Many digital marketing practices are more highly rated than SEO, but that doesn’t mean that keyword research is less important. It’s the foundation of all of these other practices. Why is that?

Well, think about it. If you want to create content, you need to know what people are searching for. You can’t just make up a topic and hope that people will find it. You need to do your research and figure out what people are interested in.

And the same is true for other digital marketing practices. If you want to create a Facebook ad, you need to target a specific audience. If you want to increase conversions on your website, you need to know what your customers are looking for.

Keyword research is the foundation of these practices because it gives you the insights you need to target your audience and create content that they will be interested in.

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What Are Keywords?

Keywords are the essence of the topic of any business.

What is your target? What phrases do you think people will type to find your product or service?

But it’s not just about guessing what people might type into Google. You need to figure out what people are typing into Google. That’s where keyword research comes in.

Why Is Keyword Research Important?

As we mentioned earlier, keyword research is important because it gives you insights into what people are interested in. And when you know what people are interested in, you can create content and other digital marketing practices that target those interests.

Types Of Keywords

Keywords are defined on various grounds. Keywords can be classified based on their length and resemblance with the target campaigns.

Broad Match Keywords

Broad match keywords are the keywords that you target with your campaigns. They are general and can match a variety of searches. For example, the keyword ‘tennis’ could target a broad match campaign.

Phrase Match Keywords

Phrase match keywords are more specific than broad match keywords. They include the exact phrase that the user searched. For example, the keyword ‘buy tennis racket’ would be targeted with a phrase match campaign.

Exact Match Keywords

Exact match keywords are the most specific type of keyword and include only the exact terms searched by the user. For example, the keyword ‘red tennis racket’ would target an exact match campaign.

Short-Tail Keywords

These are general keywords that have higher search volume. But, they are usually less targeted and more difficult to rank for. For example, the keyword ‘tennis’ would be a short tail keyword.

Long-Tail Keywords

These are specific keywords that have a lower search volume. But, they are more targeted as they have more potential to rank your website on top of Google. For example, the keyword ‘buy red tennis racket’ would be a long-tail keyword.

Why Keyowrd research is important for Digital Marketing and SEO

Why Is Keyword Research Important In SEO And Digital Marketing Strategy?

Keyword research is one of the most important aspects of any digital marketing campaign. By doing your research and targeting the right keywords, you can create content and practices that resonate with your audience and improve your results.

Reasons Why Should You Adopt Keyword Research Practice?

There are a variety of reasons why keyword research is important in search engine optimization and digital marketing:

1. Keywords help you understand your audience.

2. Keywords help you target your audience.

3. Keywords help you create content that resonates with your audience.

4. Keywords help you improve your website’s ranking on search engines.

5. Keywords help you improve your results from digital marketing campaigns.

Digital Marketing Strategies

Keyword Research is an essential part of most digital marketing strategies.

1. Search Engine Optimization (SEO)

2. Pay-Per-Click (PPC) advertising

3. Social Media Marketing (SMM)

4. Affiliate Marketing

5. Email Marketing

6. Content Marketing

7. Inbound Marketing

8. Web Design & Development

9. Online Reputation Management (ORM)

10. Mobile Marketing

There you have it – the basics of keyword research!

Constituents Of Keyword Research

Now that we’ve covered the what, why, and how of keyword research, let’s take a look at the key components that make up this essential practice:

1. Identifying Potential Keywords

The first step in any keyword research process is identifying potential keywords that you could target with your campaigns. This can be done in various ways, including using Google AdWords Keyword Planner, competitor analysis, search engine trends, and more.

2. Analyzing Keyword Data

Once you have identified a list of potential keywords, the next step is to analyze that data to determine which keywords are worth targeting. This includes looking at things like search volume, competition, and relevance.

3. Selecting Target Keywords

Once you have analyzed your data, the next step is to select which keywords you want to target with your campaigns. It includes targeting different keywords for different campaigns and using different match types.

4. Creating Content Around Your Targeted Keywords

The final step in the keyword research process is to create content around your targeted keywords. It includes creating blog posts, articles, landing pages, etc., that focus on those specific keywords.

Keyword Research Tools

Top 3 Keyword Research Tools

There are a variety of different keyword research tools available, but the three that we would recommend are:

1. Google AdWords Keyword Planner



Keyword Planner

Keyword Planner is a free tool from Google that allows you to research keywords and see their search volume, competition, and more.


Semrush is a paid tool that allows you to research competitor websites and see their top keywords, traffic data, and more.


Ahrefs is another paid tool that allows you to research competitor websites and see their top keywords, backlinks, etc.

Keep in mind that there are many other great keyword research tools available, so feel free to experiment and find the ones that work best for you.

Need Advice?

Now that you understand what keywords are and why they are important in SEO and digital marketing, it’s time to start doing your own research! Use the tips in this article to get started and see how targeting the right keywords can help improve your results.

If you need any advice regarding the bespoke content marketing strategy or renew your existing strategy, please feel free to contact us.

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