What is Keyword Research?
If you have a website, I’m sure you’ve come across the term “keyword” quite often. Simply put, keywords are common words used online search queries, and to get organic traffic, you want your website to have keywords that get large search volumes on a regular basis. If your site doesn’t have these important keywords on it, then search engines won’t know to recommend your site as a result, even if you offer the product or service that a person is searching for. A proper keyword strategy and research plan must be in place to have an effective SEO impact.
Why is Keyword Research Important for SEO?
Keyword research is absolutely essential for SEO because it helps your business:
1. Understand Your Audience
By understanding exactly what your customer base is searching for when looking for products/services in your industry, it becomes much easier to create content that resonates with the audience’s needs and preferences. Overall, this helps drive more traffic and sales. Look at the keyword examples below to see the power that a one-word difference can have when targeting keywords in your industry. While it’s just a change of one word, the search traffic doubles and it’s just as easy on the difficulty scale (KD%) to rank for. This is the power of keyword research. Even though “attorney” is the appropriate term, the general public searches with the word “lawyer” almost twice as often.
2. Improve Website Visibility and Ranking
Knowledge of your industry keywords means a higher potential for ranking in search engine results pages (SERPs), which means additional organic traffic (leads and traffic that you don’t have to consistently pay out for!) Without any key word research, you’ll be blindly placing words throughout your website content, meta descriptions, title tags and other places within your site. With some competent keyword research and a good strategy in place, you can finally begin to find your place in those top 3 Google results.
3. Stay Ahead of the Competition
Keyword ranking help businesses stay ahead of their competition by identifying new opportunities for content creation and optimization. By researching the keywords and phrases that their competitors are targeting, businesses can identify gaps in the market and create content that meets the needs of their target audience more effectively. In doing so, you can find keywords that your competitors may be missing – and target those keywords to capture the audience they are missing.
While there’s no such thing as a free lunch, obtaining organic traffic is as close to free leads as your business will get. The digital world is crowded and complex, but it’s often the first place a potential customer is going when they need a product or service. By ensuring you’re positioning your business to obtain organic traffic at the largest scale, you can continue to generate “free” leads for a long time to come.
Now for the Nuance – How do You Research Keywords?
Let’s look at the law and government industry for this example. Now, personal injury and criminal defense are some of the MOST competitive fields for SEO, because the services are incredibly lucrative. Pretend you’re a law firm in Norfolk ,VA that’s just starting your SEO journey. Now, “personal injury attorney” gets a search volume of approximately 74k searches each month, which is astoundingly large. However, you can see that the KD% (the difficulty scale for ranking for this keyword) is 85/100, so it’s gonna take a big investment to be #1 here. In fact, many law firms in this field spend anywhere between $10,000-$15,000 each month on SEO alone. You’ll need quality content, hundreds of backlinks and a well-rounded and well executed strategy to have a shot at placing in the top of the SERPs for that broad keyword. If you’re looking at that kind of SEO budget in your balance sheets, then by all means, let’s target the big ones.
However, we know that not all businesses can afford that much each month on SEO alone. So, let’s look at “personal injury attorney Norfolk.” You can see that while the search volume is significantly lower, it is leaps and bounds easier to rank for, and would be a no-brainer to have that keyword within your pages. By targeting these long-tail keywords that are more specific, you can gain an edge on the competition and capture traffic that your competitors will otherwise miss.
Let’s even take it one step further. Norfolk is right next to Virginia Beach geographically, so let’s see how many people are searching for a similar, but alternative keyword. And boom, there’s the gold pot at the end of the rainbow! “Personal injury lawyer Virginia Beach” gets almost 500 monthly searches, and is still as easy to rank for as the Norfolk version of the long tail keyword. This will be a keyword that you absolutely want to track and try to rank for, because it’s one that the competitive industry is overlooking currently.