When a consumer types words into the blank box of a search engine, they might not realize they’re giving businesses various clues about their buying habits and their point in the buying cycle. These searchers merely want their needs met. They hope to find information on how to change a motorcycle chain or when is the best time to visit Paris. They’re looking for some kind of content that will help them decide whether trail or running shoes are best for them, and they’re keeping their eyes open for restaurants in New York that offer organic. Little do these consumers know, their actions are important clues for those of us focused on SEO keyword research service.

As a marketer, these users provide valuable information you should be focusing on in your SEO keyword research service. They are giving you a collection of potential keywords that you can utilize in your website content, and in your pay-per-click (PPC) advertising, to offer them exactly what they need when they’re looking for it. Marketers should be doing keyword research to find out what consumers are looking for, so that their company can provide it. If you aren’t currently creating valuable keyword-based content, it’s wise to hire a SEO keyword research service that can do this for you and turn your SEO campaign from minuscule to extraordinary.

You probably know that you must create content around keywords to excel at SEO and facilitate sales, and you may have heard that you can buy ad placements in the search engine results pages (SERPs) based on keywords – which also skyrockets an SEO campaign. But, do you understand which keywords you should be targeting? It doesn’t do you a bit of good to build a marketing campaign based on keywords that don’t directly relate to your business or that don’t have the potential to bring you much business. Keyword research, the act of taking time and using the right tools to see what searchers want and need, is something that should be done at the start of every SEO campaign and it can be a useful ongoing task to evaluate changing trends and consumer demands.

While a fairly involved endeavor, here are a few things to know about SEO keyword research and how it can assist you in giving users what they’re looking for when they want within your website’s content.

SEO Keyword Research Helps You Find the Right Website Visitors and Buyers

Using keywords in a marketing campaign should not come with the end goal of simply getting as many people as you can to visit your website. You want the visitors who matter. You want the ones who might buy your product, have thought about using a service like yours, or are actively looking for a product or service that you offer. Remember that SEO keywords, to be used most effectively, have to fit in seamlessly with the content around them so that readers remain happy with what they’re reading and they keep trusting you as a brand. When analyzing potential keywords, ask yourself if the keywords are relevant to your site and if users will find just what they’re looking for when they land your page. If your keywords are useful, and correct for your audience, you’ll begin to be rewarded with SEO visibility (and a satisfied audience).

It’s Important to Look at Who’s Already Ranking for SEO Keywords

As you conduct research to find out which keywords you might want to use, look at who is already ranking for those words. Who shows up on the first page of Google search results? If heavy hitters hold the top spots for keywords you are considering, it can be a good idea to try to rank for others. It can take years of keyword marketing to match or beat some of the big brands in an industry, in terms of keyword rank, such as aiming to show up first for Las Vegas hotels in a world where TripAdvisor and Expedia dominate. But, if you’re a travel company or hotel starting to implement a keyword marketing campaign, you might focus on moderately competitive keyword phrases like “mid-century modern hotels in Palm Springs” or “New York hotels near Broadway theaters” (called long-tail keywords).

There is Demand for Long-Tail Keywords

It could be wonderful to rank for the most popular keywords. But, there is also potential for great rewards when you rank for a few if you can, and then show up first in search for the more detailed keywords that users further along in the buying process are typing in. These keywords are called long-tail keywords, and they’re the words that more people are actually using. They’re the keywords that will connect you with Internet searchers who likely have their wallets out, or at least close by, ready to seal the deal on a purchase the second they find the right solution to their needs. Roughly 70% of SEO keyword phrases typed into a search box are long-tail keywords. There are hundreds of millions of these kinds of keywords, and there are certainly dozens upon dozens that you can employ effectively in your keyword marketing campaign.

Keywords Can Be Grouped by Purchase Intent

As you sort through potential keywords to use in your marketing campaign, it’s good practice to group these keywords by purchase intent. The idea behind grouping is that you can come up with an organized content and ad structure that closely maps the way people research information and make purchasing decisions. When you determine the keywords you want to implement in your marketing campaign, it’s a good idea to use a spreadsheet or other organizational tool to segment these keywords based on the customer journey. You might have a group of keywords related to the investigation phase, the point of comparison, and the time of probable purchase. Like in the post we shared with you regarding micro-moments in a travel customer’s journey, moments that range from thinking about a trip to buying a plane ticket, other industries have recognizable moments along a buyer’s journey that can be used to offer relatable content based on researched keywords and to fuel a sale.

There’s much more that goes into researching keywords to deliver the right content to the correct buyers. The undertaking is lengthy and detailed, but it’s necessary to deliver an appropriate message that falls on hearing ears and doesn’t waste your company’s time and money. When a keyword marketing campaign is first approached with this diligent research, a business can speak to consumers in a way that displays authority and builds loyalty.