Digital Marketing

The Importance of Keyword Research – A POV from 4 successful Industry Experts

Keyword Research

Keyword research is the act of identifying important search terms that your target consumers enter into search engines like Google while searching for products, services, and information. If you publish a page on a topic that nobody searches for, Google will not send any traffic to that page. This error is made by many website owners and is one of the reasons why 90.63% of websites receive no traffic from Google. 

Keyword research ensures that there is a demand for the content you want to provide. Thus, if your website ranks highly in Google for its target term, you will receive a steady flow of highly focused traffic. Keyword research begins with placing yourself in your client’s shoes. Which words and phrases may they employ to discover answers to their problems? 

There are two types of keywords.

Short-tail keywords

Search phrases that consist of only one word are called short-tail keywords. These phrases are also sometimes referred to as “head terms.” The lengthier nature of the keywords results in a lack of specificity as compared to searches that include multiple comments. When individuals are trying to decide what they want to do or eat, they typically use general terms to search for information on Google.

Because they allow you to communicate with a larger number of people, short-tail keywords are an excellent choice for attracting plenty of visitors to a website. On the other hand, it’s possible that this audience isn’t prepared to make a purchase or isn’t willing to take any action on your website. When it comes to choosing short-tail keywords for which you want to rank, there are a few considerations that need to be kept in mind, including the following:

When it comes to the number of times a term is searched for, the shorter it is, the more popular it is. Your website will receive a significant number of visits if it is able to achieve a high ranking for “short-tail” keywords. It should come as no surprise that everyone is trying to rank for short-tail keywords, given the massive amount of searches that they receive. As a direct consequence of this, the level of competition for short-tail keywords is quite high.

Long-tail keywords

Keyword phrases that contain more than three words are referred to be long-tail keywords. In comparison to a short-tail word, these phrases are more specific and do not cover as much ground. With this term, you won’t be able to attract or receive as much search traffic, but the traffic you will finally get will be more relevant and the sort of traffic you want to receive.

When it comes to the volume of searches, you are going to find that long-tail keywords have a significantly lower amount of traffic compared to short-tail phrases. On the other hand, using this long-tail phrase can help you get visitors to your website that is more relevant and “ready to take action.” When someone is searching for something that is tailored to their requirements, the search phrase will often be more exact. As searches grow more specific, the intensity of the competition tends to diminish.

Following is a list of expert opinions on the importance of keyword research.


Source of Creativity for Content

I believe that people’s interests are reflected in the terms they choose to find information online. Google serves as our go-to for a variety of needs, including diagnosis, information, entertainment, and even personal reflection. The opinions, desires, likes, questions, and pain areas of internet users are all revealed in their search histories. The use of keyword research allows you to produce content that satisfies the requirements and addresses the concerns of your intended audience. With the help of keyword research, you can develop a content strategy that is centred around your target audience’s needs and wants, allowing you to grow from an unknown to a respected authority by providing them with valuable, frequent updates. It also lets you equip them with the info they need to advance in the customer journey, ultimately culminating in a well-informed purchase from your company.

Robert Smith, Head of Marketing at Psychometric Success


Improves Website Architecture

Keyword research plays a crucial function in enhancing the present website architecture if you are considering a complete redesign of your website. The optimization of the website will be guided by keyword research in order to keep up with the competition. Typically, the initial keyword research is conducted before the site architecture is developed. This approach identifies disorganized web pages and enhances the user experience. Finding the most recent keywords is required for classifying items and services within the same industry.

Keyword research significantly affects website navigation, website content, and URL naming. Comprehensive keyword research provides a clear picture of the phrases customers use while looking for certain products and services. The location of the firm and the age of the market both influence keyword research. An expert in SEO constantly encourages the use of diverse, unique keywords for each online service. A website with a great keyword strategy is immaculate and also symbolizes the voice of the company on the Internet.

Zhanna Sedrakyan, Director of Operations and Management at Contact Consumers


Fuels Website Performance

Google search, Google Images, or Google Maps account for 92.96% of all traffic on the internet. In addition, 68% of internet activities begin with a search engine. You need the power of search if you truly desire website visitors. The popularity of your keywords will determine how much traffic you get. 60% of searches are driven by the top 0.16% of keywords. In order to find the popular terms in your industry that would appeal to the most potential clients, keyword research is essential.

NICOLE PAV, The Founder of NCCuttingTools 


Smart Content Marketing

A smart content marketing plan begins with keyword research. Publishing articles on your website or company blog is one of the best ways to drive organic traffic to your business. Especially if you’re a new business owner, your website is going to have trouble ranking in Google results for competitive search terms. This means being strategic in finding relevant keywords and topic clusters that are less competitive, but also relevant to your customer and their search habits. In my opinion, is the best keyword research tool available. This tool allows you to find low-hanging fruit keywords, analyze your competition and develop a content marketing strategy that gets your articles ranked by Google and displayed in front of your ideal customer.

Ilir Salihi, an SEO expert and Content Strategist at Income Insider



Identifying terms that your audience may be searching for is only one part of the research process for choosing keywords; the more important part is finding excellent keywords that are going to have a good influence on your website. If the keywords you’re using aren’t generating more traffic or converting more individuals (don’t forget to utilize long-tail search phrases for this), then it’s probably time to do some thorough keyword research. 

You can even learn a thing or two about your competition, and you might even uncover some great content ideas. Keep in mind that conducting keyword research is still very vital, but optimizing your on-page content for the keywords you choose is equally as crucial. Implementing your keywords effectively requires following our guidance, which will ensure your success.

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