What is keyword research?

What is keyword research?

In its simplest definition, keyword research is the process of finding and analyzing a set of words or phrases used in search engine queries in order to develop and optimize a website. In other words, keyword research helps to identify the most popular search terms related to a particular topic, product, or service in order to promote those specific keywords through marketing campaigns such as pay-per-click (PPC) advertising or organic search engine optimization (SEO). This use of keywords ensures that webpages are listed higher on search engine rankings when people search for specific terms.

This type of research should be at the very core of every successful digital marketing campaign. Put simply, if you don't know what your potential customers are searching for you're unlikely to be able to create amazing content to match their needs and drive your target audience towards it. As competitors become increasingly savvy with their own SEO activities it's more important than ever that your business is aware of what keywords hold the highest relevancy and traffic volumes while also determining not only which words are most often searched but which ones have the most value.

The goal is to aim for high value keywords but keep them attainable. Keyword targeting needs to be kept relevant, but also competitively competitive so that your brand can gain visibility amongst similar competing websites in the same market space. To complete this process accurately and efficiently, tools such as Google Keyword Planner will give you insight into what exact words are being used along with potential ad costs for particular words.