Malav Shukla

Importance of Keyword in SEO

Keyword Research is by far the most important aspect in any Search Engine Optimization initiative.

Keyword Phrase Research is process of selecting the most “optimum performance” keyword phrases that can help visitors find your site. You may have spent days and months on fine-tuning your web pages for a better ranking with the major search engines, yet it will all amount to a big waste if the right keyword phrases are not targeted. It’s like not being able to reach your destination even after running your best race because you started out on the wrong road. Even if you achieve high search engine rankings, you may not get relevant traffic if you select the wrong keywords. Therefore, the foremost step in any SEO campaign is identifying your target audience and researching what keyword phrases they might be searching in the search engines to locate a site like yours.

For any marketing strategy to succeed, it is critical to know your audience and the means to reach them. A certain focus is required which could be location specific, region specific or country specific; it could be business, trade, service, product specific, since we are talking specific audience. For instance, a dentist practicing in a particular town would most likely target people living in the same region, instead of targeting the entire country. Just as a patient searching for a dentist would search for one in his own area. Focus on region would help her get targeted visitors, not just wasted traffic.

Common Pitfalls

A common pitfall is to start the website optimization exercise with a set of “gut-feel” keyword phrases. Site owners often come up with ‘common sense looking’ key phrases, which though look obvious, may not match with the ones your buyers are using as their search term. Very often, being from within the trade narrows the vision and you tend to assume that trade-specific terms are easily understood and popularly used. Not so. You need to think out of the box.

Doing Keyword Research invariably means departing from one’s gut-feel and going by the facts. ‘Facts are sacred’ in website optimization as they provide the exact data of what people are actually searching for, thus saving you from starting on a wild goose chase. As mentioned earlier, targeting the wrong key phrases might get you a good ranking for keywords that have few or no search requests or just get you irrelevant junk traffic. So, how does one get the facts and the data regarding a particular search term? There are several online keyword research tools like Wordtracker and Overture, which offer data pertaining to your search term. Relying on search tools to analyze keyword phrase data helps you to get a grip on your target audience.