What is Keyword Research?
If you know anything about content writing or SEO optimization, you must have heard the word “keyword” being thrown around in the conversation. From freelance writers to a digital marketing firm, everyone involved in promoting your business knows how crucial the right keywords. So what are keywords? More importantly, what is keyword research?
Keywords are the most commonly used words while searching for something on a search engine. Since we don’t write full sentences on search engines, only the most important words are used. For example, if you want a vase from a pottery studio, think about what you will write on the search engine. It will be something like vase pottery studio, pottery studio near me, or simply pottery studio. These are your keywords.
Since there are hundreds of brands selling the same product/service, having your website on the top of the search engine may seem like a difficult task. This is why digital marketing agency services do keyword research for your brand. Keyword research helps you create a list of the most frequently used words in the search engine of your industry. So, the more relevant keywords you have in your website’s content, the more likely is it to rank on the search engine.
Why is Keyword Research Used by an Online Marketing Agency?
Keyword research is important for an online marketing agency to help the brand top the search engine ranks. Thus, creating content that is SEO optimized. They are also used for digital marketing strategies like PPC (Pay Per Click). So, when a certain keyword is searched, the brand’s website will be displayed first. It is also used to ensure your brand’s content is relevant.
Lack of relevant keywords will plummet your website to lower ranks, thereby stagnating your company’s growth.
What are the Factors Affecting Keyword Research?
The following 3 factors that an SEO digital marketing agency will affect your website’s performance on the search engine ranking when certain keywords are used:
- Relevance: It goes without saying, but your keywords must be relevant to your brand, the industry, and the current trends. A content marketing agency, promoting the pottery studio will use keywords like pottery studio, ceramic studio, pottery, X pottery studio, X pottery studio vase, etc.
- Volume: While choosing keywords, a digital consulting agency will look at the MSV (Monthly Search Volume). Your website won’t show up if people aren’t searching your website. This is why MSV is important to find frequently used keywords.
- Long-Tail Keywords: Long-tail keywords are those that have more than 2 words. For example, cafes near me, customized diary, 4-seater wooden dining table, etc. An SEO marketing agency will use these keywords to narrow down the search. Thus your website’s ranking will increase organically.
What Steps are Involved in Keyword Research?
Here is a digital marketing company’s guide to keyword research.
1. Create a List Based on Your Brand
The first thing a digital marketing agency will do is create a list of keywords that are relevant to your brand. These keywords will be frequently used in your website. The list will include commonly used industry terms, products/services, reviews, etc.
2. Research Related Words
After this, the marketing agency will focus on keywords recommended after searching a certain keyword. For example, if the keyword used is furniture shops, the search engine will recommend frequently used keywords such as furniture shops near me, furniture shops in X. Using these recommendations, the content marketing agency will add them to the list.
3. Research Your Competition’s Words
There may be certain keywords your competition is using that makes them rank higher than you on the search engine. The SEO marketing agency will research those keywords and add the relevant ones to make your content SEO optimized and increase traffic to your website.
4. Use Keyword Research Tools
To ensure that the traffic to your website increases, digital marketing agency services will use keyword research tools. These tools are specially designed to generate a list of keywords following the current trends. Some of the popular keyword research tools used by top online marketing companies are:
- WordStream’s Free Keyword Tool
- Google’s Keyword Planner
- Moz’s Keyword Explorer
- Keyword Generator
- Google Trends
We hope you found this article helpful in understanding keywords and their research method. Choosing the right keywords make a world’s difference in boosting traffic to your website and growing your business.
However, with the constant changes in the SEO algorithm, it becomes difficult to consistently rank higher on the search engines. This is why companies hire a digital marketing company to keep track of the changing trends.
Toshiko’s tip of the day: Use keywords that have low competition and high MSV. This will rank your website higher on the search engines every time the keyword is used.