It doesn't matter if you are the owner of a multinational company or you have just began your very own start-up — if you want to be in business for the long run, it is very important for you to have your own official website.
However, a website might not be beneficial if your potential customers know nothing of your existence. This is where search engine optimization (SEO) enters the picture. SEO is extremely versatile because by using specific keywords it allows you to target a particular group of users that will most likely be receptive of your service or product.
Although proper keyword usage is not the sole element that embodies SEO, it does form an incredibly important part. Therefore, every time you undertake an SEO project for your website or blog, keyword research must be a crucial aspect in your efforts. Here are the reasons why.
When you are online looking for a product or service, there is a specific keyword that you type in to search for that product, service or general query. A major search engine like Google then delivers results from its database that relate to your said keyword(s).
What appears the moment you click search is a seemingly unending list of links that Google believes would be relevant for you based on your search query. This explains why it is important to thoroughly research your keywords before you post on your website or your company’s blog. It helps you closely pursue the audience that you want to visit your website. If this audience likes your website or your content, they may want to work with you. Now you might see an increase in conversion and sales (read more on that below).
You will most likely find that if your website or blog article contains multiple errors or is not unique, it will not get much exposure. The keywords you use will only be beneficial if you use them to promote meaningful content that is valuable for your readers. Keyword research helps you plan every step of your content compilation so you can offer your readers and potential customers a solution to their problem. If they feel that your content is useful, your conversion rates will automatically improve.
Keyword research helps you optimize your title tag(s).
Title tags make a big difference in your search engine rankings. Some would even say that a title tag is the most important element when it comes to your rank. If you change the title tag, you will notice a prompt change in your rankings for specific keywords. As long as your title tag contains a popular keyword that best describes your company, it will drastically improve your visibility to users searching for that term. Keyword research allows you to determine the popularity of keywords and phrases that relate to your business.
Let’s say that you sell carpets. You have been using “carpeting dealer” in your title but your website traffic and online sales are low. Proper keyword research might tell you that very few people search for “carpeting dealer.” However, the term “buy carpet” might be an incredibly popular search term. Once you add “buy carpet” to your title, your search engine rankings and, therefore, traffic to your website will increase quickly.
Keyword research gives you the opportunity to improve your copy.
Knowing what keywords your potential customers are likely to search for can give you the upper hand in a situation. In addition, seeing what keywords are popular gives you a chance to create quality content based on those keywords.
Keyword analysis involves studying not only your chosen keyword, but similar keywords as well. Let’s pretend that you are a home improvement professional and you would like to find similar terms to “home improvement.” You might discover that thousands of users are searching for “kitchen renovation ideas.” You now have a great opportunity to write copy about kitchen renovation ideas. As long as your copy is unique, interesting and useful, you should see a boost in traffic to your site.
Keyword research greatly improves your chance of ranking higher than authoritative sites for specific keywords.
Let’s say you know what keywords are popular. Let’s also say that the corresponding competition for these keywords is minimal. That means your website or blog article has a chance of being placed on top of Google’s organic search engine results page.
To clarify: if all of your competitors are using the same specific niche keyword, you may want to use a keyword that is slightly less popular. You can then avoid heavy competition and you will have a better chance of ranking high for that keyword. Let’s again say that you run a home improvement business. You might find that although many users are searching for “home improvement,” your competitors are using that keyword heavily on their website. You might notice “home repair” is popular but not used by your competition. That means you can rank higher for “home repair.” When users search for “home improvement,” your website might show up below your competition. Those who search for “home repair;” however, will see your website first.
It is important that you do not assume you understand the specific needs of your target audience. Simply using popular keywords might secure some exposure. However, if you want to significantly improve the visibility of your company website, it is important that you evaluate your keywords and the keyword usage of your competition. Services like SEMrush will help you get a stronger understanding of the behavior of your audience, the traffic potential of your industry keywords and the success rate of your competitors’ keyword employment.
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