One of the first steps in any marketing campaign should be keyword research. Doing so will help you to find out what’s important to your audience.
The use of keywords has a significant impact on organic page rank in search engines. 75% of internet users never even look past the first page of search results.
What does that mean for you? It means you want to be on that first page! Utilizing keyword research is imperative in acquiring and maintaining your audience’s attention. Here are some benefits of keyword analysis:
- An engaged audience. To begin producing content that is relevant to your audience you must understand what keywords are bringing traffic to your site. Figure out what interests your audience, then writing content around that.
- Increased conversion. Relevant content will not only attract visitors, but it will also attract qualified traffic. You will have a higher conversion rate if the content you are providing is meaningful to those who are reading it. A study by Juniper Research on the ROI of Email Relevance found that engaging your audience with relevant content can increase net profits 18 times more than broadcast mailing. Ask yourself: are you answering the right questions?
- Marketing trend insight. Analyzing keywords will offer you insights into current marketing trends and consumer behavior. Keep up to date on what’s popular and important to your audience and use that to keep your content relevant.
- Prioritize your time properly. Don’t spend time creating content on keywords that are not increasing your bottom line. Use the keywords that are generating success to your advantage, this will have a huge impact on your ROI.
- Expand your long tail efforts. Use keyword research to discover other keyword queries and expand your long tail efforts. The long tail search is the most popular type of search, according to SEOmoz, this type of search makes up 70% of search traffic. Effective keyword research can help you to rank high among phrases that matter to your audience, break into new markets, and overall, strengthen your visibility.
- Place keywords in the right spot. Identifying your ideal keywords is half the battle. Once that is complete, putting these keywords in the right location is the next step. This will have a huge effect on your organic search ranking. You should have these optimal keywords in your page title, alt text, URL, and anchor text to improve your site’s crawlability in search engines. Studies show that 77% of searchers click on organic links over paid ads. With that said, your organic search rank is imperative to your long-term success.
There is no need to waste time and try to guess what your audience wants. You can easily conduct a keyword analysis and use your findings to help restructure your marketing campaign around a specific theme or audience.