All too often when web sites are created the terms/keywords that are chosen are based on historical context rather than a data driven analysis. Keyword Research analysis should be based on how many times the terms are searched for by users on search engines as well as how competitive the top ten search results page is for that term.
Many web sites use similar or identical titles, descriptions, H1s and other text across many pages on the site. This is very counterproductive as search engines are looking for the best page on a web site to return for a particular query. The more unique the page signals are the more differentiation the pages have on the site for the search engine. By being very specific with the content on each page, site owners can help search engines return the best page on a site for that user’s question and therefore increase both engagement and conversion on the referred web site.
Keyword research will provide an analysis that will help you drive more volume to your web site via natural search results by:
- Suggesting the optimal keywords in titles, descriptions, H1s, alt text and body content for each page
- Mining for questions and information that people are asking regarding the web site’s products and services during the customer purchase journey. These questions can be used to create the best answers on the web on your blog or in a Frequently Asked Questions section (FAQs)
- Informing paid search as to what keywords you should be bidding on and not bidding on based on current organic rank and current coverage of keywords in AdWords campaigns and Ad Groups.