Why do I have to do this task prior to doing any SEO work? The answer is fairly simple. If you don’t know which words and phrases people type into Google or Youtube or Amazon or Bing, Whatever search engine you’re optimizing for, you’re not going to be able to know how to structrure your content. You won’t be able to ge tinto the searcher’s brain, into their head to imagine and empathize with them what they actually want from your content. You probably won’t do correct targeting, which will mean your competitors, who are doing keyword research, are choosing wise search pharses, wise words and terms and phrases that searchers are actually looking for, and you might be unfortunately optimizing for words and phrases that no one is actually looking for or not as many people are looking for or that are much more difficult than what you can actually rank for.
Now ; first off, we are trying to understand the search demand lanscape so we can craft better SEO strategies. So you’ve got to understand your search demand landscape so that you can present toy your executive team, and your marketing team or your client or whoever it is, this is what the search demand landscape looks like and here’s what we can actually do for you. Here’s how much demand there is.
The next goal of keyword research, we want to créate a list of terms and phrases that we can then use to match our marketing goals and achieve rankings. We want to make sure that rankings that we promise, the keywords that we say we’re going to try and rank for actually have real demand and we can usually optimize for them and potentially rank for them. They’re too hard to rank for. Or organic result don’t really show up in those types of searches, and we sholud go after paid or maps or images or videos or some other types of search result.
We also want to prioritize those keyword investments, the highest ROI work in our SEO universe first. There’s no point spending hours and months going after a bunch of keywords that if we had just chosen these other ones, we could have achieved much better results in a shorter period of time. And finally, we want to take all the keywords that matter to us and match them to the page on our site. If we don’t have matches, we need to créate that content. If we do have matches but they are suboptimal, not doing a great job of answering that searcher’s query, well, we need to do that work as well. If we have a page that matches but we haven’t done our keyword optimization.
So an important part of understanding how search engines work is to have this understanding that when you perform a query on a mobile device or a desktop device, Google shows you a vast variety of results. Another important and criitical thing to understand about the keyword research universe and how we do keyword research is that there’s a sort of search demand curve. So for any given universe of keywords, there is essentially a small number, maybe a few to a few dozen keywords that have millions or hundreds of thousands of searches every month.
