{"id":112776,"date":"2016-04-27T13:00:00","date_gmt":"2016-04-27T18:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/keyword-research-the-building-blocks-of-business\/"},"modified":"2024-12-21T05:53:59","modified_gmt":"2024-12-21T10:53:59","slug":"keyword-research-the-building-blocks-of-business","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/keyword-research-the-building-blocks-of-business\/","title":{"rendered":"Keyword Research: The Building Blocks of Business"},"content":{"rendered":"

Too many keywords, not enough action. It’s such a shame\u00a0seeing a company lost inside an Excel spreadsheet and not making the most of their keyword research.<\/p>\n

Keyword analysis, search demand analysis, SEO sorcery \u2013 call it what you want, but it\u2019s the research piece that looks at all the potential keywords that could drive visitors to your business. We use this research as the building blocks to create content strategies for website\u00a0copy, blogs, press releases, local advertising, social media, native ads, email, paid advertising, and press marketing activities.<\/p>\n

\"Keyword

Keyword Research: The Building Blocks of Business<\/p><\/div>\n

The Practical Value of Research<\/strong><\/h3>\n

There is no such thing as \u2018offline\u2019 anymore; keyword research even informs us of the potential product names our clients may use on the next product line or the keywords we may ask you to use for your next TV advert.<\/p>\n

We also use this information and tie it to a user experience:<\/p>\n

    \n
  • Ensuring that a focus on keywords doesn\u2019t muddle the content\u2019s focus<\/li>\n
  • Focusing on each segment of the potential customer base, from the top of the funnel to the end<\/li>\n
  • And measuring how far along they are in engaging with your recruitment or retainment strategy<\/li>\n<\/ul>\n

    Clients\u2019 expectations have really changed over the years, as has their knowledge and the expected or perceived value of this research. A greater focus on the customer journey funnel has made keyword research more important than ever, generating a need for content specifically focused on the needs of individuals at each stage of the funnel.<\/p>\n

    You can get a lot more than SEO and paid media opportunities out of keyword research. If you think about the entire user journey, you can use these building blocks to raise defences against the competitor landscape that steals existing and potential customers from you on a daily basis.<\/p>\n

    This is why we see an increasing number of business owners and venture capitalists using our services before buying a company, and global finance companies researching new markets before they dive in. Keyword research is not just a piece research for search marketing; it\u2019s an integrated part of the strategy of a business and its market place.<\/p>\n

     <\/p>\n

    Competitors and Keyword Research<\/strong><\/h3>\n
    \"Keyword

    Do your research \u2013 just like this guy!<\/p><\/div>\n

    Have you tried taking these keyword groups and identifying your market share of them? Do you know who these \u2018competitors\u2019 are?<\/p>\n

    Consider taking a group of relevant associated keywords. Identify the potential volume of searches for each keyword and score them by volume, identifying who ranks from 1 to 100 for each keyword. Run this exercise over perhaps 50 keywords, and you may have 150 potential people sharing your visibility for this one group of queries.<\/p>\n

    You\u2019ll then have a matrix of who owns which keywords, enabling you to create a plan to tackle how you may win those spaces, not only increasing your authoring and your SERP rankings but also sealing any leaks in your customer funnel.<\/p>\n

    It\u2019s important not to forget longer-tail keywords. After all, there\u2019s no point in analysing your customer journey funnel if you\u2019re not going to focus on those individuals nearing the end of the funnel, as well. Despite having a lower search volume, their intent is higher. Holistic keyword research is key if you want to get the best results out of your efforts.<\/p>\n

    You may identify \u2018authoritative\u2019 publishing websites that may have valuable organic visibility for keywords that you simply won\u2019t rank for without a considerable amount of time and effort. The opportunity is then to consider the other channels you can use to get visibility on these prominent websites:<\/p>\n

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    • Advertising\n
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      • Programmatic<\/li>\n
      • Native<\/li>\n
      • Display<\/li>\n<\/ul>\n<\/li>\n
      • Digital PR \/ Guest posts<\/li>\n<\/ul>\n

        So which of these options will help grow more conversions? The opportunity is based on a full service range of options to convert traffic.<\/p>\n

         <\/p>\n

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