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If driving organic traffic to your website is your goal, the best practices of search engine optimization (SEO) are crucial. Keyword research provides valuable insight into queries that your target audience searches for on Google. Are you unsure where to start? Here are 5 tips for keyword research to drive traffic to your website and help increase your rankings.

1. Focus on the right keywords

Keywords that generate a lot of traffic don’t matter if they aren’t generating the right traffic. People are looking for your product or service specifically and are searching with intent to buy. The keywords that sell your product or service are the ones to target. Choose keywords that fit naturally within the context of your site’s content. Consider relevance, authority and volume.

2. See what keywords you already show up for

Take a look at your existing Google Search Console account to see what kind of keywords your pages are already showing up for. If you haven’t set up a Search Console account, do it! Knowing what keywords you already show up for will tell you what is and isn’t working.

3. Research your competitors

You don’t need to use certain keywords just because your competitors are using them, but understanding what keywords your competitors are trying to rank for is a great way to evaluate your list of keywords. Simply start searching for your desired keywords you want to show up for in Google. Browse the pages that are showing up on the first Search Engine Results Page (SERP). What keywords are they targeting and how is the content built to target them? By researching your competitors, you can learn about what’s driving their SEO success. This will help you understand how you can improve.

4. Address your target audience’s challenges

Your potential customers all have issues they are trying to resolve and you have the product they need. How do you get them to your product or service? Make your best attempt to create pages based on your target audience’s pain points and explain how you go about fixing the issue with your product. 

5. Test, test, test

You never know for sure what your keyword strategy will bring. The best approach is to test as much as possible and change your keyword alignment when necessary. Take a look at your keyword results in Search Console to see if you are on the right track for specific pages.

If you’re ready to drive more of the right prospects to your site, contact Mason Digital for a complimentary SEO audit.


Maddie Snyder

Junior Inbound Marketing Specialist

Maddie is a recent graduate of St. John Fisher College with experience in varying marketing roles, including establishing a social media brand campaign to help a small business turn around their lagging performance. She honed her interpersonal and communication skills in the torture-test hospitality industry in a Vermont resort town. As a quick study and a trend-watcher who is always looking to learn more, she’s excited to join Mason Digital and expand her abilities and acumen in the digital marketing and SEO arena.