Keyword Research and Market Analysis Keyword research and a local market opportunity analysis go hand-in-hand; neither is actionable without the other. Keyword research is the process of identifying different keywords for your industry that Google might rank websites for. There are specialized tools for performing this type of research and analysis, but there are manual ways of doing the same thing if you know how to do it. A few things to keep in mind: 1. Geographic Relevance. Find keywords relevant to your local area, i.e. with the city names etc. Don’t go after broad generic keywords like “plumbing” unless that’s truly your market, and you are willing to compete against the entire country to rank for them. 2. Competition Analysis. Study the actual market opportunity by looking at the level of competition. Don’t start by trying to rank for the hardest terms; pick lower hanging fruit and accomplish ranking results for that first. This will earn you trust with Google when you then go after more difficult terms. 3. Value. What’s the value of each inbound lead, and what’s the search volume? That will help you begin to understand the potential cost-benefit to your business by ranking for those keywords. 4. Buyer Intent. Some keywords generally have clear buyer intent, such as a search for “emergency plumber” in a certain city. Others might be more difficult to discern. Sometimes there is no easy way to tell, and you have to experiment.
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