Why Keyword Research Is So Important - Concourse Marketing (2023)

Why Keyword Research Is So Important - Concourse Marketing (1)



“Today we are going to cover why keyword research is so important.

What is keyword research?

First, we'll cover exactly what keyword research is and why keyword research is so important.Keyword research is the essential starting point for any well-structured SEO campaign orsearch engine positioning strategyand involves looking up search terms, search queries, or what people put into search engines exactly character by character.

MOZ stresses that keyword research is not only,check how many searches a given keyword has; it is also about exploring the many ways that people use language to pursue an idea or topic. They also make the distinction that keyword research is all about targeting.the right traffic to your website – traffic that is more likely to convert,This is why keyword research is important.

When considering exactly what keyword research is, Alexa defines it slightly differently, stating:Keyword research is the process of discovering the keywords your target market is using when searching.. This further illustrates the true nature of keyword research, which is finding out exactly what your customers or prospects are searching for right now, so you can implement those exact keywords into your content and increase your visibility in the marketplace.search engine results pages (SERPS).

This brings us to why keyword research is done in SEO. Keyword research is simply a discovery process to guide the creation of content to optimizeorganic trafficYou will have the written content and visibility you will have on search engines like Google, Bing and Yahoo. We can also begin to see why keyword research is just as important as basing your content on consumer insights and statistics to optimize business or organizational performance.

So why do keyword research? You are developing an SEO strategy; Based on keyword research, we developed akeyword listwhich acts as a compass that points directly to SEO success, we can better understand which keyword we should implement in a piece of content to make it visible on search engines to the same people who manually perform these queries on search engines. In terms of keyword skills, we havekeyword placementmikeyword densityWhich brings us to the implementation of our keyword research that we will cover later.

(Video) Keyword Research Tutorial: From Start to Finish

Role of keyword research in SEM and importance of keywords.

The role of keyword research in SEM (Search Engine Marketing)and SEO is key. We can begin to see why keyword research is so important in the context of SEM and SEO, since with all marketing tactics in general, we focus on acquiring qualified attention to increase conversions. A well-constructed keyword list allows us to prioritize search terms and variations and minimize the guesswork involved in creating content.

We might start with an idea of ​​what your target audience might search for on Google when searching for information about your products and services, but only when we get involved with keyword research can we see how important keywords are in terms of quantity. organic traffic they generate from search engines and how difficult it is to rank in search engines for those exact keywords.

keyword difficultyrefers to the competitiveness of any keyword. In SEO and SEM, each keyword has its own individual levels of competition. For example, let's say we have a dental office looking to rank on search engines for educational content that will bring more organic traffic to the site.

We may use statistical software such asSEMrushto detail the degrees of difficulty involved with ranking on search engine results pages for potential keywords, we may decide to focus on an educationblog postwe are looking to create

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Why Keyword Research Is So Important - Concourse Marketing (3)

We can see that we have a list of different keywords that we can target in our blog post to drive quality traffic to our dental website. If you look at the "volume" column, it indicates and estimates the amount of organic traffic this keyword generates from search engines per month. We can also see the “KD%” column, which represents the difficulty percentage of the keyword. The higher this number, the more difficult it is to appear in search engines for any keyword in the keyword lists above, and the lower, the easier. With this data in mind, you can begin to see why keyword research is so important.

We can see the importance of keyword research when deciding what topic we'd like to target, as we might select a keyword like "dentists open at Christmas" which has a keyword difficulty of 3% (very easy to rank on). the SERPs) and getting closer to 70 organic searches per month or alternatively we can decide to target a keyword like “what dentists use to whiten teeth” which gets exactly the same amount of traffic but has a search difficulty of 71% keywords (incredibly hard to rank for in the SERPs).

Another important consideration in this process is the intent to purchase orbuyer's intentof the keyword. Someone manually searching for "dentists are open for Christmas" is likely to want to pay a visit, especially considering the time of year they're searching for that keyword. This is called keyword trends. We can expect that someone searching for this keyword at the end of the year, in December, is probably considering a visit to the dentist over the Christmas period.

