Is Keywords Research really that important for my SEO?

Written by Anna McGroggan | 26th May 2020

Last week I heard a client of ours mention that that his website gained a 300% visitor uplift for the keyword “turf” and this would never happen if they did not perform regular keywords research. Once again, it confirmed the importance of keywords in SEO.

We know there are different SEO techniques and tips that you can employ to improve your website position in searches, but it always comes down to your website content, its effectiveness and usefulness for the audiences. That said, keywords are not the beginning of the SEO process and often my learners question that at first, so what is the process for identifying and implementing your keywords effectively?

Keywords Research step by step, and how to identify your best keywords

  1. Identifying your goals and objectives should always be your number one step.

Many make this mistake; they rush into the search and try to fit the most popular or competitive keywords to their website content. This is where the problem begins. What you must ask yourself is “Why?”. Why do you need this keyword to score high? Will this help you grow your brand, or will it drive good quality leads to your sales funnel? If none of the above are applicable, maybe this keyword is irrelevant, and you don’t need it at all. Of course, you need to try to focus on the competitive and high scoring keywords, but only if they add value to your overall aim.

2. How many keywords do I need?

Some people still believe that stuffing a huge number of keywords to the website helps. However, the research produced by lead specialists in Moz and ahrefs suggest otherwise. You do not need a lot of pages to score well. Instead focus your keyword research on those words that matter to your audience the most and then perfect each page to give your target audience what they want.

3. Benchmark your positions.

It might sound like an obvious one, but I meet so many businesses that will find good keywords and embark on the optimisation journey only to find out that they never identified their original keywords positions. It is impossible to measure your progress and success without the initial benchmarking, so don’t forget to record your original keyword positions.

4. Don’t stick to one tool.

In my marketing career I collaborated with a range of SEO agencies and you will find that they all use more than one tool. Why? Your research will show that often different tools will show slightly different results, this will help you identify the best keywords and will help you challenge some of the major discrepancies. There are many great tools out there, some are free, and some will cost you, but if you are serious about your SEO, you need to do your research holistically.

5. Keyword density and the quality SEO content

Alexa defines keyword density as an element of keyword optimisation that refers to the number of times a target keyword is used on a webpage. It also suggests that many SEO specialists believe that 1-2% density would achieve a higher ranking. Even though this is one of the factors, I would not limit the keywords usage if it would reduce the quality of your article. For example, if we are to look at this article, the word keyword appears more frequently than it would be recommended, but there is a need for it in the content, as it helps to make a point, therefore it is needed for the reader and would not put the reader off the content, therefore the importance of the message should come first, if the density can not be achieved naturally its ok to defer from it, just don’t stuff keywords into your page uncontrollably. It will not help.

6. Finally, don’t leave it!

As per my example at the start of this article, keywords research is an important part of the SEO optimisation process. Even when all the hard work is done and the achieved result is present, do not relax. The competition will always be looking for the way to outperform you, your audience interests might change, environments where they exist might change, your chase for the top spot will never be over, so unless you want to slip down the SEO rankings, it is important you monitor your keywords position regularly. SEMRush suggests checking back on your keywords’ strategy every 3 to 6 months, as this will allow you to ensure that your keywords are still relevant.

SEO is a tricky process and of course you will need to perform a range of tasks, if you wish to feature high in your consumers search, but your keywords will form your foundation for your strategy. Some will be incredibly competitive and will require a lot harder work, the others might be easier, but none the less your keywords will help you get there.

I hope you have enjoyed this article and have learned some valuable points, if you wish to learn more about SEO, why not join our next webinar, where we will look at the variety of strategies that will help your search position? You can register for our event on our events page.

Alternatively, why not share your ideas with us on our social media channels, we would love to hear from you.

Digital Marketing Training

About the author

Anna McGroggan – Digital Marketing Programme Lead at GBS Apprenticeships

Anna is a well-rounded marketing specialist with over 10 years field experience in a variety of marketing disciplines. She helped businesses grow and overachieve through a range of platforms including Social Media Marketing, Digital Advertising and PPC, Email Marketing, Inbound Marketing and others. Over the last 3 years she has shared this knowledge with her apprentices and currently holds an impressive ratio of achievers with distinction level qualifications.

Anna is approachable and always happy to support those who have a curiosity to learn more about online marketing.