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How can you use keyword research to avoid irrelevant traffic?

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Keyword research is a vital part of any digital marketing strategy, but it can also backfire if you attract the wrong kind of visitors to your website. Irrelevant traffic can waste your time, money, and resources, and lower your conversion rates and rankings. How can you use keyword research to avoid irrelevant traffic and target your ideal audience? Here are some tips and tools to help you.

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Nigel T Packer

Digital Customer Experience Consultant, Digital Customer Experience Trainer, Speaker and Author. Available for speaking…
Mikaela Dyett

Senior Marketing Analyst & Project Management

1 Understand your buyer persona

Before you start looking for keywords, you need to have a clear picture of who your ideal customer is and what they are looking for. A buyer persona is a semi-fictional representation of your target audience based on data and research. It can help you identify their pain points, goals, challenges, preferences, and behavior. By understanding your buyer persona, you can choose keywords that match their intent and needs, and avoid keywords that attract visitors who are not interested in your offer.

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Nigel T Packer

Digital Customer Experience Consultant, Digital Customer Experience Trainer, Speaker and Author. Available for speaking events, podcasts and interviews on Digital Customer Experience.
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How do you know who you are writing to if you don't know who they are? Think about it, developing buyer personas based on the experiences of customer facing employees, gives you insights to the very people who buy your products or services. If you have not worked out who they are, you will be unable to craft your messages. Your Buyer Persona should be comprehensive, it should include the insights that your customer facing employees have gleaned over the years from their interactions. They include all the sales teams, the receptionists and even the delivery driver. Each has their own insight that tell you far more than the tracking technology that pervades the internet. Humans buy from humans, make sure you are talking to humans.

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Kendyl Seawright

Marketing Director | Brand builder | CPG Specialist | Innovative thinker | Startups
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Conducting precise keyword research is crucial to target the right audience and avoid attracting irrelevant traffic which wastes resources and dilutes conversion rates. By developing a detailed buyer persona, we can pinpoint keywords aligned with our ideal customer’s intent, ensuring our content meets their specific needs and interests. This strategic approach allows us to filter out keywords that are likely to bring in the wrong audience, thereby optimizing our marketing efforts. Effective keyword selection based on thorough audience understanding ensures we attract qualified traffic, improving both engagement and conversion rates.

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2 Use keyword tools and techniques

Finding the right keywords for your website requires the use of various tools and techniques. Google Keyword Planner, for example, is a free tool that allows you to find keywords related to your product or service, and see their monthly search volume, competition, and bid range. Ubersuggest is another free tool that provides keyword ideas, search volume, difficulty, and trends. Additionally, long-tail keywords can be beneficial as they are more specific and less competitive than short-tail keywords; they also indicate a higher level of intent and interest. For instance, instead of using "digital marketing", you can use "digital marketing for small businesses". With these tools and techniques, you can ensure that your website is using the most effective keywords to attract qualified traffic.

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Mikaela Dyett

Senior Marketing Analyst & Project Management
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In my experience writing/editing long-form content, I used keyword extraction tools to test if the content copy was aligned with targeted keywords generated from Ahrefs and SEMrush. This step saved me time with the agency’s editor and clients. Use extraction tools to strengthen the presence of the keywords needed to rank within the content and publish with confidence.

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3 Analyze your competitors

Analyzing your competitors is a great way to avoid irrelevant traffic. You can use tools like SEMrush, Ahrefs, or Moz to spy on your competitors' keywords, traffic sources, and content. Doing this can help you uncover keyword gaps and opportunities that your competitors are missing or not exploiting well, as well as avoid keyword cannibalization. Additionally, you can learn from your competitors' strengths and weaknesses to improve your own keyword strategy.

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4 Optimize your content and metadata

Once you have a list of relevant keywords, you need to optimize your content and metadata to match them. Content includes text, images, videos, and other elements that make up your web page, while metadata is the information that describes your web page to search engines and users. To optimize your content and metadata, you should incorporate your primary keyword in your title tag, meta description, URL, and main content. Additionally, use variations and synonyms of the primary keyword throughout the content without keyword stuffing. For better readability and scanning, use headings, subheadings, lists, and other formatting features. Finally, include internal and external links to support the content and provide more value to visitors.

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Nigel T Packer

Digital Customer Experience Consultant, Digital Customer Experience Trainer, Speaker and Author. Available for speaking events, podcasts and interviews on Digital Customer Experience.
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Remember who is dong the buying. Your choice of keywords and phrases determines who will find you. Make yourself aware of the customers journey from not knowing to discovery to engagement and touchpoints to research to interest and desire to negotiations to purchase to ownership. At each stage of the customer journey they will change the keywords and phrases they use based on their knowledge and intent. "Walk in the shoes of your customers and feel the pain of their journey."

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5 Monitor and measure your results

Monitoring and measuring your results is the final step to avoid irrelevant traffic. Tools like Google Analytics, Google Search Console, or Bing Webmaster Tools can be used to track traffic sources, keywords, bounce rate, conversion rate, and other metrics. This will help you identify which keywords are driving the most relevant and profitable traffic and which ones are not. You can then adjust your keyword strategy based on data and feedback, and test different keywords and content variations. Additionally, you can find and fix any issues or errors that might affect your traffic quality such as broken links, duplicate content, or slow loading speed. By following these steps, keyword research can be used to avoid irrelevant traffic and improve digital marketing performance. It is important to remember that keyword research is an ongoing process that requires constant testing and optimization. With the right tools and techniques, you can find and target the keywords that match your buyer persona's intent and needs in order to attract more qualified and loyal customers to your website.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use keyword research to avoid irrelevant traffic?

1

2

3

4

5

6

1 Understand your buyer persona

2 Use keyword tools and techniques

3 Analyze your competitors

4 Optimize your content and metadata

5 Monitor and measure your results

6 Here’s what else to consider

Digital Marketing

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How can you use keyword research to avoid irrelevant traffic?

1

2

3

4

5

6

1 Understand your buyer persona

2 Use keyword tools and techniques

3 Analyze your competitors

4 Optimize your content and metadata

5 Monitor and measure your results

6 Here’s what else to consider

Digital Marketing

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