How can Keyword Research be Effective?
What is a keyword? A keyword is a word or phrase that consumers use when defining, searching for, and describing a product or service. Keywords often times are phrases that a consumer will type into Google or other search engines to figure out what exactly they are looking for.
For example, if a college student was in the process of looking for a laptop that fit their needs both for school and a job post graduation, they would possibly type things into search engines such as: “Best laptops for college students”, “Best laptop of 2019”, “Top selling laptops this year”. These keywords/phrases are then used to list the most popular items that fit that search inquiry.
Based on keywords/phrases that a consumer uses, search engines and websites can gather data on how far along a consumer is in their research process of that particular topic… Going back to the laptop example, if someone were to type in, “Best laptop of 2019”, Google can then use that in their research and data to better understand that this particular consumer probably is just starting to look for a laptop. It is clear that this consumer doesn’t even have a specific brand that they are focusing in on, so Google then can show that consumer multiple laptop brands, multiple sizes, with all different features. The consumer can look through this list that Google has just generated, and based off of the consumer’s clicks, time spent on each site, and their navigation patterns, it will then become more clear to the search engine AND to the consumer what it is that they might be looking for. The next search may be something along the lines of “Best Apple laptop”, which then narrows down the search tremendously from any brand of laptop, to one.
There are many tools that help in the keyword search process. Google Ads is a very popular tool that has a feature, Keyword Planner to help narrow down searches and help direct consumers. Keyword Planner is a tool that provides ideas for keywords, searches, and traffic estimates for websites. It allows keywords to be tracked, to see the amount of clicks a certain word receives. Clicks and impressions are important pieces of information when tracking keywords, to help companies and search engines understand what the consumers are exactly looking for, and how to get them from ‘point A’ to ‘point B’, and ending them at ‘point E’.