What Are Keywords?
A keyword is generally a word or phrase that is a topic of significance. Searchers use keywords as a way to identify and verbalize their problem or topic in which they’re looking for more information. Businesses use these keywords to create content around relevant topics which helps their business websites rank and provide searchers with the information they are looking for.
Why Do I Need To Do Keyword Research?
1. Keywords form the foundation of website content. The topic of every page and what it is about should tie directly back to a keyword or keyword phrase.
2. Keywords help website visitors understand the purpose of your page. When reading the content of the page, a visitor will often scan for the keywords they searched for.
3. Keywords help search engines understand the purpose of your page. When a search engine crawls your website pages to index them it will parse the keywords on the page to determine the purpose of your pages.
Are There Different Types of Keywords?
There are two different types of keywords: broad keywords and long-tail keywords. Broad keywords are short words or phrases that, while they may apply to your own industry and company, they might also apply to every company in your industry or even to those in other industries. Long-tail keywords tend to be longer words or phrases that are more specific to your company or industry.
What is Keyword Research?
Keyword research is a fundamental part of online marketing of all kinds. Compelling content is favoured by search engines, but if you don’t use the search phrases that people are interested in and actively searching for, you’re missing a lot of traffic.
What Is The Purpose of Keyword Research?
With keyword research you can find out what people are interested in, and in what relative numbers. Keyword research reveals the actual language your target audience is using when they think about those topics and provides you with insight on how to converse with your target audience via your content.
Keyword Research Tools
You can use Google’s Keyword Planner Tool to help you get historical statistics such as search volume data for new keyword ideas, or to get forecasts on keyword ideas so you can plan your budget accordingly.
Google Trends is another free tool that allows you to compare search topics or keywords to assess popularity within a specific region. In the above example we compare the use of “braai” vs “barbecue” in South Africa.
Often overlooked, Google’s search engine also provides insight into the most popular search terms. You can use the recommended search queries to get a better understanding of what people are searching for and how they are searching for topics.
You’ve completed keyword research, now what?
With the right guidance on keywords and a smart content strategy, you’ll be able to communicate more effectively with your target audience and potential customers. Using the information gathered from keyword research you can reverse-engineer this insight so that it is mirrored in your website content.
Keyword research can be used for:
- Optimising Landing Pages
- Optimising Content
- Content Planning
- Campaign strategies and planning