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Keyword Research, the Key to Digital Success

Ever wonder how businesses get their websites to show up on the first page of Google?  Believe it or not, getting your business, no matter how big or small, to rank high in an internet search isn't out of reach if you do your research, keyword research that is.

Keyword rankings are the cornerstone of your digital success. If your goal is to drive organic traffic and increase sales from your website, you must make keyword research part of your strategy.

Your keyword selection distinguishes your business and identifies what your website has to offer, but more importantly, determines your relevancy and whether or not visitors are sent to your site. 

What You as a business owner may deem relevant versus what your audience wants (or is searching for) are rarely the same thing. 

For keyword research to be effective, you must first understand your audience.

  • What types of products are being searched for?
  • Who is searching for these products, men, women, old, young?
  • When are they searching for these products, seasonally, throughout the year?
  • Why are they searching for these products, desire, necessity?
  • Where are they located, local, regional, national?

 How are they searching for these products? 

  • What words are they using?
  • What questions are they asking?
  • What devices are they searching on?

What Words & Phrases is Your Audience Using?

As mentioned earlier, what you deem relevant versus what your audience wants is rarely the same. The way you describe your business or product may differ from how your audience is searching for it. Therefore, knowing the words and phrases your audience is using is vital when beginning your keyword research.

Make a list of topics relating to your business. To do this, envision your ideal customer and imagine what they want or need from your business. For example, if you run an Online Marketing agency, some topics that come to mind are:

Once you have your business-related topics, it's time to turn these topics into keywords. 

Keyword research isn't complex. The key is knowing where and how to look. There are several free keyword research tools available online that will do all but type in the topics for you. 

If you prefer the more hands-on approach, doing the research yourself is also an option.

One option for keyword research is to check out the 'Searches Related to' section at the bottom of Google's search results. Just search for your topic in Google, then scroll to the bottom of the page to find a list of 8 keywords related to your topic. You can even click on one of the 'Searches Related to' keywords and scroll to the bottom of that page for a new list of keywords. You can do this as many times as you like.  These keywords come straight from Google and are the most popular search terms related to your topic.

You can also let Google, YouTube, Bing, or other search engines 'suggest' keywords for you. Without clicking on search, type your topic into the search box and see what terms are suggested.

One thing to keep in mind is not all keyword research is the same. Search behavior across different platforms will vary. A keyword that is popular on Google won't necessarily be so on a social media platform. For example, Facebook is widely searched for on Google but rarely searched on Facebook. So make sure you have a clear goal in mind before you set off on your keyword research journey!

Now that you know your audience and have your keywords, it's time to create content that embodies all of the above!

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