Keywords are targeted words, or a strings of words, that exist within the content of a web page. Keywords are strategically placed by website optimizers and help your website content communicate with both humans and search engine spiders, or bots.
Web searchers use these keywords to help identify and explain their problem or topic in the hopes of locating more information or a solution. Businesses create content around these relevant topics to their business which helps them rank (hopefully on the first page) and be the content solution in which searchers find.
Ranking for your targeted keywords can make or break your website. By researching your industry’s keyword demand, you can learn both, which terms and phrases to target with SEO, and learn more about your customers.
Keyword research improves your search engine ranking. The closer the content with keywords is to the search query performed, the more likely it is your website comes up first in the search results. By using the keywords that your target market is typing into the search box in web page elements like your Meta Data and your descriptive content, you tell the search engines that you are a match for this query. Since the search engines like to return the most accurate results that fulfill the searchers' needs, your web page ends up at the top of the results page. This hopefully puts you over your competitor’s website.
Taking time to research the language your target demographic is using to search the Internet tells you more about your potential customer’s personality, interests and needs. This data can then be used to influence product and service development and create targeted content that better serves your customer base.
Example of optimal keyword placement on a Web page