Difficulty with Keywords
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I'm working on putting together an Inbound Marketing program for our company. This is all very new to me, but I am having a difficult time determining keywords that are best for us. Most words I choose have low search volume and there aren't many alternative words for what we do. I'm not sure if it's just a really small market, if business that's conducted in our space is more by word of mouth and less online research is being done, or if I am just doing this completely wrong.
We are a Mortgage Servicing Company looking for B2B clients.
Keywords I am using are:
Subservicing, Mortgage Servicing, Mortgage Co-Issue, Service Mortgage, Mortgage SolutionsAm I wasting my time with Google AdWords and keywords?
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Another good idea that I often use: where are your customers pain points, and what sort of information might they be looking for online? Use Google Keyword Planner to choose a subject that you think your customers are interested in, but that there are no good answers on. Research the answer, write it up in a guide, and put it on your site. It'll build your brand awareness even when people aren't actively looking for your services, plus any inbound links it gets will help your domain authority.
Hope that helps!
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One of the best resources for conducting keyword research is the AdWords Keyword Planner.
Click "Search for new keyword and ad group ideas". Then, put in your home page or a competitor's site in the "Your landing page" section. Click "Get Ideas" and Google will return all the keyword ideas it believes are relevant to your site and/or landing page. Download a CSV and sort by "Avg. Monthly Searches" to see what terms have the highest traffic opportunity.
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Think about it this way; even though some of the long-tail queries have a lower search volume, the people searching these terms are typically looking for something very specific. In turn, they are more likely to click on your blog post, and are probably more qualified. These are the people who are likely to buy your product.
Yes, you'll have less traffic, but the traffic that does land on your blog will be more likely to buy. We'd rather have 50 visitors with half converting into a lead than 200 visitors with only 10% converting into a lead.
Check out this article for some keyword research inspiration: http://blog.hubspot.com/insiders/find-keywords-for-your-business
You can truly find an abundance of keywords for even the most niche industry, it just takes a little bit of work.
We wish you luck in your inbound efforts, it really does pay off!
- New Breed
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This has proven very helpful to us: http://backlinko.com/the-definitive-guide-to-keyword-research
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