Offline Keyword Research techniques can help you with keyword research for a small business that does not have data you can base your campaign or content on for a start.
You will learn how you can use traditional marketing research methods for keyword research. You will also learn how to complement these offline keyword techniques with online keyword research tools though for better results.
Make a market survey
Let’s take an example of Sepatu Lukis (in English = painted canvas shoes). We ended up asking several questions from the audience in the survey. In English I know the term is “painted canvas shoe,” but I wanted to make sure which keyword I should target on the client blog first. What’s the most well-known phrase among people to describe such a product, and can it be sold online?
Me: “Who would likely buy your shoes? I mean your target…”
Client: “Everyone, I think…these shoes can be for everyone. My dad (45 years old) and I wear shoes.” [This answer is too broad and general.]
Me: “Are these shoes popular among a particular community/type of people?”
Client: “Umm…students love this kind of shoes. They like the personalized design and they show them off to their friends. Some music groups/musicians love them too. “
After asking several other questions, I have the following audience for my target survey:
- College students
- High school students
I assembled my survey and asked the audience questions such as “What would you call these shoes?” and other questions about their Internet usage. I ended up getting the following survey data from about 115 college and high school students:
- 46.96% said they’d call the shoes Sepatu Lukis (Painted Shoes)
- 30.43% said Sepatu Kanvas (Canvas Shoes)
- 13.04% said Sepatu Kanvas Lukis (Painted Canvas Shoes)
- 9.57% said Sepatu Lukis Kanvas (Canvas Painted Shoes)
Use a social media monitoring tool
It good to drills through blog comments to understand how people talk about your brand/website. I think speaking to a client can provide quite a bit of guidance around what terms they use, and looking at what terms the top competitors such as Amazon are using.
Some of these social keyword tools allow you to measure the demographics of the articles and if they are positive or negative about your brand/keywords, you may find that (painted shoes) are mostly perceived in a very positive light but (canvas shoes) might not be.
Those conversion rates seem reasonable, but have you considered a/b testing to see that if you place these different captions or descriptions this can potentially boost sales.
Depending on what store/cms you are using, a related product list with each of these variations may capture the other 95% who are not purchasing for whatever reason.
Developers call it a keyword research tool just a “Google’s autocompleting scraper”. But the tool is far more as this. The tool parses not only Google but many language versions of it, Amazon, Bing, YouTube, etc., can be adjusted by its search on location and time, allows different operations with generated keyword lists, lets import, operates and exports your own keyword lists, uses auto-additions of characters on searching, like “keyword + A, B, n…”, establishes wildcard searches. The full version price is 40$.
This is definitively one of the tools of my choice. In the awesome documentation, you become up and running with this tool. Then I describe in short, what kinds of keyword research are you able to perform with:
- check and track the website’s position ranking regarding a given keyword in several search engines
- Check your competitor regarding organic and paid search using keywords and PageRank as metrics
- get new keywords using suggestions from several search engines
create, manage and combine keyword lists
- measure keyword density and keyword weight on any page with personally adjusted weighting of keyword occurrence places like title, headings, anchors, etc.
- export results as XML or CSV
“Good Keywords”, India located developer, offers many SEO tools, regarding keyword research, there are 2 commercial tools with free test version and 3 free tools. Regarding commercial tools: the “Competition Strategy Studio” costs 109$, and the “Keyword Strategy Studio” costs 49$, so if decided to purchase the first or both, so it is cheaper to buy the main product, “Internet Strategy Studio” for 129$, which contains, beside of the 2 keyword tools I mentioned before, 10 other SEO tools in addition.
This tool is nothing other than a scraper for suggestions from Google, Yahoo, and Bing. It takes your keyword phrase and search for it through 3 search engines adding ascending characters to your keyword phrase, like “keyword1 keyword2 0-9a-z”. The tool has however some improvements, like:
- you can adjust the interval between each search and between each hundred of searches
- you can adjust proxy, add own proxies or let the tool download them
- you can adjust the weighting of each search engine, wherefrom the tool takes keyword suggestions. All search engines must have 100%.
The tool is free. You can download it from here: kop-setup.exe too. The activation code is KOP1234.