What is keyword research?
Keyword research is the process of finding and analyzing the actual words and phrases people type into search engines like Google. It helps businesses understand what their audience is looking for online.
Key points
- Keyword research helps you discover the exact words and phrases your target audience uses in search engines.
- It is fundamental for improving your website's visibility in search results and attracting qualified traffic.
- Understanding keywords informs your content creation, SEO strategy, and paid advertising campaigns.
- Regularly reviewing and updating your keyword strategy is essential to stay relevant and competitive.
When people want to find something online, whether it's a product, a service, or information, they type words and phrases into a search engine. Keyword research is like being a detective to figure out exactly what those words and phrases are. It's about understanding the language your potential customers use when they search.
This process isn't just about finding any words; it's about finding the *right* words. These are the terms that will connect your business with people who are actively interested in what you offer. By knowing these keywords, you can create content, website pages, and ads that match what people are searching for, making it easier for them to find you.
Think of it as the foundation for your online visibility. Without good keyword research, you might be talking about your products in a way that your customers aren't searching for, causing you to miss out on valuable traffic and potential sales.
Why it matters
Keyword research is crucial for many reasons, especially if you want your business to be found online. It helps you connect with your audience and improve your marketing efforts.
- Understand your customers: It gives you insight into what problems your customers are trying to solve or what they are interested in. When you know their search terms, you understand their needs better.
- Boost your search engine rankings: By including relevant keywords on your website and in your content, you signal to search engines that your page is a good match for certain searches. This can help your pages show up higher in search results.
- Inform your content strategy: Knowing what people search for helps you decide what blog posts, articles, or videos to create. You can answer common questions and provide valuable information that your audience is actively seeking.
- Improve paid advertising: For ads you pay for (like Google Ads), keyword research helps you target the right searches. This means your ads are shown to people who are more likely to click and buy, making your ad spending more effective.
- Stay ahead of competitors: You can see what keywords your competitors are ranking for or bidding on. This helps you find new opportunities or improve your strategy to compete effectively.
How to do keyword research
Doing keyword research doesn't have to be complicated. Here's a simple approach:
Start with your business goals
Before you dive into tools, think about what you want to achieve. Are you selling products, providing a service, or sharing information? What specific products or services do you want to promote? This helps you focus your search.
Brainstorm seed keywords
Start with broad terms related to your business. If you sell handmade jewelry, initial ideas might be
Real-world examples
Local bakery attracting new customers
A small bakery wants to attract local customers. Through keyword research, they discover people in their area frequently search for "best croissant near me" and "custom birthday cakes Boston." They then optimize their website and Google My Business profile with these terms, and create blog posts about their croissant-making process and cake design options.
Eco-friendly pet supply store expanding product lines
An online store selling eco-friendly pet supplies notices a trend in searches for "biodegradable dog waste bags" and "sustainable cat toys." They create new product pages and a blog series around these specific topics, ensuring their products appear when environmentally conscious pet owners search for these terms.
Common mistakes to avoid
- Focusing only on high-volume keywords and ignoring valuable long-tail keywords that often have higher conversion rates.
- Not considering the user's intent behind a keyword, leading to content that doesn't match what the searcher is truly looking for.
- Stuffing keywords unnaturally into content, which can harm readability and lead to penalties from search engines.