Why Keyword Research Is the Most Important Part of Digital Marketing

Why Keyword Research Is the Most Important Part of Digital Marketing

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Are keywords still important for search engine optimization (SEO)?

Do keywords even matter to Google anymore?

The short answer: Absolutely.

The longer answer: Keep reading.

Table of Contents

What are SEO Keywords?

SEO keywords range from singular words to complex phrases and are used in website copy to attract relevant, organic search traffic. However, keyword integration is just the start. When properly leveraged, targeted SEO keywords should be used to inspire all page content in order to satisfy searcher intent.

From a searcher’s perspective, keywords are the terms typed or spoken into a search engine. When effectively researched and optimized, keywords act as a conduit for your target audience to find the most appropriate content on your website.

Why are Keywords so Important to SEO?

We know keywords are alive and well, but why are they so critical to SEO?

Keywords are Clues

The importance of keywords in SEO is in part due to their importance outside of it.

Forget about keywords, rankings, traffic, or even your website for a minute.

If you knew your customers’ true feelings, how would you operate your business differently? How valuable would those insights be to you?

In his book, “Everybody Lies”, Seth Stephens-Davidowitz shares his findings of what search behavior tells about human psychology. When in a focus group, taking a survey or responding to something on Twitter, we all tend to let our answers be impacted by how others may perceive them.

What about when we’re searching? The combination of anonymity and immediate access to a wealth of information paves the way for an unadulterated look into what we truly want.

It’s data-driven truth serum.

At its core, keyword research is a powerful market research tool that can be leveraged in many different ways, not just informing website content. To get the most out of keywords, you have to look beyond the explicit, literal translation and also pick up on the implicit clues to gain the true intent of each keyword.


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