How Important is Keyword Research in SEO

Skipping keyword research for search engine optimization (SEO) can often be tempting when you’re getting ready to rev up a new marketing campaign. After all, it’s a tiresome journey that doesn’t necessarily result in findings that add up to anything, right? Wrong!

Researching keywords is still very relevant to your SEO process and your success with search engine rankings. Without it, you could be choosing low-ranking keywords, resulting in little to no traffic to your pages or even unwanted traffic. We’ve got the answers for you on how finding the right keywords will aid in your SEO!

Keyword Research in SEO
Keyword Research in SEO

What is Keyword Research?

Keywords relate to those queries asked by searchers when they head to Google, Bing, and other search engines. Keyword research is a function performed by search engine optimization specialists trying to find and research search terms related to users’ intents when looking for products, services, or information online. 

Including these vital keywords and phrases strategically within your online content results in your pages appearing higher in the search engine results pages (SERPs) when people look for those particular terms you’ve incorporated onto your website, blogs, and social media posts. 

Why Do you Need Keyword Research?

Sure, researching great keywords can seem cumbersome and overwhelming, but when you partner with a great SEO agency, they’ll do most of the heavy lifting for you. You can learn so much about your customers’ behaviors by understanding what they’re searching for online. In truth, these search phrases can be a lot different from our assumptions, which is why it’s crucial to put the leg work into the research rather than going off-the-cuff and assuming you know what your potential audience is looking for.


Also, remember that, although keyword stuffing is no longer acceptable (and can get you penalized by most search engines), keyword placement is still important. The difference is that today’s search engines are skilled enough to look at the context of your content and draw relationships of your keywords to related information people are seeking, rather than just dumping sites on the search engine results pages (SERPs) that showcase those keywords.

In other words, quality content is just as important as the keywords you’re incorporating into it.

What Happens if You Don’t Do Keyword Research?

Knowing the importance of keyword research is half the battle. You also need to understand what could go wrong if you skip this crucial component of a successful SEO strategy

You Might Choose the Wrong Keywords

If you don’t perform keyword research, you could be using keywords that have no relation to your business. With research, you’re taking the first step in the SEO process, so if you get this wrong (or don’t do it at all), you could be setting yourself up for failure.

Poorly chosen keywords may leave you dealing with low search volume, incorrect usage, high bounce rates, and damage to your search rankings. Keywords with low search volume don’t offer your brand much of an audience to work with, as few people actually search for that term.

On the other hand, you might choose high-competition keywords, resulting in your content being buried amongst an endless trail of competing pages. If there are too many different pages vying for the same keyword, it might be tougher to rank highly on a search engine. 

Of course, if you opt for keywords that aren’t relevant to your own page, visitors who make it to your site are likely to leave pretty quickly. This will increase your bounce rate, which will negatively impact your SEO. 

You’ll Miss out on Opportunities

Keywords provide information about your pages. Without them, you’re missing out on the opportunity to tell the search engines and your potential audience who you are and what you do. Ensure your keywords are relevant and used appropriately to optimize your search engine marketing efforts.

Your Competitors will Remain on Top

If you’re not doing keyword research, just know that your competitors most likely are. When someone is searching for the same products and services you offer as other businesses, keyword research is one of the best ways to stand out from the competition. Why? Because that’s how you teach Google who you are and what you’re about. 

We all know the digital space is incredibly competitive, so it only makes sense to put your best foot forward and befriend the search engines in how they like to be spoken to. When it comes to SEO, you need to relate to Google in its language – using high-quality keywords and well-curated content that speak to its searchers’ needs.

Look for a Digital Marketing Partner

Analyzing keywords can be overwhelming, especially if you already have a day job to tend to. Consider hiring an SEO agency that can do the extensive work for you, so you can focus on keeping your customers happy and your business running. 

There are many ways to discover untapped keywords and analyze your competitors’ statuses online with today’s tools. Still, sometimes, it helps to have a partner walking with you throughout the process.

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