Why Keywords are Important in SEO Content!

Summary of Discussion 2: Why Keywords are Important in SEO Content!
Richard
i really needed to understand why keyword is so important
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Nathan
It literally is what people search. If you pick a keyword that has zero searches you will get zero traffic and thus zero business from it.
Not to mention going in deeper into conversion but I think that conversation is way beyond this post.
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Dolman
Basic economics.
Keywords = demand. Content = supply.
Write content to satisfy demand.
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Sourav
Whatever people types to get information via search engine that's called keyword. It's important for those who wants to get those people in their website. Can't ignore.
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Richard ✍️ » Sourav
ok so if I'm in the ecommerce/products so if user keyword is buckets for sales would my ecommerce website pops up
Sourav » Shavonn
it's a big game. If you have competitors you can't get the result without optimization. And ofcourse there is a possibility of showing that popup. Better you can apply for some online SEO courses. Otherwise you can follow Ahrefs, backlinko, Neil Patel, Oberlo. They are on YouTube. So many things to learn.
Richard ✍️ » Sourav
what's optimization, what must do a publisher to attract customer to there website concerning keyword?
Sourav » Shavonn
as I said you need to join an SEO course. It's vast. It's quite tough to understand through such comments.
Richard ✍️ » Sourav
I'm learning an my own e.g.the best high ranking website and the Google search engines will popup when customers are looking for certain kind of product/info am i right?
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Steve
Do you go shopping?
What do you write on your shopping list?
Imagine a shopping list that is blank with zero words on it, what are you shopping for?
Or imagine your shopping list has just one word on it… STUFF.
Joshua
You sound like my customers
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Mew 👑
This comment had me cracking up.
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Joshua
I'm not even joking. I just had a C-level meeting and apparently, these captains of industry couldn't understand that you need content that is targeted to the words people search for in order to rank for those keywords. I was told I need to "do a better job of summarizing your requirements." @#$%^&*()! I need content about these keywords! Find someone to write it!
Mew 👑
Joshua
– I understand your sentiments lol. It all comes down to trust. They either trust you to do your job or not. Explanations kill a lot of work for us because people begin to think it's more complicated than it is, so our major selling point always revolves around our ability to provide exceptional service and trust.
Joshua
Don't lecture me about trust, Jackson.

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Read another article: Unique Keyword Research
Summary of Discussion 1: Why Keywords are Important in SEO Content!
Kim
I hate keyword research! I usually use the company's services and/or products for the keywords. And then I go to google and start googling to find longer tail keywords and ideas. Can someone explain to me the importance of these long drawn out methods?
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Vincent
I love keyword research! 🤓 For less authoritative/new sites it's easier to rank for long tail keywords, so that's why you want to find them around the more general keywords you want to rank for.
Mew 👑
Kim
A lot of the times the service pages only paint part of the picture of what people are searching for and more importantly, everything you can rank for.
Let's take the niche of Auto Body Repair for this example. I'm actually not too familiar with this niche so I have no idea what services people are searching for the most part and how they can be silod/siloed into service pages.
If I jump over to Google, I can see that the number one competitors services are:
Major Collision Repair
Minor Paint Repair
Fleet Maintenance Repair
But are these the best words to use in my area? Let's go find out…
Upon a keyword search in Google, they all get 0 searches in Tucson, AZ. Well, now we know this website is totally off the mark, even if they are #3 organically and we can begin deducing what keywords actually get searches.
So where do we find that information since Google says 0? We head directly to Google organic search and begin the dreaded task of keyword research.
Step 1: Plug in "Major Collision Repair", see that all recommended search results are branded and not keywords.
Step 2: Critically think about being in the customers shoes and ask yourself, "What would I search?"…Aha! Car Collision Repair Service, or Auto Body Repair!
Step 3: Head back to Google keyword planner and search for "Car Collision Repair", "Auto Body Repair", "Auto Collision repair"
Now we got some results!
Auto Body Shop – 260 Searches
Body Shop Near Me – 210 Searches
Collision Repair – 110 Searches
Auto Body Repair – 70 Searches
Now we can begin to build an understanding of what people are searching and how the services the company you're working with provides the solution to that service.
So, if we take a look at the KW list above, the main home page should attempt to rank for "Auto Body Shop" as their main entity, for two reasons.
1. Auto Body Shop gets the most searches
2. All the services provided by the shop technically fall under what an Auto Body Shop Does, being Major Collision Repair, Minor Paint Repair and Fleet Maintenance Repair.
Now let's pivot back to the first service being Major Collision Repair. Do we think this is the best choice of words to:
1. Let our users know what the service is.
2. Let Google know what we're attempting to communicate to it's algorithms through this page.
Almost…
If we changed "Major Collision Repair" to "Auto Collision Repair" you get Auto + Collision Repair, which is the entity plus noun plus the service. This creates a better understanding for what type of collision repair you do, other than "Major" as that is an adjective and not a noun.
Plus, in addition, what we did is we just combined one of the secondary services and major keyword terms of Collision Repair with the noun and can now focus on that keyword for our service page as an Auto Body Shop that PREFORMS the SERVICE of Auto Collision Repairs.
Rinse and repeat for all services 🙂
I hope this was informative and makes sense.
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Kim ✍️
Very good! That's basically what I do. Good to know. I never knew if I was doing it correct, especially after hearing people taking 2-3 hours of research on Keywords. But, what do you do when you have a client wanting to rank for more detailed keyword, like Honda repair. What do you do then? Basically, do you choose the keywords or do you let the client choose the keywords?
Mew 👑
Kim
– I let the client give me direction and I refine it.
If a client told me they wanted to Rank for "Honda Repair" I would ask them if they want to rank for all car repairs, or just a few.
I would then figure out how to silo out the phrases and keywords topically.
For example, I have a European import car client who only services four cars.
Under Service, we have:
Services
Volvo Auto Repair
BMW Auto Repair
Audi Auto Repair
I researched these keywords as prior they had "Volvo Repairs" but "Volvo Auto Repairs" was more applicable as Volvo makes a few different products – and it got more searches anyways as that Keyword per Google Trends/KW Planner.
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Mike » Mew 👑
beautifully stated

