What is keyword research and why is it important?

What is keyword research?

Keyword research is the key element of any successful SEO strategy. It involves:

• Identifying the search terms and phrases that people type into search engines when looking for information, products, or services related to your business

• Analysing these keywords to determine their relevance, search volume, and competition level

By understanding what your target audience is searching for, you can optimise your website and create content that aligns with their needs and interests.

At its core, keyword research is about uncovering valuable insights into your potential customers' language and search behaviour. It helps you determine which keywords are:

• Most relevant to your business

• Have the highest search volume

• Present the best opportunities for driving targeted traffic to your website

The process of keyword analysis typically involves using specialised tools and techniques to gather data on:

• Search volume

• Competition

• Trends

Our SEO experts use these tools to develop effective strategies for our clients. This data can then be analysed to identify the most promising keywords to target in your SEO and content marketing efforts.

However, effective keyword research goes beyond simply finding high-volume search terms. It also takes into account factors such as:

• Search intent

• Competition level

• Relevance to your business

By targeting keywords that align with the intent of your target audience and have a reasonable level of competition, you can improve your chances of ranking well in search engine results pages (SERPs) and attracting qualified traffic to your site.

Moreover, keyword research is not a one-time task but an ongoing process. As search trends and user behaviour evolve, it's important to regularly review and update your keyword strategy to ensure that you're targeting the most relevant and valuable terms for your business.

Why is keyword research important?

Keyword research is a critical first step in any SEO strategy because it provides a roadmap for improvements and optimisations that can help your website perform better in search results.

Keyword research acts like a detailed check-up for your website, pinpointing what's working and what's not. Just like a mechanic inspects a car to find any issues, keyword research examines your site to ensure it's optimised for search engines.

This process helps identify content gaps and opportunities to improve your site's visibility and ranking on search engines. By addressing these findings, you can enhance your website's performance, attract more visitors, and ultimately boost your online presence and success.

Types of keywords in SEO

When it comes to keyword research, it's important to understand that not all keywords are created equal. Different types of SEO keywords serve different purposes and can have varying impacts on your SEO strategy. Here are the main types of keywords you should know:

Head keywords

Head keywords are short-tail keywords. They contain broad terms that typically consist of one or two words. For example, if you're running a pet store, a head keyword might be "dog food." Head keywords usually have:

• High search volume

• High competition

• Difficulty ranking, especially for newer websites

Long-tail keywords

On the other end of the spectrum, we have long-tail keywords. These are longer, more specific phrases that often contain three or more words. An example of a long-tail keyword for our pet store might be "best organic dog food for puppies." Long-tail keywords have:

• Lower search volume compared to head keywords

• Less competition

• Easier to rank for

• Ability to drive more targeted traffic to your site

Middle keywords

Middle keywords fall somewhere between head keywords and long-tail keywords. They are slightly more specific than head keywords but not as narrow as long-tail keywords. An example of a middle keyword for our pet store could be "grain-free dog food." These keywords can be a good balance between search volume and competition.

Branded and non-branded keywords

In addition to these keyword types, it's also important to consider branded and non-branded keywords.

Branded keywords include your company or product name, while non-branded keywords are more generic terms related to your industry or niche. For instance:

• "Pedigree dog food" is a branded keyword

• "Dry dog food" is a non-branded keyword

Both types of keywords play a role in your SEO strategy, helping you capture traffic from people searching specifically for your brand as well as those looking for more general solutions.

Understanding the different types of SEO keywords is crucial for developing a well-rounded SEO strategy. By targeting a mix of:

• Head keywords

• Long-tail keywords

• Middle keywords

• Branded keywords

• Non-branded keywords

You can capture a wide range of search traffic and gradually build your website's authority and ranking in search engine results pages.

Need help with your keyword research strategy?

While conducting thorough keyword research is valuable, it can be time-consuming and prone to overlooking important details. That's where we come in.

Our team of experienced SEO experts is here to help you navigate the complexities of keyword research and develop a winning strategy tailored to your business needs. See how we’ve helped other businesses succeed.

We'll work with you to:

• Identify the most valuable keywords for your industry and target audience

• Analyse your competitors' keyword strategies

• Optimise your content for maximum search engine visibility

• Monitor and refine your keyword performance over time

Don't let ineffective keyword research hold back your SEO and content marketing success. Contact us today at hello@applieddigital.co.uk or call 01484 302010 to schedule a consultation and take your keyword strategy to the next level.