Keyword research is still very relevant to both your Search Engine Optimization (SEO) process and your success with high rankings on a Search Engine Results Page (SERP). Without it, you could be choosing the wrong keywords, resulting in little to no traffic to your pages or even unwanted traffic that does not convert to sales. Check out how finding the right keywords will aid in your SEO.

The Importance of Keyword Research

Keywords are words or phrases that a user types in a web browser to query for results, and these keywords are matched to a website. This may sound basic, but it is important. For example, if someone is searching for a new car, they might type in “new car” in their search engine, and a website with the phrase “new car” will appear on the SERP. However, in reality, it is far from that simple.

If a website does not understand both the historical and real-time ways a user is searching for its product or service, they are likely missing out on web traffic that will go to competitors instead. Google and other search engines employ automated web crawlers to go through the web and index sites, using complex methods to analyze the keywords, the context they are used, and how they are distributed throughout the content. Quality keyword research is essential for a site to stay relevant in the eyes of search engines such as Google.

Keywords Must Be Kept Up to Date and Relevant

Search Engines like Google are always updating how their web crawlers assess websites to give their users the best matches to their queries with substantial, relevant content. When these search engines find that a website uses out-of-date or no longer relevant keywords, this will work against their SEO and SERP ranking. Using the wrong keywords that no longer match what your prospective customers are looking for are red flags to Google.

Keywords and Geographic Locations

Effective keywords consider not only what a website is about, but its location as well. A local business will utilize SEO by including keywords in their website that appeal to the geographic region they are located, especially if the goods and services are tied to that region. For example, a canoe rental company located in Michigan does not benefit from traffic for a user querying “canoe rentals” in Minnesota.

Content Creation

It is not only important to look at what keywords are used but how they are used. Web crawlers seek out the keywords to help index websites and analyze the context in which the keywords are being used, and the technology to do so becomes more advanced every day. It is no longer enough for a business to throw a string of keywords together to garner search engines’ attention. How they are used in substantial and thorough content must also be taken into consideration. Returning to the example of a “new car,” a website that simply repeats these words will not rank as high as a website that goes into detail about makes and models, local dealers, and keeps up a blog with information about a new car buyer might find helpful.

Keyword research is an integral part of SEO, and without it, your website is missing out on key traffic that converts to sales.