What is Keyword Research Strategy and Why is it Important in Digital Marketing

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Keyword research is a systematic process of discovering the keywords or search phrases that online viewers enter into the search engines intending to get information or solution for their queries.

Keyword research is an important strategy that needs to be employed by small, medium, and even big companies to get the target audience. In-depth preparation and comprehensive keyword research will help you to devise an effective content marketing strategy, excel in the market and consistently attract quality traffic.

Why is Keyword Research an Important Part of Digital Marketing?

Crafting content with relevant keywords will help to generate quality traffic, get qualified leads, increase sales and ultimately enhance revenue. Keyword research is an extremely crucial segment in content marketing campaigns, starting from blogging to affiliate marketing.

Keywords are extremely valuable, as they are search terms on the internet that convey the content of your website page to the search engines. They are an important marketing asset for your content marketing campaign.

A keyword may comprise of a single word or a collection of words or phrases that users search in search engines such as Google, Yahoo, YouTube, or other platforms.

A high-performing keyword is a crucial aspect of digital marketing through which your site can increase traffic, achieve a high conversion rate and generate financial gains.

Keyword research is an absolutely scientific and systematic process as it helps to understand the priorities of the users and helps in the achievement of business objectives. It is important to regularly check and analyse the performance of your keywords.

Importance of Keyword Research

  • Keyword research is an important practice that helps to identify the search terms online.
  • It helps you to understand your target market and create suitable strategies for them.
  • It helps you gather information about industry’s specific demands.
  • It helps you understand the searcher’s intent and position your content accordingly.
  • It helps you establish a relationship with your target audience and helps you stay in touch with your target audience with the means of your content.
  • Keyword research helps to identify the best keywords that fetch quality traffic to your website

Some keywords receive multiple searches, whereas others have very few or none. This information will help you to select what keywords to target and build relevant content on your website.

However, focusing only on keywords is not enough. Even if a keyword may bring in a lot of search traffic, but still you may not experience an increase in sales. It is imperative that you focus on the business objectives first and then find the right keywords to target.

Hence it is imperative to integrate keywords that will bring will also bring quality traffic. Ensure that the keywords you intend to target are those that will improve conversions and enhance revenue.

Keyword research helps to enhance the performance of your website

Keyword research helps to know what online visitors are looking for and in what manner you can offer a solution. Online audiences enter keywords into the search engine to explore and find information about a specific product or service.

If the online user’s search keywords match with the keywords present on your website, then your site will instantly be noticed and viewed in the search results. Your site can only rank high in search engines such as Google if your content has keywords that match with what the viewer is trying to seek.

Keyword research assists in understanding the needs of viewers and creating your target audience. It gives insight into what people are looking for within your work arena. It helps you to develop a relevant marketing strategy that would allure and retain the target audience and expand the customer base. You can target the audience strategically by integrating relevant keywords into your website.

Conduct in-depth keyword research

There are numerous ways that can be adopted to conduct in-depth keyword research. The main objective is to discover keywords that are relevant to a large number of users and those that keep your website ahead of your competitors.

Some words and phrases receive a lot of queries and searches. On the other hand, by conducting keyword research, you will also come to know across the keywords which do not fetch any search.

It is hence important to select what terms you need to target and craft meaningful content for your site. After incorporating target keywords, it’s crucial to consistently keep track of the ultimate performance of those keywords. There are techniques that can help you to explore, research, and discern relevant keywords. An SEO expert can help you navigate your business prospects by drafting an elaborate keyword research strategy.

The following are the metrics that you need to consider during keyword research 

· Level of SEO difficulty

· Keyword trend

· Cost per click

· Paid Difficulty

· Search volume

Best practices for keyword research:

Adopt a long-tail keyword strategy

It is important to implement this technique instead of merely focusing on core keywords. Generally, people aim at integrating high search volume core keywords that are highly competitive. This is with the objective of gaining the attention of the audience in the focus areas, which attracts a lot number of visitors.

But implementing a long tail keyword strategy assists in targeting a specific audience.

