SEO Keyword Research is fundamental to any digital marketing strategy. The use of keywords and their use and relevance to search engines has changed over time, but they still play a big part.

However, even without the search engines, proper seo keyword research will reveal valuable and important information about your market, what people are searching for and in what numbers, and what specific terms they use. You can then tailor your marketing, content and campaigns to better appeal to your target audience.

Another large part of seo keyword research is to examine the current market and competition for specific keywords. Are there keywords which have low competition – in most cases the answer will be yes, however the search volume is likely to be lower. It is better to have fewer visitors for very targeted keywords than huge volume for broad keywords where much of the traffic will not convert. It is all relative, and proper keyword research will help find the best opportunities. These keywords are often referred to as ‘long tail keywords’, and can be a valuable part of your seo keyword research for finding targeted phrases and keywords with low competition. At the start of an SEO campaign these are much easier to rank for than highly competitive keywords.

Proper keyword research is also critical when contemplating PPC campaigns, to target the right keywords for the right audience and reduce paying for clicks that are not relevant to the searcher.