How do you conduct keyword research?

 Theme: Keyword Research  Role: Seo Specialist  Function: Marketing

  Interview Question for SEO Specialist:  See sample answers, motivations & red flags for this common interview question. About SEO Specialist: Optimizes websites and content for search engine visibility. This role falls within the Marketing function of a firm. See other interview questions & further information for this role here

 Sample Answer 


  Example response for question delving into Keyword Research with the key points that need to be covered in an effective response. Customize this to your own experience with concrete examples and evidence

  •  Understanding the Objective: Before conducting keyword research, it is crucial to understand the objective of the research. This involves identifying the target audience, the purpose of the website or content, and the desired outcomes
  •  Brainstorming & Seed Keywords: To start the keyword research process, I begin by brainstorming and creating a list of seed keywords. These are the initial keywords that are relevant to the topic or industry
  •  Competitor Analysis: I conduct competitor analysis to identify keywords that competitors are targeting. This involves analyzing their website content, meta tags, and backlinks to gain insights into their keyword strategy
  •  Keyword Research Tools: I utilize various keyword research tools such as Google Keyword Planner, SEMrush, and Moz Keyword Explorer. These tools provide valuable data on search volume, competition, and related keywords
  •  Analyzing Search Intent: Understanding the search intent behind keywords is crucial. I analyze the intent behind each keyword to ensure that the content aligns with what users are looking for
  •  Long-tail Keywords: I focus on identifying long-tail keywords as they often have less competition and higher conversion rates. These keywords are more specific and targeted, catering to users with specific needs
  •  Evaluating Keyword Difficulty: I assess the difficulty of ranking for each keyword by analyzing factors such as competition, domain authority, and backlink profiles. This helps prioritize keywords based on their potential impact
  •  Keyword Expansion: I expand the keyword list by using tools like Google Autocomplete, related searches, and analyzing industry-specific forums and communities. This helps uncover additional relevant keywords
  •  Organizing & Grouping Keywords: Once I have a comprehensive list of keywords, I organize and group them based on relevancy and intent. This helps in creating targeted content and optimizing website structure
  •  Tracking & Refining: After implementing the chosen keywords, I track their performance using tools like Google Analytics and Search Console. This allows me to refine the keyword strategy based on actual data and make necessary adjustments

 Underlying Motivations 


  What the Interviewer is trying to find out about you and your experiences through this question

  •  Knowledge & expertise: Assessing your understanding of keyword research process and techniques
  •  Analytical skills: Evaluating your ability to analyze data and identify relevant keywords
  •  Problem-solving skills: Determining your approach to finding keywords that align with business goals
  •  Research skills: Assessing your ability to use various tools and sources to gather keyword data
  •  Adaptability: Understanding how you stay updated with changing search trends and algorithms

 Potential Minefields 


  How to avoid some common minefields when answering this question in order to not raise any red flags

  •  Lack of understanding: Not being able to explain the importance of keyword research and its impact on SEO strategy
  •  Generic approach: Providing a generic or vague explanation without mentioning specific tools or techniques used for keyword research
  •  Limited knowledge: Showing limited knowledge of keyword research tools like Google Keyword Planner, SEMrush, or Moz
  •  Ignoring competition: Neglecting to mention the importance of analyzing competitor keywords and incorporating them into the research
  •  No mention of data analysis: Failing to discuss the process of analyzing keyword data, such as search volume, competition, and relevance
  •  Outdated strategies: Using outdated keyword research strategies, such as relying solely on meta keywords or keyword stuffing

 Related

  Other questions asked for the SEO Specialist in Marketing function. View details for the SEO Specialist here