Essay on Search Engine Optimization and Content Marketing

Essay on Search Engine Optimization and Content Marketing

• Discuss the process of keyword research including potential tools and measures. Include reference to how this connects to the user journey and put this in the context of a business-to-business organization.

Keywords are very vital for every business organization with a website since they increase targeted web traffic at no cost. In selecting a keyword for a business, it is critical for the involved parties to put some time and thought into researching keywords. According to Rowles (2017), keyword research entails analyzing and finding terms that individuals feed into search engines. Once those search terms have been found and analyzed, they can be used for a specific purpose such as general marketing or search engine optimization (SEO). The process of keyword research can help businesses uncover customers and major fields to target based on the popularity of the searches. In other words, keyword research provides business organizations with insight into the queries of the target audience helping them formulate a branding and marketing strategy.

A well-executed keyword research process can help an organization to establish major search terms to target. In that way, the business organization can implement a strong keyword strategy that assists them to find the most relevant search terms. To kick off the process, businesses need to establish a list of the most vital topics based on what they offer. For instance, a car components wholesale and retail shop can use specific topics such as rims, engine, and shock absorber to come up with some specific keywords since these topics are probably what the target audience will search.

The second step in keyword research is to understand how the customer’s intent influences the keyword research and analyze accordingly. Every customer seeks the help of search engines hoping to find a solution to their problem. Therefore, any business web page needs to address the customer’s problem. Keywords need to create value, both for the business and target audience (Rowles, 2017). Through digital branding, an organization can bridge the gap between the business objectives and the value proposition of the target audience (Rowles, 2017). By matching consumer’s intent and value, the business can rank well on search engines like Google.

The other step is to research related search terms. This process entails thinking of common keywords searched by people about a specific topic and look at the search terms that appear when a keyword is entered into Google. Suggestions will appear after the search and they can be used to create other keywords. Lastly, it is crucial to use keyword research tools such as Answer the Public, Keywords Everywhere, Google Trends, Ubersuggest, and Google Analytics to get more insight on alternatives for the keywords.

Answer the Public is a keyword research tool that combines various searches from search engines such as Bing and Google and organizes them into categories based on queries made by people on search engines (Answer the Public, 2021). This tool is invaluable for business-to-business organizations because it allows them to know their target audience and their preferences. More importantly, instead of the user going through a vigorous process of looking for a perfect keyword, the tool helps the user target the keyword research. This not only optimizes long-tail keywords but also saves time.

The other vital tool that significantly simplifies the keyword research process for businesses is Keywords Everywhere. This keyword research tool allows the user to find the appropriate keyword and provides accurate search volume, cost per click (CPC), and competition data (Keywords Everywhere, 2021). With this tool, users can save a lot of time that could have been spent researching and comparing keywords on multiple search engines. Generally, Keywords Everywhere provides organizations with a huge competitive advantage.

Google Trend and Ubersuggest are also essential tools that aid in keyword research. Google Trends provides its users with information on how people search and shows trends over time and compares search terms (Rowles, 2017). With that information, businesses can optimize their processes to match customer needs. Consequently, Ubersuggest helps businesses discover new keywords. It helps its users to increase traffic by providing them with an insight into strategies used by competitors so that they adopt, improve them and gain a competitive edge in the market (Neil Patel, 2021).

Lastly, Google Analytics as a keyword research tool shows multiple search term variations within a specified time. It is an important tool for businesses since it allows them to create a list of the most relevant keywords that can be used to optimize their web pages. by using this tool, users can select the best keyword that drives leads and attracts