Keyword Research
The process of discovering and analyzing search terms that people enter into search engines.
Definition
Keyword research is the foundation of SEO and content strategy. It involves identifying the words and phrases your target audience uses when searching for products, services, or information. This research helps businesses understand search demand, competition levels, and user intent, enabling them to create content that matches what people are actually looking for.
Why It Matters
Keyword research is the strategic foundation of all SEO and content marketing efforts. Without understanding what your audience is searching for, you're essentially creating content in the dark, hoping it reaches the right people.
Effective keyword research reveals not just search terms, but user intent and market opportunities. It helps businesses prioritize content creation, identify gaps competitors are missing, and align their marketing efforts with actual customer demand.
Examples in Practice
A fitness brand discovers "home workout no equipment" has 50,000 monthly searches with low competition, leading to a viral content series.
A B2B company finds that their technical jargon differs from how prospects actually search, prompting a website rewrite that doubles organic traffic.
An e-commerce store identifies seasonal keyword trends, allowing them to prepare content 3 months ahead of peak demand.