When we consider the search term "what dentists use to whiten teeth" this lacks the intent of the buyer as they could simply be someone looking for a DIY solution to a dental problem they have and are much less likely to Anyone want to tag an appointment with our dentist. practice. However, if we were looking to sell a dental product that would provide that solution, it might be a keyword we target,

Does this mean that high-difficulty words are useless? Well, that depends. If we consider the amount of traffic both keywords generate, it makes more sense to invest our time in the easier keyword, as there is a much greater chance of seeing a return on that investment of time with rankings on engine results pages. search. However, this will also depend on itdomain authority (DA)from your website.

Domain authority refers to the amount of credibility that Google and other search engines give your website and is based on a wide variety of factors, such as domain age, link profile, and subject authority, which we will cover. individually in a later publication. What you need to understand is that not all websites are created equal when it comes to competing for a keyword. Well-established sites with high domain authority can compete for more competitive keywords.

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(Video) Keyword Research Tutorial: 3-Step Process (for Beginners & Pros)

We can see the importance of keyword research, as if you are a new website or new to SEO, then the ideal SEO strategy for you is likely to leverage keyword research to find the best keywords that can Acquire quality traffic with low levels of competition. Above you can see the NHS website domain authority (authority score: 84), which could compete for these much more competitive terms by being the authority in the UK in the medical space.

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How to do keyword research and the importance of keyword research.

Hopefully by now you are beginning to see the importance of keyword research, but you may be wondering how to do keyword research. We broke down how to do keyword research in a three-step process in a recent blog post atHow to rank nationally in SEO.

STEP 1 - How to do keyword research with pencil and paper

Keyword research starts with a pencil and paper. The process should start with some initial brainstorming, thinking of all the different ways someone might research your product or service. For example, a dental office might type the following keywords.

  • local dentist
  • Yorkshire Dentist
  • Dentista Barnsley
  • national health service dentist
  • dental services
  • community dental services
  • NHS dental services
  • emergency dental services

The key here is to let your ideas flow and come up with a solid list of at least 30 keywords that we can build on. Think about the different products and services you offer and the different locations you would like to target locally.

(Video) What are Keywords and How to Choose Them? 1.1. SEO Course by Ahrefs

STEP 2 - Importance of Google Suggestion Keywords

The next step is to make use of Google's suggestions and recommendations. We need to further expand our initial list of keywords by looking at Google suggestions. By manually entering a keyword into Google search, the suggestions will be generated in a list format below the search bar.

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We need to look for keywords that we can add to our list of keywords that we didn't type intuitively, but that Google itself suggested to us. We can see keyword suggestions like "dentists near me" and "dentist near me NHS".

This process will not only reveal the keywords that are currently being searched for on Google, but it will also generate SEO insights. It is important to not only look at the keywords to create landing pages, but also to consider the keywords that we can implement to create blogs and educational content.

Take the time to enter at least your 30 seed keywords into Google search and manually review Google suggestions. Just one keyword idea for your SEO campaign can be the difference between SEO success and failure, so take the time to patiently consider the suggestions Google brings to you directly and leave no stone unturned.

STEP 3 - Importance of statistical software keywords

You should now have a minimum of 200 keywords when considering the different towns and cities you want to reach nationally and the different suggestions made by Google. Your keyword list can have more than 200 keywords, and that's great news, as you're less likely to miss opportunities in developing your overall SEO campaign.

The next step is to look at your competitors keyword list, this is where we'll start to see why keyword research is so important. To move forward with this final step, you'll need to use analytics software like SEMrush, which will reveal your competitors' top keywords that we can capture and add to your keyword list. The purpose of this is to reverse engineer SEO success.

Considering the top locations you want to dominate nationally, choose 3-5 of the top players in your industry who offer the same products and services as you. If you can't think of anydirect competitorsor you're just not sure, then use your best friend Google. If you google "your service" + "target location", see who is currently at the top of the search engine results pages (SERPs).

Using a tool like SEMrush, look at the keywords your competitors are ranking for and start adding them directly to your keyword list. Once you've built a solid list of at least 300 keywords, it's time to consolidate your keyword list. In analytics software like SEMrush, you can use features like position tracking to set up an authoritative listing that can view and verify your ranking for the individual keyword on your listing over time.

The software will reveal traffic volumes and keyword difficulty related to all the individual words you have selected for your keyword list; that is why keyword research is important in SEO. This list of keywords will act as the compass guiding you to SEO success for the next 3-6 months. It will reveal to you the keywords that are most important to your business and have the most opportunity with the least keyword difficulty.

