Keyword Research
Words Matter!
Many companies make the mistake of thinking their industry terms are what people are searching, and yet had they actually researched they would find consumers don’t act that way.
Keyword research is the process of discovering words and phrases that people use on search engines, like Google, Bing and YouTube.
Keyword research impacts every other SEO task that you perform, including finding content topics, on-page SEO, email outreach, and content promotion.
From Rob Anspach (Anspach Media)
Why Keyword Research Is Important?
In 2014, when I co-wrote the book “Optimize This” I shared an acronym called A.P.E. It stands for analytical, psychological and emotional. It’s the basis of keyword research. When consumers look for a product or service they are doing so from a place of frustration or a need to solve a problem. The words you use on your website, in your Google ads or other digital platforms need to match how consumers are searching. Remember: your industry jargon is foreign to most people, so learn to be human and use words that they can understand.