Employing longer variations of keywords that are less competitive will also help to drive quality traffic relatively faster to your website. For example, instead of using the keyword ‘transporter’, you can use ‘most reliable transporter’ or’ best transporter and use these topics on your blog content that targets long-tail keywords.

Also, it is important to focus on an internal link strategy wherein blog posts are used to drive traffic and build links to your other blog posts as well. This is an effective way to improve your site’s ranking in SERP results.

Discover and track keywords gaps with your competitors

This is one of the most underutilised yet extremely effective SEO strategies. Generally, one tends to focus only on your content and its keywords. You merely aim at considering your traffic and the outcomes. But it is important to get an overall insight into your specific industry.

You need to methodically and systematically analyse your competitor’s strategies, their strength, and weakness. This will definitely help you to devise a more competitive and better set of relevant keywords that bring a higher volume of quality traffic.

Hence focus on domain rating, organic traffic, and keywords along with referring domains. This will give you a stronger insight into your audience’s requirements and aptitudes. You also understand your shortcomings and make efforts to overcome them and improve.

Comparing the competition and discovering keyword gaps between your competitor and your website is a significant aspect that would propel SEO success rate. If you aim to become a leader in your particular industry, understand, and research your competitor’s weaknesses and strengths.

Target your competitors’ keywords

Targeting well-known competition keywords is a simple approach to expanding the audience base and attracting new customers. This will help start-ups to enter saturated markets where other brands of your product are extremely popular and are household names.

This keyword strategy will improve your market share as you tend to focus on viewers seeking to switch brands. These keywords pose a little competition. Thus, relatively new or low domain authority websites have a good chance of getting ranked on page one, and thus they can attract a new audience.

Explore top-ranking pages to identify relevant keywords

It is important to scan the pages for specific keywords that rank at the top of Google. These top-ranking pages point out what you have to do to rank for that keyword. They also show the search intent of the users and why are users clicking on the search result. Thus you can get the key to improving your ranking on the Search Engine Results Page.

Explore keywords on platforms such as Quora, Wikipedia, or Reddit

Browse on these platforms and try to identify untapped keywords. Search for keywords that are relevant to your niche, and you can get an important tip for seed keywords. For example, if some phrases or keywords are mentioned recurrently on forums, then you can use them as your seed keywords.

For example, if you search on Reddit for ’emotional health’, you can find communities including emotional health and anxiety. On Quora, you can type the same query and see results such as ‘How is emotional health being affected in COVID pandemic ‘or’ how yoga will help to build emotional health and stability. From Wikipedia, you can get an information page regarding’ emotional health’.

This can be a value add to your keyword research strategies which are conventionally carried through various keyword research tools.

Explore synonyms ranking strategy

By using partial synonyms and full synonyms techniques, you can upgrade traffic on your website to the next level. It is important to integrate content with relevant alternative keywords and synonyms to increase ranking in search engine logarithms.

The current algorithm employs search questions to comprehend users’ intentions and show results that answer their inquiries in a more refined manner. Google tends to use synonyms and other alternative expressions in its algorithm. For example, if a user searches for’ food experts’, he can also get search results that cater to ‘food consultants’

Develop a keyword mapping plan

Keyword mapping is an organisational tool that is used to link the targeted keywords to the targeted pages. It helps to highlight all targeted pages, such as the homepage or service page, and other inner pages, including content.

A keyword mapping plan is the means to reach the user intent, and it helps to secure a good conversion. It helps to kick start the users buying journey and exploration of your site.

Three aims of mapping keywords

  • Helps in Brand Recognition and Identification
  • Helps in generating Quality and Targeted Traffic
  • Enhances Website productivity


It is important to conduct keyword research to collect and implement all the essential keywords with relevance in your targeted pages in a proper manner. Employing systematic keyword research strategies and continuous maintenance will eventually help you to keep ahead of your competitors and achieve business objectives.

Expand My Business can help you find your most suited SEO expert or partner agency. They can work on the need for drafting your keyword research strategy by employing the best practices of SEO and Content Marketing. With this, you can find immense success with your business and grow your audience base phenomenally.

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