Search marketers rely heavily on Google Keyword Planner for keyword research.
By using Keyword Planner directly or by using a keyword research tool that uses Keyword Planner data.
Many do not realize that Keyword Planner was never intended to be used for organic keyword research.
Keyword planner search volume and related keywords do not always match up with what is actually happening in Google search results.
It’s time to develop a more accurate way of addressing the challenge of organic keyword research.
Begin with market research around your top clients.
By analyzing your best organic leads you will be able to uncover more than generic data dumps from keyword research tools.
Market Research
Equip your team with the information needed to make informed marketing decisions.
Dig into your best client’s demographics to identify who your target market is.
Send a survey to clients you are currently working with. Or listen to discovery, pitch and post pitch calls.
The key here is to listen.
Solve Client Problems
During your market research you should have uncovered a trend of client problems.
If not, you can get an idea by searching for negative reviews about competitors in your industry.
This step is especially important for B2B companies because more often than not a team member is bringing the problems and obstacles to decision makers.
Position your agency as the solution.
Analyze Google Analytics Data
What does GA data tell you about your current organic traffic?
How does organic play into conversions?
Does organic traffic appear on the conversion path, or was it the final interaction?
Find your top converting landing pages and cross reference them with search console queries.
Once you have a list of organic search queries, review the SERP to learn the intent of a user searching these terms.
Analyze Search Engine Results
Your keyword list is now a combination of the pain points your target client needs a solution for and a list of organic traffic keywords that resulted in a conversion on your website.
Review these search terms in Google’s SERP
- Google autocomplete suggestions
- Number of Ads displaying on the page
- “People Also Ask” questions
- Who is competing in this space: What are the sites DA?
- Does the intent of the query match your KPI?
THE IMPORTANT LESSON
If you are using Keyword Planner to build an organic search marketing strategy, the data may not be accurate.
By cross referencing market research, Google Analytics and Search Console you will be able to define pillar topics that result in the highest conversion rates.
*Note: The only way to accurately determine how prospects are searching – is to test with Google Ads.