Why is keyword research important?

If you have your own website, it’s likely that you should be at least familiar with the concept of having it properly optimized. This will not only improve your visitor’s browsing experience, but it will also allow your pages to rank more efficiently on search engines.

To harness the full power of organic traffic from these search engines, your site’s pages need to be perfectly optimized for specific keywords that are related to your business or industry. Failure to do so will hinder your traffic opportunities, which will result in lower website conversions.

What is keyword research?

Keyword research is essentially exactly what it sounds. It is the process of choosing phrases or individual words that your potential customers or target audience are likely to search for, that directly relate to your products, services, or general business.

As an example, if you were a lawyer from New York, it would make sense and be beneficial if your website showed up on Google search when someone typed in “New York lawyers”. Although to achieve these results, it is not quite as easy as just placing your desired keywords onto your website. The whole page needs to be properly optimized around this specific phrase, to give it more weight in the eyes of Google’s algorithms.

Why is keyword research a priority?

Until you are confident that you know which single words or phrases are most important to rank for, you can’t properly optimize your website. It also means that your content will not draw the desired amount of quality traffic that you require.

If you choose incorrect keywords, which would be keywords that do not directly relate to your business, you will just end up getting non-targeted traffic. This will not only be frustrating to you as a Webmaster because you are receiving no conversions from this traffic, but it will be frustrating for your visitors, as they will not be greeted with the information they were expecting. This will result in them hastily clicking the back button, which will produce a high bounce rate for your website. A high bounce rate can be detrimental to a website’s rankings.

On the other hand, if a user stumbles upon a website that has the necessary content, or product that they were looking for, then they are obviously a lot more likely to stick around and hopefully turn into a conversion.

Longtail and general keywords

High level or general search terms make up approximately 30% of a user’s searches. An example of these type of search terms would be “marketing agency”, or, “football boots”. While these obviously have the greatest search volume, they will also have the most competition and will likely be very difficult to rank for. They can only be one number one position for any specific search term, and if you take keywords like this, you will be competing with millions of other websites.

By making your keywords more specific, it will greatly reduce the amount of competing websites that the keyword has, as well as potentially gaining more laser targeted traffic. Like the example we used above, “New York lawyer” will have a lot less competition than “lawyer”.

Longtail keywords make up the other 70% of search engine queries. These search terms are typically used by those who are close to making a decision about purchasing or enquiring, and are used by those who likely already know some information on the subject. To continue on our keyword example trend, a long tail could look like “Best New York lawyer with hit and run expertise”.

These longtail keywords look a bit more hectic and messy than generic keywords, but they usually have the most converting audience. If somebody is searching for a lawyer in the local area with expertise in hit-and-run, then it’s quite likely that they will be contacting the first one that they see. Therefore, if that search term is only searched for 100 times a month, and you rank first place for that query, then you are going to get at least one or two people contact you a day.

How is keyword research done?

Keyword research should be done fairly early in website development, to properly plan and structure your content, as well as your SEO strategy. You should begin by creating several keyword lists which are obtained by researching the best terms that apply to your business, as well as terms that your potential viewers may type in. You can then start to creates separate keyword lists that are specific for each and every product or service you offer on your website.

When properly optimizing a page, you can only target one or two keyword phrases. Longtail keywords are a little different, and you might be able to target a few of them if your written content is long enough. However, it’s best practice to create a separate piece of content for every keyword that you’re aiming to rank for.

There are many different techniques and tools that can be used to aid in keyword research; however, it is still best done by a professional. This is because most of these tools use basic algorithms. A keen eye will be able to spot anomalies in these algorithms, which beginners will likely mess. This can result in novice Webmasters trying to optimize their websites on keywords that they think are easy to rank for, but are in fact very competitive.

Is your keyword list successful?

There are quite a few variables at hand when trying to measure the success and optimization of your keyword list and website.

  • Are you receiving natural search engine traffic for the keywords that you have opted for?
  • Is any of this traffic from these keywords converting it anyway?
  • Is your website even able to rank highly in search engine results? Or is the keyword to competitive?
  • Does your content fully support your keyword and conversion aims?

If you have answered no to any of the above questions, then it’s likely that you need to either rethink your whole content plan or to hire a professional (in this case us) to let you achieve optimal results.

Charged Marketing Virtual Solutions Your go to source for marketing.
Have a question to ask us? Fill in the contact form below to send us your message.