What is keyword research ?
Keyword research is the process of researching and choosing words and phrases users will likely search for (at any given search engine) that directly relate to your business, product or services. Think of those typing in the search term box of what they would need to type to find your website.
Until you know what words and phrases are most important for your website to rank for – you cannot properly optimize the pages in your site, nor your content strategy to help draw qualified traffic and leads to your site. Often times users are not exactly sure what to type to find what they need. That is where keyword variation and long tail keywords come into play for the website owner.
And if the wrong set of keywords is chosen for your website and the site is optimized for keywords that don’t directly relate to your business and its offerings, you may very well get traffic to your site – but unqualified traffic at that. This of course is not only frustrating to you as the site owner (lots of traffic with no leads) but is frustrating to site visitors as well – that landed on a website that didn’t match what they were looking for. For these users, the “back button” is a short click away and a high “bounce” rate is almost certainly guaranteed.
Keywords are both short keywords and long tail keywords. Those keywords are the vital life blood “traffic” for your website. While visitors are nice, sales and customers are better.
Our goal is not just to find the keywords for traffic, but to find those keywords with “BUYER” intent. Meaning when the visitor has typed in the term to search for he is looking to make a purchase.
An example is the search term “glasses” it has a very wide search aspect for the term. Yet if the user types in the search term “replacement glasses” it becomes more apparent that they are a much more focused “BUYER” at that point.
Using the correct keywords and focusing on “BUYER INTENT” can result in less visitors but a much higher rate of visitors who buy.