Keyword Research Is the Biggest Predictor of SEO Success
If you work in search marketing today, you know how difficult it is to stay on top of changes, trends, and tactics. From algorithm changes to SERP format updates, the tactical toolbelt of SEOs is always changing.
As a result of the pace of those changes, we often lose sight of the underlying semantic relationship between queries and that content we work so hard to create, optimize, and get in front of searchers. The most successful SEOs, however, never forget that the only way to optimize their content for user intent is through ongoing, in-depth keyword research.
Yet survey data shows search marketers still struggle with keyword research. A study from AWR found that marketers ranked keyword research the third most difficult SEO task to perform (behind link-building and content creation). The same survey found that most SEOs perform their keyword research in-house instead of outsourcing it, which may be why it’s such a difficult task and why around 42% perform it only when necessary.
Keyword research is tedious and time-consuming—even when performed on a quarterly basis. But it’s vital for success, because keyword research is all about determining user intent. And without user intent, there is nothing guiding the content we create, the backlinks we aim to earn, or the on-page content we optimize.
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