Why is keyword research important in SEO?

The first reason is that it gives you insight into what people are searching for. This allows you to center your content around these keywords, which then drives traffic to your website.

Another reason is that it helps you target your audience. This is important because if your content doesn’t align with their intent, it will not convert them into customers.

This is why you need to be careful with your keyword choices, which can affect both paid and organic search marketing. For example, if you choose too many low-volume keywords, your ads are unlikely to get any traction and could end up costing you more than they’re worth.

Likewise, if you choose too many high-volume keywords, you may not be getting any leads at all. The results of this could be that your ad budget is going to waste and your website will not rank well in the search engines.

User Intent

Having the right balance of high and low-volume keywords is important for both organic and paid search campaigns. The more high-volume keywords you have, the more likely you are to deliver ‘browsing’ traffic at the top of the sales funnel.

The more high-volume keywords you have, however, the less likely you are to find a match with your content and your audience. This can lead to keyword cannibalization, which can be very frustrating. To avoid this, use keyword tools such as Google Suggest to unearth long-tail keywords that are relevant to your website.