Keyword research offers valuable insight into what people are trying to find, the volume of searches, the location, and their preferred format for obtaining their query’s responses.
It is an essential component of digital marketing and the Search Engine Optimization process (SEO). According to Ahrefs, 0.16% of the most popular keywords account for 60.67% of all searches.
Primarily, having insights into popular keywords helps brands zero in on the precise information and deliver the content their target market is interested in.
Google considers keywords as an important search ranking factor. Therefore, proper keyword research is the basis of getting your SEO correct.
Benefits of Keyword Research In SEO
Here’s how keyword research can impact your brand’s marketing strategies.
- Effective Use of Keywords Help To Increase Organic Traffic Share For Brands
Marketing trends are subject to regular changes. With the correct data on the most-used keyword during a period, digital marketers can better understand emerging and died-out trends. It helps them to modify the keywords, recalibrates their marketing campaign, and shape their content accordingly.
Keyword research ensures brands’ content reaches the target audience in a favored format such as Google Search results, or It can be video content such as Youtube video. In the case of search traffic, the value-added and keyword-rich content leads to an increase in organic traffic for brands and thereby generates inbound leads to the site over time.
Proper keyword research can also assist marketers in knowing ideal long-tail keywords. This effectively expands the relevancy of the content as it would comprise more keywords that people could often use during their search.
- Keyword Research Is Helpful To Create People-centric Content
User intent or search intent is the specific goal a web user has while searching for a term. It is an important SEO component and integral to keyword research.
Google’s recent updates have also emphasized people-centric content that satisfies the user’s needs. Therefore, verifying the user intent before publishing content based on specific keywords is always recommended.
Keyword research also brings out real-time data on the general search intent. It helps businesses understand what people are asking for and deliver content, products, and services exactly when and where it is needed.
How To Perform Effective Keyword Research To Achieve Sucess SEO?
We recommend following this checklist to execute flawless keyword research and incorporate changes accordingly.
1) Determine Keyword Based On Niche And The Audience
The essential requirement for any brand is understanding the keywords for the niche they intend to serve. After this is done, providing in-depth content and establishing topical authority would be easier, which is an important search engine ranking signal.
Also, incorporating these steps during keyword research could help-
- Understanding the nuances of the target market
- Trace the dominating national, geographical, and cultural factors
- Knowing the demands of the target demographics
- Key areas of improvement
- The opportunity to add new content in line with emerging trends.
Executing a Google search to look at the existing content on your niche, its details, the key competitors on the SERPs, and the keywords they are employing could be a good start.
2) Create A Topics Bucket if Your Primary Keyword
After understanding the primary keywords, creating a comprehensive list of sub-keywords for the primary keyword is recommended.
These sub-keywords Or Related keywords are also called ‘topic buckets’. Topic buckets have all the topics that could interest your target audience and serve their purpose.
Add Keywords To Topic Buckets
The next step is identifying keywords that fall into the topic buckets.
For example, for a cloud computing business, the Application Programming Interface (API) topic category could include keywords like.
- What is API
- API integrations
- What are API integrations?
- API integration examples
- What is API testing?
Getting as many relevant topic-related keywords are beneficial as it can increase the content reach.
Many Traffic Analytics and Keyword Research tools such as Ahrefs, Similar Web, SemRush, etc can help track the high-performing keywords people use to find the content on your website.
Use LSI keywords Along With Topic Buckets
Latent Semantic Indexing (LSI) keywords are directly connected to the main keyword. They are semantically relevant and can add value to your content.
LSI keywords help search engines understand the relevance of your website. Hence it can increase the volume of inbound leads.
Scrolling to the bottom of the Google search results page could also provide a glimpse of the related keywords people often use in their searches. Google’s Keyword Planner is also an efficient tool for finding LSI keywords.
3) Analyze the Strength of Keywords
Selecting a set of keywords based on market intelligence is only half the task done. Using a dedicated SEO tool and analyzing the keywords’ difficulty is necessary to secure high visibility.
Here are a few metrics to consider when measuring the keywords’ strengths:
- Search terms with low organic search competition and high search volume
- Selecting the keywords with the higher search frequency
- Paid and organic competition
4) Selecting The Right Keywords And Use of SEO Tools
Selecting the right keywords for SEO-optimized landing pages and website home pages is a must. Popular keyword research tools such as Ahrefs, SemRush, etc can provide additional search volume-optimized keywords that match oncoming trends.
To select the keywords best aligned with your preferred niche, watch out for the factors listed below.
- Keyword Difficulty (KD%), which determines the difficulty of achieving a good rank on the SERP, should be low.
- The keywords should reflect the omnichannel marketing goals for maximum impact.
- Decent search volume, which should be above 500 Ahrefs traffic volume.
- Probability of creating value-added content utilizing the keyword
5) Placement Of Keywords In SEO Titles
According to MOZ, 90% of the SEO titles are visible in the SERP and can potentially invite or deflect customers.
Another SEO best practice is to insert keywords in the titles, headings, and subheadings for search engines to trace your content more efficiently. Also, the content of each page should be built around one particular keyword.
However, you must ensure that it is done organically without impacting the overall quality of the content. Therefore, focus on making a unique page title that distinguishes you from competitors.
With the dynamic market changes, the comings and goings of technologies, and popular choices, your branded content should be able to reflect the same flexibility to stay relevant among new and existing customers.
Keyword research could be an effective tool to sustain inbound leads and create more growth opportunities in search results.