top of page

The Importance of Keyword Research in SEO Ranking: Unleashing Your Business's Online Potential

Did you know that 60% of marketers say inbound marketing techniques like SEO and blog content are their highest-quality sources of leads? (HubSpot) As a small business owner, you've probably heard the term "SEO" thrown around quite a bit.


Maybe you've even dabbled in some search engine optimization yourself. But are you aware of keyword research's crucial role in your SEO rankings? If not, it's time to dive in!


In this blog post, I'll be sharing the ins and outs of keyword research, its importance in SEO, and how you can leverage it to boost your online presence. As a marketing expert at Expand Media, I've seen firsthand how the right keyword strategy can unlock a business's online potential.



person working on their small business SEO strategy


Understanding Keyword Research and Its Importance


What is keyword research and how it relates to SEO

Keyword research is the process of identifying and analyzing the words and phrases people use when searching for information, products, or services online. It's a foundational element of SEO because it helps you understand what your target audience is searching for and how you can optimize your content to cater to their needs.


Why keyword research matters for search engine optimization

Only 5.7% of pages will rank in the top 10 search results within a year of publication (ahrefs). That's a pretty daunting statistic, right? This is where keyword research comes in. By understanding the keywords your audience is using, you can create content that directly addresses their needs, making it more likely for search engines to recognize your content as relevant and valuable.


Additionally, keyword research allows you to:

  1. Identify high-traffic keywords that can attract more visitors to your site

  2. Discover low-competition keywords that are easier to rank for

  3. Understand user intent, allowing you to create content that satisfies their needs


How Keyword research affects content creation and user experience

Keyword research not only helps you improve your SEO rankings but also enhances your content creation process and overall user experience. By understanding people's search terms, you can create content that answers their questions and solves their problems, making your website a valuable resource for your target audience.


When your content is tailored to your audience's needs, you're more likely to keep them engaged and coming back for more. Plus, search engines will reward you with higher rankings, leading to even more traffic and potential customers. It's a win-win!




The Keyword Research Process: Tools and Techniques


SEMRUSH, Ahrefs, and other tools for effective keyword research

Gone are the days of blindly guessing which keywords will work for your business. Today, there are powerful tools like SEMRUSH and Ahrefs that can help you uncover the best keywords for your niche. These platforms provide valuable insights like search volume, keyword difficulty, and competitor analysis, making it easier for you to make informed decisions about your keyword strategy.


Of course, there are other tools out there, too, but SEMRUSH and Ahrefs are some of the most trusted and widely used in the marketing world. With the right tool in hand, you're well on your way to dominating your niche.


Analyzing search volume, competition, and user intent

When conducting keyword research, it's essential to consider three main factors: search volume, competition, and user intent.

  1. Search Volume: This refers to the number of times a keyword is searched for within a specific time frame. High search volume keywords can bring more traffic to your site, but they may also have more competition.

  2. Competition: Some keywords are more competitive than others, meaning many businesses are targeting them in their SEO efforts. Ranking for highly competitive keywords can be challenging, so it's essential to find a balance between search volume and competition.

  3. User Intent: Understanding the intent behind a keyword can help you create content that satisfies users' needs. For example, if someone searches for "how to fix a leaky faucet," they're likely looking for a step-by-step guide, not a sales pitch for plumbing services.


Developing a keyword strategy to target your niche

Once you've gathered data on potential keywords, it's time to develop a keyword strategy. This involves selecting a mix of high-traffic, low-competition, and long-tail keywords that accurately represent your business and cater to your audience's needs.

Remember, your keyword strategy should be tailored to your niche and evolve as your business grows and your target audience changes. This means that keyword research isn't a one-time process—it's something you'll need to revisit regularly to stay ahead of the game.



marketer from Expand Media marketing agency working on SEO strategy for a client


Integrating Keyword Research into Your Content Strategy


Creating content that appeals to both users and search engines

Now that you have a solid keyword strategy in place, it's time to integrate it into your content. The key here is to create content that appeals to both users and search engines. This means crafting well-written, informative, and engaging pieces that seamlessly incorporate your chosen keywords.


Remember, search engines are becoming smarter, and they can detect keyword stuffing or low-quality content. So, focus on creating valuable content that genuinely helps your audience while using your keywords in a natural and meaningful way.


