How to Position Yourself as An Expert Using Keyword Research

It took me a week to set up my first blog ten years ago.

My second blog took less than two days.

Creating my third blog was fast. I think it took me less than a few hours to build it.

Today, I can build a decent looking blog within an hour.

I have created many blogs over the past few years.

Only a very few succeeded.

Setting up a blog doesn’t make you a blogger.

Some people start blogs for fun. Their blogs never go beyond the set-up stage.

Blogging is hard. It is much tougher than the process of starting a blog.

That is why only a few people succeed with their blogs.

To blog means to write and publish new, quality content on a regular basis.

But to be a recognized expert or an influencer, it takes more than writing.

For you to be a recognized and respected expert, you should understand keywords.

Wise bloggers use keywords in the appropriate ways.

Keywords are what search users type into that box on Google’s and Bing’s homepages.

Google and Bing are search engines. They depend on keywords to understand what searchers need. Keywords help them present relevant results.

Content-rich sites like blogs rely on search engines to send them targeted traffic on a regular basis

Visits from search engines are better than any other traffic source.

A study from Outbrain shows that reader engagement is very high with search traffic. Search traffic produces the highest number of average page views per session.

Search traffic reader engagement

To become an expert and a successful blogger in your niche, you must know how to use keywords.

The process is called keyword research.

Today’s keyword research is very different than that of years ago because search engines have gone through a lot of transformations due to the constant changing behaviors of web users and the introduction of new technologies.

Keep in mind that search bots must recognize you as an expert before humans do.

That is why you need to understand how to do modern keyword research.

How do you do it right?

Understand the Intent Behind Keywords

“Keywords” are those phrases you type into the box on Google’s homepage.

For example, I want the best electric shaver for men. So, I went to Google to search.

Google search engine

The keyword here is “best electric shaver for men.”

Google wasted no time, presenting relevant results in less than a second.

What did I have in mind when I type this keyword?

I want an electric shaver.

I want the best.

And the shaver must be well suited for men.

My intention is very clear.

A wise blogger will recognize my intent and create a quality piece of content that addresses my needs.

Targeting keywords through intent will help you create the right content that blows readers’ minds. You are giving them what they want. It’s called inbound marketing.

Types of Search Intents

Searcher intent falls into three major categories:

  1. Navigational intent
  2. Informational intent
  3. Transactional intent

searcher intent in keyword

A navigational intent shows the searcher have a brand or website in mind already, and probably looking for the correct link (URL).

An informational intent indicates the searcher is looking for information and want to learn, and don’t have any website or brand in mind.

A transactional intent signifies the searcher is ready to buy something connected to the keyword. The searcher has his/her wallet out.

Another name for transactional intent is “commercial intent.”

For example, I just typed “where to buy electric shaver” into the Google search box.

transactional intent keyword

It means I am ready to buy now.

I only want to know the right place to do that.

My wallet is out.

I don’t care if it’s best.

I also don’t care if it’s not for men.

There are different intents behind the keywords “best electric shaver for men” and “where to buy electric shaver.”

Understanding these intents is more important than just knowing the keywords.

Knowing the intents behind keywords lets you create better content and increase conversions.

Focus on Under-Served Long-Tail Keywords

Smart digital marketers are moving away from broad keywords like “electric shavers.”

They are creating content that targets long-tail keywords.

It’s faster and easier to know the intent behind long-tail keywords like “where to buy electric shaver.” You know that the searcher is looking for a good place to buy an electric shaver.

But a keyword like “electric shavers” tells you nothing about the search, nor the intent behind their query.

It’s much easier to convert visitors from long-tail keywords because you know what they want before their visit.

This makes long-tail keywords more attractive and lucrative.

The most interesting thing about long-tail keywords is that they make up the majority of searches that occur on search engines.

long-tail keywords

Glenn Gabe wrote on Search Engine Journal that long-tail keywords drove 78% of his site organic search traffic, while head terms drove 22%.

long-tail keywords versus head terms

Even more surprising is when Neil Patel wrote that his blog attracted 238,195 organic search visitors in a single month, and 100% came from long-tail keywords.

When you consider the fact that visits from long-tail keywords are more likely to convert than broad keywords, it shows how invaluable they are.

Because long-tail keywords comprise of 3 or more words, the competition often overlooks them.

There are a lot of long-tail keywords in every niche. Most are underserved.

By creating the right and perfect content that targets a specific long-tail keyword, you can quickly position yourself as an expert and influencer.

When you target a lot of underserved long-tail keywords, you immediately become the go-to person in that niche.

By understanding long-tail keywords, Marcus Sheridan, the founder of River Pools and Spas built a multi-million dollar pool business through blogging.

Marcus Sheridan pool business

Sheridan targets long-tail keywords like “problems with fiberglass pools” and ranks at the #1 position for it. This generates a lot targeted traffic for his business.

Marcus Sheridan pool business

How to Find Long Tail Keywords

Finding long tail keywords is easy.

One of my favorite places is Google’s “Searches related to.”

Google searches related to

This little search feature is a goldmine for finding long tail keywords.

Just type a keyword that is related to the topic you are interested in writing about.

Scroll down to the bottom of the search results, and you’ll find “Searches related to” there.

UberSuggest.io is a great tool for finding long tail keywords.

Just type a phrase that relates to the topic.

The tool will present you with plenty of long tail keywords to target.

UberSuggest

And don’t forget Google’s Keyword Planner tool.

Google Keyword Planner

These are all nice places to start from when looking for long tail keywords to target in your content.

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