It all begins with words typed into a search box. They are called ‘keywords’.
Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the right keywords can make or break your website. By researching your market’s keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.
It’s not always about getting visitors to your site, but about getting the right kind of visitors.
You should never underestimate the power of keyword research. With it you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are actively seeking.
In order to know which keywords to target, it’s essential to not only understand the demand for a given term or phrase, but also the work required to achieve high rankings. If big brands take the top 10 results and you’re just starting out on the web, the uphill battle for rankings can take years of effort. This is why it’s essential to understand keyword difficulty.
If you were a shoe store, it would be great to rank #1 for the keyword ‘shoes’… or would it?
It’s wonderful to deal with keywords that have 5,000 searches a day, or even 500 searches a day, but in reality, these popular search terms actually make up less than 30% of the searches performed on the web. The remaining 70% lie in what’s called the “long tail” of search. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world’s search volume.
Simply put, these long tail keywords often convert to sales much better simply because they catch people later in the buying cycle. A person searching for “shoes” is probably browsing, and not ready to buy. On the other hand, someone searching for “best price on Air Jordan size 12” practically has their wallet out!
Understanding the search demand curve is critical.
Touch base with us at One Big Idea today and we can help you take your big idea stand out in to the online world.