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Keyword Research
Every search begins with those few words that we type in to find what we want and, by ranking for the terms that potential customers are typing in, you can attract the right kind of visitors to your site.
We believe that keyword research services are still one of the integral foundation blocks of any successful SEO campaign, but good keyword research is more than simply creating a list of a few terms you want to rank for.
It’s about identifying and understanding exactly who you are trying to appeal to, what information they need and want to know, how they search, at what stages of the buying process they search, who you are competing with and a vast range of other factors that are essential to developing the right keyword strategy for your organisation.
At Zelst, we’ve been providing our clients with customised, targeted keyword research for almost twenty years, helping them to be seen and get found online.
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Working with a Keyword Research Agency
What is Keyword Research?
Keyword research is exactly what the name suggests – researching what words and phrases your customers are typing into the search engines and how your website can effectively target these to drive traffic and conversions.
Keyword research and digital marketing go hand in hand, and one cannot happen without the other. Researching how existing and potential customers search for your product or service is vital so you can provide them with the information they want and ensure that they find you online.
How does it work?
- Information - You provide us with the starting point: information about your brand, who you would identify as your direct competitors, what you know about your customers and, most importantly, what your goals are.
- Research - Taking all of that information into account, we’ll research, analyse and collate a list of keywords and send them to you to look over. This gives you the chance to highlight anything that isn’t the best fit for your brand, so we aren’t barking up the wrong tree.
- Application - Once we have a final list of keywords, we can apply that to your website in the most effective way to improve your E-E-A-T, rankings and traffic.
Why do we do keyword research?
- Analyse buyer’s journey
Keyword research can help you get to know how your customers buy, including their browsing habits and how they get to know your brand before converting. In inbound marketing, we tend to break this down into the attract, engage and delight phases of the journey.
- Identify organic competitors
Once you know what customers are searching for, you can see what is already coming up on the SERPs for those keywords. This allows you to identify organic competitors and learn what your website needs to do to be competitive.
- Find the ranking sweet spot
Keyword research is perfect for finding where you can realistically rank to promote traffic and growth without falling flat. We often talk in terms of short-, medium- and long-tail keywords, and it’s important to get the right blend of keywords for your business.
- Create a site structure
Whether you’re creating a new site for the first time, migrating your existing website or simply want to optimise your customers’ journeys, our keyword research can help you create an informed, streamlined site structure that guides your customers through, from attraction to conversion.
- Optimise and create website content
We use the keywords we’ve identified to inform the content on your website, giving it the best chance of ranking well and boosting your website’s visibility. This might mean creating new pages or blog posts with specific search terms in mind.
Check out how we do keyword research for content writing on our blog.
How can SEO keyword research services benefit your business?
Effective keyword research can reveal gaps in the market, predict shifts in demand and enable you to speak your customers’ language. This helps you to maximise your visibility in the search engine results, provide the best possible user experience and ensure that relevant people are able to find your website using their chosen search terms.
By using well-researched keywords and phrases across your site and within your content, you can take advantage of the latest trends and opportunities whilst ranking for the core terms that are most important to your business.
If you would like to learn more about why specialist keyword research services are so important for SEO, please contact our search experts today.