Understanding What Keywords Are
Keywords are specific phrases and words that are typed into a search engine like Google in order to find content. In many instances, you will hear these referred to as “SEO keywords”.
Keywords are the cornerstone of any search engine strategy, this is how you are able to position your brand at the top of the search engines.
Having the right keyword on a page is going to tell the search engines the general nature of your page and what it is about in order to match the user with relevant content. This will lead to an increase in traffic as well as conversions.
What Exactly Is Keyword Research?
Keyword research is the general process of finding keywords and phrases that your general audience is searching for in the search engines.
This will generally involve:
- The use of keyword tools in an effort to find and analyze thousands of potential keywords.
- Narrowing down the best keywords and phrases.
- Use them in a correct manner throughout your entire search engine optimization strategy.
It is best to think of your keyword research as the main foundation that all of your digital marketing efforts and general success will rely on. This is going to be the driving force behind every decision you make.
It is best to start your keyword research at the very beginning of a new SEO campaign. Regardless of whether you are a brand new company looking to make a mark on the search engines or an established company, keyword research is always going to be the most vital part of the process.
There is no need to worry if you have never done any keyword research before. One of the things we want to make clear is the fact that it is never too late to start. You may have a website that was established years ago, it is very possible to target specific keywords in an effort to promote your brand or business in a much more effective way.
To gain more keyword research knowledge or general SEO knowledge I would highly recommend you get in touch with an SEO agency and speak to them about any potential work experience they can offer.
Why Keyword Research Is So Important
Proper keyword research is vital as it is the best way to understand exactly what your target audience is searching for through the search engines. With correct keyword research, it is possible to gain a better understanding of the specific language that is being used by your audience when they are looking for your product. Consider the fact as well that they might be looking for something quite different than what you are offering.
There is a huge difference in the overall performance of a website that has done good research and one that has not done it nearly as well.
Let’s take a look at some high and low ranking pages for a keyword like “dog groomers near me London”.
The home page of a top-raking website will look something like this:
The top search result for the dog groomer keyword. The highlighted keyword will be on the homepage. Proper keyword research:
The keywords “dog groomers near me” as well as “London” will appear several times on the page in a natural way. You will also see a number of other related keywords that are similar in nature will appear on the page as well.
This is very deliberate in nature.
Companies that create a good SEO strategy will always include the target keyword multiple times throughout the content to ensure the search engines know what the page is about.
Let’s look at a similar page in this same niche that is not ranking as well nor is it using effective keyword strategies.
This page would rank below 100 for the phrase “dog groomers near me London, despite the fact that it is actually in London.
You will notice that this page does not include the word “London” or any other related phrases This is why this page has no chance of even coming close to being on the first page much less beating out the competition.