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A definitive guide on using Google Correlate for SEO keyword research and conversion optimisation

The Google keyword planner is a very good tool for keyword research. It helps us understand the search volume, competition and related search terms. On the other hand, Google Trends give us a clearer picture on the historical search performance of keywords. It is a good way to understand the seasonality of certain keywords that are critical for SEO. What then is Google Correlate?

A good example, a keyword “Christmas Jumper” receives a spike from the month of December and declines after Christmas.

Google correlate snapshot

Tips for using Google Correlate:

Google Correlate is a synergy between Keyword Planner and Trends.  It is a powerful tool that will help digital marketing professionals use relevant keywords that are on an upward trajectory or that have a potential to attract more traffic.

Tips for using Google Correlate:

1) Start with a clean slate: You’ve got a handful of keywords you are targeting for a websites’ copy, headline or blog. Maybe you spent hours on the Google keyword planner and have found some high search volume but lowly competitive keywords. When you visit the Google Correlate landing page, you’ve got options to choose a country, compare search history on a weekly or monthly basis.

Google Correlate Country settings

2)   Start with the suggested terms for some ideas: Google Correlate provides you with a search box to input your keyword or you can start with the suggested terms. It is winter and keywords relating to the cold weather seem to be on the increase.

Google Correlate Suggestions

 

Assuming, you are carrying out a keyword research for a food supplement company, Gym or E-commerce retailer, these suggestions are very relevant.

Assuming your client is a kitchen designer or runs a short-term lodging facility, Google Correlate platform can provide trending and relevant keywords that could be used for a website copy or blog.

keyword idea generation

The above image indicates that Italian wedding soup is a good keyword idea for the winter period. The next step is to scroll down to the line graph and evaluate the traffic trajectory of the keyword ‘Italian wedding soup.’

The above line chart indicates a continuous increase for the keyword ‘Italian wedding soup.’

3)Confirm the search volume and traffic with the keyword planner: The next step is to use Google’s keyword planner to ascertain the search volume and competition for the keyword.

The above result indicates that ‘Italian wedding soup’ has a high search volume and is very low in competition. Early signs are very good and it shows this keyword is worth exploring further.  So let’s assume we are working with a kitchen designer and the goal is to increase organic traffic and conversion for the said client.

4)A quick Google search for the term ‘Italian winter soup’ and ‘kitchen designs + Italian winter soup ’: The idea is to ascertain the websites that are generated for these searches. A search for Italian winter soup populates recipe websites. Adding kitchen designs to the Italian wedding soup (kitchen designs + Italian wedding soup) also populates a majority of recipe sites.

search engine ranking page result

 

The kitchen company appears on the first page with a blog title ‘Homemade Italian wedding soup.’

5) Correlate the keywords so it is relevant to users: In this scenario, ‘Italian Wedding Soup’ is a keyword we are targeting for a kitchen designer. It will be important to write a blog that looks into a topic like ‘Making Italian wedding soup in your new kitchen.’ The Hubspot blog generator could provide useful ideas. Also, Buzzsumo is a very good tool in understanding Italian wedding soup related blogs that have the most shares.

Sample articles on Buzzsumo

A blog on ‘wintertime Italian wedding soup recipe’ has been shared about 5,000 times on social media. So a blog topic like ‘Wintertime Italian wedding soup recipe in your new kitchen’ is a good idea to explore.

6) Understanding the searchers intent: The ultimate aim of most business owners is to have an increase on enquiries. Users who typically type terms like ‘Italian wedding soup recipes in my kitchen’ have an informational and not a transactional intent. They want to learn how to make Italian wedding soup and not to buy a new kitchen.

7) Create a psychographic picture of your visitors: Majority of the traffic will be from users who have had Italian wedding soup in the past. It is an Italian-American soup that is very popular in the States. So the majority of these visitors will be Italians or Americans that live in the UK or Brits that have had a taste of the soup at some point. It is made of vegetables and as such your site visitors could be health conscious individuals who like to eat healthy. So using images with a green background on your blog could be appealing to a green or health conscious visitor.

8) Navigate them down the conversion path:  They’ve read the blog and what next? It’s about creating a link between making an Italian soup and a beautiful kitchen. You could have testimonial images of previous customers, having soup in their new kitchen.  A second option is to create a supplementary blog content like ‘Stunning kitchens that will keep you warm in the winter.’ The idea is to also link to this supplementary blog. Using creative tactics will also help you convert a few of this traffic to showroom visits.

Google Correlate is a very good way of researching keyword popularity and trends.  It is important to correlate these chosen keywords with the customer intent and journey. It is a whole conversion cycle that is both an art and a science for the modern day marketer.

At Cariad Marketing, we have a well-trained team who are capable of bringing a correlation between a searcher’s intent and your website’s keywords. You can give us a call on 01992 582 824 or email us at welcome@cariadmarketing.com.