How a Business Can Use Keyword Research for SEO and Marketing Strategies

Do you want to know how your website can organically rise in a Google search query? Have your social media ads failed to increase web traffic? With over 200 million websites active on Google, how does your website land on page one of a search result?    

What if we told you there was an easier way to get customers to your site without having to shell out substantial amounts of money?

How? It starts with keyword research.

Keyword research is an important aspect of every business’ SEO strategy. It’s the undertaking of coming up with an extensive list of keywords you want your website to rank for. 

Without keyword research, your business could get lost in a Google search query, potentially falling into the scrolling hands of uninterested customers. 

Does this mean you should stuff your blog posts and pages with random keywords? 

Absolutely not! 

Google’s web crawlers will see right through this strategy. The effect? A decrease in your website’s domain rating - a metric that evaluates the strength of a website’s backlink profile and credibility.  

When searching for keywords, should you search for a word or a phrase? Honestly, you can’t go wrong with either, but to maximize your efforts, just make sure to gain extensive insight on your audience and competition as well.  

This is the time you put yourself in your customer’s shoes - what words or phrases would they use when searching for your product or service? What would make them want to click through to your landing page? 

To help you understand the importance of every little detail when it comes to finding keywords, here’s an example from a Keyword Tool blog post:

Let’s say you’re interested in putting your home up for rent as either an Airbnb or vacation spot. The initial keyword phrase that would come to mind as a customer when searching would be to search for a straightforward term, say, ‘vacation home,’ right? 

You might ask, will it matter if customers instead use the phrase ‘vacation house’ when searching - considering that the words home and house are often interchangeable? 

The answer is a resounding yes!

To back our claims, this was some of the data gathered. The phrase ‘vacation home’ was able to garner a search volume of 595,590, with 657 unique keywords.

On the other hand, the phrase ‘vacation house’ was only able to garner a search volume of 256,150, with 508 unique keywords.

From the aforementioned data, the first phrase, ‘vacation home’, more than doubled the search volume for a vacation house, indicating the great attention to detail needed when searching for a keyword. 

Simply put, the more relevant, high-volume keyword can make all the difference in giving you better web traffic. It will also increase credibility and even sales in comparison to your counterparts.

In this article, we’ll explain the importance of keyword research to your SEO and marketing strategies. We've also added a brief step-by-step guide you can use to help optimize your keyword research. 

Why is keyword research important?

Keyword research is the first step to a successful SEO strategy. Without it, you’ll exert all that effort of writing blog posts for nothing. It gives you insight into what your customers are actually searching for on Google.

This makes it easier to map out future ideas to land on page one of a search result. 

From a marketing perspective, keyword research is important for the following reasons:  

1. It helps you view things from a different angle

man thinking while on his laptop

When it comes to running a business, you can’t rely on a hunch or opinion. Most businesses tend to make the mistake of jumping the gun of promoting their brand without first assessing different metrics and achieving data.

Performing in-depth keyword research will give you an idea of what your customers are already looking for; solving the need of having to create a sales funnel or buyer persona.     

This also ensures your SEO and marketing strategies are aligned moving forward, making the content you create relevant and searchable.

2. It boosts your brand’s credibility

a laptop with different brands

If you want your business to be visible online, you’ll need to land on page one of a Google search result. Needless to say, less than 25% of people looking for something online make it past page one of a search result. A site that ranks high on Google is typically considered high-quality by search engines and users. 

When you take the time to write informative, relevant blog posts using high-volume keywords, you become credible in the eyes of a potential customer, turning you to an industry leader in your niche.   

3. It gives your business a competitive edge

woman trying to climb a ladder while reaching out her hand

The world has shifted to a more digitized economy. What this means for your business is, if you’re thinking of using an SEO strategy, your competitors may already be there or have given it some thought, making it difficult to consistently stay on page one of a search result even if you’ve had a head start on your competition. 

However, there’s no need to worry. You can even use this to your advantage. Once you find a keyword to make up your content, use competitive research or SEO tools to identify what your competitors are doing and not doing. Doing this can give users an overall better user experience that will compel them to return to your website.

Steps to optimizing your keyword research

a staircase where the top has a label of SEO

Whether you’re a beginner or a maestro in optimizing SEO, it can be difficult to generate meaningful keywords.

Why? The demand for customers change by the minute. But if you have a solid framework and you’ve clearly defined your business goals, you’ve already taken the first step in optimizing your keyword strategy. 

Here are three other steps any business can use when optimizing their keyword research strategy and questions to ponder at every step:

Step 1: Identify your company’s mission

  • What makes your company unique?
  • How will you make your company stand out?
  • What market are you trying to reach?

Step 2: Make a list of keywords based on your perspective

  • What kind of search terms could your customers be using?
  • Which of their problems can your brand solve?

Step 3: Research related terms from the keywords identified in Step 2

  • Are there any tools available to help you generate related keywords?
  • What is the search intent of your customers? Are they looking for information on a particular topic? Are they on the verge of making a purchase? Or are they searching for a brand they can trust?


Whether your business sets the goal of trying to gain credibility, sales, or web traffic, researching relevant, high-volume keywords should be the first task on your agenda. 


As you’ve probably already learned from reading this article, keyword research gives your business an edge in the following areas:

  • A benchmark for your business to know what potential customers are in the market for online 
  • Maximize your business’ visibility on a search engine by choosing the right keywords
  • Boost your brand credibility by providing relevant information and a user-friendly experience

If you want to read more on how you can further boost your SEO, here’s an insightful article on how blogs (and vlogs) can also help increase your website traffic. 

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