Ever wondered how websites seem to magically appear at the top of your search results? The secret often boils down to the keywords they're targeting. Finding the right organic keywords can make all the difference in how well your site performs on search engines. But how do you find these golden nuggets?
In this post, we'll take a friendly stroll through the process of discovering organic keywords on a site. We'll cover everything from understanding what organic keywords are, to using some nifty tools to uncover them. You'll also get a few tips on how to make the most of these keywords. So, grab a cup of coffee, and let's get started!
Understanding Organic Keywords
Before we jump into the how-to, let's chat about what organic keywords actually are. Simply put, organic keywords are the terms and phrases that people enter into search engines, which lead them to your website without paid advertising. Think of them as the bread and butter of SEO. These keywords are crucial because they directly influence your site's visibility on search engines.
Now, why do they matter so much? Well, organic traffic (visitors who find your site through unpaid search results) is often more valuable than paid traffic. These visitors are actively searching for information or solutions that your website offers. This means they’re more likely to engage with your content and, ultimately, convert into customers or leads.
To put it in perspective, consider this: if your website is about organic gardening, you’d want to rank for terms like "organic gardening tips" or "how to grow organic tomatoes," rather than something too generic like "gardening." The more specific your keywords, the more targeted your audience will be, leading to better engagement and conversions.
Identifying Your Competitors
Understanding who your competitors are is a crucial step in finding organic keywords. Why? Because they are likely targeting similar keywords, and analyzing their strategies can provide valuable insights. Identifying your competitors isn't just about knowing who they are, but also understanding what they're doing well.
Start by conducting a simple search with the keywords you think are relevant to your website. Take note of the top-ranking sites that appear. These are your direct competitors. Tools like SEMrush or Ahrefs can also help identify competitors by showing you sites that rank for the same keywords.
Once you have a list of competitors, visit their websites. Pay attention to their content, meta tags, and headlines. What keywords are they focusing on? What topics seem to resonate with their audience? This can help you pinpoint opportunities you might have overlooked.
Additionally, keep an eye on their social media and blog posts. This will give you a sense of which topics garner the most attention and engagement from their audience—another clue to potential keywords you might want to target.
Using Google Keyword Planner
Google Keyword Planner is a free tool that can be incredibly useful for finding organic keywords. It's primarily designed for Google Ads, but you can use it to discover keywords that align with your website's content. To get started, you'll need a Google Ads account, which is free to set up.
Once you're in, you'll see two main options: "Discover new keywords" and "Get search volume and forecasts." For our purposes, you'll want to click on "Discover new keywords." Enter a few seed keywords related to your site, and let Google do the rest.
The tool will generate a list of related keywords along with data on their search volume, competition level, and suggested bid price. While the bid price is more relevant for paid campaigns, the search volume and competition level are gold mines for organic keyword research. Aim for keywords with a decent search volume and low to medium competition.
Don't forget to explore the "Keyword ideas" tab, where you'll find even more options. Export this list to a spreadsheet so you can easily sort and analyze the data. This will be your roadmap for targeting organic keywords effectively.
Leveraging Google Search Console
If you're not using Google Search Console, you're missing out on a treasure trove of data. It's a free tool that provides insights into how your site is performing on Google search results. Once you've set it up and verified your site, head over to the "Performance" tab.
Here, you'll see a list of queries that your site appears for, along with data on clicks, impressions, click-through rate (CTR), and average position. This information is invaluable for understanding which keywords are driving traffic to your site.
Focus on queries with high impressions but low CTR. These are opportunities where your site is showing up but not getting clicks. Ask yourself why. Is your title not compelling enough? Is the meta description failing to capture attention? Tweak these elements to improve your CTR.
Also, look for queries that are driving some traffic but aren't ranking as highly as you'd like. These are keywords you might want to optimize for more aggressively, perhaps by creating or updating content to better match the search intent.
