When a brand looks to improve the returns from their online presence, often they will look at link profiles, social reach, influencer marketing and a host of other elements and techniques. This is understandable, the majority of marketing blogs and resources dedicate themselves to such things – but as a result, thorough keyword research can be overlooked
However, keyword research can improve traffic, return on marketing investment (ROMI), visibility and more – often at a lower cost than some of the more talked about parts of search marketing.
‘A Marketer’s Guide to Keyword Research for SEO’ eBook contains sections discussing:
- What is a keyword?
- Why are keywords important?
- What is keyword research?
- Using Google Search Console for keyword research
- Using Keyword Planner for keyword research
- Using your site for keyword research
While it can be labour intensive, keyword research is a vital part of any SEO strategy, and should form the backbone of your initial efforts along with technical SEO – with link building and other techniques to improve rankings following on from a well-constructed keyword strategy, as you will want to build links with anchor text that reflects keyword targets as well as more general site URL links and product service links etcetera.
However, it is not just beginners that need to ensure their keyword targeting is up to scratch – sites which have been around a long time can also lose their way, attracting irrelevant traffic or creating a reduced user experience (UX) with pages that do not adequately serve the search intent.
Therefore, whether you’re brand new or age old, keyword research should be conducted on at least an annual basis to ensure that you are targeting the right keywords, are ranking as high as you can for them and are not missing any new opportunities.