Practical use of keyword research and competition analysis tools | Prepara Portugal
Conteúdo do curso

Practical use of keyword research and competition analysis tools


In the context of digital marketing and SEO (Search Engine Optimization), the use of specific tools for keyword research, competition analysis and performance monitoring is fundamental to developing effective strategies. These tools provide valuable data that helps direct decisions and optimize a brand's online presence. Below, we discuss a practical demonstration of the use of these tools, showing how they can be applied to gain actionable insights.


Keyword Research

Keyword research is the starting point for any successful SEO strategy. Keywords are the terms that users enter into search engines to find information, products or services. Identifying the right keywords is crucial to driving qualified traffic to the site.

Tool: Google Keyword Planner

How to Use:
- Acesse o Google Keyword Planner através do Google Ads. Mesmo que você não esteja criando anúncios pagos, a ferramenta é útil para descobrir palavras-chave relevantes.
- Insira um termo ou uma URL relacionada ao seu negócio para gerar ideias de palavras-chave.
- Analise o volume de pesquisa mensal, a concorrência (alta, média ou baixa) e o custo por clique (CPC) para anúncios. Esses dados ajudam a identificar palavras-chave com alto potencial de tráfego e baixa concorrência.


Practice:
Imagine you run an e-commerce site selling beauty products. When you enter “skincare” into the Google Keyword Planner, the tool suggests terms such as “natural skincare products”, “best facial moisturizer”, among others. Based on this, you can create optimized content that meets the searches for these terms.

Tool: SEMrush

How to Use:
- In SEMrush, use the keyword research tool to identify terms that your competitors are using to rank. Enter a main keyword and see related suggestions, along with metrics like keyword difficulty, search volume, and trends.

- SEMrush also offers a “Keyword Magic Tool” feature that expands your main keywords into targeted lists, making it easy to create content clusters.


Practice:
Let’s say your main keyword is “vegan makeup.” SEMrush might reveal variations like “affordable vegan makeup” or “best vegan makeup brands,” allowing you to create a series of articles or videos covering those subcategories.

Competitor Analysis

Understanding what your competitors are doing well (or poorly) is crucial to fine-tuning your own SEO strategy. Competitor analysis helps you identify content gaps, link building opportunities, and strategies you can adapt.

Tool: Moz

How to Use:
- Use Moz Link Explorer to explore your competitors’ backlink profile. See which domains are linking to their content and identify which ones are relevant to your industry.
- Moz’s Domain Authority (DA) analysis helps you compare your site to your competitors, giving you insight into where you stand in terms of authority and trust in the eyes of search engines.


Practice:
If you discover that a competitor has several backlinks from influential beauty blogs, you can reach out to those same blogs for partnerships or guest posts, thereby increasing your own authority and traffic.

Tool: Ahrefs

How to Use:
- Enter a direct competitor’s domain into Ahrefs Site Explorer. The tool will provide a detailed analysis of their backlink profile, organic keywords, most popular pages, and estimated traffic.
- Analyze their backlinks to identify link building opportunities that you can replicate. You can also see which keywords your competitors are ranking well for but that your site isn’t yet targeting.


Practice
If your competitor is ranking high for the keyword “best natural shampoos,” you can review the content on that page, identify how you can improve, and optimize a similar page on your site, focusing on aspects they may have overlooked, such as user experience or additional details about ingredients.

Performance Tracking

Once you’ve implemented your SEO strategies, it’s vital to monitor performance to understand what’s working and where adjustments are needed. Continuous tracking allows you to optimize your content and improve your strategy over time.

Tool: Google Search Console

How to Use:
- In Google Search Console, track your site's performance in Google search results. See which queries are driving the most traffic and see the average position of your pages for those queries.

- Use the Coverage reports to identify technical issues that may be preventing your site from performing well, such as non-indexed pages or crawl errors.


Practice:
If you notice that a specific page is ranking on the second page for an important keyword, it may be helpful to revisit and optimize the content on that page, add new information, or improve the text structure and meta tags.

Tool: Google Analytics

How to Use:
- Set up goals conversion funnels in Google Analytics to track landing page performance, conversion rates, and user behavior on your site..
- Use the Acquisition report to understand where your traffic is coming from (organic, direct, social) and how those visitors behave on your site. This can help you identify which SEO campaigns are generating the highest return.


Practice:
If a content campaign focused on “organic makeup” is generating a lot of organic traffic but low conversion, you can adjust the call to action (CTA), improve the page layout, or simplify the checkout process to increase conversions.

Conclusion

The practical use of keyword research tools, competitor analysis and performance tracking allows businesses to take a more strategic and informed approach to SEO. By understanding the competitive landscape, identifying the right keywords and monitoring the impact of your actions, you can continually optimize your online presence, ensuring that your digital marketing efforts are aligned with organizational goals and producing the desired results.

Comentários estão desabilitados neste curso.