'Keywords' are search terms that your customers type in search engines while searching for a particular query. If that search engine is Google (90%+ market share in the UK and counting - so likely) then Google works to match the search term of a user with the best possible match on the internet.
Keyword research is the process of finding and researching the best and/or most relevant search terms that customers enter when looking for products, services or information of a specific topic.
It’s an important part of any SEO strategy, but one of the biggest mistakes a start-up can make is to approach it like a one-and-done exercise, or not do it at all!
A lot of start-ups will perform initial keyword research so they know what to target during the start of their business but miss the chance to expand on this research to identify and explore new opportunities to rank in search results.
Others don’t perform any keyword research at all and fly blind with their content creation.
You might introduce a new service, product range, or extend your business or change your scope. You might learn more about how your target audience is searching for you and your related products. You may identify a market you can better compete in or invest more time building your digital footprint.
Acting on this information is crucial in growing your SEO strategy, so don’t forget to regularly review your keywords. After all, SEO is about tapping into that current volume flow of search intent (exisiting and new).
An important point to understand is the more appropriate your keyword research is, the closer you are to your potential customer. A strong keyword research strategy allows you to be able to figure out which search terms work best for your product pages, content and website pages.
And don’t ignore long-tail keywords.
The appeal of high-volume search terms is clear, you have the chance to be viewed by a significant audience and they’re the keywords that are the most obviously linked to your business. However, it’s a huge SEO mistake to only target these keywords and ignore more niche, long-tail keywords. Yes, these words tend to have much lower traffic, but the competition is much lower too, so you’re more likely to appear. If there is an opportunity to position and own a market, do it.