Why Conduct Keyword Research?
Keyword research is one of the most important aspects of digital marketing. And not only for SEO (Search Engine Optimisation), but also content marketing, CRO (Conversion Rate Optimisation), Google AdWords and more. If you’re not targeting the right keywords, you won’t be able to tap into the organic search traffic that’s driving your competitors’ leads and sales.
What is keyword research?
Put simply, keyword research is the process of identifying the search terms that your target audience uses to find the products and services they want to buy. It’s the foundation of all successful digital marketing efforts because it keeps you in touch with your audience, helps you understand the language they use when searching for products and services online, and makes your content available to them.
Without keyword research, you’d be forced to make assumptions about the keywords your target audience is using rather than actually knowing which keywords they’re using to find businesses like yours. Considering the time and effort involved in optimising a website to rank highly on SERPs, doesn’t it make sense to identify which are the right keywords to target?
At Bambrick Media in Brisbane, SEO is at the core of what we do and keyword research is the foundation upon which we build successful digital marketing campaigns. Our SEO team uses a variety of tools and techniques to identify the right keywords for your campaign. When we conduct keyword research as part of your SEO campaign, we follow the process below.
The first stage of the keyword research process, market research provides insights into the language and keywords your target audience uses when searching online. Understanding your market provides a clear picture of how your target audience searches for businesses like yours, and enables us to identify the most profitable keywords — keywords that are neither too broad or too narrow.
Using Google’s Keyword Planner and other advanced digital tools, our Brisbane SEO team creates a list of potential keywords for your campaign. At this stage, we’re exploring keyword options and identifying the keywords that your potential customers may be using, so not all the keywords we add to the list will be used to optimise your site and increase SERP visibility.
Once we have a list of potential keywords, we analyse each keyword to determine whether it will bring the right traffic to your site. Some keywords are far more valuable than others, so we need to identify the best keywords to use and discard those which are substandard or superfluous. Keyword analysis is one of the most important steps in the keyword research process.
Before optimising your landing pages, we compile a report to provide you with an overview of the keywords we have identified that will bring traffic to your site and drive conversions. This report includes the keywords identified, the average monthly search volume for each term, and where relevant, impressions. Along with providing an overview of our recommended keywords, it also enables clients in sensitive industries, like AML (Anti-Money Laundering) and SMSF (Self-Managed Super Funds) to identify keywords that shouldn’t be used for legal reasons.
Once you’ve approved the keywords for your SEO campaign, we then group the keywords into categories and map these keyword groups to the relevant pages. In instances where keywords don’t pair with existing pages, new pages/subpages may need to be created. By mapping keyword groups to specific pages, we can then optimise these pages with keyword-rich content. This makes each targeted page more relevant to the keywords mapped and more useful to customers who land on that page.
Ready to get started? Bambrick Media’s Search Engine Optimisation experts are here to assist you with your SEO strategy, starting with our tried and tested keyword research techniques that ensure your site is optimised with keywords that drive ready-to-convert traffic to your site. To speak with a member of our Brisbane SEO team about your digital marketing goals, give us a call on (07) 3216 1151 or send us a message through our Contact Form.