Keyword research is an essential part of any SEO or PPC campaign. It efficiently determines which keywords and key phrases are being used by your potential customers. Often, customers come to us with a list of keywords they want to rank for, when in actual fact, we can show them that there are many other words and phrases being used, and in many cases, can be more effective.
Optimising for keywords without doing the research can produce a better ranking for the term, but if few people are using it, the time spent optimising for it is wasted. When done properly. keyword research leads to increased traffic and enquiries, and therefore, ultimately sales.
Keyword research is backed by real-world searches. The data is stored by search engines and other companies, which we can access for your benefit.
Keyword research often shows intent as well. There may be many reasons why people are searching for your products, it might not always be to buy it. Sometimes people use search engines to bypass paying for products and services, for example, there may be blog posts that explain how to go DIY to save money. If that is the case, you may not want to pay for a click from these people as it could be wasted. However, knowing the intention of the searcher can help you create a campaign that either doesn’t attract DIYers or feeds them useful information to convince them to use your service instead.
Another useful benefit of keyword research is seasonal fluctuations. People search for different things at different times of the year, even for the same products and services. Historical results show seasonal differences and allow you to switch campaigns throughout the year to capture different search trends.
Canary Dwarf can do this research for you as part of campaign management, or we can provide training to use the same tools we use to research the keywords your customers are using. Get in touch to find out more.