How can you make sure you attract those who genuinely care about your area of research and are eager to know more? Well, the answer lies in a little gem known as niche keywords.
Niche keywords means words and phrases that are highly relevant to your area of expertise: your research niche. You need to ensure that when people search for your research, it appears in their search results, using the power of SEO (Search Engine Optimisation). But how can you predict what your audience is looking for? Letโs break it down.
Why niche keywords matter
Search engines like Google are based on keyword searching. Keywords are the words and phrases people search with. Therefore, choosing the right keywords for your research is key to success. For example, if youโre working on something highly specific, using broad keywords wonโt help people find your work.
For example, if you are researching the use of bacteriophages to treat antibiotic-resistant infections caused by Staphylococcus aureus and you use โbacteriaโ or โantibioticsโ as keywords, your work will get lost. However, if you use specific keywords, such as โphage therapy in MRSAโ or โantibiotic resistance and phageโ, these specific keywords will help audiences find your research easily.
Niche keywords, or specialised search terms, are highly specific words or phrases that directly relate to your research. This can include particular methodologies or jargon that is rarely used in everyday language.
Finding your niche keywords
So, how do you figure out the right terms for your niche?
- Provide key concepts What are the key ideas in your research? If you’re in a specialised field, these could be technical terms, industry jargon, or unique methods specific to your area. Start by listing all the major topics, buzzwords, and key phrases that are essential to your work.
- Be specific Broad terms like โeducationโ or โsustainabilityโ will generate countless results. Instead, narrow them down to better reach your audience. For example, use โrural education developmentโ or โinnovative teaching methods in remote areasโ to make it more targeted.
- Long-tail keywords Instead of ‘machine learning’, try something like ‘machine learning techniques in healthcare analytics’. While these may get fewer searches, they will attract a more targeted and engaged audience.
- Check search volume and competition Once youโve got a list of potential search terms, use free tools like Google Keyword Planner, Ahrefs, or Ubersuggest to see how often people are searching for these terms and how competitive they are. This will help you refine your list, focusing on terms that have a good mix of search volume and low competition.
The people interested in your field are after value, insight, and expertiseโnot just a bunch of keywords.
Incorporating niche keywords into your content
Now that youโve nailed down your niche keywords, the next step is to weave them into your content naturally. Hereโs how:
- Keywords in titles and headings Search engines pay more attention to titles and headings, so be sure to include your niche keywords there. For example, if your research is on โadvanced gene therapy techniques for rare diseasesโ, make sure this phrase (or variations) appears in your titles, headings, and subheadings.
- Write with SEO in mind Avoid overloading your content with keywords: search engines are clever and might penalise you for it. Instead, write naturally, keeping your niche keywords in mind. Use them in the intro, scatter them throughout the body, and wrap them up in the conclusion to show both readers and search engines what your work is really about.
- Use keywords in metadata The meta description (the text that shows up under the title in search results) should include at least one of your niche keywords. This helps both search engines and your readers understand what your content is about.
Remember that features like ‘alt tags’ (text descriptions of images) are there for website accessibility purposes, so make sure they still fulfil their primary purpose of describing the image.
Balancing SEO and authenticity
While itโs important to optimise for search engines, remember your main goal: reaching real, human readers. Donโt sacrifice quality just to rank higher. Authenticity is key, especially when youโre dealing with niche research. After all, people will be annoyed if you attract them to your site but they find your content is irrelevant.
The people interested in your field are after value, insight, and expertise, not just a bunch of keywords. Always aim for a balance between optimisation and well-crafted content. Your niche keywords should guide your writing, not overshadow it.
Spin-out company marketing and SEO
One area where this challenge becomes particularly apparent is in the communication and promotion of the spin-out. Getting the word out to potential customers, investors, and partners can be tricky, especially without the resources or networks of more established companies. Websites can be a key factor in this process.
Spin-out founders can leverage niche keywords from the start, even if their initial website just consists of a holding page with basic information while the main site is being developed.
The takeaway: niche audiences are worth the effort
By using niche keywords wisely, you can attract the niche audience thatโs genuinely engaged in your work. Whether youโre publishing academic papers, writing blog posts, or sharing case studies, these tailored keywords will ensure your research reaches the right people.
Remember, the goal isnโt just to draw in just any audience. Itโs to connect with a focused group that values the unique insights you bring to the table. With the right approach, you can turn your niche into your greatest asset!
More questions?
If you want to find out more about using the power of SEO to make your research more visible, we’re happy to help. Get in touch for a no-obligation chat.
