If you want to attract customers through Google, you need to know what they are searching for. Keyword research is the foundation of any successful SEO strategy. It’s the process of finding the words and phrases that people type into search engines to find businesses like yours. Here’s a simple, step-by-step guide for Kenyan businesses to get started.
Step 1: Brainstorm Your "Seed" Keywords
Start by thinking like your customer. Forget jargon and industry terms. How would a regular person search for what you offer? Write down a list of broad topics related to your business.
For example, if you run a bakery in Nairobi, your seed list might include:
- birthday cakes Nairobi
- wedding cakes Kenya
- fresh bread delivery
- bakery near me
Step 2: Use Google Autocomplete
Google itself is a powerful keyword research tool. Go to Google.co.ke and start typing one of your seed keywords into the search bar, but don't hit enter. Pay close attention to the suggestions that Google provides in the dropdown menu. These are real, popular searches that people are making.
Step 3: Look at "People Also Ask" and "Related Searches"
After you search for one of your keywords, scroll down the results page. You'll find two goldmines of information:
- People Also Ask: This box shows you the questions that searchers frequently have related to your topic. Answering these questions directly on your website is a fantastic way to create valuable content.
- Related Searches: At the very bottom of the page, Google lists other related keywords. This can help you discover new angles and long-tail keywords (more specific phrases) that you hadn't thought of.
Step 4: Think About User Intent
As you gather keywords, try to understand the intent behind the search. What is the user really looking for?
- Informational: The user wants information (e.g., "how to bake a red velvet cake"). This is great for blog posts.
- Navigational: The user is looking for a specific website (e.g., "Cyril Creatives").
- Commercial: The user is researching before a purchase (e.g., "best wedding cake designers in Kenya"). This is great for comparison pages or detailed service pages.
- Transactional: The user is ready to buy (e.g., "order birthday cake online Nairobi"). This is the perfect keyword for your product or service pages.
Targeting keywords that match the right intent for each page of your website is crucial for success.
Step 5: Use Free Tools to Expand Your List
While there are many paid SEO tools, you can get started with powerful free options. Google Keyword Planner (requires a Google account) can give you data on search volume to help you prioritize which keywords to focus on first.
By following these steps, you can move from guessing what your customers are searching for to knowing. This knowledge will empower you to create content and optimize your website to attract highly relevant, local traffic that is ready to convert.