As many already know, keyword research is a vitally important part of a website’s viability and long-term success. At least, where search engines are concerned. While keyword research itself is important — just as important, if not more important, is knowing how to extract the right information while you’re researching a particular keyword or a keyword market. While you can know the importance of keyword research, and then act upon that knowledge, it is possible to use the keyword research data improperly, and actually end up hurting yourself, and your website.
Separating truth from fiction
For any keyword research tool that relies on real-time, or compiled, search queries, there is a real possibility that auto-generated queries are going to show up in those results. These “auto-generated queries” can skew the results of your keyword research, and may potentially give you false information. Now, these false positives, or even false results, won’t affect savvy keyword researchers, but they could hurt the new-to-the-game keyword researcher.
We don’t mean to alarm you here, though. Any such abnormalities, or “skewed results” generally present themselves as obscure, long-tail keywords anyway, but it’s important to know that just because a keyword research tool gives you some data, this doesn’t inherently mean that it’s accurate and that you should act on it.
Know what keyword research really is
One of the most basic misunderstandings of what keyword research is sometimes causes the most damage for website owners who perform their own keyword research services. Most keyword research tools offer a relative gauge of the search marketing landscape — keyword research results are not typically meant to be absolutes.
For many keyword tools, particularly the free keyword tools that are available online, they are meant to be used as comparison tools. By viewing keyword research this way, as a type of comparison tool, you will have a more accurate view of your keyword market, and it can help you to identify the best approach for your SEO and marketing campaigns. In other words, comparison keyword research is much more powerful, and accurate, than relying on the estimated search volume of a particular keyword alone.
Know the difference between “information” keywords and “buying” keywords
If you’re running a for-profit website, one of the most important aspects of your keyword research is that you work to target keywords that will bring in buyers, not just browsers. Sure, people looking for information sometimes will buy, but the foundation of your website’s search engine optimization and marketing keywords should be built to attract buyers.
If your website’s on-page optimization, and off-page marketing strategies, focus on “information-sharing” keywords and phrases, that is going to affect your conversions and overall profitability. While it’s important to incorporate excellent information on your website, and thus may necessitate a measure of information-focused keyphrases, just know that if you aspire to make money with your website, your keyword list should reflect this.
While keyword research is a necessary part of maintaining a successful website today, and many website owners would benefit from learning how to perform keyword research themselves, it’s important that you perform your keyword research properly. If you’re new to the game, you might want to consider hiring a keyword research service to help you out initially, so that you can see how it’s done, and you can hopefully pick up a few cues so that you avoid the dangers of improper keyword research yourself.