Thanks to the emergence of innovative and effective digital marketing tools, present-day’s business landscape has become quite an exciting field for businesses, professionals, products, and services looking for ways to establish a significant mark in the online realm. Furthermore, apart from tools, it provided more opportunities for anyone to reach a wider and larger market, unlike brick and mortar brands that are still attached to the old marketing ways. And lastly, with digital marketing comes organic search, which accounts for the largest volume of internet traffic a website can have.
For website owners wishing to build their online presence, your greatest lifeline in a cutthroat field like the online marketplace is to position your site as high as you can on the widely used search engines.
Now, how can you get high rankings? It all starts with determining the right set of keywords to focus on for your SEO and digital marketing campaigns. Keyword research is the practice of discovering common, industry-specific phrases and terms that will drive search traffic to search engine results pages (SERPs). It is a tried and tested SEO step and is in fact, the first procedure for establishing successful search engine optimization for any website. You can think of keyword research as the oxygen of SEO. Without it, your SEO campaign won't survive just like how humans need oxygen to live.
Keywords can be one or more than one word. These words or terms are what your target users type into the search engines when finding their queries. They will help potential customers find your website through a search engine. For your business to reach the right, relevant people, choosing the relevant keywords is what matters the most.
The logic behind this is quite simple. You most likely won’t be able to optimize your web pages and content strategy in a way that will drive qualified traffic to your site if you don’t know which keywords you wish your business to rank for at the top position. While choosing irrelevant keywords and using then on your blog posts may get you higher search rankings for your posts, you also run the risk of losing traffic and users won’t likely stick around your website when they learn that wrong keywords have misguided them.
Sooner or later, this behavior will catch the attention of Google and you may end up losing your potential customers and traffic. As a result, your website’s bounce rate will soar up, which in turn, makes you lose your overall ranking. Thus, it is crucial to choose the right keywords for your site.
The majority of online users search for information organically, which means they’re using search engines like Google and Bing. In return, a sear engine’s algorithm then proceeds to work by sifting through the massive library of webpages indexed and analyzed by spiders. These internet bots crawl the content of the web pages, which Google and other search engines match wit the queries used during searches. Through keyword research, you can benefit from using the right keywords that will bring in the correct kind of traffic to your site.
Suffice it to say, proper keyword research is the pillar of a successful digital marketing campaign. If you must describe your website content in a few words, using the right keyword phrase should be enough. Ideally, you should focus on keywords that many people are using during online searchers but are used by only a fraction of your competitors.
As you probably know, keywords can be classified into two types: short-tail keywords and long-tail keywords. Also known as popular keywords, short-tail keywords are those that are composed of 3 words or less. An example of this keyword type is WordPress themes. Typically, keywords like those are the first thing users think when searching the term on the search engine. Because they are popular, short-tail keywords are known for having extremely high competition and search volume.
On the other hand, long-tail keywords are those that contain more than 3 words. Apart from the length, they differ from short-tail keywords as they have low competition and search volume. And due to these factors, it’s easier for websites to get high rankings if they target long-tail keywords. While your site may get low traffic with this keyword type, you may get quality traffic and high cost-per-click (CPC) instead.
From a marketer’s perspective, it’s better to regard keyword research as within the same level as market research when developing campaigns and optimizing websites. As part of your initial planning, it’s always a smart move to consider what keywords the competitors in the industry are analyzing and ranking for. With the right keyword tools and the help of an SEO expert, you can compare those to your own to know which is more commonly used.