If you have have a page that ought to be showing up on the SERPs, but is nowhere to be found after you press the enter key, then you might not be going for the right keywords. Keyword Research is how you determine what the users are looking for, and how to optimize your content to rank for those keywords.
What Is It?
Given any search input, Google will reply to the query with the links and pages it finds relevant to the keywords that the search contains. Your page’s relevance in relation to those keywords is what determines where your link will appear on the SERPs. Optimizing those results is where keyword research and rank-ability come in.
Keyword research is the lifeblood of SEO. Developing an accurate and targeted keyword profile is the first step in optimizing your online marketing campaign. By identifying your market’s keywords you can increase the traffic that your pages generate as well as learn more about your customers’ behavior.
Strategically going after the right keywords will increase your page’s relevance and authority to the search engines and increase your ranking so your links show up more frequently and higher up on the SERPs.
Why Is It Important?
Keyword Research goes far deeper than identifying the top keywords your business needs to rank for and plugging them into all of your links and content. A true optimization campaign goes after the right keywords.
Optimizing your keyword profile means accounting for not only relevance, but specificity, location, search intent, and even personalized search modification. Because keyword research is the lifeblood of SEO, if it is tainted and inefficient, your entire SEO campaign is going to feel the symptoms. Building your pages around primary keywords, and establishing a site architecture based off of the long-tail modifications of those keywords, will keep your links relevant to the right viewers and streamline your user experience. Both make for an improvement in your ranking.
Your ranking is a Google algorithm designed to compute the relevance and authority of your page in response to the user’s search query. Google claims to take into account more than 200 questions when calculating the ranking of your page (or where it will end up in the order or results that appear on the SERP).
Now, because Google’s algorithm has never been seen by any of us in the SEO bizz, we use a metric called Page Authority – a metric developed by Moz to estimated a page’s ranking in Google’s eyes. Improving your Page Authority and Domain Authority will not only place your links higher up on the SERP, but also increase the clout they carry. Improving both of these metrics can lead to increased traffic flowing through your page, which – if optimized – will lead to increased conversions as well. And isn’t that what we’re all after?
We put the proof in the pudding. We prioritize the “O” in Search Engine Optimization, and we take pride in the efficiency and depth of our research. We not only identify the primary keywords your page’s need to be ranking for, but also help optimize your keyword research by going after long-tail keywords that specify the search and carry a higher conversion rate than most wandering search engine traffic.
Raising your page’s ranking for a given keyword is important, but not at the cost of the authenticity or quality of your page and links. We make sure to do more than our due diligence when investigating into which keywords your site needs to be capitalizing on. And we never sacrifice quality or authenticity for bumps in traffic. We know that who your page is associated with (linked to and from) on the web can affect the quality of your own links. Surrounding your content with other high-quality content from authoritative sites will bolster your PA, while dropping your page in a bad neighborhood will do the opposite.
Optimizing your keyword research means following the data. Our continued page auditing allows us to account for the shifts in local trends, search intent, and customer behavior to more efficiently target the right keywords that you need to be ranking for. Remember that online marketing is a sophisticated blend of being found, and users liking with they find.
Keyword research will either make or break your SEO campaign. Build your pages and links where the data points: if you build it, they will come.