The importance of keyword research

The importance of keyword research

Keyword (in the context of search engine marketing): a word or phrase summing up the contents of a web page.

From an early age, we are taught to ‘plan before you act’ in order to make the entire process easier for ourselves. Whether we paid attention to it or not, it is undeniable that a thorough plan greatly improves the smooth running of any operation.

When carrying out marketing such as SEO, content marketing and even PPC campaigns, extensive and detailed keyword research will ensure that you choose the right terms to target. In theory, this means that your site will appear on search engines when the appropriate ‘target’ phrase is searched.

Think like your customers

When you start your keyword research, the best thing you can do is to think like one of your customers. You may think that you know the terms people use when searching for your products or services, but there are likely some that you wouldn’t think of.

Assuming the mindset of someone who may be searching for your products or services may reveal some search terms that you would have been oblivious to beforehand and behind these terms could be potential business! With in-depth and calculated research you can pinpoint the top questions, preferences and problems (that you can solve) of your target audience.

Top Tip:Don’t forget to check the plurals of your search terms - you could unlock further potential.

Making sure you reach the right audience

You can easily target terms that drive more traffic to your site, but your research should help you to identify the search terms that will bring the right kind of visitors. In other words, targeting the terms searched by people who want to buy from you or pay for your services.

The more specific you are with your target keywords, the more valuable the visitor that searches for it is likely to be e.g. the higher the conversion rate. Specificity is also beneficial because it is generally easier to establish a good ranking on search engines for longer and more descriptive terms. Using a very crude and generic example, there is huge competition for ‘men’s shoes’ but you have a chance of a better ranking if your keyword is ‘men’s leather shoes for sale in the UK’.

One successful example came from our longstanding client, Spanish Legal Homes. They organise viewing trips for people interested in buying property in Spain but also attend numerous exhibitions in the UK. By targeting keywords relevant to property exhibitions their site has achieved page 1 rankings for a number of phrases including Spanish property exhibitions, Spanish property show and A Place in the Sun exhibition. With this ranking, leads were created.

Keyword research helps formulate a successful site

By carefully selecting and using specific target keywords on the right pages, you should be able to increase traffic to your site and hopefully achieve a greater number of conversions. Once you have your list of keywords to target, the next step is to put them into engaging content on your site or formulate engaging Adwords campaigns.

Whilst keywords are important to the performance of a website, there are a vast number of other contributing factors. Look out for more online marketing tips and helpful articles on the CW Marketing website in the coming weeks!