What is keyword research?
Keyword research is the process of finding and analyzing actual search terms that people enter into search engines like Google to find information. Your goal in keyword research is to understand the actual words and phrases that real people use in their online searches.
Why is keyword research important for your business?
With keyword research, you can predict trends and changes in demand for your product or service. If one of your products or services has less demand than you’d like, you can take action to increase its popularity. Keywords on the rise can alert you to up-and-coming products or services before your competitors jump in and seize that demand for themselves.
If you sell shoes, ranking well for the query “fashionable sneakers” might bring you a lot of traffic, but if the majority of searchers (and buyers) are looking for “athletic shoes” then that phrase would be a better choice as a target keyword. There could be thousands of variations of these keywords, but if you understand how people are using search engines when they shop for shoes online, then you have a big advantage over your competition who have not done this work.
There are many different types of keywords, including those described below.
Generic Keywords - These terms are very general and usually attract a high volume of traffic to your website. For example, "cars" is a generic keyword because it attracts people looking for all types of cars.
Specific Keywords - These are more targeted keywords because they are much more specific than generic keywords. For example, "Porsche Boxster Convertible" is a specific keyword and will attract people who want to buy this particular car. Specific keywords attract less traffic than generic keywords but they are more targeted and can produce better conversions and sales.
Long-Tail Keyword - Long-tail keywords are phrases that contain three or more words (for example, "Buying a convertible car in New York"). These tend to be more specific, attracting fewer visitors to your website but these visitors are more likely to convert into paying customers because they have a higher buying intent when compared to generic or short-tail keywords.