5 insights that become clear with keyword research

1. What relevant keywords is the target group looking for?

Everything starts with creating content that is relevant to your target group. To find out which search terms your target group enters in search engines, or what questions they ask about your solutions, we recommend using keyword research. At iO, we use quality tools — such as Google's Keyword Planner, SEMrush, and Google Search Console — to find those keywords. High-quality data is indispensable for thorough research.

Keyword research results in a detailed list of relevant keywords. That list is of course presented in the language you choose and contains the average monthly search volumes for each keyword. That search volume reveals how often people in a certain location search for the keyword on average per month. To remove the influence of trends, we look at search volumes over a 12-month period.

2. Is your company currently using these keywords?

When visitors enter a search query into a search engine, they expect to see the right answer to their question quickly. That’s why it is important that your website is in the top 10 of the (organic) search results for relevant keywords. A script linked to your Google Search Console profile, reveals the ranking positions and URLs. These positions indicate where the search engine links one of your pages to a keyword. The URLs reveal which page Google displays when a visitor searches for the keyword.

Is your website not appearing in the top 10 for relevant keywords? Then a content strategy is probably appropriate. New content that is relevant to your target group and linked to your business, will bring you a lot of benefits.

3. Which pages on your website should you optimise?

Anyone who talks about relevant content on your website can no longer ignore search engine optimisations. With SEO you are not just paying attention to the technical health of your website, you’re also making your website more relevant for your target group. SEO is a combination of content strategy, copywriting, and technical SEO skills to lead visitors to your content.

For example, did keyword research reveal that your website is not ranking in the top 10, but does rank in the top 20? Then it can be worthwhile optimising just those pages. Be critical when you look at your content and think carefully about the added value that each page delivers to your target group. Focus your content on what your target audience wants to read, not on what you want to say. And for example, start by optimising the pages that generate the most impressions in your Google Search Console account.

4. What content gaps can you fill?

Google attaches great importance to the E-E-A-T (Experience – Expertise – Authority – Trustworthiness) of your online business. You can easily describe your expertise and authority in a certain field by creating relevant content that helps the target group. Relevant content, drafted according to the rules of the art, will give your website a boost.

Keyword research is an easy way to identify content gaps. Consider, for example, the search results for keywords your website does not currently feature. Implement a content plan for this new, relevant content either with our professionals or independently and fill your content gaps with content the target group needs.

5. Which content from your competitor is better suited to the target group?

Keyword research gives you useful insights into the ranking positions and ranking URLs of your main competitors for the same relevant keywords. Not sure who your organisation's indirect and direct online competitors are? Our keyword research script indicates which page ranks in the first position. Is one of your competitors ranking in the top 10 more often than your organisation for a relevant keyword cluster? Then use their pages as a source of inspiration for your own content optimisations. Always critically check to what extent these pages are SEO-proof.

About the author/speaker

Lissa Tits

Digital marketer

Lissa is an enthusiastic SEO marketer who started her career at iO as a copywriter. Driven by her passion for content that performs well, she focuses on Content SEO by optimising content and filling relevant content gaps for businesses. She enjoys helping businesses grow and is proud to be a part of the iO SEO team, where she strives to keep finding measurable and relevant results for her clients.

Thinking about focusing on content SEO?

Curious about the added value keyword research can offer your content strategy? The experts at iO will help you to answer these questions. Contact us to boost your organic presence in search results.