Why Is Keyword Research So Important?
If your website achieves a high ranking for specific keywords, but you're not seeing the desired results, it's possible that you're not focusing on the right keywords.
You might be wondering if there's such a thing as 'good' keywords. Well, the answer is yes!
Occupying the top spot for search terms that are only searched for three times a month isn't very productive, is it? Therefore, conducting thorough keyword research is essential to identify the keywords you should prioritize.
If you remain skeptical about the significance of keyword research in today's SEO landscape, continue reading to understand why keyword research is crucial and how it can enhance your overall marketing strategy.
What is Keyword Research?
Keyword research involves a thorough exploration and fine-tuning process. Its primary goal is not just to uncover keywords relevant to your business and audience, but also to discover 'high-performing' keywords that will generate substantial traffic without facing excessive competition.
Why is Keyword Research So Important?
1. Find keywords with high search volume
I've been discussing the concept of 'effective' keywords, and one approach to define their effectiveness is by analyzing the frequency of people searching for a specific term. This is commonly gauged using the metric known as average monthly volume or AMV.
For example, let's consider an imaginary website that specializes in dog training and pet care. Our website might perform admirably for the keyword 'training dogs,' which garners 250 searches per month. However, when we contrast this with the term 'dog training,' which attracts 6,000 monthly searches, it becomes evident why conducting thorough keyword research is crucial.
The greater the number of individuals looking for a specific term, the higher the chances of your website gaining visibility. If your website performs favorably in search results for keywords with a significant search volume, it's probable that your site's traffic will experience a boost.
To evaluate the search volume for your keywords, you can employ AdWord's Keyword Planner tool. It's worth noting that while the tool is accessible for free, it will provide you with data ranges if you haven't yet exceeded a certain spending threshold for AdWord (PPC) campaigns.
2. Find keywords with low competition
When conducting keyword research, it's crucial to evaluate the extent of competition. When utilizing Google Keyword Planner, competition is gauged by examining "the number of advertisers that appeared for each keyword in comparison to all keywords across Google." This metric is tailored to the specific geographic location and Search Network settings you've chosen, and it classifies competition as either low, medium, or high. While the competition level for each keyword is primarily determined by the quantity of advertisers competing for those keywords, it can also serve as a reliable indicator of the overall competitiveness, meaning the number of websites targeting those specific keywords. The goal is to identify keywords that have either medium or low levels of competition.
3. Assess the difficulty to rank
While checking the competitiveness of a keyword using Google Keyword Planner (GKP) can provide a quick glimpse into the landscape, it doesn't offer a comprehensive view. Targeting keywords would be futile if your website's chances of ranking highly for them are close to impossible, which is commonly referred to as keyword or SEO difficulty.
KWFinder, on the other hand, quantifies this as SEO difficulty and assesses it based on several SEO factors associated with the websites currently ranking for those keywords:
Authority & Trust: The extent of topical authority and trust that your domain and pages have accumulated plays a significant role in determining your rankings in Google's search results.
Backlinks: The quantity of external links directing link juice to that site (excluding links with the nofollow attribute).
Facebook Shares: The number of times the URL targeting the same keyword has been shared on Facebook.
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