The best SEO campaign will contain many moving parts. However, one of the most important elements of any good on-page strategy is the content research. How the content is crafted and what it’s crafted around largely influences how the site will rank on Google and other search platforms. In order to create good content, you need good keywords. They should be words and phrases that people are searching often – but how do you go about finding out what those words and phrases are? The answer: keyword research!
What Is Keyword Research?
Keyword research is almost exactly what it sounds like. It’s all about investigating words and phrases that people are typing into search queries. In order to perform this research, SEOs will use various tools. Some of these are free, like Google Trends, while others cost money.
The “pay to play” tools often go more in-depth and provide more information on how people are searching for a specific word or phrase, as well as what other similar phrases they might be searching for. Some of the data that SEOs collect when doing keyword research include:
- Search volume – how often people search a specific term
- Ranking difficulty – how hard it is to rank for a specific term
- Relevancy – whether or not a keyword matters to your industry
- Related keywords – synonyms and other similar keywords that can help boost the keyword of choice
Gathering all of this information allows SEOs to choose keywords that work together with the rest of the strategy to get a site ranking near the top of the SERPs.
Why is it Important?
The primary way that we use keyword research at Dreamscape Marketing is to craft landing pages and blogs. The job of your blogs is to support other pages on the site. We purposefully create blogs and landing pages that work well together without being on the same topic. It’s important to have complementary pages rather than exact match pages.
You don’t want to play a guessing game with your keywords. Instead, you want to know that those keywords are ones that users are interested in. Not only do they need to be terms that people frequently search, but they need to be relevant to your site and industry niche. After all, you don’t want people clicking on a page only to click right back off of your site because they aren’t getting the information that they need. Content research ensures that they stay on your website’s page.
Moreover, many sites optimize for keywords that aren’t useful. For example, you may have a product or service that isn’t unique, but that you’ve named specifically for your brand. While uniqueness is great for branding yourself, it isn’t always great for search, especially if you aren’t a large enough brand that people will automatically know the name of your product or service. While Apple can market a Macbook and people know what it is, smaller companies need to stick to using a word like “laptop.”
How We Use Keyword Research
The more these pages can interact with each other and link to each other, the better search engines can draw correlations from them and understand what your site is about. In turn, this will help your site rank well and convert well.
Implementing an SEO and Content Research Strategy
Keyword research helps take the guesswork out of your SEO. Content research gives us an understanding of the type of content your site needs, making it easier to create a digital marketing plan. That’s where Dreamscape comes in. We are experts in SEO for a variety of fields including:
- Addiction treatment marketing
- Dental marketing
- Small business marketing
- Senior living community marketing
- Elective medical practice marketing
Let us take the time to do your content research and strategize while you focus on what’s important for you – running your business. We’ll bring in the leads and help you convert them.
If you’re ready to get moving on a keyword research strategy that works, give Dreamscape Marketing a call today at 877-958-9180.