Keywords are an essential element of marketing strategies, such as SEO and PPC. Businesses that want to leverage such marketing strategies must have keywords in mind before moving forward. That’s where keyword research comes into play and it can help you rank for terms that will match your content with user intent and help you rank well on search engines, such as Google. With that in mind, here are a few things you should know about keyword research.
Simply put, keyword research is an activity that helps you discover what consumers are searching for when they browse the Internet and how do they conduct their search. The key is to help you understand your target market by understanding how online consumers are searching for products, services or content similar to yours.
Let’s assume you own a pet store and wish to sell more cat food. The purpose of your keyword is to determine how consumers look for cat food online. This can help you answer some of the important questions. Here are a few examples.
• The keywords do consumers type when searching for cat food.
• How many consumers conduct the search on daily basis?
• Which type of information they are looking for (i.e., videos, articles, infographics, etc.)?
This will help you opt for the right keywords to rank for so that you can ensure your web pages, products or services are easily findable and accusable to your target audience.
Another important aspect of keyword research is to determine just how competitive the keywords you want to opt for are. Let’s take the previous example. The keyword “cat food” is pretty straight to the point and very competitive.
Every business that sells cat food will most likely use this keyword so choosing to rank for this keyword may not be such a good idea. Instead, keyword research helps you find less competitive keywords that match the intent but they use a slightly different approach.
These keywords are called long-tail keywords or phrases. For instance, “organic cat food for kittens” is a long-tail phrase consumers use when they want something specific. Such keywords can help you rank better while avoiding fierce competition.
Keywords research can help you diversify the keywords you rank for thus giving you more opportunities to rank better than your competitors. There are various tools you can use that will help you discover just the right keywords for your SEO or PPC strategy. The long term goal of keyword research is to help your business maintain good rankings and match your content with user intent at all times.
Without keyword research, it’s next to impossible to develop an SEO or PPC strategy that will be as effective as you need it to be. That’s why keyword research is of the utmost importance for your business because you want your audience to be able to find you easily and seamlessly.