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Dolman
Keyword research is more than just uncovering the words people search in Google.
By researching the words people use when they're looking for something, you can better understand and appreciate the people searching, who they identify as, and the underlying needs, wants, desires, issues, concerns and problems motivating them.
Armed with this information, your keyword research can inform all of your marketing, content, SEO, advertising campaigns.
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Mew 👑
Excellent points! I agree with this and I will add….
Customer Surveys are also the optimal way to understand which part of the funnel your keywords falls into, based on buyer intent.
There's a huge difference between: Plumber + City and 24/7 + Emergency Plumber + Near Me.
A lot can be gleaned from your customers if done correctly for marketing as a whole.
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Dolman » Mew 👑
I would actually argue that keyword research can replace much of the need for a traditional customer or market survey, but completely agree that understanding which part of the funnel the keyword belongs to is critical to the process of determining which type of content, marketing, or advertising assets are needed to satisfy the search intent of the keyword cluster its meant to address.
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Mew 👑
Dolman
– In the spirit of good debate, do you have a keyword planner that actually provides information on direct search queries?
For example, when I run Google Ads to my home page for a plumber, the main phrase people are searching is not "Tucson Plumber", which is what keyword planners show. It is variations WITH Tucson Plumber in it, mostly being:
Who is the best Tucson Plumber?
Tucson Plumbers 24/7
Emergency Tucson Plumbers
Tucson Plumbers Who Are Cheap
My assertion is that KW planners aren't accurate and don't actually give you the most commonly used phraseology of your clients, but more so a broad match understanding, and the only way I'm able to obtain that is via paid ads through actual "search terms" and customer surveys. When I use the keywords above they come back 0-10 searches/mo and I know from market research that is 1000% incorrect based on the other two methods mentioned above.
Any thoughts?
Dolman » Mew 👑
Yes, from the perspective of data accuracy (search volume, competition, keyword difficulty, etc.), all keyword planners fall short of the mark, but that's not their greatest asset, IMHO.
IMHO, the ultimate goal of keyword and niche research is to uncover all of the different ways people search for something and organize them into groups of common needs, wants, desires, etc.
As such, most keyword tools and planners can help you uncover all of the search terms and underlying patterns surrounding them quite adequately when you understand who is searching and their motivations.
Many times, people won't add the name of the city to their search query, yet their underlying needs, wants, desires, issues, concerns, or problems would be similar to those who do.
As such, using the name of a city as a seed keyword to begin your keyword research can limit the breadth and depth of your research, excluding many of the actual searches people enter in the process.
To combat this, you can find many of the actual keywords people search by removing the name of the city when building your keyword list and then adding it back as a modifier term after you've found all of the different segments of search demand.
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Mew 👑
Dolman
– I like the way you think!
I guess in my head I naturally do this, and others do as well but wasn't aware or cognizant of the process. I then use consumer data of search to affirm my own processes and site structure to make sure I hit the mark for the client.
Excellent break down! I appreciate you taking the time to outline this for the people here. It's important for people to understand the methodology and philosophy of keywords as it relates to needs, wants and desires, rather than as a function of an algorithm.
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Dolman
While it would be nice to know keyword A gets X searches and to be able to trust that data to be quite accurate, I find it much more important to understand what is being searched and how many different keyword modifiers are being used to search for essentially the same thing than to have reliable and accurate search volume, competitor, or keyword difficulty metrics displayed or calculated by such tools.
Dolman » Mew 👑
Welcome. Happy to help.
They are called KEY-words for a reason.
They are just the key words people use to signal their true intents.
The job of the marketer or business owner is to uncover what's really behind the key words themselves and provide the marketing, content, and advertising assets to satisfy them.

Phil
I quite like keyword research. I like uncovering the hierarchy of information and clustering terms to ensure full topic coverage (exceptionally important today)
I also ask customers to rate the business benefit from 1-5 of each and multiply that by the keyword (estimated) volume to allow us a way to prioritize efforts .. although it's important to take other things into account when determining order too.

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Read another article: 4 Common Mistakes I See People Make in Doing Keyword Research for SEO

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