Keyword research must map to the full customer journey funnel, use PPC data to validate targets, build from existing popular pages, account for seasonality, and track trending topics to drive conversions not just traffic.
keyword research isn't a blog post thing. It isn't a website redesign thing either. Instead, it should be an everyday thing a continual harvesting of data.
Enterprise SEO Level Keyword Research TipsThese 10 keyword research tips will help you focus on what your customers want and need, and figure out how to do a better job giving it to them and helping them find your product, service, or brand!
Put the page URL on the left side of the spreadsheet and the target keyword phrase on the right, then add columns for search volume and competition. This maps each page to its keyword and gives context to the volume numbers by tying them to funnel stage and conversion intent.
Different keywords signal where a searcher is in the buying process. Broad terms like Las Vegas attract awareness traffic that rarely converts, while specific terms like Vegas hotels pricing attract people ready to buy. Targeting bottom-funnel keywords brings visitors already primed to convert.
Load candidate keywords into AdWords, run ads, and let performance data show which terms actually convert before investing in a long SEO campaign. You can A-B test keywords, ad copy, titles, and meta descriptions so data, not guesswork, determines the right targets.
Pick a popular existing page, identify its core ingredient or theme, research related keyword variations, and look for patterns such as seasonal modifiers. The whiskey cocktails example in the episode showed how searching related terms revealed seasonal variations like whiskey cocktails for summer and fall with real search volume.
keyword research isn't a blog post thing. It isn't a website redesign thing either. Instead, it should be an everyday thing a continual harvesting of data. So you can make better marketing decisions.
Host
long tail keywords are going to convert better from an SEO standpoint, that's maybe where you want to start. But the more targeted you are, the higher likelihood they're going to convert, which will show better data to Google, it's all kind of like a chain reaction.
Matt Bertram
you should be thinking about and planning out a content calendar ad calendar in advance, right? It shouldn't be Oh, we need to run an ad.
Matt Bertram
Full transcript is being added.
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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