Analyzing Your Content
It's time to look inwards and analyze your own content. Start by identifying the pages on your site that are performing well. What keywords are these pages ranking for? Tools like Google Analytics and Google Search Console can help you here.
Once you have a list of high-performing pages, examine them closely. What makes them successful? Is it the keyword placement, the quality of content, or perhaps the backlinks pointing to these pages? Understanding what works will guide you in applying similar strategies to other parts of your site.
Another approach is to identify content that isn't performing as expected. This is your chance to optimize. Revisit these pages and consider adding more relevant keywords, improving readability, or including more engaging multimedia elements like images and videos.
Remember, the goal is not just to stuff keywords but to enhance the user experience. Search engines are getting smarter, and they prioritize content that truly answers the user's query. So, make sure your content is informative, engaging, and easy to navigate.
Tapping Into Social Media Insights
While social media might seem more of a branding tool, it can provide valuable insights into what keywords resonate with your audience. Platforms like Twitter, Facebook, and Instagram can reveal trending topics and hashtags related to your niche.
Start by following influencers and competitors in your industry. What keywords and phrases are they using? What topics are getting the most engagement? Social media listening tools like Buzzsumo or Hootsuite can help track these trends more efficiently.
Don't underestimate the power of comments and direct interactions with your audience. Pay attention to the language they use and the questions they ask. These can provide clues to the keywords they're likely searching for.
Also, consider participating in relevant groups or forums. Platforms like Reddit or LinkedIn groups can be gold mines for understanding trending topics and the language your potential audience uses.
Exploring Long-Tail Keywords
Long-tail keywords are longer, more specific phrases that visitors are more likely to use when they're closer to making a purchase or when they're using voice search. These keywords might have lower search volumes, but they often convert better as they capture more qualified traffic.
For example, instead of targeting a broad term like "shoes," consider something like "comfortable running shoes for flat feet." This specificity can help you attract visitors who are ready to buy and are seeking precisely what you offer.
To find long-tail keywords, start by brainstorming common questions or concerns your target audience might have. Tools like Answer the Public or Ubersuggest are great for generating ideas based on real user queries.
Once you have a list, create content that specifically addresses these queries. This could be in the form of blog posts, FAQ sections, or detailed product descriptions. The more directly you can answer potential customers' questions, the better your chances of converting them.
Using SEO Tools for Advanced Insights
While Google tools are great, there's a whole world of third-party SEO tools that can provide deeper insights into organic keywords. Tools like Ahrefs, SEMrush, and Moz are popular choices among SEO professionals.
These tools offer features like keyword difficulty analysis, competitor keyword analysis, and backlink tracking. With Ahrefs, for instance, you can see which keywords a site ranks for in different search engines, not just Google. This can be particularly useful if you're targeting international audiences.
SEMrush is another powerhouse, offering a comprehensive suite of tools for keyword research. You can see which keywords your competitors are ranking for, as well as discover new ones you might not have considered.
Moz, on the other hand, provides insights into keyword difficulty and potential traffic, helping you prioritize which keywords to target. These tools often come with a subscription fee, but the insights they provide can be well worth the investment if you're serious about SEO.
Final Thoughts
Finding the right organic keywords is all about understanding your audience, analyzing your competition, and using the right tools to gather insights. Each step brings you closer to identifying the words and phrases that will drive valuable traffic to your site. With patience and persistence, you'll be well on your way to SEO success.
And if you're looking to take your SEO efforts to the next level, Pattern can help. As an SEO agency, we specialize in helping ecommerce brands and SaaS startups grow by driving more traffic and converting that traffic into paying customers. We focus on creating programmatic landing pages that target hundreds of search terms, ensuring your brand gets found by people ready to buy. Our conversion-focused content doesn't just attract visitors—it turns them into customers. Unlike many agencies that focus solely on rankings, we care about results. We approach SEO through a performance marketing lens, ensuring every dollar you invest delivers real ROI. If you're tired of the guessing game, Pattern can turn SEO into a growth channel that drives sales and lowers customer acquisition costs.