There was a time when SEO keyword research was simple. Marketers found a few highly trafficked keywords and used them frequently within the content. Within hours or days, the content climbed up the ranks of the search engines. Soon this became known as keyword stuffing. Search engines recognized it compromised the integrity of the search process. Searchers were landing on content that did not align with their original intent. Eager to ensure searchers were satisfied, search engines penalized sites that exploited keywords.
Marketers soon discovered why keyword research is important. Instead of using a few keywords continually, they tried to add them naturally into the content. However, content was still being written with search engines in mind rather than real people. Google began to change its algorithms to further refine the results searchers got when they typed a keyword into the search box. Keeping up with these SEO changes became the full-time work of keyword research services. Discover the importance of sophisticated keyword analysis to develop an effective strategy for success.
What Are Keywords and Why Do They Matter?
Keywords are the words, phrases, and terms searchers type into the search box at search engines such as Google – the leader in modern SEO. People think of a few relevant words that describe what they need or want. The search takes them to websites that should help them find it. Businesses use these words in their website content, blogs, and social media posts to help search engine users find their offerings. When it is done right, digital marketers understand the answer to why keyword research is important… because they get more targeted traffic. By providing meaningful answers to their target audience, companies generate more leads. Adding keywords to metadata, which is the back end of the content, helps further boost the ranking of compelling, keyword-based content.
Know Your Goals to Achieve Them
Before conducting keyword research, know your goals so you can achieve them. Vague goals don’t establish milestones – such as attracting more traffic and leads. Establish specific goals, such as getting 1,000 more visitors by a certain date or how many leads you want by the end of the quarter. Write down these goals to find ways to achieve them through SEO marketing. Your ultimate goal should always be to increase lead generation and sales. Measure your progress through the use of analytics. Consider subject, demographics, timing, and other factors to determine the success of current content. Use this information to develop future goals and web content that aligns with them.
User Intent – Slide Into the Skin of Your Target Audience
User intent is imperative when it comes to selecting keywords. Create personas so you get to know your target audience. A persona should include age, gender, income, interests and hobbies, what they struggle with and what they already accomplish. Depending on your industry, your target audience may consist of several different personas. Slide into their skin and minds when you choose keywords. What phrases would they use to find your products or services? Use a combination of scientific research, common sense, and gut intuition – but always satisfy user intent. Give them what they want to keep them coming back for more.