Keyword Research – It’s Not Just for SEO

Ben Maden on Oct 24, 2018 in Search Marketing

Many businesses utilize keyword research for SEO purposes, trying to ensure they rocket to the top of relevant searches and get themselves in front of their customers. With that said, SEO is not the only reason your business should zero in on high-quality keyword research.

Keyword research can provide you with insights into your customer’s world that you could never get from normal feedback. Understanding what they are looking for is an invaluable piece of information to your business.

Having a distinct presence online is key to success and SEO is essential in that regard. However, here are five other ways keyword research can impact your business aside from SEO.

Financial Benefits

Spending advertising dollars on keywords that do not push you up the “food chain” is essentially throwing money away. Quality keyword research can focus you in on advertising that will gain far more ground than a simple list of SEO words. Good research can also alert you to negative keyword trends, that could end up costing your advertising campaigns precious time and money by driving traffic in the wrong direction.

Trend Identification

Keyword research helps you stay in front of the “8 ball” when it comes to what words are potentially going to be popular in the near future. Certainly, having a knowledge of what is currently popular is beneficial. Being able to be ahead of the game and on top of a keyword that is not popular yet but will be tomorrow is a game changer. This will allow you to have content that drives future business ready to roll.

Customer Acquaintance

What if you could know exactly what your customer was looking for and how they look for it? Keyword research can provide that knowledge if used properly. Finding popular keywords not only allows you to guide traffic in your direction but it can tell you about opportunities to improve your business. Potentially, keywords can tell you that customers are looking for something you do not have. Suddenly, you know what to put in front of your customer and how to put it there, to guarantee they will pay attention.

This can also lead to opportunities to thoughtfully grow your business. There is a myriad of ways to get feedback on what your customers are interested in. However, keyword research is a way to get great insight on what they might be interested in moving forward. Whether it is a new product or a new approach, keyword research can provide invaluable information about your customers’ wants and needs.

Understanding Competition

Keyword research also lets you in on what your competition is doing. Take advantage of knowing where one business is succeeding, and another is failing regarding traffic generation. Having the advantage of stepping back to see exactly where the traffic is going and why can open your eyes to opportunities of your own.

Focused Content

Of course, keyword research identifies what you need to do to drive traffic. However, taking stock in current and potential trends can lead to a more focused marketing campaign. Constantly chasing the “keyword of the day” can lead to scattered content that is off-putting to your customers. Having a clear focus and strategy comes across much better, leading to the appearance of a quality business. A solid strategy goes a long way in driving consistently high-quality traffic your way.

Conclusion

The demand for great, SEO research is at an all-time high. It is vital to ensuring traffic is coming your way on a regular basis. However, as we have seen, keyword research can provide far more than simple traffic on your site. It can set your marketing campaign up for long-term success by being focused and saving money. Good research can show you where other businesses are failing, so you can do the opposite. It can provide insight on your customers and their needs. It can even help you see the future, so you can be ahead of the trend. Keyword research has value on many levels and is integral to a quality online presence.

Besides SEO, how has keyword research impacted your business? Tell us in the comments below!

Comments
  • Andrew Healey

    Great post, Ben.

    As you point out, good keyword research can identify search terms that a business may not have thought of and enable it to adjust accordingly.

    Andrew