Keyword research is one of the most important parts of every business. Not only because you can rank for keywords and get traffic, but you can get relevant traffic. If done accurately, keyword research can show you user intent behind their searches (queries). That’s very important. It can show you keywords used when somebody has a clear purchase intent. Compared to somebody who is just looking to get informed.
Those keywords are then grouped. They form thematic clusters that are used to implement a content strategy. At this point, we genuinely start getting to know the customer.
In short, we should end up with a pretty clear picture of:
A good rule of thumb is to benchmark against your top competitors. Sometimes the competitors are strong and you need to think outside the box. Sometimes, you have some indirect competitors you didn’t even know about. In any case, it’s always good to do research on your competitors. That paints the whole picture of the business environment.
When it comes down to it, you don’t have to be the best there is. You only have to be better than your competitors. Everybody has a weak point, it’s just a matter of finding it.
After you have the keywords that you’d like to rank for, you have to include them to your site in a natural way. Not only for the search engines but to provide value to users. On-site SEO includes all important elements that your users can see and interact with. How users interact with your site and what keywords it’s ranking for. That's something Google can measure. And based on that, reward or punish your site in terms of rankings.
This includes using the meta attributes, focused and keyword-rich content, internal linking, SEO plugins, etc.
Your page might actually have good quality content. But what about the technical aspect of your website? It might be holding you back. It means it’s not user-friendly, and search engines have trouble reading your site. And thus ranking it lower than they would otherwise. Examples? Slow loading pages (or entire website) and broken pages (404 error pages). Or some other hidden problems only search engines and SEO professionals can detect.
Technical SEO includes checking the website speed, removing technical errors such as duplicated content, 404 pages, indexation errors, and general SEO audit.