The importance of keyword research, is to help you find the best keywords to target on the internet. And give you valuable insights into the queries your target audience is actually searching on Google.
Keywords Research and their importance
The keywords or Keyword are all those phrases that we will try to position at the SEO and SEM level to be in the first positions within internet search engines e.g. Google, Yahoo, Bing etc.
Your selection process is important as it will determine where our brand will compete to position itself. It is important to keep in mind and understand that each person uses the search engine in a particular way, so there are no good or bad terms, or an exact number of words that must be included for a good keyword strategy. What we can do is try to spend the necessary time evaluating each of the target queries that we are going to want to position using the following criteria.
How to measure keyword performance In Research?
Keyword relevance
We must ask ourselves how relevant the keyword is to our business objective. Is it descriptive of what we do? Do the people who do that search generate sales on the site?
Key word volume
How many monthly searches are searching for the keyword itself? Is this keyword volume optimal for us to work with, or does it simply represent a very low number of searches that does not correspond to the technical optimization efforts of the website for this specific keyword? Those are the questions we must ask ourselves.
Keyword benefit
The ROI (return on investment) that investing in that Search Engine Marketing keyword can represent. Knowing the daily investment costs of each keyword, we can obtain a monthly estimate that we can compare with the benefits obtained by each keyword at the end of the month and know its true profitability.
Keyword trend
Keywords may seem very tentative at first glance, but the keyword that was used a lot a couple of years ago may no longer be used with the same regularity today. We must understand that the internet evolves, google evolves and, of course, Internet users evolve in their way of searching. It is important to know very well what is the search trend of the keywords that we are trying to position.
Keyword seasonality
Each type of business has its strong seasons in the year. For example: Deeweb Biscuits sold a lot in the months of June and July 2019 in South Africa, since its main product is Biscuit Cookies, typical winter products. Knowing the seasonality of your keywords is very important as it helps guide your strategy, especially for times of the year when we don’t sell as many products.
Keyword intent
We must know the intention of the keyword and what the surfer expects to obtain when they search for it. For this, we are going to name the main intentions when searching the Internet:
- Navigational: The user types the name of the company or website directly in the search engine. The intention is to go directly to the site in question. Ex: Deeweb
- Informational: This search is carried out to access information on a specific topic. Ex: Affordable website Designers Package
- Transactional: This type of search is the one that produces the most conversions, since the user determines the action they want to take. EG: Buy iPhone 6 in Johannesburg.
Conclusions
Taking these factors into account, we will be able to make a much more interesting and deep selection of our keywords and in this way we will try to bring a greater organization in the SEO and SEM processes. In an upcoming instalment, we’ll talk about keyword tools. Don’t miss the hype.
In conclusion, Deeweb marketing has a way more advanced information regarding keyword research. So contact us now to help you get to your increase organic traffic to the website.
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