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Understanding the importance of keyword research
Keyword research forms the foundation of all online marketing. Once you understand what your audience is searching for, what platforms they use to find the products and services they are looking for, and what search terms they are typing in, then your task is to generate content that will respond to their needs, but also content that search engines can identify as being relevant to these needs.
Content is defined not only as text on your website, but content that is used across the web including images, social media posts, video, email marketing, landing pages and business profiles and keywords need to be present across all types of content you create, curate and share.
How does Google understand Keywords?
Organic Search has changed drastically over the years. It isn’t just about strategically placing exact match keywords into prime positions in meta tags, description tags and html titles. It is more about using long-tail keywords throughout all web content using topic focused keywords.
Rank Brain was launched in 2014 and is Google’s artificial intelligence system which presents a new era of search called Semantic Search.
Rank Brain is part of Googles core algorithm and is a strong ranking signal behind backlinks and domain authority. Rank Brain understands the ‘context’ of user search queries. It is capable of interpreting a query that may never have been typed into search before because it can understand the context of what the user is asking for, and will find relevant web pages to match the user intent.
At Whizz Marketing, we analyse keywords regularly for our clients to ensure their sites are competitive in organic search and the content continues to be optimised for the most targeted keywords for their business.
Analysing keywords carefully will provide you with enough insight to choose a short-list of best-match search terms which are highly relevant to your business and will drive the most targeted traffic to your site. It is these keywords which will become your Focus Keywords for your site optimisation.
There are many tools available to help you identify long-tail keywords that are relevant to your business, and which are commonly used by people searching for the products and services you offer.
Here are some free tools you may like to explore:
Google Adwords Keyword Planner
Through a process of manual research and using automated tools, and also running a competitor analysis so you know what keywords your competitors are optimised for, you will be able to create a short list of targeted long-tail keywords that will give you the best possible chance of achieving a higher page rank and visibility in organic search.
Whizz Marketing offers a very comprehensive Keyword Research Analysis which provides insight on search volumes for keywords related to the products and services you offer as well as an in-depth analysis on 4 competitor domains and how they are ranked for the keywords you want your site to be found for. This level of analysis will help you to make informed decisions on which keywords will give you a better return, sending more targeted traffic, and helping to drive up conversions.
If you would like further information on the Keyword and Competitor Research Analysis offered by Whizz Marketing, please contact Louise on 01252 622129 or visit whizzmarketing.co.uk
