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Bite-Sized Marketing: What is Keyword Research?

August 02, 2019

Keywords are the terms people enter in search engines (like Google) that lead them to a specific place, product, or service. Keyword research refers to the process of discovering which words are being searched for and optimizing your content around them. Essentially, keyword research and optimization make it easier for your customers or target audience to find you.

One reason keyword research is so important is that there’s a big difference between what you think you should rank for and what your desired audience is actually searching. For instance, you may want to rank for the term “global recruitment firm,” but if your audience is only searching for “local hiring agency,” they will never find you. As Moz puts it, “You may have a way of describing what you do, but how does your audience search for the product, service, or information you provide?” Keywords may surprise you! You may not think about a certain word as a keyword, but, if the search volume is there, people are indeed searching for it. 

How Cosmitto Handles Keyword Research

Our process of keyword research and search engine optimization (SEO) is simple for clients to partake in. After the kick-off call, we take several days to complete an original keyword research analysis -- identifying which keywords you currently rank for, as well as what your direct competitors are ranking for. Among other things, we choose terms based on local and national search volume (high, medium, or low). Your final list of terms, which will come to you for feedback, will be personalized based on your company’s unique goals. 

Our goal is to accurately represent your brand and voice while staying relevant to your target audience. We look at your current on-page copy, meta descriptions, and title tags and will recommend new text based on our research. However, the research is useless if it’s never implemented!

Ongoing Keyword Research

Keyword research and SEO isn’t a one-and-done task. New companies are forming all the time, and old ones are growing. So, regular monitoring of your list of keywords for competition and new opportunities is crucial. That’s why we send you quarterly reports on SEO health and make changes as needed as part of our SEO packages. Ongoing research and implementation may be the difference between a customer finding you or them finding your biggest competitor. 

Keyword research and SEO health monitoring is a big project, but our SEO specialists are here to do the hard work for you! Contact us today to get your keyword strategy in line with your company’s marketing goals.

One reason keyword research is so important is that there’s a big difference between what you think you should rank for and what your desired audience is actually searching.

Ashleigh Bowling

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