Keywords represent the most crucial element of SEO. They serve as a tool to rank your content on the SERP page and achieve a higher search rating for your website. It is crucial to underline the importance of keyword research for SEO. This is a challenging and complex process, and the quality of keywords depends on multiple factors. Furthermore, your SEO strategy greatly relies on selecting the most effective keywords.
With that in mind, consider why you should allocate time and resources for proper keyword research. Understanding the mechanics behind keywords will help you to create a more efficient search engine optimization strategy.
Identify relevant words and phrases
Let's start with a simple one. Keyword research is necessary to determine what words and phrases people use to find your business. Keywords could be related to:
Your brand name
Products or services
Furthermore, how people phrase their search words also depends on what they try to achieve. For example, they could be looking for a piece of information, a guide, or an answer to a question. Context is essential.
To find the best keywords, you need to focus on two groups:
Short-tail keywords: Includes one to three words. It is a " head term" often used to attract a broader audience to your website. These keywords are highly competitive because they revolve around generic terms that everyone uses.
Example: Best leather shoes.
Long-tail keywords: Ranges from three to five words. This is a more specific keyword because it does not focus on generic terms but on a particular query. Long-tail keywords are less competitive and target a niche demographic, so they are excellent for local startups.
Example: Best leather shoes for men in Texas.
Once you can identify relevant long and short-term keywords, you can create a more efficient SEO strategy. Understanding the customer's intent is crucial, our next key point.
Understand customer intent
Customer intent is one of the most essential elements of any marketing strategy. It is what drives them to look for products or services. Once you understand customer intent, you can write your keywords to attract relevant leads.
Keyword research will tell you exactly what words your potential clients use to find your business. To continue from our previous example, if you are opening a shoe store, you might be offering a broader range of shoes at the beginning. However, keyword research reveals that your customer demographic includes a younger audience looking for sports or running shoes.
This valuable research gives you a potential direction for your business. You have to be where the customers are. While it is also possible to focus on other types of shoes, it is crucial to consider what the local audience needs and who your competitors are.
Identify the competitiveness of keywords
It is always more challenging to work with very competitive keywords. Simply speaking, if your competitors have a more developed business, and both of you use the same short-tail keywords, chances are the competitor's website will rank higher. Therefore, be aware of some common mistakes, like using competitive keywords that will not deliver the expected result.
However, the research will also help you to identify keywords that are not as competitive as others. This is what you are looking for. Something specific that clearly defines your business.
Researching your competitors and listing their most efficient keywords is a good strategy. Then, change those keywords so they specifically advertise your business. Make them unique to your brand and your products. You are using the same pattern but adapting it to your business strategy. That way, you are creating relevant and accurate keywords that are not competitive.
Stay ahead of the competition
To emphasize, defining unique keywords will substantially help your business to stay ahead of the competition. Through that research, you are looking for holes in their keyword strategy. The idea is to create a keyword that no one is using. That way, your website is first, and there is a high chance it will grant you many benefits.
Keyword research increases organic traffic
We cannot discuss the importance of keyword research for SEO without mentioning organic traffic. Therefore, once you identify unique keywords that reflect your business, it will affect your SERP ranking. As a result, more relevant customers will find your business.
Consequently, your organic traffic will also go up. SEO is a fantastic free advertising tool if you learn how to use it properly.
Create relevant content
By discovering customer intent through keyword research, you also discover what type of content your customers want. This is especially important if you are running a blog and want to use it to grow your business through content marketing.
It is a common strategy to build your content around relevant keywords. That creates a level of quality that search engines want. Well-optimized content will help with ranking your website higher, but also with providing quality to your readers.
Identify seasonal keywords
Seasonal keywords are critical; you should change them as the season changes. The best example is to look at clothes stores during summer and winter. Advertising sweaters in summer makes no sense.
Seasonal keywords will make your website more relevant to customers' needs. And they will help you to maintain a high SERP ranking. As the customer intent changes with every season, so must your keywords. Otherwise, you will notice a substantial drop in traffic because people simply don't search those keywords outside their season.
Understand the importance of keyword research for SEO
Now you see how crucial it is to understand the importance of keyword research for SEO. While this is a challenging and often tedious process, it is necessary. It is not possible to build an efficient SEO strategy without keyword research. With that in mind, focus on looking for relevant keywords, and your digital marketing efforts will always deliver!
KW: Keyword research for SEO