Many people think that keyword research is an outdated practice as the new Google algorithms (starting from Hummingbird 2013) have shifted the focus to ‘entities’ from keywords. However, the expert opinion is that keywords still do have as much importance at they had before and plays vital in search engine optimisation efforts.
This shift from the keyword-oriented ranking process to the overall topic-centric ranking surely brought in some changes in keyword research, but in contrary to the assumptions of many, keyword research is still a process fully worth its time and effort. Let’s explore why.
Gaining domain dominance
If you want to get a good grasp on the topic which you want to handle, there is no better way than performing an intensive topic-centric keyword research. Even when you work with a topic‑centred approach on writing articles to be published, keyword research is essential to show you the latest information available or what the users are mostly interested in.
Keyword research done in the right direction will not only help you to get relevant topics related to your niche, but also will assist in gathering enough inputs for all your related contents including;
- Blog posts
- White papers
- Videos etc.
To help enhance your content
Doing keyword research and finding the most relevant keywords can help you with an ongoing opportunity to enhance your content and ensure optimum SEO performance. The user behaviour always changes and one such significant change you can see lately is the relevance of local keywords.
The advice is not to rewrite the entire content you already have to include more keywords, which is not an ideal strategy based on the new search engine algorithms. Instead, one should use the keywords more effectively, in more depth and breadth to enhance the quality and relevance of the content. One fact to be known about keyword research is that ‘the frequently searched keywords may keep on changing frequently’.
Words and phrases which weren’t frequently showing up in searches a couple of years back are now so popular. So, continuous keyword research becomes mandatory to understand the changing consumer preferences. Finding this out and using it effectively will help make your content much robust and fresh.
Understanding the user language
Does your site speak the user language or it sounds awkward to them with its language? There is a need to communicate well even with those who are least aware of your product specs, but searching for something of that nature. Every business needs to handle the industry lingo well.
One should know what exactly your products are called by them and what terms are used to represent its purpose. Many businesses don’t have a fair handling of the language used by those who are unrelated to the industry or less familiar with the products, which reduces there chances to perform well online.
As the users want to get products and services based on their understanding and not yours, keyword research will show you the exact ways through which potential customers search for your products and services. With this in hand, you can write in the same language and get more visitors engaged with your site.
Find out the questions
One essential aspect of dominating a niche when it comes to addressing a particular topic is to find out and answer the most relevant questions searchers used to ask. There are many Q&A sites as Quora specialising in it, but people ask most of their questions to the search engines first, which puts forth for a golden opportunity for you to succeed in SEO efforts by providing relevant answers.
Question-type keyword phrases used to get ignored largely due to low search volumes; however, if you want to take a comprehensive approach to optimising, don’t disregard the importance of Q&A’s. When it comes to specific industries like healthcare or consumer products, these can largely form the backbone of your entire promotional efforts.
Exploring new ideas
A broader approach to keyword research can even help you in finding out new product and service ideas. For this, you should not restrict yourself to identifying the keywords which are relevant to you for now, but also explore more to uncover new insights to help expand your products and services to meet tomorrow’s needs too.
Say for example, a company selling bags can identify the increasing demand for laptop bags through keyword research and those who are into web designing services may identify upcoming need for responsive web designing through this. It will give you an opportunity to be equipped with the essentials for adapting to the changes and exploring new opportunities to expand business.
Long-tail, less competitive opportunities
There may be always some less competitive opportunities which may get unveiled in front of you only through intense research. When it comes to finding out keywords, these unique opportunities are long-tail keywords, which are very specific to your niche or local SEO. These may have low volume searches, but very specific about what you got to offer and can guide the most prospective users to you.
These low-volume, high-relevance phrases may most of the times have a lesser competition, which can give you an opportunity to offer content that no one else has. Easy ranking and higher rate of conversion can be enjoyed if you can master in making use of appropriate long-tail keywords. A few such low-competition keywords can collectively offer you more traffic, much quicker than the high-volume phrases.
Understanding customer needs
Last, but not the least, there is no better way that appropriate keyword search to identify the exact customer needs. When it comes to online businesses, the success mantra is to identify what exactly your potential consumers need and fill your pages with the best fits against their searches.
Keeping the above points in mind, one should always be enthusiastic about conducting in-depth keyword research if your goal is search engine optimisation and online promotion of the site. It is not just all about getting a handy list of keywords for optimisation, but also to gather relevant business inputs also to devise a successful internet marketing strategy.