Keyword research is essential for any SEO campaign to understand customers and identify trends. It involves determining the keyphrases driving traffic to a site and those most relevant to its content. Tools like Google AdWords, Insights and Trends provide estimates of search volumes but results must be taken lightly. Long tail keywords accounting for 70% of searches are important to target as searches are unique and visitors are more likely to convert. Proper keyword research directly influences link building and other campaign activities.

1. Each and every search engine optimisation campaign at
the initial stages will involve keyword research. Carrying
out keyword research will not only improve the focus of a
website, but also understand the customers and users of
the website and their search experience. Only with
extensive research can trends and gaps be identified.

2. The process at a basic level is about being able to
understand a websites audience and user intent. Who will
be visiting the site and which keyphrases are driving traffic
to the site. These are the factors that must be considered,
as choosing the wrong keywords and keyphrases can
inevitable lead the wrong users to your site. Or worse,
failing to rank for many keyphrases within the search
engine results pages.

3. Once the keyword research has been carried out and
implemented, this will directly influence the link building
activities and other parts within the campaign. Therefore
it's vital that it has been carried out properly.

4. Here are several tips for anyone looking to carry out
keyword research of their own, including the tools
required and the best methods of finding the most
appropriate keywords and keyphrases.

5. Keyword ToolsTo begin, it's important to understand
where the vital information for carrying out the keyword
research will be collected from. Fortunately, there is a
wide range of different tools that offer many different
options.

6. The following three keyword tools are the best place to
begin:

7. - Google AdWords Traffic Estimator

8. - Google Insights

9. - Google Trends

10. It must be noted that all keyword research tools provide
estimates on searches that are conducted in days, months
or even years. Each vary and all results must be taken
lightly, as not all will be 100% accurate. But can be used as
an indicator for searches that are being carried out much
more frequently than other, while giving useful
recommendations to other popular search terms that can
be localised to many different countries.

11. Keyword Value & RelevanceAs previously mentioned, the
importance of choosing the correct keywords it vital.
Therefore ask yourself these questions throughout the
process:

12. Does it relate to the content, products and services on
offer?When searching for this keyword or keyphrase,
would my website be considered relevant or appropriate?

13. Long Tail KeywordsWhenever conducting keyword
research, it's vital to have expectations from the very
beginning. As there is no easy way for ranking for top
search engine terms, such as "health insurance" and
"beer" if the business only operates locally. Larger
business will already be spending large amounts of money
on these search terms. Smaller searches often involve
those at the beginning of their search journey and
therefore less chance of converting.

14. Instead, long tail keyphrases roughly account for 70% of all
searches. And, although they are only carried out several
times each day and provide significantly lower traffic then
generic keyphrases. It's important to understand that
because they are unique searches it's very likely that each
searcher is at the end of their buying cycle. With a much
greater chance of converting. Therefore by driving traffic
that has a high chance of converting is much more
financially sound. Whilst, having very little competition for
these keyphrases.

15. Search engine optimisation is an industry that is
constantly evolving. With new techniques and methods of
carrying out day to day activities. Therefore keep up to
date with relevant industry experts to see if you can pick
up any other tips on how to improve your keyword
research process.

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