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The Importance of Keyword Research

The Importance of Keyword Research

In a world driven by online presence, most businesses are inclined to market not just through online methods. That’s why even well-known brands spend a lot of money to make sure that their site is targeting the right people and bringing in a market that can be converted to sales. One way to make sure your online campaign and site are at an advantage is to use keywords that will attract the ideal clientele to your site. In order to choose the right keywords to accomplish this goal, you must do your research.

Fundamentally, keyword research is studying and choosing relevant words and phrases that your target traffic will most likely search in whatever search engine you’re using, like Google, Yahoo or Bing. These words are usually related to the product or service you’re promoting. For example, if you’re promoting a New York-based divorce lawyer, some of the relevant keywords include “divorce lawyer New York”, “divorce New York” or “best lawyer New York”.

Why is Keyword Research important?

There is a science to optimizing your site and it takes experience and skills to be very strategic with it. However, if you conduct your research properly, here’s what you can expect.

Keyword research is the secret to optimization – which means making your site more visible to the people who have higher chances of becoming your customers. Having the right keywords used on your site helps to ensure that it will appear in the top search results, increasing your chances of getting people to see, visit, and connect with your website.

It is not possible to know what people are searching for when it comes to your business without doing keyword research.  Popular searches can be extremely specific, and trends are constantly shifting.  A service you offer which may have been a side service before could have gained popularity overnight.  Or, geo-specific trends could have shifted, meaning that your focus area needs to change.  

With the right methods, you can research which keywords are working for your site and for your competition’s.  You can then create a structured and intentional plan to boost your ranking by using the right keywords in your content.  Why don’t you give it a try?  Research the keywords for your business, then let us know which keywords you’ve found in the comments below!


    • Steve Scott

      Great! Let me know if you need any further assistance or have any questions. Each month I do and “Ask The Expert” Contact me this Oct 23rd from 9-noon!

  1. Emmerey Rose

    Couldn’t agree more Steve! I was wondering what tools do you personally recommend for keyword research?

    • Steve Scott

      I have used and have the most experience with SEMRush, WordTracker, Google Keyword Planner and Google Trends, All have various pros and cons that need to be understood before taking any major action.

      If a new client currently has a site that’s been up for some time, I’ll look at the Search Analytics in their Google Search Console to see what keywords people are searching for. That can often find good keywords that can be better optimized for. In addition, if a client has done PPC ads on Google, then I’ll often review the Search Terms report in Google AdWords for the number of impressions of actual phrases that triggered sponsored/paid ads over time. That is great market research if your Ad campaigns are setup halfway decent.

      There are lot’s of other tools out there including Keyword Discovery Tool, Market Samurai, Long Tail Pro and SpyFu and many, many others. Just remember to know where the data is coming from and how often it’s updated.

      Have you got a favorite tool of your own?


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