Keyword research is one of the most crucial aspects of a successful search engine optimization and marketing campaign. Proper keyword research and selection helps establish an effective foundation for most of your online marketing efforts. The keywords you choose will power your search engine optimization, sponsored ad campaigns, link building campaigns, press releases and more. Before you begin any of these marketing efforts you must have already determined what core terms your site will be built upon and what keywords will fuel your online marketing efforts.
Keyword research should be the first step in any process that involves optimizing and marketing your website through the search engines. I would say keyword research is the most important part of the process, yet often one that is glossed over as either largely unimportant, or not important enough to spend enough time doing effectively.
Many site owners get caught up in the belief that if they just achieve any #1 ranking then visitors will begin flocking to their site. This may be true if your #1 ranked search term is actively searched and is relevant to your site or page which it leads to. If not—if you don’t research your keywords properly—all the top rankings in the world won’t drive or keep the best visitors to your site. In regards to getting and maintaining top listings, keep this in mind: all search terms are not created equal.
You’ll want to note that there is a big difference between a marketing campaign that delivers a lot of traffic to your site and one that delivers relevant traffic to your site. More often than not, sites that generate smaller amounts of targeted traffic see a better return on investment than sites that generate larger amounts of untargeted traffic.
Identifying and selecting the correct keyword phrases to optimize and promote your site with is important, time consuming and sometimes it’s even difficult. Many people often get hung up on the wrong keywords based on incomplete data or not thinking through each keyword carefully. If keyword research is not performed with the correct focus in the correct areas you may find you have a whole mess of phrases to target but no clear picture on the value of those phrases or their ability to drive targeted traffic.