Keyword research is at the core of search engine optimization. In truth, it’s easy to overlook the importance of keyword research as an ongoing and evolving part of your SEO strategy. When researching consumer search trends and understanding your target audience online, keyword research is how you keep your ear to the ground. Keyword research is the digital blueprint for your internet marketing efforts, informing every choice you make. Keyword research isn’t just about SEO: it’s the common thread between content marketing, social media, pay-per-click advertising, and conversion rate optimization. By understanding what people are searching for and clicking on, using Google Analytics, Google Search Console, SEMrush, and other SEO tools, you can determine the keywords you want your business to appear for. You don’t have to rank for ALL the keywords. With a strategy engineered to rank for relevant and profitable keywords, you can optimize your site to rank at the top of Google for those terms.
By appearing at the top of Google, you can drive traffic, sales, and a higher ROI. Keywords also determine your content plan. SEO experts create content using the right keywords on your website to increase your site’s visibility.
By researching keywords at each stage of the buyer’s journey, from awareness through to conversion, you can widen your CRO funnel with content targeting audiences searching with different keywords.