Why Keyword Research Increases Visitors to Your Website
Language isn’t a precision instrument; we tend to use lots of different words to describe the same thing. ‘Shoes’ can also be ‘trainers’, ’flip-flops’, ‘high-heels’, or ‘slippers’. When we search for stuff online, we’re often not quite sure what we’re looking for. So we might type ‘drain smells in house’ rather than ‘drain blockage’ or ‘drain clearance expert’.
Keyword research is all about knowing how language behaves online. People who work in this field work with businesses to find out what the words are that people use to search for their product. This will include generic keywords ‘shoes’ and multiple alternative iterations that relate to their particular offerings, such as ‘handmade shoes Birmingham’, or ‘women’s vintage shoes’.
Researching keywords is a time-consuming, detailed investigation of customer habits – so how does it help your online business? Here are the 5 major benefits we see from effective keyword research.
1. Learning About Your Customers
A keyword researcher will start out by talking to clients about their business. Then they’ll step in the shoes of their potential customers to find out how they search for a particular product. They’ll search out the words people type into search engines, the questions they ask, and the ways in which they refine their search.
This process will demonstrate whether:
- Searchers use the same terminology as you.
- There’s a high volume of local searches for your product or services.
- The level of demand in your area.
- Questions people want answering about your offering.
2. Learn About Your Competitors
Detailed keyword research will analyse the words and phrases being used by your closest competitors. This gives you insights into their marketing strategy, and also throws a whole load of new options your way. You simply look for the gaps, or differentiators that you can scoop up to draw attention away from their site, and towards your own.
3. Find Ways to Refine Your Marketing Strategy
If you’re trying to create a marketing strategy without carrying out keyword research, you could be missing significant opportunities. You may wish to market to local, national or international traffic, and initial research will give a steer on where it’s best to start. Alternatively, you may wish to concentrate on trending keywords around your product, or work with more stable describers.
4. Use Powerful Keywords to Boost Your Website
The most powerful keywords related to your product are used in website optimisation. This describes a process whereby popular keywords are added into the website copy, and into each of the page’s title tags and meta-description. These actions can boost your search engine ranking considerably because they provide clear signposts as to the purpose of your business.
5. Provide the Most Relevant Content
We’re all guilty of writing the content we think is most relevant, without considering what the questions are that customers want answering. Keyword research allows you to discover the questions most regularly posed, and then provide the perfect answers, ready and waiting. It’s all about predicting customer need, and creating copy that’s hard wired for that need.
Outsource Your Marketing
We’re an experienced marketing team who’ll take on the marketing tasks you don’t have time for. Keyword research is a specialist activity that can eat up time and energy which might be better used elsewhere. Why not ask us to do it for you? Our experienced SEO team will provide a detailed report which will allow you to determine the direction you want to take your marketing, and recognise the words that will make a difference in your sector.
