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The importance of keyword research to your digital marketing strategy

2 June 2020
Bon Sarapong

The emergence of effective digital marketing tools makes the business landscape today a very exciting arena for businesses as they’re competing with each other in selling their products and services online. 

The more effective and smarter digital marketing strategy can mean several things to businesses. Firstly... It means more opportunities for businesses to reach more audiences online. Secondly, it means more opportunities for the audience to reach businesses online.

When we're speaking about the audience reaching business online, the top of the list of tools that can bring the most traffic refers to “Search”.

Retrieved from SearchEngineLand


when people need information about anything from reading news to making an online purchase, they will typically type in their query on Google and visit the site that is ranked higher and that’s how much people rely on search engine results pages. 

So, as a business owner building your presence online, you must aim to get your site to rank as high as possible on Google so you have more opportunities to sell products and services. 

The importance of keyword research: What is keyword research

What exactly is keyword research?

Keyword research is the process of discovering popular search terms, words, and phrases that people type into search engines like Google, and include them strategically in your content with the ultimate goal of making that particular content appear higher on a search engine results page (SERP). The keyword research process involves choosing a topic for your content that is focused on a set of targeted keywords that you want your content to rank for.

How can you get higher rankings?

The very first thing you need to do is to find the right sets of keywords to focus on, also known as target keywords for your particular marketing campaign. Keyword research is more or less the most important aspect of a Search Engine Optimization campaign and is the crucial step for business owners wanting to be successful in the online market should never neglect.  In this blog, we will explain to you why. 


But to get the results you want, you have to The importance of keyword research to your business.


Let’s make it simple.

If you don’t know from which “word” or “search term” you want to rank for your specific pages, you probably won’t be able to optimize pages, images, and strategies to drive more traffic to your site. 


And more importantly...


If you’ve chosen keywords that are not related or relevant to your website and you have included those keywords onto your blog post, then there is less chance your page will get ranked higher in the search results that are related to your page. 


The importance of keyword research: Types of keywords


Two types of keywords


Retrieved from Crunchify


Short-tail keywords: Short-tail keywords, also known as “head terms” are search phrases that contain only a single or several words. Due to the length of the keywords, it makes them less specific than searches with more words. People typically use this type of keyword to search on Google when they are deciding what to do ( shopping, swimming) or where to go to eat (Chinese food, pizza).  

For an example of short-tail keywords, “Marketing” (1 word) is an example of a short-tail keyword, whereas “Digital marketing agency Bangkok” (4 words) is a long-tail keyword example for it.

When you are trying to drive a lot of traffic to your site, you should be using short- tail keywords as it helps you reach a wider range of audiences. But, if your site is “new” or you just started your search efforts, you are getting at the back of a very long time. 

Volume: Speaking of search volume, the shorter the keyword is, the higher the search volume. If you successfully rank for short-tail keywords, you’re definitely going to drive a lot of traffic to your site.

Competition: Given such a high search volume, it’s no doubt why everyone is trying to rank for short-tail keywords. The competition for short-tail keywords, therefore, is very high. 


Let’s assume that you own a marketing agency company and you try to rank for “marketing” short-tail keyword...

As you can see, there are a lot of sites showing up for this “marketing” search term. This means the competition is very high and it is very difficult for your company to rank high for this keyword.

Long-tail keywords:  A long-tail keyword, on the other hand, phrases containing more than 3 words. They are definitely a lot more targeted and not as broad. You won’t be able to bring in as much search traffic from this type of keywords, but the traffic you do bring in is the kind you are looking for. 

Volume: When it comes to search volume, you have to admit that the level of volume is going to be far less than short-tail keywords. However, if you are trying to drive the most relevant traffic to your site, this long-tail keyword will help you do just that. 

Competition:  When someone is looking for something specific to his/her needs, the search term tends to be more specific. As the searches are more specific, the competition intensity is going to be lower.


Short-tail vs Long-tail keywords: Which one is better?

At the end of the day, it is all about testing what works best for your business. Keep in mind that it is all about “Search Engine Optimization” as the name describes. While getting more traffic to your site is a great thing. But the point of you having a web business isn't only to get people to click to your site and walk away. The idea is to get them to spend some cash!

Is keyword research important to your business?

Of course, yes it is. Your keyword research is very important to your business. 

But to get the results you want, you have to do it properly. You can read more on how to write a blog that can drive traffic to your site

If you have any questions regarding the topic above or digital marketing, feel free to contact us