When you have a website, and a potential visitor or customer goes on Google to find websites like yours, you want to make sure that your site is among those that appear at the top of the search results. The higher your search result ranking, the more likely that people will click on your website link.
How do people use Google to find websites like yours?
It’s simple: they enter keywords into the search box.
Keywords are an important thing to keep in mind when you’re trying to improve the SEO of your website. You should design your site around being one of the top Google results when specific keywords or phrases are entered in the search box.
So what keywords should you focus on?
That’s where keyword research comes in. You can’t just guess the keywords that potential customers may use, you have to know.
When you know what keywords people use to find websites like yours, you can make sure that your content closely matches those word, i.e. you’re able to offer them relevant, valuable content.
This means that people will spend more time on your website – reading an article or watching a video that gives them what they want. When you’re able to serve their needs, they’re more likely to visit other sections and pages on your site. They’re also more like to become subscribers to your mailing list, and customers of your products and services.
When you’ve done proper keyword research, you can improve your SEO for the specific keywords that you’re focusing on. One of the benefits of providing relevant information that visitors want is that when visitors spend more time on your website, your SEO improves (because Google takes note of the increased time spent).
Of course, it’s true that certain keywords are rather fiercely competitive. If you’re running a pizza shop, then you can’t really compete to rank highly with just “pizza” as a keyword. Also, this generic keyword isn’t really something that your potential customer will enter in the Google search box anyway.
Instead, keyword research can find out the exact keywords and phrases that your potential customers will use. Knowing those exact words and phrases enables you to include those very same words and phrases in your website content.
When you have the right keywords you get the right sort of visitors. You don’t attract people who aren’t looking for your pizzeria website and who have no intention of buying or ordering pizza. Rather, you attract visitors who are looking for the type of pizza you offer, or who are looking for pizza in a neighborhood that you serve.
Keyword research is the very foundation of SEO – it determines your content, your rankings, and the type of people who visit your website. Keywords aren’t words you simply guess – they’re for you to know with 99.99% certainty.