Keywords are terms or phrases, short or long-tailed, that are used to best describe your business, what you do, and who you are. The idea is that by using keywords throughout your site in your content Google will be able to understand your industry and the type of information available on your website and then hopefully rank you in the first two pages of google search results.

Keywords may be the only factor of SEO but they are by far the most important. It’s an old practice that your keyword is simply one or two words. Nowadays, in the world of Siri and voice search, it is highly recommended that your keywords are now long-tailed phrases. However, don’t give up on the short terms because a mix of both will help you be well-rounded in various types of searches.

Critical Components Of Keyword Research

Keyword research focuses on collecting a few important pieces of information.

  • Search Volume

The number of searches expected for a keyword typically a monthly average. It assesses potential search engine traffic and allows you to determine whether or not it is safe and worth it to focus on that term. If there is a high search volume it tells you that it is something a lot of people are searching for but it also tells you that the competition for it is probably very high and harder to rank in top search results for. If the search volume is too low then not many people are interested in it or using that term to describe something so it may be a waste to go after that term if it won’t bring in much potential traffic

  • Rankings

Some tools, like RankTracker, will tell you where your domain stands in Google, Yahoo, and Bing search engine results for keywords. This lets you know if you are already performing well, if you should spend more time creating content around that, or if you may want to consider dropping that keyword from your efforts.

  • CPC

In your research you will be able to see the cost per click of each keyword, This will tell you the price you would pay for each click in your pay-per-click marketing campaign. This is relevant if you consider running paid ads.

In Conclusion 

This information is the limited data that you can gather from keyword tools. However, it is highly recommended that you go even more in depth in your search. Find out who your competitors for these keywords are. An easy way to do this is to simply type in that keyword in Google search and create a spreadsheet detailing the sites/companies that show up in the first 1-2 pages of search results.

You will know which sites in your industry will be hard to beat out for those spots or whether the competition isn’t top notch and you may be able to take control of those rankings. Go as in-depth as you can and gather as much information as possible to help you make the best educated decisions of keywords to focus on


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