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Keyword Research | How to Understand Your Customer’s Mindset?

Kalinga Digital Marketing Devision
2022.4.14

Have you ever listened to Elon Musk? Who wouldn’t, right?

If you are a nerd like me I know you would definitely follow him as one of your inspirations. These days I’m on a youtube marathon of Elon Musk.

This guy is talking about populating mars, Powering the whole earth using natural resources like sunlight, etc…

In one of his speeches, he talked about Artificial intelligence and how he wanted to slow its growth. That is scary and it got me thinking about how artificial intelligence shaped the world of digital marketing. But let’s use those AI to research keywords.

If you remember, we talked about keywords in our previous articles. So in this article, we are going to dig deep into keyword research.

How to Rank On Search Engines?

There are mainly two ways to rank on Search Engine Result Pages.

One option is SEO, Search engine optimization is the process of optimizing a website to rank higher on SERP.

The second one is SEM, Search Engine Marketing is using paid ad campaigns to show your information to your potential audience by targeting exact keywords.

To do any of the above first you need to do keyword research for your company.

What is the relation between keywords and Your audience?

To succeed in any digital marketing strategy, whether it is a paid campaign or organic strategy you need to know your audience. If you don’t have an exact idea of what your audience is you might get into trouble.

When you develop a product or service you always plan to deliver it to certain audiences.

So from the start, you might have an idea about your audience. After that, with time you know what kind of customers purchase your products and services. Based on those data you can develop buyer personas.

After you get to know your audience, try to figure out how they find your product or service online. Which keywords do they use?

Let me tell you one story about Amazon’s founder Jeff Bezo. He first started selling books online at his garage. When he had only a few products he wanted to expand his product range. So what he did was, he selected 1000 customers from his existing customer base and sent an email to them. In that email, he asked his customers “What do you want us to sell? Which products do you want right now?”

He got various responses. Some said they wanted kitchen equipment, some said windshields, etc… So based on those replies he knew that he had thousands and thousands of opportunities to expand his business.

But this will change depending on the business you are in. So what we advise you is always prepare relevant questions and try to get the answers.

Based on those answers move on to the next step.

How to find the right keywords?

This is the key factor of your success. There are two types of keywords. One short tail and the other is the long tail.

Short tail keywords are more generic. Usually, it consists of one or two words.

For example, if you type “digital marketing” and search, it becomes a short tail keyword, Long-tail keywords consist of three or more keywords. If you find “digital marketing agency in CHIBA” it becomes a long tail keyword.

Find out the metrics of your keyword

Now you know your keywords. But how do you find out about these keywords like, “how many people searched for this exact keyword last month?” or “how much will it cost me to get to the top of the page?”

We need this data to create result-oriented ad campaigns. There are many companies that offer keyword research tools.

We will list a few free-of-charge tools here.

Some keywords especially short tails are more competitive and too pricy. If you target these keywords only you may have to pay more money and also there is a higher chance of losing your exact audience.

We will explain that in our future blog post.

Summary

Finding the right keywords is the most important thing in any digital marketing campaign.

To be successful in search engine marketing (SEM) or search engine optimization (SEO) you need to do keyword research.

Before selecting which keywords to target for your next ad campaign, find out their metrics.

By using a keyword research tool you can know about your keyword’s search volume, price, and competitiveness.

At CyberBridge our team is specialized in SEO and SEM. So if you have any clarification or if you need any support in this regard please feel free to contact us.

Let us know what you think about this article. Leave a comment below and we will give you feedback ASAP.

See you in the next article. Until then stay safe.

Good luck.