How Keyword Research Helps Your Marketing Strategy

If you are running an SEO campaign, you are aware of how important your web page ranking is. It’s the key to determining where your website will appear in search engines. You also are likely aware that there are multiple components that contribute to where your site is ranked. These include on-page SEO, domain authority, and keyword research. This research helps you determine the top terms visitors will use to reach your site. However, how you do the research can make a major difference. Here is what to know about keyword research.

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What is Keyword Research?

The first step in keyword research is understanding what it is. Keyword research is defined as the process of discovering the terms that are used by your target audience when searching for you online. By looking at the search history, you get an in-depth understanding of how you are looked for. And as you get more information on the terms that are used, you can craft content based on these terms that will provide high-quality traffic to your site. It’s important to note that keyword research is not a one-time deal. Doing it on a regular basis will ensure that your website stays up to date with relevant information.

What Makes Keyword Research Important

Explaining why keyword research is beneficial to a marketing campaign is relatively straightforward. The biggest reason is that it helps reveal crucial information that helps grow your business online. By doing research, you learn the keywords people are searching for, as well as how competitive they are. This information helps you plan a content marketing strategy that will increase your search visibility, traffic, and ranking. In addition, research keeps you from optimizing your website for terms that aren’t driving traffic.

How Research is Done

Conducting successful keyword research means understanding the wants and needs of your target audience. It’s important to know who your customers are and why they are visiting your site. You want to create specific questions that are designed to relate to your main topic which will help you get a better sense of how your visitors look for content. Once you determine the central subject you want to focus on, make a list of topics that tie into that subject. For example, if your main subject is basketball, topics can include basketball equipment or clothing.

Next, you want to look at related search queries that match the listed topics. This is done through searches on Google and Bing and is designed to help find additional search terms. Other steps include researching keywords of competitors to see monitor if there are terms you may be overlooking and using a dedicated keyword tool, which provides you with additional suggestions for words you are already using.

Other Strategies to Consider

In addition to the above steps, there are other ways to find quality keywords for your campaign. You can determine the intent of the keywords that people are using to find you online. While it's obvious to find the intent of most words, others will require deeper looks. The good news is that finding intent is easy. You just need to type the keyword in question in a search engine and look at the first page results. This way, you are able to go through the keyword list and filter out terms that don’t relate to your core business.

Another step is to look for long-tail keywords. This is especially helpful for newer businesses getting involved in SEO and looking to avoid choosing keywords that are used by hundreds of potential competitors. Long-tail keywords are typically less competitive than base terms and can help you rank higher in searches.

Doing keyword research is an integral part of any search engine optimization campaign. It can help you discover new search terms as well as plan out new content that will attract customers.

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