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The power of keyword research

If you've come this far, you're probably aware of how effective SEO keyword research can be. You may already be aware that keyword research is the cornerstone of a successful SEO campaign.


In fact, for the most majority of SEO initiatives, it's nearly a need.


The "magic of SEO" works because if you know what people are looking for, you can make the solution appear at the precise moment they are looking for it.


Whether you don't know what people are looking for — and/or don't develop material for it — you won't know if there is any demand for what you post. It's similar to shooting darts while blindfolded. You don't know if you'll strike anything or not.


The majority of the time, this bet backfires.

Keyword research, when done correctly and in conjunction with other good SEO procedures (such as link building), may help you create a repeatable content strategy that generates consistent traffic over time.


Keyword research was performed to determine the content strategy for this website. Wins like these aren't always assured, but they're a lot more likely when content strategy is informed by clever keyword research.


Keyword research benefits

Finally, keyword research aids in determining what type of content to write in order to best support your company goals and attract relevant visitors.


There are literally billions of keyword combinations available, and they exist in every language. It would be difficult to target them all, even if you tried.


Fortunately, consumers frequently search for the same — or very similar — items, allowing you to group keywords together. When done correctly, keyword research may assist you in identifying the most relevant terms for your website.


"Winning" keyword research aids in the discovery of phrases and subjects that:


  • Are the most important to your company
  • Have a large enough search volume
  • Have a low level of competitiveness (e.g. are rankable)

In the picture below, you can see how these components interact.


1. Discover valuable keyword phrases and topics

You believe you know what keyword you want to rank for, but are you sure? Do you know all of the search terms that people use to find your website?


If you sell "wholesale wine glasses," for example, this may be a suitable phrase to target. Keyword research can aid in the discovery of other related phrases such as:


  • wholesale wine glasses bulk
  • cheap wine glasses
  • 8 oz wine glasses bulk
  • Etc., etc


How important would it be to rank on the first page of Google for each of these phrases if you own a wine glass company?


You could have guessed a few of them, but a good keyword research method will help you find thousands of these chances at once.


2. Find keywords with sufficient search volume

To be honest, while there are potentially billions of relevant keyword combinations out there, not all of them are worth pursuing.


Would it be worthwhile to write content for each of the keywords in the wine glass example above? It's easier to figure out if we assign a search volume to each keyword phrase.


We'll go over this in more detail later, but "search volume" refers to the number of times certain terms are Googled each month.


As you can see, the amount of searches varies dramatically from one term to the next. Our initial phrase, "wholesale wine glasses," had a fair amount of search volume, but "cheap wine glasses" blasts it out of the water.


In comparison, "8 oz wine glasses bulk" does not appear to be very popular. If your company offers these sorts of glasses, however, a few clicks every month may be really beneficial.


This is an excellent opportunity to discuss keyword research's "long tail" and the 80/20 ratio. Popular "head" phrases will account for just approximately 20% of the keywords people search for. Long-tail keywords will make up the majority of keyword phrases.


3. Find keywords you can actually rank for

It's nice to find hot terms, but it's a double-edged sword. This is because the more popular and lucrative a term is, the tougher it is to rank first.


The trick is to identify the sweet spot of keywords that are important to your business but aren't so competitive that you won't be able to rank for them.


"Cheap wine glasses" may be a wonderful keyword phrase, but with such a large monthly search traffic, it's probable that many established and popular websites are also vying for first place.


This might make it harder to rank for your most desired keywords if you're a smaller site just getting started.


Surprise! The word "wholesale wine glasses" is actually the least competitive of the ones we've looked at so far. "Cheap wine glasses" has a higher volume, but it's also more difficult to rate.


Language, seasonality, and click-through rates are some of the additional factors to consider while creating a keyword list. In Chapter 3, we'll go through topics in greater depth.


4. Crafting a complete content strategy from keyword research

Once you've compiled a list of relevant keywords to target, you can devise a strategy for creating content around them. Your content strategy, often known as a content roadmap, is outlined here.


You may begin to answer queries like these using keyword research:


  • What are my key themes and what are my children's themes?
  • When should I use a single page to target several keywords, and when should I use distinct pages?
  • When people search for a term, what type of material do they anticipate to find?


We've only discussed researching keywords for a single subject or page so far. We'll lead you through a procedure that will help you find hundreds or thousands of relevant, prospective subjects using this guide. We'll also go over some advanced competitive analysis tools so you can discover all of the lucrative keywords that each of your rivals ranks for, allowing you to create a content strategy that utterly dominates the competition.

In my visitor's path (awareness > intrigue > purchase), where does each word fit?

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