Using Keyword Research in Marketing and SEO

The Importance of Keyword Research and Why it’s an Ongoing Process

If you are not familiar with the term, keyword research is essentially about identifying and analysing the search terms which people input into search engines such as Google when they are browsing online. The aim is then to use the information generated for a particular purpose – typically for digital marketing and search engine optimisation (SEO).

What is the point of Keyword Research?

This research identifies the queries your target audience is searching for on the likes of Google. So, it is a fundamental SEO task, and, interestingly, one which has remained consistent as the search landscape has constantly shifted.

Additionally, it should always be one of the first steps you take when creating new content, since keyword research gives you immediate feedback on whether you should invest time and resources in a particular content idea.

Benefits of Keyword Research

  • An understanding of what your audience wants to know about your sector, services, and products.
  • You will also make better use of your time and money invested in your SEO efforts. But be smart in your keyword choices – target realistic keywords based on their keyword difficulty.
  • You will increase organic traffic by choosing the most relevant keywords and appear higher up the search results. According to Backlinko, up to 85% of the first page of Google’s search results use titles incorporating relevant keywords.
  • Once you know what your audience tends to search for, you can focus the content you create on those topics and enhance your strategy for content marketing.
  • You also understand the competition better, with a clear sense of what you’re up against, and insight into how easy or otherwise it may be to rank in top spots.
  • This research also gives you a sense of which keywords have low competition and therefore increase your chances of your content gaining more visitors and organic traffic from the big search engines. Equally, you discover those keywords which you should not target because established domains are already ranking for them.
  • Keywords can be defined as informational, transactional, navigational, and commercial – these can help you target the ones which are most relevant to your business e.g., an e-commerce store would prefer transactional keywords.

Why you need Keyword Research

You clearly need to do some keyword research at the beginning of every SEO, PPC, or marketing campaign during the initial audit, but it should remain an ongoing process, and it’s certainly something to look at regularly, since you should consistently be keeping an eye out for new keywords.

Talk to Front Page Advantage

At Front Page Advantage, we have a number of SEO packages or PPC packages from Bronze to Platinum, all of which include thorough keyword research as standard. So, we can improve your keyword rankings within Google using tightly targeted keywords which relate directly to your business.

Get in touch today and take the first step towards boosting your online presence with greater volumes of website traffic and brand awareness.