Keyword Research and SEO in Today’s Online Environment

Keyword research is an extremely important part of your overall digital marketing strategy. This is because it alone possesses the raw power to be in a position to dictate not just the kind of traffic that is attracted to your site but also, the fact that the people who make up that traffic actually do whatever it is that you want them to, once they are on your site. For example, buying products if it is a web based store or filling forms in case it has been set up to collect and eventually harvest information for other businesses.

Here, a point to be noted is that with every update that the world’s top search engine Google rolls out, its search algorithms change dynamically and therefore, many erstwhile SEO approaches with reference to the different kinds of keyword research, tend to become irrelevant because they have in effect, been rendered obsolete. 

Perhaps, this is why that in spite of manifesting a determined and dedicated outlook towards their SEO strategies, many such businesses ostensibly fail to see the kind of results they expect from their approach. If this has happened to you as well, then the odds are your keywords research techniques may well be outdated and therefore, needs an overhaul.

Here, when we talk about keyword research as a part of an overall web marketing effort, we realize that it is a continuous and ongoing exercise throughout the life of the business itself. This is why, it should not be categorized in the same light as, let us say, a blog or even a complete website overhaul and redesign. This is because all keyword research data has to be harvested in a continual process, without any extended breaks, per sec.

While it is certainly true that there are a lot of keyword research tools available online, however they are not going to be of much use, provided you do not use them extensively enough, to begin with. Consistency is the biggest and single most important key to success and all the techniques and tips have to be followed diligently as a regular part of an overall marketing effort. Some of the more popular tips for keyword research include the following:

  • Mix and match both head terms as well as long-tail keywords

“Head terms” typically refers to a keyword that follows the ubiquitous K.I.S.S (keep it short and simple) formula. On the other hand, a long-tail keyword usually tends to contain at least three or even more words. Let us take a look at some examples:

  • Head term: Shooting tips
  • Long-tail keywords: How to become a truly great shot
  • Head Term: Cooking Tips
  • Long-tail keyword: How to make the best pasta

Here, a major difference in between the two is that the head term as a rule, is far more competitive than its long-tail keyword counterpart. This is because there are literally hundreds of thousands of websites (if not more) that specifically target “cooking tips”, which makes it extremely difficult to rank them properly in terms of search engine results.

Long-tail keywords by contrast, are far less competitive in nature, but this advantage is offset by the fact that they are also used both infrequently and selectively by very few users at a specific point in time. In a nutshell, you have to understand your own target market properly. The better you achieve an innate understanding of your target audience, the better your web based marketing strategy will be. This is why you should try to opt for more accurate and effective long-tail keywords.

Nevertheless, it is not considered prudent to put all of your eggs in only one basket and most modern SEO strategies as they are implemented today, usually try to balance out their long-tail keywords with selectively inserted head terms, so as to ensure the best of both worlds.

  • There is never any need to ‘force’ keywords

In an effort to ensure very high keyword density, some businesses try and stuff keywords whenever and wherever they can. Such arbitrary keyword placement is more often than not, quite counterproductive due to the fact that not only is such a veritable glut of keywords both superfluous and redundant, but also directly responsible for significantly downgrading the overall quality of the content, per sec.

This rigid adherence towards reaching some sort of ‘density goal’ as a means of advancing their SEO strategy often leads to lopsided sentence structure that frequently borders on the bizarre and effectively destroys the overall readability of the content. Mindlessly shoveling keywords into articles simply does not improve the SEO of any site.

The concept is very simple really. If the keywords in the content already present on the site can be inserted naturally, then it is all well and good. But, if such insertion causes a lot of distraction for the reader and destroys the sanctity of your overall sentence structure, then it is best to leave such keywords out altogether. If keywords need ’must’ be inserted, it is back to the old drawing board. In other words, you have to conduct your keyword research exercise afresh, so as to be able to ascertain the best keywords that slide into your content smoothly and effortlessly, while simultaneously ensuring that your content structure remains both coherent and legible as well.

  • Narrow down your list of keywords periodically

Keywords, like just about anything else in life, also have a user cycle and with time they may fall out of favor and their usage may drop considerably. This is why you should use Google Trends or Google AdWords Keyword Planner to check the periodic rise and fall of the popularity of your favorite keywords and make changes accordingly.

The seminal importance of keyword research can never be overestimated and indeed the whole research exercise should be revisited at least once every few months at the very least, so as to clear out all the ‘deadwood’ and discover fresh keywords for all your SEO needs.

This is where companies like WebDesign499 come into the picture. Their dedicated SEO specialists can help find the right keywords to ensure that your site remains as visible as ever.


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