Balancing keyword usage and content quality

While it's essential to include keywords in your content, you must also strike a balance between keyword usage and content quality. As I mentioned earlier, search engines can detect when you're overusing keywords or producing low-quality content.

To avoid these pitfalls, follow these best practices:

  1. Use your primary keyword in the title, headers, and throughout the content, but avoid overdoing it. Aim for a keyword density of around 1-2%.

  2. Incorporate secondary and long-tail keywords naturally within your content to enhance its relevance and appeal to a broader audience.

  3. Always prioritize your audience's needs and interests over keyword usage. If you find yourself forcing a keyword into a sentence, it's better to leave it out.

Keeping your content up to date with ongoing keyword research

As I mentioned earlier, keyword research is not a one-time task. To maintain a successful SEO strategy, you'll need to revisit your keyword research regularly and update your content accordingly.

Stay ahead of the game by:

  1. Monitoring your keyword rankings and making adjustments to your strategy as needed.

  2. Keeping an eye on industry trends and new keywords that emerge.

  3. Regularly updating your existing content to include new keywords, information, or resources.

Want your content to perform better on search engines? Book a 15-minute call with me, Andrew Putilin, to learn how you can transform your content strategy.




Measuring the Success of Your Keyword Research Efforts


Setting up and tracking key performance indicators (KPIs)

To determine the effectiveness of your keyword research and SEO efforts, it's crucial to set up and track key performance indicators (KPIs). These metrics will help you measure your success and identify areas that need improvement. Some important KPIs to track include:

  1. Organic traffic: The number of visitors who find your website through search engines.

  2. Click-through rate (CTR): The percentage of people who click on your website from search results. The #1 result in Google's organic search results has an average CTR of 27.6% (Source).

  3. Keyword rankings: The position of your website in search results for specific keywords.

  4. Conversion rate: The percentage of visitors who complete a desired action on your site, such as making a purchase or signing up for a newsletter.


Identifying areas for improvement and adjusting your keyword strategy

As you track your KPIs, you'll inevitably uncover areas that need improvement. For example, you may find that some keywords aren't driving the expected traffic, or your CTR is lower than you'd like. Use this information to adjust your keyword strategy and make changes to your content as needed.


Remember, SEO is an ongoing process, and it takes time and effort to see results. Stay patient, monitor your progress, and be prepared to make adjustments along the way.


Celebrating success and the role of continuous improvement in SEO

When your hard work starts to pay off, and you see improvements in your KPIs, it's essential to celebrate your success! However, don't rest on your laurels—SEO is a constantly evolving landscape, and continuous improvement is key to maintaining your rankings and staying ahead of the competition.


By regularly reviewing your keyword research, updating your content, and refining your SEO strategy, you'll be better positioned to adapt to changes in search algorithms and user behavior, ensuring your business continues to thrive online.


Curious about how effective keyword research can skyrocket your SEO rankings? Schedule a 15-minute call with me, Andrew Putilin, and let Expand Media guide you to online success.



laptop that was being used for keyword research for SEO


Last Thoughts


The benefits of investing time and effort in keyword research

Investing time and effort in keyword research can yield significant benefits for your small business marketing efforts. By identifying and targeting the right keywords, you can attract more organic traffic, improve your search engine rankings, and ultimately, drive more leads and sales for your business. Plus, you'll be creating content that genuinely addresses your audience's needs, helping you build trust and authority within your niche.


How partnering with a marketing agency like Expand Media can elevate your SEO game

While keyword research and SEO can be complex and time-consuming, partnering with a marketing agency like Expand Media can make all the difference. As marketing experts, we have the tools, knowledge, and experience to help you create a winning keyword strategy, craft high-quality content, and improve your search engine rankings. By working together, we can unlock your business's online potential and set you on the path to long-term success.


The long-term rewards of a well-executed keyword research strategy

A well-executed keyword research strategy can lead to long-term rewards for your business. As your search engine rankings improve, you'll attract more organic traffic, build your brand's online presence, and drive more conversions. And remember, 76% of people who search on their smartphones for something nearby visit a business within a day (Think With Google). So, by investing in keyword research and SEO, you're not only improving your online presence but also driving real-world results for your business.


Ready to see your business thrive online? Book a 15-minute call with me, Andrew Putilin, and let's discuss how a simple SEO Strategy can transform your small business marketing through expert keyword research.

9 views0 comments

Recent Posts

See All
bottom of page