Keyword research is one of the most important elements of your content marketing strategy. Using the right keywords helps you deliver content that is strategic and effective.
Keyword research is not a matter of guesswork. There are certain words that are highly relevant to your business and services/products. These words help you optimise your content so that it ranks higher on Search Engine Results Pages (SERPs), giving you the best chances of appearing at the front of your potential customers’ search results.
What is a Keyword?
Keywords are words or phrases that are searched on search engines like Google or Bing and allow users to find relevant websites. Keywords can be short, like ‘recovery UK’, or long (known as longtail keywords) like ‘addiction recovery service UK’. Longtail keywords allow you to refine searches and better reach your target audience.
Keywords are vital for optimising your SEO.
What is SEO?
SEO, or Search Engine Optimisation, a marketing strategy used to improve your ranking on SERPs. You want the right type of visitors for your website, and your visitors want the most relevant content from their search, Optimising SEO is a way for you and your customers to achieve your goals.
Keyword research allows you to optimise your SEO by using words and terms that are relevant to your business, so when a customer searches with a query or concern, your business will be there to provide an answer.
The Importance of Keyword Research
Accurate use of keywords strengthens your marketing campaign at its core. Keywords are how you present your content to your targeted audience organically.
Keyword research is an important aspect of your marketing strategy because it bridges the gap between you and your potential customers. By doing diligent research and focusing on searcher intent, you can place your business right in front of a curious potential customer.
Keyword research is an essential element of the SEO process, one that simply cannot be ignored. It should be considered as important as any other aspect of your marketing strategy. With accurate and thorough keyword research, you can optimise the organic growth of your business. Without it, you’re invisible.
What to Consider
Below you will find a list of considerations for your keyword research. By following the guidelines ahead, you can optimise your audience reach, targeting real potential customers.
Create a list
Begin by creating a list of all the possible keywords your audience might search. Don’t hold back. Put yourself in your audience’s shoes and compile an extensive list of words and phrases relevant to your business and to your audience’s needs. Why would a person search for your type of business? What is that they may be looking for?
Use Keyword Research Tools
There are many Keyword Research Tools available to assist your campaign. Simply type a keyword into a keyword research tool search bar and you will be provided with an extensive list of related keywords. Or you can enter the URL of a successful competitor’s website and see which keywords are working for them.
Refine your List
Once you have compiled a long list and then shortlisted the most relevant keywords, refine them again by using research and analytics tools to gain further insight into your audience and how they search.
Quality over Quantity
Many businesses use ‘broad’ or general keywords in their campaigns, which on one hand drives more traffic, but on the other hand drives a lot of irrelevant traffic, not actually bringing real customers to your business. Use specific keywords to refine your audience.
Use Keywords Relevant to Each Service or Product
If you offer a range of products or services, use keywords for each service specifically. Though it may seem tedious, the payoff is greater than the input. By utilising keywords for each specific service, you give yourself a greater chance of reaching your target audience and attracting customers that will convert. At the same time, use keywords that cover the scope of what your business has to offer in a concise phrase. It helps to be both general and specific where possible.
Use Longtail Keywords
As mentioned earlier, longtail keywords narrow the search but reach a more specific audience. Longtail keywords are highly effective because when a person searches for a specific service, query, or concern, your business can provide the answer they need, highlighting your knowledge and authority in the field.
Evolve, Adapt
Once you have compiled a comprehensive list of keywords and used them in the right way across your web pages, your work is not finished just yet. The market is constantly changing, and customer needs can change on a daily basis. It is important to stay up to date with relevant keywords and trends in the market as well as the behaviour of your target audience, to stay in the game and keep reaching your target audience and converting them to customers.
If you’d like more information about keywords, or need help getting started with keyword research, get in touch with Mint Creative Marketing.
