Blog | Marketing Madness

Why Keyword Research Is Needed Before Every Website Project

29/05/2014

Having a transparent understanding of your target audience’s needs is vital piece of knowledge that should be documented and discussed in great detail before you go into any new ecommerce (or service based) website design project, potentially saving you money in the long run.

Having this information will allow you to effectively plan out your website’s initial and long term strategy, which you can then discuss with your design team to make sure they provide you with a solution that fits not only your needs, but the needs of your customers.

Today I’ve picked only a few benefits from taking the time to carry out some keyword research during the planning stage of your next (or first) website project;

1. You understand the language of  your customer

unsderstanding cusotmer language

Using tools like the Google Keyword Planner or Market Samurai will provide strong insights into not only what keywords your customers use, but how and when they use them. You might find that customers don’t just search for “red paint” or “employment advice” but instead they may break it down even further to “red matt emulsion paint” and “employment contract support”.

This then helps you understand what pages you’ll need, but also the language you should brand the page to make sure it fits with what the terms the market uses. Doing this at this stage will also have a great benefit on your site’s initial optimisation upon launch.

2. You understand your customers’ needs

Understanfing Customer Needs

Keyword research will also help identify any questions that customers type in that are related to your products or services. This then starts to help you plan and create a content strategy that can then give the website designer inspiration on how to best design your knowledge base or blog section.

We all have a fountain of knowledge waiting to be shared with those looking for help, but your knowledge from point 1 (above) will help you understand the tone and language you should take when writing your website content. After all, you don’t want your first impression to be in double Dutch.

3. You can plan a better customer journey

Sitemap Ideas to give to designer or developer

Knowing what your customers are looking for helps you decide how you are going to group up and organise your content, that then leads to the development of an extremely concise and well thought out sitemap and navigation structure for better usability.

This information then helps you understand how pages should be linked from one to another, which then has SEO benefits as it helps the distribution of PageRank throughout the website that can then help with your natural rankings.

Another benefit of this is that it actually prepares you for an efficient Google Adwords campaign, because you have much more landing pages to choose from and you can bring your traffic into the most suitable page for them.  Instead of taking them to your homepage or the top level category page, you can now take them to the tertiary level for example.

4. You can target and catch a larger share of the market upon launch

target-a-larger-share

Rather than launching a website with 20 pages, by implementing the steps above could encourage you to create 150 pages (for example), so that when it’s launched you can cater for and start to catch a larger proportion of the market.

Each page will be naturally relevant to a small group of keywords and long tail phrases, which then increases your chances of being found within the search engine results pages. With each pages meta description, you have the opportunity to be very specific towards who you’re targeting and take better control of your click-through-rates (CTR) from your organic visibility.

Giving the search engine clarity on what each page is about and the difference between each page is arguable the heartbeat of a successful optimisation campaign.

So in conclusion…

When an SEO consultant comes into your business, your website structure and level of content will be one of the first things they look at.

If you get started with and think about this before your website is even built then it makes the start of the SEO campaign easier as it saves everyone a significant amount of time and resource.

It ensures that the majority of your on page optimisation signals are addressed which then allows the SEO consultant to work on the more influential activities for success.

Image references: WoodleyWonderWorks, INPIVIC, Nothing Project