Over the past few years, Google has shifted its focus from keywords to “entities” but keyword research can still play an important part in your overall SEO strategy. Most predictions of the “Death of” something related to the marketing world have been proven to be false, the same being with the death of SEO keyword research.
Here are 13 ways that your keyword research can help your search rankings:
- Dominate Your Niche.
Researching the keywords for your industry will help you find every possible topic that is being discussed by people in your industry. Thus, allowing you to create content revolving around those topics to get into the conversation.
- Answer Your Customers’ Questions
Researching keyword related to your industry can help you determine what questions your customers may have when they are searching for your products or services. Knowing these questions, means you can create content that answers these questions to come up in the search results for those keywords.
- Optimize Your Existing Content
Knowing the keywords that people are using to search for companies in your industry can give you a better understanding of the keywords that you need to include in your content that is already written. Now, let’s not completely rework a blog post from last year to include multiple keywords, but instead, how about adding a paragraph to it that incorporates a new keyword?
- Know Your Customers’ Lingo
You and your staff know what your products are called and the tech or industry words used to describe them, but how do your customers describe your products or services? Completing keyword research gives business owners insight on how consumers describe the problems they are having and the products they need to fix them. Knowing these search terms can help you when creating new content that can show up in search results.
- Help Customers Better Navigate Your Website
The search terms can not only determine new pages that should be created, but also the terms that should be used as menu items on your website. By implementing these keywords as navigation text, you’ll help your customers find what they are looking for on your website as well as add to your search ranking.
- Discover New Products or Services
Have you ever thought about expanding your business to incorporate a new product or service? Researching keywords can help guide this process by helping you understand what your customers are searching for along with your current products or services. Customers who are using more than one product from a specific company are more likely to stick with that company, therefore, knowing what your customers need is the first step to expanding your offerings.
- Find the Best Search Terms
It doesn’t make sense to include keyword phrases in your content if no one is searching for them. Insert keyword research to determine the terms that are used the most to find products in your industry. Your research will help you decide which terms to optimize for and which terms are not worth your time.
- Determine Least Competitive Keywords
Typically when we think of keywords we think of short phrases that are used to generate relevant search results. However, how many times do you type in a phrase longer than three words or even an entire sentence? These longer keywords are less competitive because fewer people think about them when working on SEO. Starting with the longer, less competitive keywords can give you the boost you are looking for sooner rather than later.
- Get Better Click-Throughs
The main goal of the keyword research is to understand how your customers talk about the services or products you offer. Therefore, incorporating that language into your meta-data on your website in the form of meta-descriptions and title tags will help increase your click-throughs when your website is displayed in the search results for those keywords.
- Understand Searchers’ Needs
Knowing what terms people are using to search is only half of the battle; you also need to understand what they are looking for when making those searches. Try a Google search for a keyword you would like to rank for and click on a few of the results. If they are all very similar in terms of the topics and content, then you’ll want to create similar content to provide an answer to the searchers’ needs.
- Point Searches to the Correct Page
Knowing the searchers’ needs will allow you to optimize the pages that are most relevant to what they are looking for. For example, let’s say a customer searches for “local marketing firm, Fort Lauderdale” on Google. If your marketing firm is in Michigan but you want to gain customers in Fort Lauderdale, you’ll want to make sure that you have a Fort Lauderdale page on your website that includes that keyword. If a searcher found your homepage when searching for a Fort Lauderdale marketing company and they see your address is in Michigan, they may navigate away because they do not know that you work with companies in other locations.
- Spy on Your Competitors
While you cannot directly see what your competitors are ranking for by merely researching keywords, you can search the keywords and see which of your competitors are coming up in the search results. You’ll want to optimize for those keywords to potentially outrank those competitors. There are also other third party tools that can provide you with more in-depth information on your competitors in regards to paid ads.
- Establish expectations
By researching keywords, you identify where you currently rank and determine where you want to be. This can help you set goals for your SEO initiatives and monitor how your rankings are shifting as work has been completed.
Keyword research can help not only determine the keyword phrases to implement on your website and offsite content, but it can help give you a handle on all your digital marketing campaign competitors and provide ideas for expansion.
Are you looking for help with your search rankings? OMG National has a team of experts who can help you rank locally, regionally and even nationally for your industry keywords. Call 800.789.4619 to speak to an expert today!