Aiming at a Moving Target
If you’ve ever played darts, you know it’s a lot easier to get a bullseye if the dart board is securely nailed to the wall. If someone was holding it in the air and running back and forth, it’d be difficult, if not impossible, to hit the target. You may just end up poking a few eyes out in the process.
Ranking for a particular term in a Google keyword search can often feel like you’re aiming at a moving target. Through keyword research and understanding Google search trends, equipping your website with the “right” keywords can be done. From there, updating website content and saturating it with those relevant keywords can be a game changer for your brand’s digital footprint.
Identifying Keywords that Work
We’ve already established that without proper keyword research, it’s like aiming at a moving target (and hoping search engines give you good rankings). But where do you start? Often times, marketing departments, business owners, or other brand advocates have a good idea of what users are searching to find their business online. However, sometimes being so close to the brand can actually hinder understanding true search trends.
Keyword research is all about understanding what your audience wants to find—being close to your business, you’ll likely start with a few keywords in mind. Through keyword research using tools like Moz, SEMrush, or Google Keyword Trends, you can build a more relevant, robust keyword glossary to guide and direct your content marketing efforts. With many of these tools, you’ll enter a base keyword like “coffee shop” and find several related terms and their search volumes. For example, if “coffee shop” was our seed keyword, we could add the following to the list from there:
- Coffee shops near me
- Best coffee
- Coffee bar
- Local coffee shops
- Coffee shops open late
- Cute coffee shops near me
You get the idea. Each of these additional keywords has a substantial search volume ranging from 5,000 to 180,000 searches per month! These new keywords and search trend insights can not only help you identify words you want to rank for, but can also serve as an idea generator in content marketing efforts.
From Keyword Research to Reality
With a solid list of SEO keywords in hand, (ideally ones that are high in search volume and extremely relevant to your brand), these can be integrated into your website’s SEO meta titles, meta descriptions, heading tags, and general website content. These SEO optimization techniques help to saturate your website with content that is relevant to current Google search trends.
Unlike pay-per-click marketing which assists in paid website traffic, these SEO keywords will assist with your brand’s organic traffic. This is one of the best ways to gain digital visibility through local SEO and expand your brand’s digital footprint.
Making the Most of Your SEO Efforts
You’ve done the work. Now how do you make the most of your keyword research to maximize your content marketing output? Consider implementing historical optimization as a tactic to save time and increase keyword rankings. You can also repurpose some of the same content for lead generation campaigns by creating infographics, whitepapers, or downloadable content.
Remember, keyword research is supposed to make your job easier, not more challenging. Though it takes time upfront, the reward is great. Our digital marketing team at Reusser has proficient knowledge and understanding when it comes to understand Google search trends, local SEO, and general search engine marketing techniques. For a paid discovery or help getting started with keyword research, contact our digital marketing team today to set up a meeting.