Whether you provide iPad screen repair services or sell enterprise-grade industrial equipment, ensuring that you have a strong search engine presence isn’t just good strategy — on today’s digital business landscape, it’s an essential priority.
What’s more, the foundation of your SEO profile is keywords. Get them right, and your business will show up at the right time for the right prospects. Get them wrong, and it frankly doesn’t matter how great your products and services are. You’ll be the best kept secret in your marketplace, and less-capable competitors will, as the old saying goes, eat your lunch…and probably your breakfast and dinner as well.
Fortunately, market research makes SEO keyword research simpler, faster, more affordable, and far less risky and experimental. Here are the three reasons why:
- It Helps Focus and Refine Your Keyword Themes
These days, Google (et al) are less interested in specific keywords, and more interested in keyword themes. Why? Because they believe (in most cases, with good reason) that the most visitor-centric websites provide useful, relevant information that organically creates a strong keyword profile.
In simpler terms: instead of identifying specific keywords and building content around them, Google wants businesses to ask themselves “what do our visitors want to know?”, and then use the answer to create relevant content; the by-product of which will invariably be strong SEO rankings.
Market research helps you identify these themes, so that when Google reviews and evaluates the totality of your keyword profile – online and especially offline – it will conclude that, yes, you are indeed worthy of ranking high for relevant keywords.
- It Helps You Discover WHY – not just WHAT
One of the biggest mistakes that businesses make when they play the SEO game, is they think that search is enough to get them sales. This typically isn’t the case. When it works right, search will generate website traffic. But then it’s up to content to take the ball and run towards the end zone.
Market research helps you go beyond what prospects are searching for, so that you can understand their motivations and mindsets; ultimately so that the content you provide targets their needs, fosters a relationship, and pushes them forward on the buyer’s journey.
- It Helps You See What’s Coming Down the Pipeline
SEO isn’t a short-term tactic; it’s a long-term strategy. That’s why Google rewards websites that have been around for awhile, and have a track record of publishing quality, relevant content. As a result, it typically takes several months or even over a year for a website (technically, a web page) to rank for a certain keyword; especially if competition is fierce.
Market research helps you get a sense of what’s coming down the pipeline, so that you can start positioning your SEO profile well ahead of your competition. For example, if your business provides security monitoring solutions, and market research indicates that within the next two years in your marketplace there’s going to be an influx of seniors living with their adult children, you can start aiming for relevant keywords (and keyword themes) now to target this opportunity. By the time your competitors take notice, you’ll be ranking high for a range of coveted keywords.
A Final Word
Market research is vital for keyword research – but it’s not going to deliver results and ROI if you don’t know exactly what you’re doing at every step of the process. You’ll waste time and money, and instead of ranking higher you’ll fall behind the competition. If you don’t have the in-house resources, technology and expertise, make sure you partner with a credible and experienced market research agency. It makes all the difference.