The Importance Of Keyword Research

Knowing Your Keyword Research

When writing an article for a blog, it is easy to think of it as an essay and write whatever you please. For most part, this is great and could do wonders for SEO. But, when you are after targeting an audience, you will do more research about the topic you are writing about. And include specific keywords in to capture a target audience.

Keywords emphasize what you are writing about and its appearance in search engines like Google. When you use keywords, you are not writing to hit a certain number of keywords in your article. You are trying to center your focus around a specific topic for your article.

What Are Keywords?

A keyword is a word, patterning to an idea or topic. In general terms, it is a word or phrase that an online search engine will pick up when someone initiates a search. For example, when a particular word or phrase is used on Google, a web page containing those keywords shows up. As search engine algorithms have gotten smarter, it is not just keywords that help a web page show up as the top results. The theme of the topic has to be tied to the keywords.

Keywords bring out the main idea of a post and interests using a particular word or phrase. The repetition of keywords makes it stand out. Search engines work by picking up the words that have been stressed on by repetition within a particular write-up. But, search engines have given their search algorithms “intelligence” that can be used to detect what they deem as “keyword stuffing”. This means you can’t constantly use the same keyword a hundred times and be the first to pop up in a search result. Rather, your keywords need to be relevant to what people are looking for.

The Importance Of Keywords In SEO

As people are provided with your web page because of the search query they entered, there are at least a dozen factors that come into play. These includes how long they took to click on that search result, did they stay on the page, did they return back to the search results or start a new search. As search engines calculate the importance of your web page, you will either move up or lower in ranking, on the search engine results.

When writing the content of a web page, consideration should be given to exactly the search phrases being searched for like why they are looking for this specific term, and how relevant it is to the visitor. Coming up with and using multiple search keywords or terms can help you understand the relevance of your information. For example, you may be talking about how to code in PHP while also mentioning a topic on debugging PHP codes. Not only will you capture those looking to learn how to write codes in PHP, but your post may be shown to someone looking to understand how to fix bugs in PHP.

keyword research

Keywords may help to optimize sales of a particular online merchant store or service to a target visitor. For example, if you are trying to sell the services of a web app you wrote that helps business with email marketing, you want people who care about email marketing to land on your page. The usage of false or misleading keywords would likely drop your rankings, as search engines would not deem your web page fit. So it is important to use keywords that are only relevant to what you are talking about within your article.

For you to effectively use keywords, it is important for you to know the most searched words in relation to the product or service you are offering. This can be done using online tools that aid in the generation of words that relate to a particular topic. These tools are called keyword generators or keyword planners. They help you with research of popular and trending keywords. If no one is searching for those keywords or terms, than there is no sense in using them within your article.

Using Keyword Planners

Keyword planners work by identifying words that are most searched and rank them in their order of importance. Even though the use of these tools are important, it is okay to experiment within your article (or understand that later on). A particular keyword can become popular, especially if a popular celebrity or the media pick them up. Even though your article may be relevant and completely match 100 per cent what a person is looking for, if the keyword has higher competition, you may not show up at all, or be listed several pages deep within the search results.

You can rank higher, but this is not always easy, and will have to be done with careful and strategic planning. The way to boost rankings is to try and ensure your article is trendy. Sharing on social media and having others share your article can definitely boost its ranking. However, the shares and discoveries of your article must be organic, meaning search engines can actually detect if you are being misleading about boosting the ranking of your article.

To get started on understanding how to rank your article by using common keywords, you can use these keyword planner tools.

While this article will not go in depth of what each of these tools do, they will provide insight into popular keywords on the Internet and how people are discovering your website. If people are using specific keywords to find your website, you may want to focus more on those keywords, as multiple articles with unique topics with the same keywords is not considered keyword stuffing and will help your website to get better discovered.

Effectively Using Keywords

In the past, when keyword stuffing was used more often and worked, it made the written content very unpleasant to read, boring and annoying to visitors. Search engine algorithms take into account whether the reader is satisfied with the article, by how long they remain on the page. And if they actually read the entire page. For the effective optimization of a web page and superior user experience, the following steps should be followed:

  • Do effective keyword research and identify keywords that you think can best suit the subject of focus.
  • After identifying your keywords, the correct usage within the content is very important. Using common keywords will attract visitors from around the world that may not be interested in your services. So, it is best to use keywords that are more focused on your product or service.
  • For effective identification of keywords by search engines, use keywords in headings and subheadings, title page and meta description at the back-end of your website.
  • When it comes to setting a URL, use long tail keywords.

Often times a person performing an online search has a specific problem in mind that he or she wants to solve. A search usually consists of trying to solve a problem or get a merchant good or service. In order for a web page to rank high in particular search result, the keywords need to match the queries being typed in — whether in question form or word-specific. For example, a search on “theme parks in Asia” will bring up so many clusters of theme parks. But a search of “tourism theme parks in Hong Kong, China” will bring up more specific results, encompassing several keywords, including “tourism”, “theme parks”, “Hong Kong”, and “China”.

Regardless of the amount of keyword research done, there is no perfect method to getting it right, especially on the first try. Search engines tend to favor new and unique content that is relevant to what their searchers want to see. Domain authority can often overtake any article and be given priority, even over the most relevant article that someone is trying to find. After searching for potential keywords that you want to use, it is important to also do proper research on the topic that you are writing on. You will always want to do more research beyond keyword research to understand the type of audience that might be interested in what you are writing including:

  • Has the topic you are writing about been written before from another perspective?
  • Is there an existing niche for your topic?
  • If there is an existing niche, who are the competitors?
  • What domain authority do they have and are their existing articles ranking well?
  • Can the topic of what you are writing be found on social media or in videos?


As you can see, writing for a blog, being a content writer, or writing about your product or service can go a long way, but you need to do more than just writing about it. You should research valuable keywords that can help not only your web page, but your website rank well. The importance of keyword research is more involved than most people consider. Doing your research will make you a better writer and likely give your article a better ranking for its keywords.

Categories: Content Marketing, Search Engine Optimization

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