Keyword research is one of the most important, valuable, and high-return activities in the search engine marketing field. Through the detective work of dissecting your market’s keyword demand, you learn not only which terms and phrases to target with SEO, but also more about your customers as a whole. With keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are already actively seeking. In the history of marketing, there has never been such a low barrier to entry in understanding the motivations of consumers in virtually every niche. Every search phrase that’s typed into an engine is recorded in one way or another, and keyword research tools such as the ones allow you to retrieve this information. However, those tools cannot show you (directly) how valuable or important it might be to rank for and receive traffic from those searches. This chapter seeks to expose the details of this process and the tools that can best assist.
Start by Thinking Strategically :
Keyword research tools provide valuable insight into the thinking of your potential customers. When users go to search engines and type out their search query they may use language that is entirely different from what you expect. Even if your product or service provides a solution they can use they may start with their problem. Someone with diabetes might simply type in diabetes in the search box. Then their next search might be diabetes medication or relief for diabetes symptoms.
Searchers often go through a progression where they try certain searches, check out some sites, refine their searches, and repeat this process until they finally find what they want. Taking the time to understand typical search sequences is one aspect that impacts your keyword strategy.
Other elements that influence search behavior include searcher demographics (male/female, age, income, etc.), geographical location, and time of year. Seasonal products such as Valentine’s Day cards, for example, go through sharp peaks in volume during the time preceding February 14th, and then decline rapidly once the season is past.
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