Keyword Research
Definition
Identifying search terms to optimize content for higher rankings in search engines.
Example Use Case
A blogger uses Google Keyword Planner to find low-competition keywords for new articles.
Keyword research is the process of finding out what your audience actually types into a search box, so that content can be written to meet a demand that already exists rather than one you assumed.
The essential discipline is judging intent alongside volume. A high-volume phrase is worthless if it is used by people looking for something you do not offer, and a low-volume phrase can be the most valuable page on the site if those few searchers are ready to buy. Intent also determines the format: a question needs an answer, a comparison needs a table, a purchase query needs a product.
It is a continuous activity rather than a one-off exercise. Search behaviour shifts, and the most reliable sources of new terms are often your own data — internal site search, the queries already bringing impressions, and the questions customers ask directly. See long-tail keywords and keyword cannibalization.