I hope this breakdown can give you some level of keyword research skills that you can apply to increase organic traffic to your website, and I hope you can see why keyword research is so important.

Why is keyword research important for SEO?

(Video) YouTube Keyword Research - You're Doing it WRONG!

To conclude why keyword research is so important is to take the guesswork out of your marketing and content creation in order to convert as many people as possible. This is so that you can sell more products and services directly through your website. Why do keyword research? Well, you're not guessing what your target audience would like to see, and you're creating content based on what they're already looking for right now on search engines.

If you have any questions about why keyword research is so important, we offer a free consultation along with our free SEO audit, where we'll be happy to answer any questions you might have about keyword research or SI EL.

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Why Keyword Research Is So Important - Concourse Marketing? ›

Keyword research allows you to know and understand what your target audience is looking for on search engines. Keyword research is the method of determining which keywords apply to your business. It also helps to check how you rank or could rank for these keyword phrases on Google search results.

Why is keyword research important in marketing? ›

Keyword research helps you find which keywords are best to target and provides valuable insight into the queries that your target audience is actually searching on Google. The insight that you can get into these actual search terms can help inform content strategy as well as your larger marketing strategy.

Why keyword research is the most important part of digital marketing? ›

Why Keyword Research Is So Important in a Digital Marketing Strategy. Keywords can help explain to your audience what your business offers, the type of people you're looking to help and why you are different from your competitors.

Why is it important to use keywords in research? ›

Keywords are a tool to help indexers and search engines find relevant papers. If database search engines can find your journal manuscript, readers will be able to find it too. This will increase the number of people reading your manuscript, and likely lead to more citations.

What is the importance of keyword research in SEM? ›

Properly conducted keyword research helps you to: Better understand your niche and target audience. Tailor your content strategy to the needs of your audience. Get more relevant organic traffic to your website.

What does keyword mean and why is it crucial to content marketing? ›

Keyword marketing in content

It is the bridge between the content on a website and what users are searching for on a search engine, like Google. Pages that are properly optimized for keywords and phrases, and also provide useful, high-quality content, will appear higher in the search engine rankings.

What are keywords used for in marketing? ›

Companies use marketing keywords to increase their rankings in search results. When your website content matches common searches related to your business, you can receive more traffic to your site, which can increase brand awareness and generate more sales.

What are the benefits of keyword research in SEO? ›

Keyword research helps you to understand the search intent for your target keyword(s). By typing in your target keyword into Google Search, you'll be able to see what results come up. This can give a good indication of which results Google deems to be the most relevant to your search query and target keywords.

What are the benefits of keyword advertising? ›

The benefits of keyword banner advertising with an OUP journal
  • Save money and increase the relevance of your ad spend.
  • Be completely confident that exactly the right people are seeing your digital ad.
  • Selecting long-tail keywords is an extremely cost-effective way of advertising.

What is the purpose of using keywords? ›

A keyword is a word or phrase that signifies the meaning or main ideas of a data set. They often are used as an index to the contents of a data set.

How can keywords be effective in research? ›

Good keyword research enables users to find what they need: Shoppers who want to buy something can find the right product page. A user that wants to know 'how to' can find a page that explains a process in-depth. Users who want to research a person or brand can find out about that entity.

What is the significance of keyword? ›

Remember, a keyword is the words or phrases someone types into the search bar when they're looking for information about a particular topic. To get a search engine to add you to the results, you have to use keywords to show you're offering information on a particular subject.

What is keyword research in digital marketing? ›

Keyword research is the process of finding the keywords for your business and understanding how you are ranking or could rank for these keywords on Google. There are so many reasons why keyword research should be at the forefront of a digital marketing campaign.

Which are the 3 main factors that go into choosing a keyword? ›

While conducting your SEO keyword research, there are three factors you must consider: the individual keyword's relevancy, search volume and user intent.

What is the importance of keywords to customers? ›

Keywords are important because they connect a user with what they may be searching for and the information that a business provides about its products, services, benefits and promises.

What are the benefits of keyword optimization? ›

Not only will you attract more website visitors, but keyword optimization also helps you attract qualified traffic interested in what you have to say or sell. And once they're on your site, they're more likely to convert into leads or customers.

