What is Keyword Research for SEO and How Do You Do It?
Keyword research is a powerful Search Engine Optimisation (SEO) tool for making your website content stand out from the competition. Keyword research is also used in PPC (pay-per-click) campaigns. Due to this dual purpose, keywords play an important role in driving both organic and paid traffic. This article focuses on keyword research for SEO. Selecting and targeting the right keywords ensures your SEO efforts are focused on the right search phrases, i.e. phrases related to your products or services, phrases with buying intent, and phrases that you have the resources to realistically take on existing competition. Why is Keyword Research So Important? Keyword research is fundamental for ensuring you understand the phrases (keywords) searchers use to find your products and services so you can:
- Ensure existing content includes those keywords
- Create new content using the keywords
- Help Google connect your website with the keywords people actually use
- How often the keyword is used
- The level of competition for that keyword
- Alternative keywords that are closely related
- “Sunglasses” – this keyword will have high search volumes, but it will also have a lot of competition. It has low buying intent too, instead indicating the start of a search for a new pair of sunglasses.
- “Ray-Ban sunglasses” – this will have a lower search volume than “sunglasses”, but it will still have high competition. While people using this keyword are probably getting close to making a buying decision, they are still likely to be in the research phase.
- “Ray-Ban Wayfarer sunglasses” – search volumes will be lower for this again, but people using this search term now have buying intent and are very close to making a decision.
- “Ray-Ban Wayfarer sunglasses in Auckland” – search volumes for this keyword will be low – very low compared to the keyword “sunglasses”. However, competition for this keyword will be significantly lower too. In addition, this keyword indicates clear buying intent.