Keyword Research: Why Do It?

Martyn Talbot

Published Tue 29 Jul by Martyn Talbot in Marketing More Effectively

F&P’s Martyn Talbot talks us through the tricky terrain of keyword research and why it’s so important for SEO in today’s increasingly competitive web-world

    F&P’s Martyn Talbot talks us through the tricky terrain of keyword research and why it’s so important for SEO in today’s increasingly competitive web-world

    So Why is Keyword Research So Important?

    Keyword research is important on so many levels when optimising your website for SEO. It’s astounding how many people don’t think about it, and certainly don’t spend any of their time or budget perfecting it.

    It’s important for many reasons:

    1. It gives you a clear idea of what you’re aiming for in terms of SEO

    2. It helps you to reach your target audience, because finding keywords for your niche market is what SEO is all about: it matches your website to the words your target audience will type into Google to search for a product or service they need

    3. It gives your website traffic that is relevant (and by relevant, I mean people who are more likely to buy/subscribe)

    4. It helps you to find that balance so you can target keywords that have lower competition and relatively high search traffic

    What’s unique about F&P’s keyword analysis service?

    Firstly and foremostly, we always use white hat techniques. We do not offer instant results and rapid link-building, because though these may work in the short-term, as soon as Google algorithms spot you’re building links with a black hat on, your website is likely to be penalised and sink into the murky depths of web underworld.

    At Fresher and Prosper we offer a slow and steady approach to optimising for keywords. In terms of SEO, this is really the only way to go these days. It may take time and effort, but it is proven to work in the long-term.

    We use the latest keyword analysis software available, and make a point of keeping up to date with the latest Google developments. It doesn’t pay to be complacent, and what worked this year may not be so effective next year, or even in six months’ time. The internet is a constantly evolving ecosystem, and it’s a case of survival of the fittest!

    What mistakes do website owners make in relation to keyword research?

    The biggest mistake, of course, is not to put any time, energy or finance into keyword research. Another mistake is to conduct keyword research just once, perhaps when you have your website built, and then ignore it in the long-term. Not only are the goal-posts constantly moving in terms of search engine optimisation and the rules imposed on us all from high (ie. Google), but the market is bound to change as well. You need to evolve and adapt to your customer’s needs, or they will simply look elsewhere.

    Not only does your website content and code need to be optimised for your keywords, but so too do your articles, blogs, social media posts and videos.

    Failing to get to know your target audience and not thinking about their needs is also a big mistake. Loyalty is not a given, you have to earn it in some measure, because there’s plenty of competition out there!

    So What Can We Do to Avoid Making these Mistakes?

    • As I have already said, the best thing we can do is to invest in keyword research and keep on the ball. Be sensitive to your current niche market and notice any emerging markets that might benefit from your products or services. 
    • Look at what your competitors are doing. What’s drawing people in to their website? What keywords are they being found for, what language/tone of voice are they using in their articles/blogs/social media posts/videos?
    • Monitor Google updates and if necessary, adjust your web pages/your social media strategy accordingly

    In summary, I have talked about why keyword research is vital for a thriving online presence, what common mistakes website owners make in terms of keywords for SEO, and what you can do to avoid falling into the web underworld.

    What do you think? Use our comments section below to add your expertise and thoughts. Or post a question about this or any other web-related topic on our ask an expert page: we'd love to hear from you!

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