Keyword Research – The key to succesfull digital Marketing

Written byEdwin-Spiessens

July 25, 2022



Caught your attention, there, not? 



Then, let’s unpack the what, why and how to stop this money drain!


Table of Contents

  1. Keyword Research: What is it? 
  2. Why is Keyword Research crucial for effective SEO?
  3. How should Keyword Research influence your content generation? 
  4. Keyword Research is a living thing!
  5. What is Keyword Search Volume? And why is it important?
  6. Keywords Types and Conversion Rates.
  7. Keywords and Trends
  8. Conclusion
  9. The Take-Away


1. Keyword Research: What is it?


Keyword research is the process of identifying the most popular terms that people use when searching online for your target market and business offering. 

Through extensive research, investigation and refinement, one discovers the “good” ones, or even better, the BEST keywords. 


2. Why is Keyword Research crucial for effective SEO?


Keyword Research is about finding out exactly what words or terms your prospects use when they do a Google search.


There are so many reasons why keyword research should be at the forefront of a digital marketing campaign. Here are some of the most crucial reasons why:

Knowing your keywords helps you to understand your brand and your business. What are you selling? What are your services? 

How will your customer perceive your offers if you cannot define your product or service clearly and in simple terms? 

Identifying your keywords to the dot can help you to understand who you are and how to find your niche in your market.

Keyword research gives you the vital information needed to turn SEO from a cost into a money generator.


Some key factors are: 

  1. See for which keywords you currently rank.
  2. Discover which additional keywords you should pursue and which ones are the low-hanging fruits waiting for the picking.
  3. Establish which keywords are generating business for your competitors?
  4. Keyword research can tell you what people ARE searching for rather than wild-guessing about it.
  5. See and generate historical data about traffic, trends and your blog’s/site health in general and see how you compare to the same factors for your competition.


3- How should Keyword Research influence your content generation?


Search engines rank blogs and websites based on the information they provide. While other technical implementations also matter, the primary factor is the informative value you give to your visitors.

Building your content around strong, profitable keywords assures you that Google and other search engines will not only rank your content; They will rank content for which your target market is searching and which generates business for you!


4- Keyword Research is a living thing


Keyword research is the starting point for any digital marketing campaign, but it should also be an ongoing, living process. 

As your competition moves, you should respond.

However, staying one step ahead of your competition will give you the edge and a constant high return on the money and effort invested.


5- What is Keyword Search Volume? And why is it important?


What is Keyword Search Volume?

For anyone managing a website, it is essential to understand the term and meaning of Keyword Search Volume. This metric tells us how often users search for a specific keyword or key-string within a set time frame.

By looking at the average keyword search volume over predefined periods, we can better understand how popular (and competitive) a particular keyword is. 

This information tells us which keywords will most likely garner interest and drive traffic.

It is worth noting that 93% of all online journeys begin with a search engine. From there, users can go anywhere on the internet. However, having a well-devised search engine marketing strategy can help guide users in the right direction.


6- Keywords Types and Conversion Rates.


Research has shown that the shorter a Keyword, the more difficult it will be to rank it. It will also attract a higher competition rating.  

Short Keywords are known as “Head Keywords”. They are by nature very broad aimed, consisting of only 1 to 2 words. They attract a high search volume paired with increased competition and keyword difficulty. 

Longer keywords containing three or more words are known as “Long Tail Keywords”. They are much more specific and narrow to a particular niche within the main topic.

Long Tail Keywords offer a much higher conversion and click-through rate. By being specific to the offer and product, there will be less competition and better effective targeting with a much higher conversion rate.


7- Keywords and Trends


Keyword Research will reveal trends, for example, when there is a spike in your target market for a specific search.

For instance, most Europeans book their summer holidays at the beginning of the year, but winter holidays at the end of the summer.

One should leverage this knowledge to adjust your marketing planning, and Keyword trends research will help you plan the optimum time and the best results for your effort. 


8- Conclusion


To conclude, Keyword Research is about:

-Finding quality Keywords to make the best impact with the least effort. 

-Driving relevant, ready-to-buy traffic to do business with you. 

-Knowing your keywords also helps you to understand your brand and how you compare to your competitors. 

-Knowing what AND when exactly your potential customers are searching for your product or services is priceless. 


9-The Take-Away? 


The take-away is as brief as it is a harsh reality: 

Your first point of call in setting up a successful SEO or content marketing campaign starts with Keyword Research. 

Any other approach is a total waste of your hard-earned money! 


You might also be interested in these other Tech topics.

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