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Top Tips for Effective Keyword Research

By on May 1, 2013

Despite there being growing numbers of people proclaiming that SEO is dead and that keywords are no longer relevant, the fact remains that they are still one of the most important aspects of any online marketing campaign. Without targeting keywords and focusing on them, you would not be doing anything to stand out in front of your target audience. Businesses who say they put no premium on keywords – aside from large businesses that probably have the name recognition to be successful regardless – are simply putting the success of their business in the hands of fortune.

If we approached businesses and asked whether what they did was the result of hard work or luck, we know what the answer would be for most of them.

Keyword Research

Regardless of the topic or industry area, when we think about research we automatically assume a detailed and thorough process has been carried out.
That is exactly what your keyword research should look like; a thorough process with no stone left unturned in your quest to find the best options for you. Of course, the more thorough the process, the more likely you are to finish with a long list of potential keywords. You can only target so many on your website and within your content marketing in order for it to look natural and drive success, so it will be up to you to trim down the list to fit these criteria.


There are still many businesses who target particular keywords despite their relevancy to their website being tenuous at best. The rule is a simple one: all keywords should reflect what you do.

When you see businesses who are struggling despite enjoying high search rankings, it is probably because they do not target relevant keywords, and the people who find them have no interest in what they do.

Remember that a low volume, highly relevant keyword is better than a high volume, irrelevant one.


Speaking of volume, this can often be the hardest thing to make a decision around. While you will naturally want to look at the more popular keywords, you should also use the Google Keywords tool to look at those that are growing in popularity.

Do you have an opportunity to target keywords that will grow in volume over the coming months and years, and become an established name before everyone else jumps on the bandwagon and makes it a highly competitive search term?

The Competition

If you have a site that is already performing well for other keywords, then you might be in a position to consider highly competitive terms. On the other hand, if you are taking a serious look at SEO on your website for the first time, then it is usually best to target low competition keywords so that you can capitalize on an often low number of searches, but enjoy some early search success.

Keep your industry in mind when gauging the competitiveness of keywords; if you are in a growing or highly competitive industry, such as SEO itself, for example, you might just have to ‘bite the bullet’ and target high competition terms, otherwise you could find yourself targeting irrelevant ones.
The first step to a successful, powerful SEO campaign is thorough keyword research. Get that right, and you will be on the path to great search success in the future.

About Rob

Bright Local are specialists in local SEO tools for all types of business looking to improve their search engine presence.