Keyword Research

What is keyword research?

Keyword research involves discovering and examining the phrases individuals input into search engines. The aim is to leverage this data for specific purposes, commonly for search engine optimization (SEO) or broader marketing strategies. Through keyword research, one can uncover target queries, assess their popularity, determine their ranking complexity, and gather additional insights.

Why is keyword research important?

Keyword research is essential for identifying the best keywords and understanding audience queries on Google. This insight shapes content and marketing strategies to boost visibility and drive traffic. By focusing on what users are searching for, rather than just outbound messaging, content creation aligns with audience interests, enhancing effectiveness and engagement.

Elements of Keyword Research

1. Relevance - is pivotal in Google's content rankings, closely aligned with search intent. For content to rank, it must precisely match the searchers' needs and stand out as the most valuable resource available. Google prioritizes content that delivers superior value compared to other web content.

2. Authority - holds significant weight; Google favors authoritative sources. Establishing authority requires enriching your site with informative content and actively promoting it to gain social signals and backlinks. Failing to establish authority within a niche or competing against formidable sources like Forbes or The Mayo Clinic diminishes ranking potential, unless your content stands out exceptionally.

3. Volume - determines a keyword's potential traffic. While ranking on the first page is beneficial, a lack of search volume equates to negligible site traffic—similar to having a store in a deserted town. Monthly search volume (MSV) measures how frequently a keyword is searched across all audiences.