It’s a well-known fact that search engines track the different phrases that people use to search for information, as well as the number of times these phrases are used. By tracking these metrics, search engines display the pages that are most relevant to users’ inquiries, helping them find exactly the information that they’re looking for.
Effective keyword research constitutes the very first step of the sales cycle, and should be strategically addressed to help identify those keywords that people search for when they think of your niche. When done correctly, keyword research shows which phrases are the most popular, how many times per day or month they are used, and even how much advertisers are actually paying for them.
If you are new to search engine optimization, then you may want to check out our guide on content-driven keyword research below.
How Does Keyword Research Benefit Your SEO Strategy?
When you conduct keyword research, you are given the opportunity to find popular and commonly used keywords in your niche. Once you’re done making a list with the keywords that you’re actually going to use, you can proceed to optimizing your website (specifically, your content, title tags, meta descriptions, alt texts and other on-site elements) for them in order to rank higher in search engines. If, on the other hand, you optimize your website for keywords that nobody is searching for, you run the risk of driving little or no traffic – an outcome that can ultimately result in losing potential customers and profit.
There are three main benefits of keyword research:
1. You can identify the phrases that allow users to find your website.
2. You gain a better understanding of users’ intent, so you can properly address their search inquiries.
3. You can focus your website on one specific keyword phrase to drive more traffic and rank higher.
More than 29 million searches are performed every minute by users looking for information that satisfies their specific needs. Correct keyword optimization can result in huge referral revenue, especially if you create visually-appealing meta descriptions that attract clicks and generate traffic. Brands that do not perform accurate or regular keyword research will see a drop in their traffic and revenue, and will not gain as much exposure or credibility as their competitors. Hiring a company that provides online marketing services London is oftentimes a good alternative to ensuring that your website is consistently optimized for the most relevant keywords.
Strategic Keyword Research: Google’s Keyword Tool
When creating an AdWords campaign, Google allows you to research popular keywords and ad group ideas, get historical statistics, and even see how a list of keywords may perform. This data is collected from Internet users that use Google to search for information that’s highly relevant to the terms used. With Google’s Keyword Tool, you can type in any keyword phrase and see how many times it has been utilized, as well as a list of related keywords.
You can drive more traffic to your website by focusing the content that you publish on a specific keyword that people use to search for your website. Luckily, you can access Google’s Keyword Tool for free by registering for Google’s AdWords program, and doing so will also enable you to create efficient ad group ideas to make your website easier to find for users.
Capture Long-Tail Search Traffic
Long-tail keywords are phrases that are made up of three or more words. Due to being more specific, long-tail keywords are good for better defining users’ intent and what your website is about. Long-tail keywords have less competition because of brands optimizing their websites for 1-2 word keywords instead (which are usually very competitive and difficult to rank for). Long-tail keyword phrases such as “best tips for accurate keyword research” can capture more visitors than simply “keyword research,” as they are more specific and tell search engines what your website is about.
If your business operates in a specific area, you can better define what your website is about by choosing location-specific long-tail keywords. For example, “online marketing services London” will be more relevant than just “online marketing” or “online marketing services,” bringing more qualified visitors to your website.
Understanding how people use keywords to search for information is an important part of the keyword research process. Keep in mind that, for your SEO campaign to be efficient, you must take the time and identify those keyword phrases that are most commonly used to make sure that your content will be highly relevant to users’ search inquiries. Consider using at least two or three keyword research tools, as many of them might display different keyword suggestions that you can choose from.
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