Keyword research. It can be costly. It can take time. It often seems to be more trouble than it’s worth. So why is it that so many SEO experts are fixated on its place in search engine optimisation?
In truth, keyword research is one of the most vital stages of an SEO campaign. Many businesses feel that it’s a stage that should be passed over, but this is usually for reasons more to do with budget than a sound knowledge of website optimisation. If you skip keyword research, your whole SEO campaign could be on shaky foundations.
The important questions
It’s understandable that business owners have doubts about keyword research, particularly as it so closely resembles market research in places. You can talk to us at SEO Consult Australia about your concerns. It’s best to simply answer the two main concerns most businesses have when keyword research is in question.
‘I’ve already done market research. Why can’t I just use that?’
It’s true that some areas of keyword research touch on market research. It’s important to know what your target site users want in a website. This is certainly not the most important factor in keyword research, however. It’s not even the primary driving factor.
Keyword research differs from just about every other stage of SEO in that it doesn’t concentrate on internet users. Your keyword research period is a time to investigate what the search engines think of the words used by your industry. It’s also an opportunity to look at what your competitors are doing. The thoughts of your target users are important, but they are revealed to some extent by the information you glean from the search engines.
‘What if I already know which keywords I want to use?’
You might understandably feel that you know your industry better than an SEO consultant. In most areas you probably do. The terms your target internet users use when searching, however, may surprise you. The vast majority of site owners are astounded at the keywords they come across during their keyword research.
There’s another angle to keyword research, though, and it has to do with budget. Many sites aim for whatever keywords are most prominent in their industry, forgetting that every other website is aiming for those keywords as well. Keyword research allows you to assess the relative competitiveness of the keywords in your industry and choose the ones you can reasonably aim for. Keyword research is as much about strategy as anything.
The keyword list problem
A fair number of businesses that approach an SEO company are convinced that all they need to do is concentrate on one keyword. While it is possible to mount a search engine optimisation campaign on just one keyword, it’s not particularly advisable.
The SEO of one page is often helped along by the work you do throughout the site. Strong pages support the rising rankings of other pages. Having an across-the-board presence in the search engines can be a big advantage. Used strategically, your keyword research can promote your entire site.
