Digital Marketing

Importance of Market Research Before Investing in SEO


All business owners know how important it is to have a positive and strong online presence. In the last 20 years, marketing and Internet practices have developed and changed significantly. Not too long ago it wasn’t common for businesses to have websites, but now all sorts of businesses, from Fortune 500 to freelancers, have a website that highlights the services they offer or products they sell. That means all business owners must also think about how to get their website in front of their potential audience members instead of their competition.

For business owners, it’s important to use words on your website that are reasonable and likely to be searchable by large groups of Internet users. Search engine optimization (SEO) is a tactic of using keywords to elevate a company’s rankings on search engine results pages. By strategically choosing relative and trending keywords, or words that are most likely to be used in a search, users who have not heard of your company will discover you for the first time because of where your website ranked when they performed a search.

Getting To Know Your Audience

The largest search engine in the world, Google, is able to obtain a large quantity of data based on searches that users all around the world are conducting billions of times a day. By gaining some insight into what your users are thinking and what their habits are, you can drive more traffic to your website. There are many tools available to check the effectiveness of your marketing campaign.

Types of Market Research

There are multiple sources to receive and analyze data, and a Fort Lauderdale SEO agency can help you conduct this research. If your website already exists, then starting your SEO campaign is a great time to re-assess it.

Keyword Research

There are many tools that help businesses to conduct thorough keyword research. For example, if your company sells vegan health bars, then you may be focusing a lot of your content around that specific phrase rather than “health foods.” But do you know how effective “vegan health bars” is in driving traffic to your website? Not without keyword research. If there is a mismatch in what your potential customers are typing into Google and what content is on your website, then you will not be targeting your audience correctly. Automated tools give lists of many types of keywords to choose from.

Survey Existing Customers

If you already have existing customers, then you already have information to help you. If you have email addresses, then send out a survey asking them to tell you what words come to mind when they think of your business. Ask them how they would share information about your brand with other people. This way you get some words directly from your existing audience to help you match and fill your content with the keywords real people are using in searches.

Researching Online Communities

Online forums and social media platforms are great places for people to talk about how much they love your products or services. You may already be connected to your community through your social media department. Can any hashtags or phrases be useful to your website? These are great places to start drawing up a list of keywords.

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