Keyword research serves as a fundamental pillar of effective search engine optimization (SEO), yet many professionals approach it incorrectly. A common mistake is the fixation on traffic volume rather than the types of keywords that can generate revenue. This article offers a fresh perspective on keyword research, emphasizing how to align keyword strategies with business outcomes and profitability.
Understanding the purpose behind keyword research is crucial. Many guides focus solely on how to acquire traffic but neglect the underlying reasons—chiefly, revenue generation. For brands, the ultimate goal of keyword research should be to discover keywords that not only attract visitors but also lead to conversions and sales. This shift in focus can significantly impact a business’s bottom line.
### Rethinking the Keyword Research Approach
Traditional keyword research often involves optimizing content for various stages of the marketing funnel—awareness, consideration, and decision-making. However, this approach can dilute the effectiveness of SEO efforts. Instead of spreading resources thin across multiple content types, it is more beneficial to concentrate on keywords that directly correlate with user intent to purchase.
Most web traffic is not inherently valuable; it only becomes so when it targets users at the right moment in their buyer journey. This means SEO should function more like product placement rather than advertising, connecting potential customers with relevant products or services at the right time. The work of Tom Roach, VP of brand strategy at Jellyfish, highlights the necessity of this approach. He advocates for a modified funnel that positions SEO as a crucial connection between brands and immediate prospects.
### The New Keyword Research Process
To build an effective keyword strategy, it’s essential to employ a structured process:
1. **Define Your Keyword Strategy**: Start by setting SMART (Specific, Measurable, Actionable, Relevant, Time-bound) goals. Understand your client’s budget and resources to align expectations realistically.
2. **Conduct Customer and Competitor Keyword Research**: Gather data from multiple sources, including customer insights, Google Search Console, and keyword research tools. Tools like ChatGPT can also provide creative keyword ideas and market insights. For instance, a simple prompt can generate a list of relevant search terms based on consumer behavior.
3. **Map the Buyer’s Keyword Journey**: Identify the stages of a consumer’s search journey and categorize keywords into head terms, body keywords, and long-tail keywords. This mapping helps in understanding how and when potential customers are likely to engage with your content.
4. **Identify Customer Needs**: Kantar’s research outlines six primary needs that influence consumer search behavior: educate me, thrill me, surprise me, impress me, help me, and reassure me. Aligning keywords with these needs can enhance the relevance of your content.
5. **Select Your Keyword Assets**: Create two lists of keywords—exploration and evaluation. This distinction allows you to tailor content that meets the distinct needs of customers at various stages of their journey.
6. **Evaluate Keyword Viability**: For each keyword, assess its commercial potential based on search volume, internal resources, and associated costs. This analysis will help prioritize which keywords to target based on business goals.
### Real-World Application
To illustrate this refined approach, consider a hypothetical scenario where a company sells car insurance. Initially, a consumer might search for “cheap car insurance” as they begin their journey. As they explore, they might then look for “best car insurance for new drivers,” showcasing a shift from general to more specific queries.
By mapping these keywords against the buyer journey, brands can create relevant content, such as informative guides or comparison tools, that directly address consumer needs. Engaging content not only satisfies user intent but also fosters trust and authority in the brand.
### Conclusion: Aligning Keywords with Business Outcomes
Ultimately, the goal of keyword research should be to create a strategic framework that directly contributes to business success. By moving away from a purely traffic-focused mindset towards a more nuanced understanding of consumer behavior and intent, businesses can develop keyword strategies that drive meaningful engagement and revenue.
As a final note, remember that keyword research is not a one-time task but an ongoing process that requires continual refinement and adaptation. By focusing on the right keywords and aligning them with consumer needs, businesses can effectively enhance their visibility and profitability in a competitive online landscape.
