Why Keyword Research is Essential For SEO Campaigns
Search engine optimization involves the use of several different techniques that allow a website to be found by internet users searching for relevant and interesting information. But while there’s a lot that’s subject to change when it comes to SEO, the need for proper keyword selection isn’t going anywhere.
In order to gain insight into user behavior and ensure a given website provides the solutions consumers are looking for, you have to conduct keyword research. But what really goes into this process? And does it really make a difference for your SEO campaigns? We’ll be answering those questions in today’s post.
Understanding the Keyword Research Process
As you might already know, keyword research involves tapping into the unique terms that people type into search engines — and how those terms are being used. The goal of keyword research is to ensure a website’s content (including web copy, blog posts, backlinks, and more) will be properly optimized to improve the site’s ability to rank on those specific search terms.
There are a number of ways to conduct keyword research. But no matter which tools you use to get the job done, you’ll want to ultimately find out what web users are searching for, how many and what kinds of people are searching for it, and how they want this information presented to them.
Through the keyword research process, you’ll be able to uncover imperative information about a target audience and the steps you’ll need to take to ensure a website can be found. To take things a step further, implementing the results of your keyword research can actually motivate web users to visit the site and even improve conversion rates.
Why Keyword Research Still Matters
You might have heard some people proclaim that “keywords are dead.” Those who insist that keywords are obsolete or useless are essentially interpreting data incorrectly. It’s true that keywords aren’t always used in the same ways they used to be — and the way we track them has changed quite a bit. But that doesn’t mean the use of keywords has fallen out of favor.
On the contrary, keywords are still a non-negotiable part of optimization. And from a practical standpoint, you’ll have no way of knowing which keywords to choose — or which keywords are working for your campaigns — without devoting time to the research phase.
Researching keywords for SEO will provide you with the necessary clues to identify and meet the needs of customers for a given client. Yes, they can help with web traffic and rankings. But at a more basic level, keyword research allows you to get to know your demographic in a more authentic way. Unlike a survey or other anecdotal evidence, this data more completely captures their true feelings and intentions when they search online.
In other words, you’ll be able to develop smarter marketing campaigns based on truth, rather than assumptions. Not only will you be in a better position to effectively optimize a website, but you’ll also have the insights to fill in the gaps and meet your customers where they already are.
Takeaway: Don’t Skip Your SEO Keyword Research
Obviously, keyword research allows you to properly optimize a given website. But it also provides you with key information about your ideal demographic and can inform your entire content marketing strategy. What’s more, the keyword research you conduct for SEO purposes can act as a pivotal starting point for PPC and social media campaigns. While the keywords you use for one purpose might not directly translate to another, the initial legwork you do can help immensely when developing strategies for these other areas of digital marketing.
By focusing on keyword research, you’ll be able to appeal to the desires of a given audience and fulfill a specific need. Without proper research, you won’t know why a given search term is more popular or which version of a phrase will drive more traffic and conversions. You also won’t know what your competition is doing or how you can improve your own results.
When it comes to SEO, ignorance isn’t bliss. By investing time and effort into researching keywords for your digital marketing campaigns, you’ll be able to obtain the knowledge you need to see real (and consistent) results.