Research your market’s keyword demand

It all begins with words typed into a search box.

Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the right keywords can make or break your website. By researching your market's keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your clients.

It's not about getting visitors to your site, but about getting the right kind of visitors. The usefulness of this intelligence cannot be overstated; with keyword research, you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are actively seeking. In the history of marketing, there has never been such a low barrier to entry in understanding the motivations of consumers in virtually any niche.

You cannot begin to plan for a campaign unless you know which phrases you are targeting, and you cannot estimate costs and returns from SEO unless you first know who you’re competing against.


How much is a keyword worth to your website?

How much is a keyword worth to your website? If you own an online shoe store, do you make more sales from visitors searching for “brown shoes” or “black boots”? The keywords visitors type into search engines are often available to webmasters, and keyword research tools allow us to find this information. However, those tools cannot show us directly how valuable it is to receive traffic from those searches. To understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat—the classic web marketing formula.


Is the keyword relevant to your website's content?

Is the keyword relevant to your website's content? Will searchers find what they are looking for on your site when they search using these keywords? Will they be happy with what they find? Will this traffic result in financial rewards or other organizational goals? If the answer to all of these questions is a clear yes, then proceed. 

Understanding which websites already rank for your keyword gives you valuable insight into the competition, and also how hard it will be to rank for the given term.


How to do successful keyword research?

Search engine optimization involves constant testing, experimenting, and improvement. Remember, even though SEO is typically one of the highest return marketing investments, measuring success is still critical to the process.

Long tail keywords contain hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world's search volume.

Another lesson we have learned is that long tail keywords often convert better because they catch people later in the buying/conversion cycle.

Part of doing successful keyword research is setting time aside each month to analyze what’s working and adjust your content and link strategies accordingly.

Keyword research is a critical component for search engine optimization because when used correctly it provides a road map for both the design and execution of building websites and developing content.