For any online business looking to improve their digital presence, keyword research is the backbone of any successful online marketing strategy.
Whether you’re focused on SEO, paid ads, or digital marketing in general, understanding the keywords that your target audience uses can get your website out to new customers and propel your online business to new heights.
Here are five ways keyword research can help your business grow online:
1. Enhances SEO Strategy For Organic Search
Search Engine Optimization (SEO) is all about getting your website to rank higher on search engine results pages (SERPs). Known as organic traffic, by identifying high-traffic, low-competition keywords relevant to your industry, you can optimize your website content to match what your potential customers are searching for. This boosts your website’s visibility and drives organic traffic, to get visitors from search results directly to your website without any additional costs.
For example, if you run a bakery, using keywords like “best vegan cupcakes” or “homemade artisan bread” in your blog posts and product descriptions can attract more visitors searching for these specific items.
2. Improves Paid Advertising Campaigns
Paid ads, such as on Google Ads, Microsoft Advertising, or social media platforms such as Facebook, rely heavily on targeting the right keywords. By conducting thorough keyword research, you can identify the most effective keywords to bid on, ensuring your ads reach the right audience. This not only maximizes your ad spend but also increases the chances of conversions that result in sales or lead generation.
3. Keeps You Informed When Creating Content
Relevant, up to date content is vital in digital marketing, and keyword research provides valuable insights into what your audience is interested in. By understanding popular search terms and topics, you can create relevant and engaging content that resonates with your target audience. This not only drives traffic but also establishes your brand as an authority in your industry, improving the reputation of your online business.
While this applies to content on your website, such as for blog posts, service pages or product descriptions, using relevant keywords in other areas, such as ad copy in paid advertising campaigns, can also improve the performance. Many platforms will rate the quality of your paid ads based on their relevance to the keywords targeted, so keep this in mind!
4. Enhances User Experience
Keyword research helps you understand the language and terminology your target audience uses, allowing you to tailor your website content accordingly. This makes it easier for visitors to find what they’re looking for, improving their overall user experience on your site. Happy visitors are more likely to convert into customers and return for future purchases, if they can get from arrival to purchase smoothly.
As an example, an online clothing shop can use keywords like “summer dresses” or “winter coats” in their product categories and descriptions, making it simple for users to navigate and find the products they need through site search by matching keywords to search terms.
5. Supports Market Analysis
Keyword research provides insights into market trends and consumer behaviour. While “gut feelings” are useful from time to time, a detailed analysis of your market will provide you with concrete, useful data and keep you informed for important online business decisions.
By analysing search volume and competition for specific keywords, you can identify emerging trends and adjust your marketing strategy accordingly. This keeps your business ahead of the curve and better equipped to meet customer needs.
For example, if you notice a spike in searches for “eco-friendly products,” (where the product type is relevant to your business), you can consider expanding your product line to include sustainable options and capitalise on this growing trend.
Conclusion
By leveraging keyword research, you can enhance your SEO efforts for organic traffic, improve paid digital advertising campaigns, create engaging content, enhance user experience, and stay informed of market trends. Incorporating these strategies into your digital marketing plan will help your online business grow and thrive digitally.
If you would like to know more about improving SEO on your own website (or would like a bit of keyword research done for you) then check out our full website audit, or get in touch with us if you have any questions.
