Importance of Keyword Research

February 29th, 2016 by Justin Miller

Is your local target audience finding you when they search online? If you are using the wrong keywords within your content (Headlines, Paragraphs, URL, Blogs, etc.), then there is a good chance your business is not being found. The question then becomes, how do you know what the right keywords are? Answer: Keyword Research.

Local Keyword Research via Google Trends

Scenario: You are a doctor looking to acquire new patients.
People across the US are searching for doctors, but everyone doesn’t use the same keywords to search. We ran “family doctor”, “primary care physician”, and “family physician” through Google Trends (see image below.)

 

Keyword Research for Doctors Nationwide (US)
Clearly “family doctor” is the most searched, but this is at a nationwide level. For doctors and other health care providers with a physical location, it is crucial to look at your specific location when doing research. While most cities across the nation will closely resemble what is shown above there are some cities that will be drastically different. For example here is the last 12 months worth of searches for the same terms in the Boston area.

Keyword research for Doctors in Boston

While “family doctor” remains high, it is surpassed by “primary care physician.” When writing for your target audience, make sure that you are using terms that they are familiar with and use. Having these terms inside headers, context, and links throughout your website will help users find, understand and engage with your site.

Hopefully, Google Trends will help you identify what keywords your local audience is searching and would help boost your website’s visibility and performance. While search volume is a critical part of keyword research it is only the beginning.

If you have further questions or would like help conducting research, let us know, we would love to help you reach new customers.

Also published on Medium.

Justin Miller is the Search Manager for DaBrian Marketing. He does everything from research, account creation, campaign management, and reporting to improve clients’ Pay per Click (PPC) advertising and Search Engine Optimization (SEO). With separate accreditation in Google Analytics, Google AdWords, and Bing Ads, Justin has been helping companies increase awareness, website traffic, as well as conversions (sales, sign-up, registrations, etc.)

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