In the early days of online marketing, keyword research was straightforward.
Businesses would find popular words and use them a lot in their content, hoping to get noticed by search engines.
But as time went on, search engines like Google became smarter.
They started to focus on the quality of content and how relevant it was to what people were searching for. This meant that businesses had to change their approach.
Now, keyword research is about understanding what people really want when they search.
For example, if someone searches for "best running shoes," are they looking to buy a pair, or are they looking for reviews? By understanding this, businesses can create content that truly helps and attracts their audience.
With new technologies like voice search, this has become even more important. People are now asking full questions, and they expect clear answers.
For businesses in Australia, there's an added challenge.
They need to make sure their content is relevant to the local audience. It’s not just about SEO for Tradies or ensuring Websites for Tradies are optimised, but also about using terms that Australians recognise and presenting prices in AUD.
As we go further into this overview, we'll look at how keyword research has evolved and how businesses can adapt.
Steps to Effective Keyword Research
Keyword research is a vital step in digital marketing, acting as a bridge between businesses and their online audience.
It begins with identifying basic terms, known as seed keywords, that describe a business's offerings—like "running shoes" for a shoe retailer. To enhance this foundation, it's beneficial to study competitors, understanding which keywords they prioritise.