Why are keywords important for branding? ›

Beyond social media, brand-specific keywords can help you better understand the search presence and ad strategies of your competitors. For example, searching branded keywords related to researching a product can help highlight search ads that your competitors are running.

Where are keywords more effective? ›

Including keywords in titles, headers, subheaders, title tags, meta descriptions, image tags, and alt text are often good practices. Keywords should also be sprinkled throughout the body of the content, and including primary keywords near the top will usually rank a page higher.

What is keyword strategy for digital marketing? ›

Your keyword strategy should involve selecting high-performing keywords that drive relevant traffic to your business. Choosing the right keywords for advertising can make all the difference in your campaigns, determining how well your advertisements rank on Google and other search engine platforms.

What are the 4 criteria for keywords? ›

Your target keywords need to meet four criteria — significant search volume, high relevance, strong conversion value, and reasonable competition.

What are the four types of keyword research? ›

The four types of keywords to classify search intent are informational, navigational, commercial, and transactional.

What is the importance of SEO in digital marketing? ›

In short, SEO is crucial because it makes your website more visible, and that means more traffic and more opportunities to convert prospects into customers. Check out the SEO tools you can use for optimal ranking.

Is keyword research the most important for SEO? ›

Keyword research is critical for SEO because it helps businesses identify the keywords and phrases that people are using to search for information related to their products, services, or industry.

What is the most important element in digital marketing? ›

An SEO Strategy

By implementing an SEO strategy that follows best practices, your organization will be more likely to place among the top results based on targeted keywords. This will ultimately improve the visibility of your website and increase the likelihood that a prospective customer will engage with your brand.

How are keywords used in digital marketing? ›

Keywords are the words and phrases people use to find what they're looking for on search engines. These terms or 'keywords' provide a digital marketer with valuable information about what their audience is looking for and how they can adapt to their market.

What are the top 7 benefits of SEO marketing? ›

The Top 8 Benefits Of SEO
  • Increased Visibility in Search Results. ...
  • Cost-Effective Marketing. ...
  • Improved User Experiences. ...
  • Elevated Brand Awareness. ...
  • Increased Market Share. ...
  • Long-Term Success. ...
  • Easier Return on Investment (ROI) ...
  • More Credibility.
Jan 30, 2023

What are the top 10 benefits of SEO? ›

  • 10 best benefits of SEO (search engine optimization)
  • It increases your credibility.
  • Support content marketing.
  • SEO is the biggest source of website traffic.
  • SEO is a long-term marketing strategy.
  • Build relationships with other websites.
  • Helps you reach more people.
  • Improve website usability.
Feb 11, 2023

Is SEO a digital marketing strategy? ›

As part of any digital marketing strategy, Search Engine Optimization (SEO) is integral in driving qualified customers to your business via online platforms. Effective online marketing demands it.

What is the benefit of keyword optimization? ›

Grouping and segmenting: Keyword optimization helps organize your keywords into tight groups that are semantically related. Improved relevancy: The key to a higher click-through rate is being relevant to the searcher's query.

What is the difference between SEO and keyword research? ›

Search terms and keywords are often mixed up by non-SEOs (search engine optimizers). However, the difference between the two is actually pretty simple once explained. Keywords are what you use to rank for search terms. Keywords are shorter sets of words that SEOs implant into your site to draw in visitors.

What are the 3 most important things in digital marketing? ›

At its highest level, digital marketing has three main components: Lead Generation, Lead Capturing, and Lead Nurturing.

What is the key to successful digital marketing? ›

Providing a great user experience on your website is a major key to success in digital marketing. Your website is the brand online and should not only provide information but offer easy tools to sell products or drive customers to buy your product.

What are SEO keywords for marketing? ›

Your SEO keywords are the keywords and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines “speaks the same language” as its potential visitor base with keywords for SEO that help connect searchers to your site.


1. Advanced Keyword Research Tips to Find Untapped Keywords
2. Keyword Difficulty: What it is and Why it’s Important in SEO
(Pro SEO Tools)
3. Advanced Keyword Research Tutorial (5-Step Blueprint)
(Brian Dean)
4. Keyword Research Tutorial for 2022
(Surfside PPC)
5. How to Do Keyword Research for a NEW Website (Full Tutorial)
6. RankIQ Review: SEO Content Optimization + Keyword Research (Alternative to Marketmuse & Clearscope)


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