Keyword analysis
How do I find the best keywords?
Keywords? How do you find the best keywords to optimize your content and attract more students, researchers, and grants?
If you have access to tools like Google Keyword Planner and Google Search Console, we recommend using them. Otherwise, jump to the Brainstorm section below.
Brainstorm
The keyword analysis for your page could start here:
- The most important words and terms that you would use to describe your content.
- The most important words and terms your target audience uses when searching for the topic.
- The most important words and terms your competitors use for searches on the topic.
- Ask friends and colleagues which words and terms they would use.
- Consider synonyms for words and technical terms.
Finally, you can also check, for example, Google, for suggestions by typing one of your keywords/terms. In the suggestion box, you’ll see keyword suggestions based on what others are searching for related to your search term. Remember to use a private browser (Incognito or InPrivate mode) because otherwise, the browser will filter based on your search history, and we want an entirely objective view.
Similarly, you can enter your search term and scroll to the bottom of page 1. Here you will also see related searches. However, these may not always be the same as those shown in the suggestion box, so it’s a good idea to check both places.
When conducting your keyword analysis, it’s important not only to think in terms of individual keywords but also phrases or questions. For example, with “Application for quota 2,” it might be useful to investigate search volume for phrases like “How do I apply for quota 2?” “When do you apply for quota 2?” or “Can I apply for quota 2?” There is a growing trend in such types of searches, known as “long tail” searches (for more information, Google it!). For now, just know that it’s equally important to think in terms of phrases as well as individual keywords when identifying keywords/terms for your page.
You likely now have a good list of keywords and need to choose which words and terms fit your page perfectly. Some words might fit better on either a main page or a subpage. In any case, you need to make a choice because a keyword or search term should only be optimized on one webpage. Ask yourself if there are search terms on the list that might fit better on another page, or if you have many keywords, whether you should create additional pages for the topic.
- Brainstorm from the user’s perspective.
- Use keyword tools if necessary.
- Check related searches on Google.
- Remember phrases and not just individual words.
- Use selected words and terms on only one page. Your pages should not compete with each other.
