Why Keyword Research Matters
Keyword Research differentiates your website from one that simply posts content based on the hope that viewers will find it interesting.
Most marketing is guessing, and guessing is expensive.
Including keyword research objectives in website copywriting literally tailors your content with the data you know your customer is looking for.
How many aspiring bloggers drop off within the first year? (Keep reading to see the stat), and how many business owners don’t use Google analytics on their website to track responses to their online brand message?
You know the saying, “Content is King.” Then why does a 2008 study by Technorati conclude that over 90% of bloggers stop within the first year?¹
Even as of 2013, the grim stat of abandoned blogs held at 95%.²
For bloggers who prevail, we learn the majority of visitors only read 15 seconds of content before dropping off.³
Too much time, money, and soul is poured into our business value not to exceed these expectations.
Applying Organic SEO content strategies including keyword research is how.
How Google Evaluates Keyword Research
Remember the last time you used Google? If you don’t, it remembers for you, and provides suggestions based on prior searches unless you choose “incognito” mode. In Chrome, click the icon and select the third drop-down option called “Open New Incognito Window” for unbiased results. For fun, try searching your name or business.
It’s better to begin typing the topic your website is about and look at the results Google provides before you finish your query. Even more suggestions are offered at the bottom of the first search page, but are often overlooked or not identified to be leveraged as a marketing tool.
This one step takes less than 3 minutes and provides a glimpse into how relevant your idea or content is to current trends and searches.
Where Small Business Bloggers Give Up
Writers assume their content and value is obvious prior to any keyword research of the trends that resonate with our targeted readership. It’s not enough to set up a website and hope for credibility.
With its capability for blog thought leadership, WordPress changed that a decade ago, and the result is competing for thought leadership or content that matters to our customer today.
That means we must be willing to share our successes and expertise in a way that cultivates trust from big brand resellers or our competition.
Keyword research creates value three-fold –
1. Identifying how to share expertise that is interesting or relevant to current trends
2. Investing in keyword research content so we provide content that helps our customer based on data, and not hope
3. How much content needs to be shared and catered to organic keywords in order to compete for the first page of Google? 400 or 800 words?
Keyword Research Algorithims
All you need to know about Google’s Panda and Penguin is that the algorithms are smart enough to distinguish relevant content for readers from keyword stuffing, or exaggerated use of a keyword phrase without adequate supporting content.
Search engines also value fresh content and frequency of thought leadership. This means that once posted, content degrades over time.
A smart way to support your keyword research and ranking efforts is to update your old content to keep it relevant with current trends. Also, remember internal linking.
Internal linking is the practice of linking fresh content to your former content of the same topic. This simple, but often neglected practice, is important because it makes your thought leadership more accessible, and keeps a reader on your page longer (Google evaluates speed of drop off for relevancy in search results.).
What this means for pay-per-click SEO vs. organic search results is when content is to too spammy, or doesn’t provide enough value, even a user who visits the site will drop off without taking action.
This is one of the top reasons business owners become disillusioned with SEO – they paid for clicks without seeing a Return on Investment (ROI).
Investing in keyword research is the foundation of organic SEO. Content that does not meet the needs based on the searches of your prospects will not be seen, even slick website design can’t compensate for not providing valuable content.
Keyword research validates which content performs. Otherwise, business owners only assume they know, which becomes expensive in time, money, or both.
If so many dedicated writers struggle for readership by producing more content for blogs than is contained in most small business websites, how would a generic “build-it-and-forget-it” website compete? Content tends to be sparse, other than an About page, which is typically dedicated to features and not industry keyword research to provide answers and thought leadership.
The only thing more rewarding than a modern, beautiful, website design is one with keyword research content that gets seen.
The right keyword research doesn’t just help your website compete in searches, it actually helps qualify a prospect.
Specific phrases can be easier to rank for and be emotive, which means that those who find you based on that search criteria, are ready to buy.
Once your best converting keywords are identified, results and recommendations are shared in your one-on-one tutorial call.
Keyword Research by itself isn’t effective until seamlessly integrated into value-added SEO copywriting. That’s why your SEO Web Design Package includes copywriting support up to 5 webpages, optimizing website content and images.