Keyword research is simply the procedure of identifying the keywords that are related to your business. Evaluate if you can rank on those keywords and some other factors.
For more:- Read our article on: What is keyword research in SEO
Benefits of Keyword Research
There are several benefits of keyword research in SEO. Some of the most critical ones are listed below:
Use of keywords in Site architecture
If you’re thinking of building or redesigning your website, keyword research can really help you out. It can tell you the requirements of your targeted audience by looking at your audience’s searches. You can consider that while building the website’s architecture by knowing which pages they want and which pages they do not.
Generally, keyword research should be done before building the architecture of the site. As you might discover new keywords that you would want to make new pages of or would want to separate or combine the pages of products and services.
The importance of keywords in SEO is quite high which makes keyword analysis more important. SEO keyword research must be considered while URL naming, creating content for each page and website navigation too.
For every page’s meta title and description, keyword analysis can help you find the terms that users (near or distant from you) are looking for in relation to the products and services that you offer.
Once the site architecture and metadata succeed in depicting your business’s goal precisely, you can move up to the next step to find keywords for the content of your site. It is highly recommended that you use various unique variations of keywords on a page than stuffing the same one.
An additional tip: Keywords must be added in a natural flow and in a unique way that they present your brand voice.
Research for Content optimization
SEO is a long process, so it demands to be maintained continuously.
A report made by MOZ stated that around 500-600 changes occur in Google’s algorithm annually.Source: Google Algorithm Update History
Surely, most of them are usually minor but still with algorithms being updated constantly you can’t rely on outdated SEO and Content. So, your content and SEO strategy needs to be refreshed every once in a while.
Now to perform content optimization, it’s much important to do keyword research again because the data of keywords changes with time too.
By keyword data, I mean the volume and competition of a specific term as people change their preferences with time, these things change too. And if you use terms that no one uses anymore the chances of your page ranking higher are as low as zero.
You should perform content optimization at least once a year to match the pace of search engines and the world. By optimizing you can keep your content aligned with the new trends and your SEO goals too. And this would make your web page rank higher and also will raise the chances of conversion higher.
Now that you are changing or updating your keywords on the pages, you shouldn’t overlook the meta titles and descriptions. It is highly recommended in SEO to make the content on your page and metadata depict the same goal. So you must update them too according to your optimized content. Search engines are highly touchy in these things, they look up the consistency throughout your page.
That said, they look if all the information on (content) and about (metadata) on the page matches with each other.
Skipping Wrong or Irrelevant keywords
If you skip the keywords researching part you could end up using wrong or irrelevant keywords for your business. Research is the foundation of your Content Strategy or SEO process and if your foundation isn’t strong enough, you cannot build a skyscraper upon that.
The wrong keywords can be the ones:
- That Has No/Very Less Volume
- Keywords Having High Competition
- That Has No Relevance (Irrelevant Keyword)
Low/No Search Volume
Keywords that have low or no search volume means no one is searching for that term. Then how could you expect to deliver that content to your audience if no one’s searching for that term on search engines?
High Competition Keywords
High competition keywords simply mean that there’s already a lot of content on that term online. So if you still choose to create content with that keyword it is likely not to be found by your audience or even if it does it can take a lot of time.
Using irrelevant keywords doesn’t even make sense to start with. If you used a keyword on your content that is not relative to that page, a user that even clicks on it won’t stay as it’s not what he comes looking for. It would make a bad impression of your business among the audience and on top of that the bounce rate will get higher too.
Now, there might be one more mistake that is using the right keywords incorrectly. It can happen in many cases such as the keyword might be relevant to your business but it’s not required on that specific page. Or you might’ve practised keyword stuffing which would lead your website to get penalized by search engines.
Using specific terms or phrases can tell both you and your audience the specific goals of your business. If you keep your keywords consistent with effective keyword research, it could help the audience to identify easily what products or services do your offer? Alongside your primary goal.
- Keyword research helps you understand the situation of your website and niche.
- An effective and detailed keyword analysis can help you identify the keywords you can rank for, the keywords that your competitor is currently ranking for and the level of competition in your niche.
- Keyword analysis can tell you what your audience is actually searching for than what you imagine they are searching for.
Precise keywords can give a lot of information about your pages to search engines. If search engines like Google won’t figure out what your business is about or what niche do you specifically lie in, they won’t rank you on SERPs. If you target variations of your industry-specific keywords, it would help search engines to know where they can rank you.
Using keyword variations to use in articles and pages can attract more traffic to the website.
The keyword importance in SEO is just like the importance of Kapil Dev in the 1983 World Cup. You just can’t overlook them at any cost that makes keyword research the very foundation of your entire SEO strategy. Keyword analysis needs to be done for every new content and even for pre-existing content to optimize them matching with the new trends. Keyword research has numerous benefits which we already discussed in the article.
We discussed why you need to do keyword research? How that can help your business and website? Now the question comes, what are the mistake to avoid while conducting Keyword Research?
Fortunately for you, we have an entire guide dedicated to answering that question: 10 Keyword Research Mistakes That Keep Your Content Down
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I hope you would’ve found all the answers you were looking for. If not, the comment box is wide open for you, we will be more than happy to help you.