Mobile keyword research can helps you to meet your business goals; so you need to know how to do mobile keyword research. Before finding out the way to do mobile keyword research, you should know why to do mobile keyword research.
You could be missing out on keywords which are used on mobile instead of on desktop by your audience. This is one of primary reasons for doing mobile keyword research.
In some areas, such as restaurants and services, where upwards of 30% of the volume comes from mobile devices; you could choose wrong target keywords for your intended audience if you do not take that into account in your keyword research.
In 2008, you can be supported by emulators and autosuggest tools to discover mobile-specific or mobile-centric keywords that your target audience used on mobile devices instead of by the same kinds of keyword tools that existed for desktop search. Today, you can find good tools from Bing and Google specifically designed to help marketers cater to mobile searchers, which makes the process much easier and the data more accurate.
If the above reasons convinced you to do mobile-specific keyword research. This is how to do mobile keyword research. You should remember these three steps which apply for not only mobile keyword research but also for desktop keyword research; however, there are differences in tools, metrics, and process which makes mobile SEO keyword research unique.
1. Define Goals & Success Metrics
Successful keyword research is based on your goals for these keywords and the way you are going to use this keyword research. In other words, you can meet your goals if you knew keywords used by your audience.
When you are researching for a site that is designed specifically for mobile URLs, you have the opportunity to use different keywords and content on your mobile pages.
2. Keyword Discovery
It is necessary for you to discover how mobile searchers find your site as well as find your competitors and other sites like yours. And you can use some tools to collect a list of keywords including Google Webmaster Tools, Google Analytics, Google Keyword Tool, Bing Ads Intelligence, Bing Search Suggest, and App Keyword Research Tools.
Google Webmaster Tools
GWT helps you know how people are currently finding your site on mobile devices. At the search queries report, filter search type by Mobile. Its search queries report used to include information on both feature phone and smartphone keywords, but both have been combined into the Mobile category. This report is especially useful because it allows you to see rankings, impressions, clicks and click-through -ate for mobile keywords, which can’t really be found anywhere else at the moment.
Mobile keywords in Google Analytics are found in Audience > Mobile > Overview in the right hand.
Google Keyword Tool
The Google Keyword Tool is the only mobile-only keyword tool giving you mobile-specific keywords. In the Google Keyword Tool, select all mobile devices in the Advanced Options and Filters, and you’ll get keywords from tablets, smartphones and feature phones.
Bing Ads Intelligence
Bing Ads Intelligence is the only tool which can estimate tablet search volume. Bing Ads Intelligence allows you to get demographic info on your mobile users, which can be helpful if you’re building personas and you want to compare mobile personas with desktop.
Bing Search Suggest
While Bing Ads Intelligence fails to give you a way to discover mobile keywords, you can do that by using Bing’s autocomplete feature in mobile. Simply type a word or character that you’re researching, and mobile-specific keywords appear in the interface.
App Keyword Research Tools
Neither Google nor Apple has a keyword tool for Apps. The best place to get official information on app keyword popularity seems to be the engines themselves, which offer app-specific keywords in the autosuggest for their search engines.
3. Keyword Qualification
You should have a lot of mobile keywords; however it is important to decide the best ones. The following are methods to help you make better business decisions with mobile keywords.
Count of Queries by Platform
The Google Webmaster Tools mobile search queries report is good because it’s one of the few that allows you to compare your desktop queries with your mobile queries and discover differences in the search behavior of users accessing your site from different devices.
Mobile/Non-Mobile Tag Cloud
To get a quick look at the kinds of things your mobile audience is interested in, it’s helpful to use tag clouds of the long-tail. You copy your keyword list into a tag cloud generator like TagCrowd, for both desktop and mobile keyword lists.
Mobile % of Total Traffic Report
Once you have all of your keywords, you need to use the Google Keyword Tool to estimate exact match search volume. This way, you have a better sense of the total volume for a given keyword in Google, and aren’t leaving out 30% or more of the search volume when deciding on qualified keywords.