Why Is Keyword Research Important?

Search engine optimization has changed dramatically over the past five years. Search engines have gotten much more sophisticated and better at understanding what matters to visitors. Having an excellent user experience is one of the best ways to get search engines to recognize a website’s relevance today, whereas they used to rely on specific keywords and other data.

You may have heard that “content is king,” and think that as long as you have some great blog posts and informative pages on your website, you will be rewarded with high rankings in the search engines. That’s one piece of the puzzle, but the other is understanding how people search for the services and products you offer.

It can be easy to assume that the way you refer to your products and services is the way everyone else does too, but that’s not always the case. You may be used to certain words that seem like the most descriptive, accurate way to describe what you offer, but people who have never heard of your company may use something completely different.

That’s why we perform keyword research. We start with the terms you already use, brainstorm some other possibilities, and build out from there. We use tools to gather information on related terms, monthly search volume and how difficult a term will be to rank for. We use all of this research to discover, for example, that more people use the term “software” than “online tools” when looking for the same kind of products.

Narrowing the list down requires balancing search volume, relevancy, and difficulty to produce the terms that will give us the best return on investment by producing quality search traffic. We use the information we get from keyword research to shape our content strategy and determine priorities moving forward.

To learn more about how keyword research can help guide your Internet marketing strategy, contact Full Media today.