The 6 Best Keyword Discovery Techniques

Keywords play a big role in lead generation and customer engagement, so check out these 6 tips for building your website’s keyword list.

Keywords act as the Internet’s roads. We navigate from site to site on search engines, like Google, by typing in keywords. Google takes these keywords, searches across millions of pages, and displays pages ranking highest for those keywords. As a website developer, you don’t want to neglect keywords. To attract potential customers you must ensure your page ranks high for keywords that those people search. For example, if you ran a cupcake bakery, you may want your website to rank high for keywords like “silver vanilla cupcakes” but you may put less emphasis on “quality bread.” Determining what customers want, and search for, is not always easy. Continue reading to learn some techniques for creating a keyword list for your website.

Keyword Discovery Techniques

An overview

  1. Create Buyer Personas
  2. Consult Sales Info
  3. Consult Customer Feedback
  4. Check Page Analytics
  5. Pairing Analytics with Session Recording/Heatmaps
  6. Check your Competitors

1) Create Customer Personas

Customer, or buyer personas help you determine how potential customers think and speak about your service or product. If you identify their language, you can craft content that uses the terms they use, thus ranking higher for those terms. Once your site’s content ranks high for your potential customer’s terms and language those customers eyes will be on your content, because when they search for what they need your site will be at the top. To craft a customer persona you should ask these questions about your potential customer.

persona
‍Customer personas are like caricatures of potential customers’ wants, desires, and tendencies
  • What demographics do they belong to? Age, education, background, occupation
  • What personality traits do they have? Introverted or extroverted, sensing or feeling, etc?
  • What interests do they have? What do they do outside of work?
  • What challenge(s) do they face?
  • What frustrates them about their current solution to this challenge, their pain points?
  • How does your product relieve these pain points and how can you show this?

2) Consult Sales Info

You want to avoid keyword solutions hiding in plain sight, like the insights your sales team can offer. Even if you don’t have a full sales team per say, you have someone who listens to customer product questions and uncertainties. So take advantage of this and pull together a list of the most common inquiries potential customers ask as well as concerns the voice as they consider purchasing your product or service. You want to find out what problems sales employees have when they are trying to get potential leads to convert. Getting to the root of these questions will help describe why potential customers search for your product, and how they typically word their search.

retail sales
‍Look at customer questions your sales team receives to better understand the language potential customers use

3) Consult Customer Feedback

Although complaints may not seem like something to be happy about, they can shed some light on why potential leads may not convert. This may be a fault in your product, which of course tells you what to fix, but it also may be something about the buying experience or check out process. Taking a look at customer problems helps you to understand their pain points, or what frustrates them about the buying experience or your website’s product info. If you address customer problems proactively the potential customer who’s read reviews about your product being faulty will be reassured, and more likely to convert. Once you know what to address, you can craft content that uses the keywords potential customers search for.

customer feedback
‍Customer feedback can help you describe your potential customers behavior

4) Check Page Analytics

Google analytics can offer great insights into how customers interact with your website, because their metrics measure site engagement. It may be helpful to review some info on interpreting analytics measures before you delve in. Once you have a good footing you may want to check some of the following measures.

  • Traffic sources. How many users came from direct traffic, referral traffic, search engine traffic, and campaign traffic.
  • Bounce Rate. How many users exit your site after only viewing one page

analytics
‍Pay attention to your website’s analytics to determine how potential customers find your site


Examining your website’s bounce rate, particularly the pages that have the highest bounce rates, can show you where on your site you have content that isn’t providing value to potential buyers. Once you identify these pages you can take a hard look at what elements may not be performing well, and improve the content on these pages so that they present value to potential customers.  Then you can craft keywords around that content.

5) Pairing Analytics with Session Recording/Heatmaps

Session recording and heatmap technology can be paired with analytics data to determine how users interact with your website. When you record a session you record every movement someone makes on your website in real time. Heat maps offer a look at areas on your website where users mouse and eyes move to and spend time at the most. Looking at website session recordings and heat maps will show you places on your site users may have trouble engaging with, and you can compare these places with areas you found high bounce rates for. Tracking user movements is a great way to get inside the head of your potential customer, and craft keywords they may use to search for your service.

heatmap
‍Heatmaps and session recording show you what users do on your website

6) Check your Competitors

Chances are there is a website that offers a similar product to yours that performs better when it comes to creating relevant keywords. Don’t feel bad about it! They can be a great resource to look at when you are trying to think of keywords to lead to your website and products. Copy what you can from similar competitors, because more likely than not they developed keywords that will lead to your site as well if you’re similar enough. Moreover, checking on your competition can show you whether you’re being lapped with regard to product or service quality. Most businesses already keep tabs on their competitors behavior, so make sure you keep tabs on their keywords as well.

competition
‍Check your competition for more keyword ideas


Keyword discovery really is all about how your potential customers think, speak, and feel about your product. If you have any more helpful keyword discovery tips, please comment them below!