Importance of Keyword Analysis

Over half the world’s population is online, searching for products and services. The way you connect with them is by creating your content in a way that they find you in their search.

As the internet has taken on such a prominent role in our life, companies are banking more on digital marketing techniques to increase brand visibility and communicating value to prospective consumers. Keyword research is probably the very first, and most crucial, step in your SEO campaign. In fact, it is said to be the bread and butter of your digital marketing activities – for both organic search as well as PPC-driven campaigns.

The reason is simple – internet users use keywords to search online and ultimately find you. Since it is the first point of connection, you want to give them what they want!

Here are some benefits of including keywords analysis as a part of your SEO efforts:

•  Keyword research and analysis help you think from the point of view of your target consumers. When you are seeing it from their pesrpective, you can also anticipate what kind of searches they are likely to conduct and spruce your content accordingly.
• By tailoring your content based on the keywords that users tend to rely on, you increase your conversion rates, i.e., website traffic from qualified visitors to converted customers.
• When you know what your customers are likely to type into their search queries, you are able to anticipate ahead and provide customized and personalized content that can help you increase your engagement with the audience.
• Regular research and analysis of the currently popular keywords will give you an in-depth view of how marketing trends are changing. This will help you stay ahead of the curve.
• Knowing the keywords that are going to increase your conversion rates will help you optimize the amount spent on the content.
• The right keywords can help guide your SEO campaign in the right direction.
• Narrowing down to the right keywords also helps to discover specific search queries and new leads.

What are keywords and why are they important?

The beginning of any Search Engine Optimization (SEO) strategy lies with keyword research. Keyword research can be defined as the exercise of researching industry-specific terms and phrases in common parlance, to check for the ones that drive search engine traffic to specific search engine page results.

Internet users utilize specific terms or phrases to find products or services or locations of businesses. These terms of phrases are known as keywords in the digital marketing space. Understanding the terms and phrases that internet users predominantly type into search engines to locate businesses and brands such as yours will help you position yourself in a manner that you can be easily discovered. This becomes the very foundation of all your digital marketing strategies and techniques.

Ultimately, if you do not know which terms users type into search engines to locate you, you will not get traffic (the right, qualified kind that is more likely to convert) onto your website, forget lead conversions, sales, and ROI!

The keywords that are used define what your company stands for and projects to the large pool of consumers out there. If you check the statistics for user searches, be it organic searches or paid ads, tools such as Google Analytics and others will tell you that these keywords form the very basis of the content that you come up with for your brand.

Google alone controls over 92% of the world’s search engine market share, with over 5.6 billion searches in a day^[1]. Every time a user types a query, Google uses web crawlers to search billions of indexes of web pages to return results. While it is interesting to know that over 60% of these searches are done on mobile devices and around 32% as voice-activated searches^[2], the search boils down to the terms and phrases that the users utilize while searching for a brand, a product, or a service.

What are the different types of keywords and what is the role they play in search engine traffic?

While undertaking the task of keyword research and analysis, it is crucial to understand the differences between the two main types of keywords. They are:

1. High volume keywords
2. Long-tail keywords

High volume keywords are generic terms that are included in a large number of search queries. These keywords drive the most traffic to websites and are defined in volume by the number of times they are used across searches on an average. However, while these terms are most commonly used in searches, they are not specific to businesses/products/services. While they drive traffic to web pages, the bounce rates of customers leaving the web pages without taking action is also considerably high.

Long-tail keywords, on the other hand, are more specific in nature. They are representative of consumers who know exactly what they are looking for with the intent to make a purchase. These are keywords that are specific terms and phrases used by those who are searching to buy specific products/services. While the traffic that leads to your web pages may be limited, it is highly targeted, meaning that the probability of conversion rates is much higher.

More than half the search online comprises long-tail words – if your user intent includes a long-tail strategy, then you have a much better shot at ranking high on the search engine rankings and getting targeted, qualified visitors. While the average keyword is roughly two words long^[3], a typical long-tail keyword phrase comprises over 4 words. In fact, according to a study, over 91% of search terms are long-tail keywords^[4].

