more focused their keywords become, the more serious they are about buying.
But with that in mind, another point I want you to remember is that the long tail keywords typically have a lower search volume.
So someone who is very close to buying might type in the keyword “Canon Eos Rebel T3 review” and that keyword only gets 1900 searches per month, but that potential customer is incredibly close to making a purchase.
Whereas someone who types in the word “camera” which gets 550,000 searches per month is right at the beginning stages of the buying process and may take a lot more convincing before they feel compelled to purchase the product.
Now the reason I’m telling you this is because when you’re just starting out with a brand new site it’s usually a better idea to go after the long tail keywords in the beginning stages because you are going to have a much better chance of ranking for them quickly and you are much more likely to make a profit with the least amount of effort.
Of course in the long run the end goal is always to build a massive authority site in your niche and then when your site is considered an authority then this is the time to start attacking those short tail keywords that have that high search volume.
This is when you will want to hire a search engine optimisation company like http://www.uptobyte.com/london-seo-services/ so that they can start working on getting you those rankings in Google that you really want.
Here is a video below that also goes into more detail about how you can find they buyer keywords that will make your customers want to buy from you.