Now that we’ve established how you can show up in search results, we’ll discuss something called ‘Keyword Research’. This will allow for a better understanding of how your target audience is searching for your content, services or products. It will show you what people are searching for, how many people are searching for it and in what format they want the information.
Keyword Research is an important step that can sometimes, but shouldn’t, be overlooked. It may take time, but if you understand what your audience actually wants and focus on using keyword data to hone in on those insights, you will set your website up to be far more successful than if you ignored the concept altogether. To achieve it, you must ask specific questions that will determine the nitty gritty and break down the specifics of the search. This will guide your research and help better content to be created.
In saying that, you also want to find the balance between achieving great keywords with a high search volume (these require more work) and keywords that might have a lower search volume. Any with a lower search volume will be far less competitive and won’t require as much work. You also don’t want to go too low as you might risk no search volume at all. The less popular keywords (long tail keywords) can actually convert better, often it means a searcher has been more specific and intentional in the search. This also means the content will be matched better to that search.
You can also maximise the success of keywords by recognising whether any competitors are already ranking for certain terms, whether there’s a seasonal trend or whether or not there’s a particular region that can be targeted. This can also help to identify the searchers intent and how the results are displayed to them. There’s five major categories of intent that break down the differences in what is being searched.