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Inbound Marketing Blog

    6 Benefits of Keyword Analysis

    Posted by Isaiah Adams

    Top Reasons Why Keywords Count

    Keyword analysis should be the first step in any marketing campaign. If you don’t know what’s important to your audience, how do expect to make them happy? The use of keywords also has significant impact on organic page rank in search engines. 75% of internet users never scroll past the first page of search results; therefore the utilization of keyword analysis is vital in acquiring and maintaining the attention of your audience. Not only does keyword analysis affect search ranking but it offers many benefits to those who practice it faithfully. To stress this point, here are six quick benefits of effective keyword analysis:

    1. Engaged Audience

    The starting ground for producing relevant content is understanding what keywords are driving traffic to your site. Find out what your audience is interested in, and write engaging content around it. A Hubspot study shows that companies that blog have 55% more visitors and 97% more inbound links.  The two things to ask yourself when you’re creating content for your audience are; does this add value and is it fresh? Meaningful and fascinating content will engage your community and keep them coming back for more.

    2. Increase conversion

    Not only will relevant content attract visitors but it will attract qualified traffic. If the content you provide is meaningful to those who view it, it will lead to a higher conversion rate. A recent study on the ROI of Email Relevance by Jupiter Research found that engaging your audience in more relevant communications can increase net profits on average 18 times more than broadcast mailings. Are you answering the right questions?

    3. Eye Trends

    Keyword analysis can offer you insights into marketing trends and consumer behavior. Know what’s important and popular to your audience and use this information to stay relevant. Trends are constantly changing and can become an opportunity for your business if you’re an early adaptor.

    4. Prioritize Your Time

    Identifying which keywords are ultimately improving your bottom line should affect where you spend your time. Are you spending your time creating content on the most important keywords? Utilize keywords that are generating success and don’t waste your time on keywords that aren’t; it can have a significant impact on your ROI.

    5. Find New Markets

    Use keyword analysis to expand your long tail efforts and discover more specific keyword queries and corresponding warm leads. These long tail keyword phrases may have a lower search volume but they’re easier to break into. Long tail search is the most popular type of search. According to SEOmoz, long tail search comprises 70% of search traffic. Effective keyword analysis should be viewed as a search for the low-hanging fruit; the high-potential keywords that can help you rank high among phrases that matter. This low hanging fruit can help you break into new markets and strengthen your overall visibility.

    6. Higher Organic Search Ranking

    Once you’ve identified your optimal keywords, placing them in the right location can have a dramatic effect on your organic search ranking. Specific keyword placement in your page title, name of root domain, anchor text, alt text, and URL can improve your site’s crawlability in search engines. Your organic search rank is important to your long-term success. According to PPC.org, 77% of searchers click on organic links over paid ads. If you rely strictly on paid ads, you run the risk of losing a large portion of your traffic if you stop paying.

    Don’t waste time guessing what your audience wants, when you can easily and efficiently conduct a keyword analysis. Use this step as a building block to help streamline your marketing campaign around a consistent theme or audience. Once you’ve taken this step, you’re prime to reap the long-term benefits.


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    Topics: SEO