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Pertinent Points: What is Keyword Research in Digital Marketing?

Pertinent Points: What is Keyword Research in Digital Marketing?

Keyword research is an important tool for digital marketers for several reasons. Learn about the importance of keyword research for digital marketing.

Search Engine Optimisation (SEO) is a fundamental part of a successful digital marketing strategy. While there are many components in a successful search engine optimization strategy, we must consider one thing. 


Also one of the most pertinent steps is to find keywords and phrases. This allows you to attract the right audience, which is much more necessary than increasing traffic to your website. 


Deciding on the most effective search term takes ample time and research. This is referred to as Keyword Research. It is an exercise identifying the google keywords or other search term used on different search engines. 


Keywords will yield significant results and lead audiences to look for your product or service. New or potential clientele in the SEO business first engages through keyword research. This article will talk about the necessity of keyword research in digital marketing, how to find keywords, and the different types of keywords that would be helpful for your website.


What is keyword research in digital marketing?

Keyword research in digital marketing refers to determining what your customers are looking for and learning how to supply it. Keyword research lets you discover what people search in search engines like Google, Yahoo, etc. 

Using keyword research will let you identify trending topics or products that people are currently interested in and other popular searches and how large their potential market is. It helps you set the direction for your business, and change your strategy based on the data provided by search engines.

In summary, researching keywords has many benefits, including:

  • Ability to identify new opportunities and current market insight based on people’s search. 
  • Getting the right audience for your website
  • Generate Website Traffic
  • Get unbiased statistical support for managing your content.
  • Examine new keyword topics against your existing content topics to identify content gaps.


Keywords are not important for promoting products or services. It can also serve informational content such as blogs and media sites. You can also try avenues that attract people looking for answers or insights on certain topics.

How do I choose keywords for digital marketing?

When choosing keywords for digital marketing, one should think about their target audience, what their needs and what their intentions are. Discovering your customer’s search intent allows you to plan your content. Intentions can be either navigational, informational and transactional, or commercial. 

  • Navigational intent is when the user searches for ‘Twitter’ in Google to reach Twitter’s website. 


  • Informational intent is when a user looks for information like ‘who is the richest person in the world right now?’. 


  • Transactional and commercial intent is when the search keywords suggest looking to buy. 


Here are these 3 easy steps:

  1. Start by making a relevant list of keywords and phrases. 
  2. Conduct keyword research. This can be done through free and paid services. Shortlist the best performing keywords and aim for more than 100 searches a month for middle tail and more than 10 searches a month for long tail keywords. Analyze these keywords if it shows to have significant competition. 
  3. Keep suggested or complementary keywords and the best ones you found for the most exposure. This will help feed your content more.


What are types of keywords in digital marketing?

There are two types of keywords in digital marketing: long-tail keywords and short-tail keywords. Long-tail keywords are keywords with many words. 


Current digital marketing trends give more credit to long-tail keywords. They are more specific, meaning they can yield a more targeted customer base when you rank them. 


Long-tail keywords are easier to organize and convert but require more effort to research. Furthermore, long tail keywords deliver less traffic, which can be quite hard to find if you’re new to conducting keyword research. 


If your goal is to have increased traffic, you should opt for short-tail keywords. Short-tail keywords give you wider reach because they are more general terms. 


Short tail keywords are terms that customers would think of when looking for a product or service. Short-tailed are common short keywords that are more difficult to rank and convert but easier to research. 


Keywords – short and long – are essential in every SEO strategy, and it is important to remember that there are various types to explore. 


Most businesses use short-tail keywords as a launching pad for their SEO strategy. This will keep content consistent. Long tail keywords enable you to connect to your audience on a deeper, more engaged level. You’ll need to learn how to use both strategically to stay one step ahead of Google.


Should you wish to delve into the art of researching the best keywords in the world of digital marketing, KMS has what it takes to provide you with such premium service. Visit us today and marvel at what we can do for you and your business in the digital marketing arena!