How to do keyword research that drives leads for your sales team

written by Aleksandar Debeljak
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If you have a company, you probably invested in a website to showcase your online presence. The purpose of your website is usually to be seen, guide your visitors to sign up for your newsletters or demo, and eventually have them buy your product. However, it’s not enough to believe that you will get more leads and customers just because you have a website.

It’s not enough to only have visitors on your website, the important thing is that your company is aiming to get the right kind of visitors who will turn into qualified leads. Therefore, it’s important to do an effective keyword research that focuses on the search terms that your buyer persona is using so that you could get the right kind of visitors into your sales funnel.

What is keyword research?

Keyword research is the process by which you research specific search terms your targeted audience type into search engines and include them in your content so that your web pages and articles appear higher on a search engine results page (SERP).

For example, most of us usually do a Google search when we look for a solution to a problem. By doing a keyword analysis, you can easily understand what terms your targeted audience uses when they have a challenge. This makes it easier for you to customize your content according to their needs. If you follow SEO best practices, the search engines will detect and rank your content so that you can solve their problem.

How to conduct an effective keyword research

In order to conduct an effective keyword research that delivers more leads in your sales funnel, there are some things to consider to generate results. First and foremost, you need to know what target audience you want to reach out to and what competitors your business would like to compete against in your industry. It is essential to find a niche because it can be tough to compete with the largest companies in each industry.

Once you’ve set your target group and niche, it’s time to start using tools that can help you find the right keywords. There are several tools that are recommended by us and the SEO community such as:

  • Google Ads Keyword Planner
  • KWFinder
  • SEMRush
  • Ubersuggest

Remember to not always choose the most popular or searched keywords because you compete with many other companies. Instead, choose keywords and phrases that your target audience would use that have a lesser competitive level so that you drive the right kind of traffic to your website. Just because you have more visitors does not mean that you will sell more products. So be sure to tailor your content to your target audience.

Choose keywords and phrases that your target audience would use that have a lesser competitive level so that you drive the right kind of traffic to your website.Click To Tweet

You should use the Google Search Console tool to find terms that you are currently ranking for in SERPS to guide your keyword research as well.

google search console queries

In order for you to get the right kind of traffic, it is important to create content that attracts them. Therefore, it is important to have titles that are both SEO optimized and that your target audience can find. When you are going to create a title about a topic that you are working on, there are a number of things to keep in mind to best reach your target audience. Some of these are:

  • Include the keyword in the title, meta description and url.
  • The title should be max 65 characters long.
  • The title and meta description should be descriptive but at the same time catching the reader’s attention.
  • Avoid having the same title as the ones in the search results.

Don’t just think about ranking a page for a specific keyword but rather multiple pages and articles around a topic cluster which will help you to improve your internal link structure and user experience by guiding your visitor through the customer’s journey. Another smart tip is to use “long tail” keywords to stand out from the crowd, it lets you be more precise with your content.

Examples of a long tail keyword could be “laser cutting machines” instead of just using the word “cutting machines”. By being specific, it helps your visitors to easily find a tailored solution to their needs. If you would only use the keyword “cutting machine”, it is not certain that your targeted audience would find you in SERPS because you have additional competition from “saw”, “water” and other types of cutting machines from different companies.

Last but not least, it is important to have outstanding content that your audience likes to consume. Keeping track of your competitors can be smart to see how their content looks. When you get a good picture of how the competition looks, try to create even better content for your business to be seen as a thought leader. A few things to keep in mind when creating content are:

  • Make sure to use evergreen content which is content that is relevant for a long period of time.
  • Monitor the length and the quality of your content so that it contains enough information to add value to your visitor.
  • Follow SEO copywriting best practices to make sure your content is searchable.
  • Upload or update your content so that it is adapted to your targeted audience’s needs.
  • Använd relevanta länkar mellan ditt eget innehåll och skapa en content topic cluster.


Getting more organic traffic that converts to leads for your sales team can be a tough challenge. Because competition is tough, it is important to stand out from the crowd. By doing keyword research, your content will not only generate more traffic but also the right kind of traffic. This, in turn, means more qualified leads and ultimately more sales.

Keep in mind however, that it takes time before you begin to see the results from your optimized content, but by using keyword analysis, you will have a better understanding of how effective your content can be. Working with SEO is a long-term process but at the same time rewarding as your company becomes more competitive and your visitors see you as a thought leader in your industry.

How does your company work with keywords and how do you optimize your content to drive more leads into your sales funnel? Share your feedback in the comment field below.

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About Aleksandar Debeljak

Aleksandar Debeljak is a Digital Marketing Specialist who helps clients align marketing campaigns to their business goals. Follow him on Twitter @aleksdebeljak.