Keyword research works by conducting research that has the goal of understanding the language and in particular the ‘search terms’ used by your target audience. As such it involves a process of scouring the web and using keyword research tools to find keywords that searchers are frequently using when searching for information around a certain topic.
The next step is to strategically include these keywords in your content so that these search terms are picked up by search engines when your website is crawled. If your keywords match what the searcher is looking for you have a good chance of appearing higher up the search results, boosting your website ranking.
Keyword research still holds significant importance in SEO and digital marketing as a whole, because it is a process that allows you to figure out what people are searching for and match your content accordingly.
Apart from this crucial insight keyword research provides you with there are several other reasons why you should conduct keyword research:
The best way to achieve keyword seo is to search for keywords across several places your target audience might visit to look for information. Many digital marketers that conduct keyword research tend to just stick to using keyword research tools to identify keywords; while these tools are very useful, here at Star we like to apply a hybrid approach positioning ourselves as both digital marketers and our target audience.
To achieve this, when carrying out keyword research we scour a range of search engines, including websites such as Youtube, Wikipedia, ExplodingTopics (and more) to gather information from a user's perspective.
This coupled with the use of keyword research tools that provide us with deeper insight into data around these ‘search terms’ provides us with a holistic understanding of what people are searching and why.
Our approach to keyword seo is something we pride ourselves on because it has provided us with countless keyword opportunities from locations that a lot of marketers overlook.