Why Keyword Research Is Terribly Important
You hear about keywords and keyword research all the time. Chances are, you know what keywords are used for and why your website needs them. You probably have keywords on your website right now. But are they doing their job as well as they should?
The best way to ensure that your keywords actually attract the target market you’re shooting for is with proper, thorough research. It probably doesn’t sound very exciting, but great keyword research can bring you great results…and that’s the exciting part.
So, why exactly is keyword research so vital? Following are a few of the best reasons.
1. Your page rank depends on it.
You know how important your search engine rank is. A page 1 rank can do wonders for your visibility and your bottom line. On the other hand, if you wind up on page 17, it’s highly unlikely any of your desired prospects will be persistent enough to find you. If you don’t take the time to research and learn which keywords will most likely get you to the top, page 17 (or 33) could very well be your fate.
2. Your competition will hate you for it.
It goes without saying that the higher your Google rank is, the more traffic you are likely to get. So what does that have to do with your competitors? Your goal is to get to your pool of prospects before they do. If your keyword research is more thorough or more precise than the competition, that’s exactly what you’ll accomplish. Doing your homework before carefully choosing keywords will give you a strategic advantage over your competitors who were less careful. YOU be the one who does it right.
3. Your advertising budget will love you for it.
The better researched your keywords are, the more targeted your traffic will be. Keyword research can make the difference between a somewhat targeted audience and a laser-targeted group of people that are more likely to buy (think “pet owners” versus “people who have border collies”). The more specific your audience, the less money you’ll waste on trying to convert casual tire kickers into customers.
So how do you know which keywords will get you what you want? Here are a few basic things to keep in mind.
First, people who are more likely to buy will usually search on a phrase instead of a word or two. Someone looking for information about celiac disease might just search for “celiac” or “celiac disease.” Someone more likely to buy your celiac-friendly cookbook might search for, “celiac disease dietary guidelines.”
Second, be specific. Choosing keywords that are too general will make it very hard to get ranked. Think of the specific or niche-defining phrases that apply to your product. If you are selling jewelry, what kind of jewelry is it? What is it made of? Is it vintage or contemporary? Is it appropriate for a younger or older market? Also, if you want local buyers, be sure to include your location in your keyword selection.
Third, find out what your competition is using. There is no need to use keywords your competition is already dominating. You might need to be creative, but you’re better off to save your resources for the keyword battles you can win.
As you can see, choosing the right keywords takes time and effort. There will likely be some trial and error, but in the long run, keyword research will help you make better use of your marketing resources. And that will do wonders for your bottom line.