Keyword research is one of the most important steps in any SEO campaign, regardless of what kind of business you have. It helps you identify what keywords people are searching for and determine the best way to optimize your website for those terms. It also gives you ideas for topics for content development or link building campaigns.

User intent is a very important metric in keyword research, and it’s one that you can get really good at using tools like Moz. It tells you the exact intention of a searcher, which is critical to knowing how to create content that aligns with their needs.

Another metric to keep an eye on is search volume. This is a great way to figure out whether the keywords you’re targeting are popular and worth your time.

The next metric to look at is traffic potential, which helps you see how much you could potentially gain from ranking for those keywords. This metric is important because it takes into account how often those keywords are searched and how difficult it would be to rank for them.

You can then prioritize your list and decide where you’d like to invest your time and resources first. Depending on the circumstances of your company, you may want to focus on high-volume, low-difficulty keywords that can generate traffic fast or you might want to focus on keywords with more business potential and less competition, which will require a more substantial investment.