Keyword research is the most important aspect of SEO – you might have heard this hundred times, if not thousand.
But why do everyone stress on this topic so much?
If you are a newbie or have just started a new website, this is the first question you need get an answer on.
Whether you are an individual blogger or a small business owner, it is obvious that, you want Google to present your website to the users when they perform a search related to your business.
But until and unless your website pages are properly optimized for those specific search terms that is not gonna happen!
And that is when, keyword research comes into the picture.
- 1 What is Keyword Research?
- 2 Importance of Keyword Research in SEO
- 3 Main/ Short Keywords vs Long Tail Keywords
- 4 How to Do Keyword Research/ Analysis?
- 5 Use SEO Tools for Keyword Research
- 6 Conclusion: Why Keyword Research is so Important
What is Keyword Research?
Keyword analysis or research is the process of finding those search terms and phrases, for what you want your website to rank for.
Ideally the process should start at the time of creating a new site.
But don’t worry, if you have not done that at the first place. You can always perform an SEO Audit and optimize your website for the right set of keywords.
When you build a new site for your business, you need to find out the set of search queries, people might be looking for, if they want to buy your products or services.
If your website is optimized for some wrong keywords, the traffic you will get from those web pages, is of no use.
As your webpage is ranked well in the SERP, they will surely come to your site.
But within seconds, they will bounce back too.
It is like giving an advertisement about sports equipment, when you are actually selling chocolate cookies!
If they don’t find the information they are looking for, then it is obvious that they will click the back button to find the relevant information from other pages of that search engine result page.
And that will invite pogo sticking.
Keyword research can prevent that, as you will find out only those search terms for which you can provide the right information in your site.
Importance of Keyword Research in SEO
You might have seen that a major portion of your search traffic is coming from only few of your blog posts. Did you ever think, why is it so?
Because those few blog posts have ranked high for some specific search terms. Now this is beneficial, only if those search terms are related to your website.
If your site is ranked for some wrong search queries, then the traffic you will get from those pages are of no use.
They will immediately leave your website, while increasing the bounce rate.
And you surely don’t want that.
So it is better that you know about those search terms and phrases, beforehand and optimize your webpages around them.
It is as much necessary that, you write supporting articles for the primary post and link back to that for improving the overall SEO.
This will also help you to develop your content strategy.
Main/ Short Keywords vs Long Tail Keywords
If you have a confectionery shop and making chocolate chip cookies is your speciality, then the term “chocolate chip cookies” is your main keyword.
It is more than awesome if you can rank for the short keyword term, as a huge number of people will search for that.
But it is easier said than done.
The competition is tremendously high, as you have to rank top among 2,94,00,000 other sites (that is the current search result for the keyword)!
Now, not everyone search with only that term.
Best chocolate chip cookies in Manhattan – is the query from someone who is actually looking to buy the product.
People tend to search with specific long terms when they have already done some searches and have narrowed down their search. They are then at the end of their buying cycle.
Now if you a have a business in the location or have delivery option there, then it makes sense to optimize your blog post for the latter where you have to compete with 8,62,000, which is quite possible.
How to Do Keyword Research/ Analysis?
There needs to be a dedicated post to answer the question. However, I will give a brief about the same here.
As I said earlier, keyword research is the first most important aspect of SEO.
You cannot optimize your web pages until and unless you are aware about the specific search terms related to your business.
A particular web page can be optimized for a maximum 2 keywords (primary and secondary).
The process of keyword research is a little lengthy. So in the beginning, you may find it boring and think that your intuition is enough to find the right set of keywords.
But, this is not always true. You need to do the proper analysis to find the right set of keywords.
There are many free and paid keyword tools available online that can help you to perform the process.
Use SEO Tools for Keyword Research
Few of the helpful SEO tools that are currently available are:
Keyword Planner is a free keyword research tool from Google. It is still the best one for any newbie.
This takes some time get conversant with the tool and you must develop the right intuition to narrow down the results.
SEO Powersuite is the complete solution for all your SEO needs (know why). You might already know that, it comprises of 4 powerful SEO tools.
The Rank Tracker of SEO Powersuite helps you to find the most profitable keywords relevant to your business.
Provide your seed keyword to create a project. It can fetch data from your Analytics account or provide a new set of potential keywords.
This is one of the best tools to find competitors’ keywords.
You can just put the webpage of the best performing sites in your blog niche and get the list of keywords that site is ranking for, along with the approximate search for each keyword.
Try SEMRush to find your competitor’s keyword.
Ahrefs Keyword Explorer is a great tool for exploring thousands of new keyword ideas. You can also discover semantic and long tail keywords for your search query.
A research by Ahrefs shows that, “40% of all searches are coming from billions of long-tail keywords.” So finding and utilizing them in your content can surely boost your traffic.
It also allows you to check the keyword difficulty level which gives an approximation of needed backlinks to rank for that keyword.
Long Tail Pro
This is another great keyword tool that will help you to find out the right set of keywords.
You can read the detailed review on how Long Tail Pro can help you find high potential keywords.
Google Search Console
You can check out the set of keywords, your website is currently ranking for.
This will help you to develop your content strategy to support those primary blog posts.
This is one of the best source to find long tail keywords for your primary keywords.
When you type your primary keyword and put space or any other letter, you will see some related suggestions. Those are the long tail keywords for your search query.
And many other such tools.
Conclusion: Why Keyword Research is so Important
I hope, by the time you have found the answer for this and understand the importance of keyword research.
It goes without saying that, keyword research is the basic of whatever you do online.
Without analyzing and finding the right set of search queries you cannot excel your business online.
Do you always research your keywords before starting a new site? Which was the keyword tool you have used for the first time?
I would love to know your first time experience of keyword research.
Also please feel free to share the article with your friends, if you found it helpful.