Make the most of your keyword research and unlock new opportunities for your SEO strategy.
The basis of any SEO strategy should start with a strong keyword research exercise. Discovering the terms that you currently rank for and spotting opportunities to explore in your content is key to setting your SEO marketing strategy up for success.
Here are some reasons why keyword research and regular keyword audits are beneficial to your SEO strategy:
Identifying areas of improvement
No matter how great your website's content may be, if your keywords and their intent do not align with what your audience wants to see on your site, it may be time for a keyword audit!
A keyword audit is the best way to identify areas on your website where site content could be improved, for both search engines and user experience. An audit will also help you to identify which terms are driving the most traffic to your site, generating conversions and rankings, and which key terms are not.
As a result, you may discover new opportunities, gaps and trends in your niche and can adapt your website content accordingly.
Regular keyword research is important when it comes to trends. By definition, trends tend to come and go. Hence why looking at keyword data is necessary to find new trends within your target audience's search habits.
Keyword intent
Keyword audits also help with researching the search intent behind each of your keywords.
The main goal of search engines is to answer a user's query as efficiently as possible. So if your content answers a user's questions, search engines are more likely to rank you higher for that keyword. Keywords can have more than one intent for example, it could be informational (someone looking for information), but could also be transactional (someone looking to buy) so if it's relevant using that keyword in two different sections matching both intents could be beneficial for you.
This could be in the form of a product description to match the transactional intent but also in an FAQ or a blog for informational purposes.
Review user experience
Similar to discovering keyword intent, reviewing user experience is crucial in understanding your users' interests and what they want to get out of your content.
Some keywords may bring users to your site, but your content might not answer their query correctly which will frustrate the user and them to search elsewhere.
Keyword research will also help you identify pain points for users, so by targeting these pain points in your content, users are more likely to stay on your page and have a good experience, getting relevant information from your website.
Competitor Keyword analysis
Competitor keyword analysis is the process of uncovering keywords that your competitors rank for, that you may not be. Keyword research will help you determine these keywords and give you the information needed in an attempt to create better content which targets your competitors keywords.
Review progress
Following each keyword research exercise, you should have a number of action points. It is important to keep re-evaluating your keywords every few months. New competitors or search trends might appear but most of all search engine algorithms change often, so staying on top of your keywords and your website content is crucial.
Each different keyword research exercise will help you progress - how many positions has a specific keyword gained or lost, has the search volume increased or decreased, or are your keywords helping you show in the SERP?
For more information about how we can help you implement a seamless SEO strategy, get in touch.
