The center for successful SEO work
The purpose of a keyword research service is to understand what people are typing into search engines. Using keywords is not just about ranking well and getting a lot of traffic. It's about getting traffic that will turn into sales, sign-ups or any other type of conversion.
To target the right keywords, it is vital to understand your ideal customer, learn their language and recognize the intent behind their search.
Why should you use a Keyword Research Service?
You should use a keyword research service if you want to reach your audience effectively. And more than that, to develop a keyword strategy that works long-term and is targeted to achieve your business goals.
But that's not all, a good keyword research can also help you:
✓ Identify and rank for keywords that are relevant to your business as well as your audience
✓ Understand your ideal audience better and learn their language
✓ Develop a keyword strategy and get traffic that supports your business goals
✓ Gain insights into your market and find new opportunities
✓ Learn about your competitors and profit from opportunities with low competition
✓ Find new content ideas and build a solid content strategy that your audience can relate to
Search Types influence the Keyword Choice immensely
After the initial keyword research is done, it's time to choose the best terms and map them out to your website. This is when the search intent comes into play. You can differentiate between three types of search intent:
- navigational searches that are supposed to find a specific website e.g. "facebook", "PayPal"
- informational searches that are used to answer a specific question, e.g. "how to do SEO"
- transactional searches with the intent of buying something, e.g. "buy running shoes"
Now that we've sorted out the search types, the commercial intent should be considered. Navigational and informational keywords are considered to have a low commercial intent. Transactional keywords, on the other hand, have a high commercial intent. Which is more a less another way of saying:
You are more likely to make a sale with keywords that have a high intent.
Micro-Moments: Google's interpretation of User Intent
Let's take a look at, what Google calls, micro-moments and see how search engines interpret user intent.
These are short moments that drive a user's decision-making during an online search. In other words, high-intent moments that can be influenced by search results. The moments are centered around a range of terms that influence user behaviors which allow for the development of profiles. You can differentiate between the following four types:
- "I want to know."
- "I want to go."
- "I want to do."
- "I want to buy."
And as mobile searches keep steadily increasing, we might as well add: "I want it now" at the end of each.
Identifying these moments is half the battle, and it allows you to be right there when the need occurs. The other half is to anticipate the moments and be there with useful answers during a seamless customer experience.
The impact of a Keyword Strategy on your Traffic
Last but not least, the right keyword strategy can influence if you are getting the right traffic. Now you might be asking yourself: isn't all traffic amazing?
You'll have to consider the return on investment when choosing a keyword. This includes the competition and the keyword costs. Moreover, this doesn't only apply to paid traffic, organic traffic comes at a cost, too: the amount of money it takes you to rank well for a keyword.
In the graphic below you can see the three keywords types concerning costs, competition and chance of conversion.
So, to get targeted traffic that has a high chance of conversion, you'll want to find the right mix of keywords.
As you can see, doing keyword research is a lot more than just looking up different terms. And this exactly where a professional keyword research service can provide you with value. A part of it is experience, plain and simple. The other part is keeping up with changes in search behavior and algorithm changes. Combine both, and you'll get an effective keyword strategy that fits your business and its SEO goals.