In today’s Tech News Tuesday episode, we’re going to talk about the importance of answering the questions your audience has. But how do you find out this information? This is where keyword research comes into play.
Links in this episode: How to Use Google Ads Keyword Planner, According to 5 Specialists
Welcome to the Get Digital Marketing Results podcast where we give you information and actionable tips to grow your organization.
Bob: Hi, I’m Bob Clark.
Donna: And I’m Donna Botti. We’re with Delos Inc and we make the web work for you. In today’s Tech News Tuesday episode, we’re going to talk about the importance of answering the questions your audience has. But how do you find out this information? This is where keyword research comes into play.
Bob: Yes Donna, and Google has a free tool called Google Keyword Planner that lets you explore search trends and the keywords that are related to your business or organization. And today, we’re talking about a HubSpot article that explains how to use Keyword Planner.
Donna: If you have a Google ads account it’s easy to access Keyword Planner. And if you don’t, you can still access the tool, but you’ll have to jump through a few more hoops to do it because Google will ask you to create an ad campaign before allowing you access to it. You don’t have to do this, but you need to click the small fine print links instead of the general recommended action buttons.
Bob: There are five different scenarios in the article where using Keyword Planner is useful. The most common one is generating keyword ideas. All you do is put in your ideas, what you think people are searching for when they need your product or service, and the planner gives you similar and related keywords.
Donna: Another common use is to understand how often particular keywords are being searched for. Keyword Planner shows search volumes. Now you might think going for the largest search term volume is the best approach, but that’s also where the most competition is. So it’s often better to look for more niche terms that relate directly to the service or product that you have.
Bob: A third use of the tool is to analyze search intent. This means trying to figure out based upon the search terms people use, what part of the buyer’s journey are they in. Are they researching? Are they ready to buy? You want to make sure that you have content that addresses each stage of the buyer’s journey.
Donna: Of course the main purpose of the Keyword Planner is to help you plan search ads using Google’s ads. When you use Keyword Planner as part of a campaign, you’ll get estimates of how many impressions and the click-through rates that you’ll see for various search terms.
Another use you may not have thought of is to find out what keywords your competitors are ranking for. You can then use this information to generate more keyword ideas for your content.
Bob: That’s it for today’s episode. You can find the link to the HubSpot article and a transcript of today’s podcast at DelosInc.com/126. Don’t forget to subscribe so you don’t miss out on our actionable digital marketing tips to grow your organization.