Keyword research is an important practice search engine optimisation experts use to identify and research successful keywords that clients enter into search boxes when searching for information, products or services. This practice is used by businesses of all sizes as it enables businesses to tap into markets that may not have been well served before. This gives businesses the opportunity to increase revenues, sales, market share through increased visibility in search engines. Learning how to perform keyword research can be time consuming but can pay off in the long term.
Companies that fail to invest in the tools necessary to perform keyword research face the risk of missing out on new markets that could provide a wider range of customers. Keyword research is also used by SEO (search engine optimisation) specialists to determine which keywords and key phrases would be most effective for a website’s overall SEO strategy. Many companies choose to remain with SEO services because they believe this process is too time consuming, expensive or difficult. These assumptions are poor and underestimate the importance of performing quality keyword research.
The first step towards an effective keyword research process is understanding how search engines work. Search engines categorise web pages according to their relevance to a search query. Each page of a website is ranked based on its position within this ranking system. This is done through determining the relevance of the keywords contained within a site’s content to the queries performed by customers in the search engines. The higher a page is ranked, the more likely it is that a customer will click on it from the search engine results page. Search engines use complex algorithms to calculate rankings for each page of a website, and only recently have these algorithms been revealed to the public.
One of the biggest factors used by search engines to rank sites is backlinks. Backlinks are links to a particular page from another website. The more links a page has, the higher its position in the ranking system. However, a high number of links from poor quality websites can cause a page to be demoted, meaning it will lose rank and lose traffic.
It is also important for a website owner to understand the target audience when developing a keyword strategy. An audience refers to a group of people who could potentially be interested in the content of a website. This does not necessarily mean the age of the audience, but rather their interest in the subject matter. There are several ways to identify potential customers, and a keyword strategy can be based around these different types of audiences. A child in school for example would be a different type of audience than a business owner with years of experience in IT.
Landing pages are specific pages on a website that contains specific information about a particular product or service. They often link to other landing pages, creating a network of connected pages. Links to these pages often form advertisements for similar products. Search engines look at the connections between the keywords used and the sites connected to them as part of the determination of a site’s position. Having an optimized landing page is very important to a company’s ability to attract new customers, but it is only one part of a successful keyword strategy.
The effectiveness of a keyword strategy is measured by the amount of traffic it drives to a site. Analyzing the data provided by Google Analytics is the best way to determine the effectiveness of your keywords. Analyzing the results of past campaigns to see how well they convert traffic into sales and the amount of traffic that remains after conversion is very important to companies looking to improve their keyword strategies. It is also important to include segmentation into the analysis to determine the different types of customers a website is interested in.
Keyword research and analysis should be considered an essential part of your SEO strategy. If you don’t use this research in developing your strategies, you may be leaving your company’s future open to failure. While it is not an exact science, performing this analysis and creating a strategy will help you stay ahead of the competition. The return on investment (ROI) for your efforts in optimizing your keywords will give you the edge over your competitors.