Search Engine Optimization

Keyword Research and its Impact on Website Ranking

Keyword research is crucial to your website’s success. It entails looking for and analyzing terms people often use in search queries. Indeed keyword-optimized content is a must-have for good rankings on search engines.

Studies show that 92.96% of internet traffic comes from Google. 68% of online interactions start on search engines. Hence, the popularity of your website will depend on your keywords. 60.67 of searches are due to 0.16% of popular keywords.

So, let’s get to know better about keyword research and how link building services leverage this strategy to positively impact website rankings.

Keyword Research as an SEO Strategy

Keyword research is a process of query and fine-tuning. It helps identify words or phrases relevant to your business. Further, you get to know what resonates with target audiences.

Think about your typical browsing behavior. You log into the search engines with an idea of a query you want to run. In the query are specific words you know will give you the result you need. So, as a brand, you must have insights into these words/phrases as it applies to your offering.

So, how does keyword research impact your website ranking?

1. Keyword Research for Quality Link Building

Link building is a powerful SEO strategy. Getting other websites to link to yours is a sign to the search engines that you are trustworthy. Further, quality link building is effective for showcasing industry authority.

Talk to any SEO link building service providers, and they will tell you one thing. Link building needs skill, experience, and perseverance. It goes beyond great content or industry knowledge. You must identify the right keywords if you hope to reach the target audiences.

Most SEO link building services have built-in keyword research tools. You can use these resources to identify related words relevant to your industry.

Outsourcing link-building to a good link-building agency will help find the right keywords. Keyword research is critical in link building in the following ways.

  • Anchor text generation: Keywords are critical when coming up with rankable anchor texts. Remember, the aim is to get high impressions with your word choice. So, use a variation of the keywords in the primary and secondary anchor texts for better rankings.
  • Content generation: Keywords are critical components in the content you generate. Start with a good understanding of the searcher’s intent. The intent could be to search for information, transactions, investigation, or more. So, blog posts with relevant keywords would be fantastic for blog pages. Commercial navigation or investigation can include keywords specific to product comparisons. Also, make keywords part of titles, meta descriptions, and meta titles for better ranking.

Keyword research and organic link-building are at the forefront of digital marketing. Knowing your keywords helps you understand your brand and business better. Getting the right backlink services puts your content before the right audience.

2. Website Optimization with Keyword Research

Search engines only rank your website if they understand your business. Targeted keywords mean search engines can rank you for those specific words. For blogging and outreach, using the right keywords will drive traffic to your site.

Website optimization is critical if you want better visibility for your website. One of the first steps you must take is to research the target audience. You need to know what words/phrases they use when looking for products and services. It also helps to know how often they use these keywords, whether monthly or annually.

After that comes prioritizing the keywords you want to rank for. Remember to attach relevance between the keywords and your products or services.

Then comes creating keyword-focused content and pages. Strategies, such as white hat link-building services can help you create keyword-focused content. Remember, the result should be about getting positive rankings on search engines.

Does your site rank well for specific keywords but still needs to pull in the crowds? You need ‘good’ keywords. So what are ‘good’ keywords? Good keywords yield the highest amount of queries on search engine pages.

What is the point in occupying the top spot for search words used only a few times? Keyword research is vital in sifting through what users are searching for.

3. Better Rankings with High Search Volume Keywords

High search volume is the universal ranking of keywords by average monthly volume or AMV. Average monthly volumes query how many people search for a particular term. As a practical case study, let’s use an example of a site that offers pet training.

A site may rank well for the keyword ‘training pets’, which receives 200 searches a month. Compare this to the term ‘pet training,’ which receives thousands of monthly searches. The importance of keyword research becomes clear.

The more people search for a particular term, the more your site gets visibility and ranks well. Search terms with high volumes are the key to increasing website traffic.

When researching keywords, it is important to understand that competition exists. Search engines measure the number of users for each keyword or phrase. These metrics track search networks and specific locations.

The ratings are low, medium, or high. This information gives you a good sign of how much keyword competition exists.

Getting keyword competition data allows you to adjust. The number of sites targeting specific keywords will guide your selection process.

4. Improve Rankings by Assessing Keyword Difficulty

While looking at the competition of a keyword is useful, a quick idea of the competition is only half the picture. Targeting keywords with high competition reduces the chances of your site ranking well. Using keywords that make ranking next to impossible would be pointless.

Some keyword or SEO difficulty factors are

  • Trust and authority. A major search ranking indicator is the trust and topical authority your domain has.
  • Quality link building. The number and, beyond that, the quality of external links coming to your site. We recommend using a link-building service or link-building tool.
  • Social media shares. This refers to the number of shares for the URL targeting the same keyword across social media sites.

During keyword research, it pays to stay away from over-competition. Avoid keywords used by high-domain sites that receive a lot of traffic. Keywords targeted by sites like Wikipedia, Facebook, or Amazon are hard to rank.

5. Keyword Research for Content Marketing

You may have heard about the importance of good content in digital marketing. Indeed, this is one of the most powerful tools to increase website traffic. But you can drive up your efforts a notch higher through keyword research.

It starts, as is the case with any marketing strategy, by understanding your audiences. It also doesn’t hurt to take time to create a buyer persona. With such clarity, it becomes easier to know what search words or phrases they will use. Take time to list them down to make your work easier.

Remember, you have tons of keyword research tools you can use. You will get more keywords or associated terms that are likely to bring website traffic. And that includes long-tail keywords that will help in content creation.

Please note that short-tail keywords present more difficulty in ranking. Short or head keywords contain one or two words. Head keywords have the highest number of searches and, as you can imagine, are the most difficult to rank.

As a solution, we recommend the use of long-tail keywords. These are phrases rather than keywords and contain three or more words. Don’t let the fact that they contain more words fool you. Long tail keywords are more specific and beneficial in the grander scheme.

Long tail keywords tend to have less competition and are better for targeting. Ensure they are specific to targeted search terms. Keeping long-tail keywords specific increases your chances of driving traffic to your site.

Then comes the part of generating content with a keyword focus. The advantage you have at this point is you already have a list of high-ranking keywords. Don’t dismiss low-ranking ones. Such have less competition around them, as we already shared.

6. Keyword Research to Outdo Competitors

Knowing how competitive the search terms are is also crucial. That entails looking at what competitors use in their content. You heard that right. With keyword research, there is nothing unethical about checking what others are doing. Further, you get clarity on the keywords and people they’re targeting.

Knowing what keywords your competitors use gives you valuable insight. Keywords are a giveaway on what content they are building. This insight can guide your approach and strategy.

But, please do not fall into the trap of copying/pasting their content. Rather, use the knowledge you have gained to create better content for your website.

Final Thoughts

Keyword research isn’t only about finding words your audience use when searching for content. It is also about finding quality keywords that will have a positive impact on your site.

Your keywords need to bring in more traffic or convert more people. That will have a direct impact on your ranking on search engines. If that isn’t happening, it might be time to conduct keyword research. As we shared, don’t exclude long-tail keywords. They may be a vital tool for unlocking your keyword research success.

Keyword research is important, but so is optimizing content. Indeed, your SEO link-building service providers use this as a powerful arsenal in their craft.

All the best in your keyword and SEO efforts!


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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