Keyword Analysis in a Marketing Agency

| Marketing News

Keyword research and analysis are fundamental for any company or marketing agency looking to optimize their online presence and improve their search engine performance. These processes are more than simple tasks; they are the heart of an effective digital marketing strategy. Taking the time to conduct meticulous research can make the difference between success and failure in the digital world.

The correct choice of keywords not only affects web traffic but also the quality of the visits and the conversion of these visitors into customers. In this article, we will explore in depth how to approach keyword research and analysis, the most effective tools available, and how each phase of the process can influence the success of a marketing campaign.

Phases in the keyword research and analysis process

The keyword research process should be a systematic approach that allows agencies to act more predictably and efficiently. Below, the recommended phases to carry out this crucial task are described:

Client analysis: This is the foundation of any keyword research process. Knowing the client thoroughly is essential to identify the keywords that will truly resonate with their audience.
Keyword brainstorming: This is where creativity comes into play. It is time to generate a list of possible keywords that reflect the products or services offered.
Use of tools like SEMrush: This platform allows for analysis of search volumes and generates additional keyword ideas.
Competitor analysis: It is vital to observe what strategies competitors are using and what keywords they are ranking for.
Keyword Magic Tool from SEMrush: This tool offers new keyword ideas based on previously collected data.

This logical and well-structured process will allow agencies to identify the most appropriate keywords for each project and thus optimize their digital marketing strategy.

1. Client analysis

Client analysis is undoubtedly one of the most critical phases of the process. Without a clear understanding of your business, it is difficult to formulate an effective strategy. Imagine you’re building a pyramid; client analysis is the foundation that supports the rest of the project.

Often, clients do not provide enough information, which can lead to erroneous decisions. To avoid this, it is crucial to prepare a list of questions that help you obtain the necessary information. Below are some essential questions to consider:

What do you do?
How are the products or services you offer divided?
What are your competitive advantages?
What are your SEO or advertising goals?
What terms would you use to search for your product or service on the Internet?
Is there seasonality in your product?
Who is the direct competition?
In what geographic area do you operate?
What is your potential user like?

By obtaining answers to these questions, you can create a clear client profile that will guide all subsequent decisions in the keyword research process.

2. Keyword brainstorming

This phase is where creativity and idea divergence are allowed. Conduct a brainstorming session where as many keywords as possible are generated. Write down everything that comes to mind without filtering; the idea is to accumulate a large number of options.

To facilitate this exercise, consider dividing the words into categories related to the different services or products of the client. For example, if you work with a psychotherapy clinic, some of the keywords you might consider are:

Psychologist
Psychotherapy
Psychologist in Madrid
Anxiety treatment
Psychological consultation near me

Once you have generated an initial list, it is advisable to review and mark the most relevant words and organize them in a document for later use.

3. Use of SEMrush for volume analysis and related keywords

Once you have your initial list of keywords, it is time to use SEMrush to delve into their analysis. By entering each keyword into the tool, you will get data on search volumes, competition, and other critical factors that will help you prioritize the most effective keywords.

Take advantage of SEMrush’s “Phrase Match Keywords” functionality, which will allow you to see related keywords that may not have been considered in your initial brainstorming. It’s also important to evaluate and filter these keywords based on their relevance, search volume, and cost per click.

Remember that not all keywords have to have a high search volume; sometimes, less popular words can be more specific and therefore more valuable.

4. Competitor analysis

Knowing the competition is essential for any digital marketing strategy. SEMrush offers robust tools to analyze what keywords competitors are using and how they are positioning themselves. This information will not only help you identify opportunities but also adjust your strategy accordingly.

When conducting competitor analysis, consider the following questions:

What keywords are competitors using in their campaigns?
What URLs are best positioned?
What do their Google ads look like?

By understanding what works for the competition, you can adapt your own keyword strategies to maximize your effectiveness.

5. New keyword ideas with Keyword Magic Tool

Once you have collected and analyzed competitor data, it’s time to explore new keyword ideas. The “Keyword Magic Tool” within SEMrush allows you to identify questions and related topics that the audience is actively searching.

For example, if you focus on a product like boots, you might discover that users are also looking for information on how to care for or style them. This can open opportunities to create useful content, like blog articles or sections on the product page.

Incorporating these ideas into your content strategy will not only attract traffic but also improve the user experience by providing valuable and relevant information.

Comparison of SEMrush vs Google Ads

The comparison between SEMrush and Google Ads is a recurring topic among digital marketing professionals. Both tools have their pros and cons, but many agencies find that SEMrush offers a more integrated and complete workflow for keyword research.

Below are some reasons why SEMrush may be preferable:

Comprehensive workflow: SEMrush allows for broader and more detailed research than Google Ads.
Related questions: SEMrush offers analysis on questions users ask, something that Google Ads does not provide.
Related keywords: The platform generally offers a greater variety of related keywords.
Ease of use: The interface and filtering options in SEMrush are more intuitive for many professionals.
Robust database: Although it’s not Google, SEMrush has a large and reliable database that provides accurate estimates.

However, it is essential to remember that both tools have their own uses and benefits. Ideally, use both to complement the information and obtain a more complete view.

How to use keyword research to generate traffic to a company?

Keyword research is not just a technical task; it is an essential strategy to attract qualified traffic to any business. Once you have identified your keywords, the next step is to implement them in various areas:

Website content: Ensure that the selected keywords appear in titles, descriptions, and page content.
Blog posts: Creating relevant content that utilizes these keywords can significantly improve traffic.
Technical SEO: Optimize the site’s structure, loading speed, and other technical aspects to facilitate page crawling by search engines.
Paid advertising: Use keywords in Google Ads campaigns to target specific audiences and increase visibility.
Social media: Share relevant content on social media using keywords to attract additional traffic.

Remember that the ultimate goal is not just to attract traffic but to attract traffic interested in what your business has to offer. An effective keyword strategy can increase the conversion rate and ultimately contribute to business growth.

Conclusion

Keyword research and analysis are essential processes that require dedication and precision. Tools like SEMrush and Google Ads are fundamental to facilitating these tasks, but it is also important to combine creativity and client knowledge to achieve the best results.

In the end, the essence of digital marketing lies in providing users with the information they truly seek and need, which can be achieved through a well-executed keyword research. Remember to review and update your keyword list periodically to adapt to changing trends and the needs of your audience. Optimization is a continuous journey!