For any business, all of the below are crucial:

• Ranking high on search engine results
• Driving traffic to your web pages
• Reducing the bounce rates
• Increasing the conversion rate

To enable this successfully, all organizations need to deploy an SEO strategy that gives the right amount of focus to both types of keywords. If you are not achieving the above, then you may be making the following mistakes in your keyword research and analysis:

•   Not looking at the where’s, when’s, and how’s a consumer is searching to ensure the relevancy of the keywords to the user intent
•   Focusing only on exact match terms and phrases
•   Not accounting for local level searches
•   Focusing only on long-tail keywords
•   Not looking at high volume search terms
•   Not seeing what the competitors are doing as a part of their SEO and Paid per Click (PPC) campaigns for keywords
•   Not including all aspects (technical, on-site, and off-site) of SEO into your research
•   Not focusing on your keyword strategy regularly
•   Not accounting for the current search results
•   Not understanding the competitiveness of keywords on the Search Engine Results Pages (SERPs)
•   Inserting keywords into an article and not hero-ing the keywords in the article
•   Allowing the clients to select the keywords

How can you make your keyword analysis effective with Emvento?

As far as your overall SEO efforts are concerned, these could be rookie errors, especially if you are among the 60 odd percentile of organizations that manage their SEO in-house^[5]. An SEO professional will tell you otherwise! These are the mistakes that can throw your entire SEO strategy off track. In fact, keyword research has been ranked among the three most challenging tasks by SEO professionals, after content creation and link building^[6].

In order to make your keyword analysis more effective, SEO professionals like Emvento offering full-stack / white hat services can help you do the following for a start:

1. Finding the keywords that you already rank for
2. Checking who is in direct competition with you for the ranking
3. Including Google tools into your keyword research exercise
4. Creating a fool-proof strategy for keyword research

Emvento approaches this exercise in a stepwise manner as follows:

•   Understanding user intent
•   Narrowing down the relevant terms and phrases as per your business offerings
•   Finding all the relevant terms and topics
•   Using tools to get suggestions for keywords
•   Performing competitor analysis
•   Using tools to expand the keyword list
•   Creating topic clusters around these keywords
•   Prioritizing the keywords for organic searches
•   Identifying the landing pages where you want the users to arrive at with these keywords
•   Refining the keywords regularly

The potential of what search engines such as Google can do for your business is growing by the minute. If you want your SEO efforts to be scalable and ready to grow along this curve and create a strong brand image for yourself, SEO cannot be ignored.

If you are not getting enough qualified traffic to your web pages and seeing them convert into ROI, then consider booking your free 30-minute consultation with one of our SEO experts right away at https://emvento.com/schedule/.

Emvento.com to increase your brand visibility and boost your revenue. We focus on driving up your profits with the best processes in place.

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a call back. You can also email us at info@emvento.com

FAQs

What is the importance of keyword research in SEO?

Keyword research is probably the very first, and most crucial, step in your SEO campaign. In fact, it is said to be the bread and butter of your digital marketing activities – for both organic search as well as PPC-driven campaigns. Keyword research can be defined as the exercise of researching industry-specific terms and phrases in common parlance, to check for the ones that drive search engine traffic to specific search engine page results.

Ultimately, if you do not know which terms users type into search engines to locate you, you will not get traffic (the right, qualified kind that is more likely to convert) onto your website, forget lead conversions, sales, and ROI!

How can you analyze your keywords for SEO?

The two main ways to analyze your keywords for SEO-appropriateness is to first see how often users utilize such keywords in their search and second to see how many competitors are ranked highly for using these keywords.

What are the two main types of keywords?

The two main types of keywords are high volume keywords and long-tail keywords. High volume keywords are generic terms that are included in a large number of search queries. These keywords drive the most traffic to websites and are defined in volume by the number of times they are used across searches on an average.

Long-tail keywords, on the other hand, are more specific in nature. They are representative of consumers who know exactly what they are looking for with the intent to make a purchase.

How can you optimize your keywords?

You can work with Emvento to follow these steps for keyword optimization:

1. Selecting the target audience
2. Auditing the current on-page SEO
3. Finding the right keywords
4. Mapping the keywords
5. Adding the keywords to your web pages