Why Keyword Research ?
Keyword research is essential for optimization, and if done the right way, you may even find some gold mines you can work with in your niche market.
First things first, I am going to tell you why you need to do it. It is actually quite simple- you need to know what your potential visitors/customers are looking for. You need to find the words and phrases that your potential customers use when they use a search engine. Of course there is more to it than that- you also want to know how much competition is there for those words, so you can estimate your chances of ranking well.
Let’s start by simply looking at what you already know about your site topic. You already know a lot about your current customers, but do you know what people are looking for on the Internet that you could possibly sell to them? It is a bit like fishing- you first have to know what kind of fish you want to catch, and the bait you need to use in order to catch them. The tools with which you catch the fish aren’t that important. At the end only the result counts —eating fish!
Keyword research is simply finding the right bait to draw your potential customers to your site. You already know some of the keywords people are searching for. You know your business and the terminology that comes with it and its importance.
This is where most web site owners, just like you, are making an incorrect assumption. The terminology used by you is most likely not what people are searching for. For example, you might think that “harden off” is what people are looking for, but in fact it is “how to get my indoor plants into my garden”. You know you have to “harden off” those plants before taking them outside, but you can also see that “harden off” is not included in the search.
People are looking for an answer to a problem they have. It is up to you to provide the answer to their questions. If you do, they will love you for it and hopefully do business with you.
By carrying out keyword research you will not only find the most profitable terms you want for a rank, but also the way your site should be structured/restructured. Another reason is that picking the right targeted keywords and optimizing those terms will improve your revenues. Whether you are selling digital products, information, or services such as landscape gardening.
An old study from Cornell University shows that the first result on the Google search’s result page will get more than 50 percent of the clicks. Second gets about 15 percent, and the third gels around 10 percent, the rest goes in smaller portions of max five percent and down to the other competitors.
This is why you want to make sure you are ranking higher than your competitors. It can also give you a traffic boost if you start ranking- number one for more specific searches instead of focusing on more generic terms. Ranking on generic terms such as “cars” is a lot more difficult to do than ranking for a more specific term such as “hybrid performance cars”.
Wouldn’t it be nice to have your site in the top three? Having your pages further down from the initial search results will give you a lot less traffic, and hence fewer potential customers. If you start ranking better in the search results, you also need to try and draw people to click on your site link. Once we get into the meta tags issue and how to write for better results, I will give you some pointers on how to do this. Keep those results in mind and think about your web site as we go into the hard labor of researching keywords for a landscape gardening site and of course, for your web site.
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