Keyword Research

Keyword Research

Why Keyword Research Matters

Investing in your content marketing strategy is one of the best things you can do for your brand. In fact, 70% of marketers are actively investing in content marketing because they believe that it’s either “very important” or “extremely important.” When most marketing teams think of content marketing, they think of creating and sharing valuable content across their platforms – which is the basic idea. However, if you want to see serious results, you need to invest in the right set of tools to help your content rise above the rest – one of those tools is keyword research. 

Keyword Research Helps Your Website Rank On Search Engines

When you write a new piece of content, whether it’s a blog post, product page, or even a social media post, the first thing you need to do is come up with the initial concept or topic idea. From there, you let the creative juices begin flowing, polish up the final piece, and hit the “share” button! Right?

Well, you can – but that’s not going to guarantee you get the results you want. Sure, while nothing in content marketing is guaranteed, having the right set of tools at your disposal can help you increase not only your content’s reach, but your overall return on investment as well. One of the most beneficial tools that you can invest in is keyword research.

With keyword research, you can come up with content topics easier. Topic ideation can be quite simple for the skilled marketer who has their eye on the industry and can spot noteworthy changes that need to be addressed and discussed at greater lengths. However, turning those ideas into engaging, actionable content that your audience will want to read requires that you take the time to turn your idea into a searchable topic. After all, the primary reasons for content creation are addressing a frequently asked question or providing a solution to a common problem. Keyword research helps you target the audience searching for these answers and solutions.

What Is A Keyword?

In content creation and research, a keyword is most easily defined as your primary topic. Picture a content topic map – the bubble map that helps you navigate from one topic to the next. You always begin with a single topic bubble. This bubble is your primary or your focus keyword. From there, you can start mapping out additional bubbles that relate to your primary topic to help you flesh out the entire piece. In content creation, these can be thought of as your secondary keywords.

  • Primary/Focus Keyword: 

The primary keyword is the most important and most specific keyword that you’re going to target in your content. This is your primary topic.

  • Secondary Keywords: 

These are additional keywords that you can use as subtopics or tangents to your primary keyword.

These are more than just your topics. They are the terms and phrases that your audience enters into the Google or Bing search bar when they start looking up their questions, problems, or interests. You’ll be placing these keywords strategically throughout your piece to help optimize the final product. That ensures that search engines cannot only tell what your content is about but also rank it accordingly and place it in front of your desired audience.





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