Keywords are the building blocks of good, digestible, relevant content.
But does this also mean that detailed keyword research is just as important? Why is there a need for digital marketers to delve deep into keywords, identify which ones to use, and know the best ways to use them?
From steering your marketing efforts into a clearer direction to leveraging on the innovative ways people search for what they need online, here are the top 10 reasons that detailed keyword research is so critical:
Reason 1: Internet reach maximization
The internet is a vast marketplace, where you can potentially reach as much as half of the world’s total population. With detailed keyword research, you will discover which words or phrases are being used by internet users to find products, services, and solutions related to what you’re offering. Simply put, the right keywords can bring the right people to your website. In the same way, the right keywords can position your brand as the right solution for specific needs.
Reason 2: Brand identity building
This brings us to the second why for detailed keyword research: brand identity building. Because the right keywords can increase your inbound traffic and possible conversions, it also invariably aids in brand building. This is especially important for startups or existing businesses transitioning online. With more people finding your solutions, your brand will slowly gain marketing traction and momentum. Overtime, this will help craft brand recall and visibility.
Reason 3: Online/digital marketing effort direction
Detailed keyword research also helps with online marketing efforts alignment. Digital marketers may focus on a few strategies at a time, but the right keywords can tie everything together into a cohesive marketing whole. And while it’s fine to explore related topics, as in content marketing for example, keyword research can direct all efforts and possible topics into a clearer and more streamlined direction.
Reason 4: Search engines + search engine users
Keywords are essential not only because a business website has to satisfy internet searches, but more so because it needs to cater to actual search engine requirements. With detailed keyword research, you can determine the right keywords to use for your website to rise up in search engine rankings. And the more visible and accessible you are in Google or Bing searches, the easier it will be for prospects to find you.
Reason 5: Non-visibility in Google Analytics
Since several years ago, Google has omitted the organic search terms list results from Google Analytics. This means that the report no longer includes the list of organic keywords or terms that people use on Google to find what they need. While this is done for good reasons — users’ privacy being the most important — it also means that there is an increasing need for detailed keyword research. Investigating, exploring, and identifying the right keywords have to be done carefully, deliberately, and on a regular basis.
Reason 6: Keywords are not just ‘words
More than just one-word search terms, keywords can actually be key-phrases, also known as long-tail keywords. Furthermore, keywords can be primary, secondary, brand, unbranded, or page-specific, among others. Specific and descriptive key terms, for instance, are known to improve conversion rates. Recurring keyword research can lend you the right groups of keywords to target for specific marketing efforts.
Reason 7 : Keyword research impacts more than just SEO
With detailed keyword research, moreover, you are not simply hitting search engine optimization goals. At the core of different digital marketing efforts is the solid and relevant use of proper keywords. Whether you’re doing content marketing, mobile marketing, or paid search marketing, keywords are still non-dispensable. This makes constant and continuous keyword research all the more crucial.
Reason 8: Keyword research as continuous effort
Performing keyword research one-time doesn’t eliminate the need to do it regularly. Researching for the right keywords should be a continuous activity. With language shifts occurring frequently, the ways by which content and keywords are being used should also be updated. And as the need to introduce or optimize more offerings or websites arises, so does the need for you to keep abreast of the right keyword usage and keyword research practices.
Reason 9: Continuing evolution of online search
The way people search for and find the things they love online is constantly shifting and evolving. Some of the tools which Google has integrated as search algorithm updates are Hummingbird, RankBrain, and other means for linguistic analysis. Voice search has also opened the need for more conversationally-sound keywords. With detailed keyword research, digital marketers and business owners are able to stay on top of the SEO game despite the changing times.
Reason 10: Researching is learning
And finally, constant keyword research can offer insights which may have been unavailable to marketers, otherwise. Digital marketing guru Neil Patel says keyword research is the most essential aspect of online marketing. After all, keywords serve as the foundation of any marketing strategy, and the more we study and explore its relevance, the more we learn about our target market and the digital landscape we operate in.
For businesses to get the most out of keywords as tool for search engine optimization, detailed keyword research is a must.
As search platforms and target market preferences evolve, it makes sense for keyword research to be a continuous effort as well.
Knowing which keywords or keyword phrases to use is just as crucial as knowing the importance of keyword usage itself.
For business and digital marketers, detailed keyword research is one of the surefire ways to stay relevant and to be found – when and where needed.