5 Questions To Streamline Your Keyword Research

Hi Everyone,
Following are a sample of questions for keyword research purposes :

Question 1: I’ve reviewed your website, and have learned about your business. However it always helps to hear you explain it in your own words. So, Mr. Customer, how would you describe what you do?

The answer to this is likely to be the same words you read on their website or see in a brochure. Point out any jargon that you don’t understand, as this will set the stage for later, when you tell them they need to change the way they describe their product.

Question 2: In your opinion, what is it that makes your product/service special? What differentiates you from your competitors?

These are their value propositions; the key elements that need to come across on their pages to compel a conversion. If one of them is that they offer the lowest cost, then you know to research keyword modifiers like [cheap], [low cost], [price]. Alternatively, if they’re not low cost, you know to avoid these keyword modifiers. More on this in my next article.

Question 3: What do you think are similar services/products that you do not consider competitors?

The keywords that come out in this answer will help you refine the research. Often, keywords that are very similar may have a completely different meaning in a particular clients’ industry.

For example, “phone lines” and “phone trunks” are very different and each appeal to a distinct target market. You’ll only want to explore the right one in your research.

Question 4: Which products/services are most profitable for you? Are there other reasons (inventory, seasonality, location) that you would want to push one product/service over another?

Again, the answer to this question will help focus your research. Spend the most time expanding and refining the products that the client indicates are most important. This can sometimes save you from exploring an entire product line, if the customer says something like, “Product A is a necessary evil. We have to carry it, but we also have to price it below cost.”

Obviously, that’s not an area you want to focus on. You’ll include some keywords to be thorough, but you’ll spend more of your time on the “money” keywords.

Question 5: What do you think are your top ten most important keywords?

Ask for ten keywords. The reason for this is that some customers think they need to rank for their entire keyword universe of 1000 × 10100 keywords.