Jolene Rutherford

Jolene Rutherford

4 minute read

How Better Keyword Research Gets You Better Results

Undoubtedly, you've heard about keywords and their importance to SEO (Search Engine Optimization) and PPC (Pay Per Click) marketing strategies.

How Better Keyword Research Gets You Better Results

Undoubtedly, you've heard about keywords and their importance to SEO (Search Engine Optimization) and PPC (Pay Per Click) marketing strategies. You've also unmistakably heard of the fact that search engines such as Google are minimizing this importance. 

So does that mean that keyword research is no longer necessary for better results? The answer is no. Keywords are still vital for SEO and keyword research is, therefore, essential for better results. Their importance may be diminishing but that doesn't make them irrelevant. 

But what exactly are keywords? Simply put, they are phrases within your web content that help consumers find you. Keywords achieve this by matching the context of your content with that of user intent. 

Search engines are mediators that put these together by crawling and indexing your pages. Web traffic that originates this way is referred to as organic. With that in mind, here are a few ways better keyword research will lead to better results. 

What exactly is keyword research?

From a marketer's point of view, keyword research means understanding what your customers are looking for. That way, you can speak their language and help them find you in the sea of search results. 

Therefore, keyword research represents the essence of obtaining the necessary online visibility for your website and your content as well. By ranking for the right keywords, you can reach the first page of SERPs (Search Engine Results Pages) and thus become more accessible to consumers. 

In other words, by understanding the terms people use to conduct online research, you can empower your content strategy, as well as your entire SEO strategy, for that matter. Without further ado, let’s get into conducting better keyword research.

Keyword research is an ongoing process

SEO rules change often because search engines change their algorithms regularly. Therefore, don't make the mistake of believing that keyword research should only be conducted once. In fact, this is an ongoing process that lasts as long as your marketing campaign does. 

Your list of keywords should always be updated and expanded. For example, consumers may change their intent or their behavior, which means you need to update your keywords. 

Furthermore, some keywords may become too popular over time thus making them a bit too competitive for your liking. This means you must shift to an alternative keyword phrase or opt for another long-tail keyword. The bottom line is that keyword research requires your attention all the time.

Choosing the right tool

If you try to keep up with all the keywords you rank for, as well as all of the keywords you will potentially use in your marketing, manually, you're going to have a really bad time. Fortunately, technology is here to help you and you shouldn't hesitate to use it to its fullest potential. 

That said, consider choosing the right tool for your keyword research and the best results, of course. For example, some of the most efficient SEO reporting tools also include reports regarding your keywords. That way, you can monitor how your keywords perform overall. 

That includes the traffic they generate, the number of searches, keyword difficulty, as well as insights from your keyword competitive research you're conducting. With the right tool at your side, you can conduct keyword research in a more seamless way that will save you both time and resources in the long-run. 

Keyword diversification

As you might imagine, keyword research means researching every potentially relevant keyword your business can opt for. In other words, your keyword list must be long and diverse if you want the best results. But what does that mean? 

Simply put, keyword diversification means having a keyword for every occasion. For example, you can opt for local SEO keywords that include phrases, such as "near me" or keywords that include location. Moreover, you can opt for seasonal keywords that will highlight seasonal offers and you can prepare your content in advance for those occasions. 

Another form of keyword diversity is opting for keywords related to voice search and mobile searches. In other words, any means your customer may be using must be taken into consideration so that you can expect the most viable results from your SEO.

Placing keywords where it matters

Another part of your keyword research is determining where to place keywords to get the best results. SEO practices suggest that relevant keywords should be placed in every high-attention area on your website. 

This, however, is not mandatory but it will get you better results, nonetheless. Search engines may be reducing the importance of keywords in such areas but when it comes to indexing your pages, having keywords where it matters the most certainly helps. Here are a few of those high-attention areas you should consider.

  • Place keywords in title tags and page titles.
  • Use keywords in SEO-friendly URLs.
  • Use keyword variants throughout the page copy.
  • Include keywords in meta tags.
  • Include keywords in anchor texts.
  • Use keywords in image file paths.

You want to avoid keyword stuffing, of course, but it doesn't hurt to have keywords in the right places where search engine crawlers are most likely to look for them.


Keywords, alongside keyword research, are still vital for SEO. By improving your keyword research efforts and by investing more time in it, you can also improve the results from your marketing campaign. Better results mean more visibility, awareness, exposure and credibility in the online world, which also means a major competitive advantage for your business.