Keyword research in 2023
There’s really no way of getting around it: any search marketing activity you undertake should include a robust keyword research process if you don’t want your hard work to be redundant.
The keywords you use can be the deciding factor between success and failure for your website or digital search campaign. And, there are other advantages to be gained; from a greater understanding of consumer intent and behaviour when using search engines to telling you the stage a customer is in the buying cycle.
However, it’s not purely about getting traffic to your site... it’s about getting the right customers to your site. Good keyword research can help you choose the best words to pursue for just this. You can gain an understanding of demand, respond to seasonality and market shifts and produce content that consumers are actively seeking.
The ability to understand the motivations of consumers in almost any niche is at your fingertips and it can be accessed with very little barrier to entry.
I have written a post in the past on free tools you can use to discover keywords and get an understanding on search volumes; here, I want to focus more on the questions you need to ask when accessing keywords.
