If digital marketing was a virtual kitchen, creating content would be synonymous with the act of cooking. But an integral part of any recipe is combing the best ingredients. Choosing keywords is like choosing the right ingredients for the perfect dish. Adding salt to a cake pretty much takes away its appeal. Create content with the wrong keyword and it pretty much loses its function. Keywords can make or break your content and that’s what makes an effective analysis so important.
SEO constantly involves putting keywords through tons of algorithms and web searching innovations. No one formula is the best formula and there is no secret to magically boost your position in a SERP. Therefore, a keyword analysis can be useful as a rule of thumb to plan out content, and strategize your online marketing. Some content management systems try to ease the keyword analysis process with small SEO checkers, like Yoast and several others, to give users a better idea of opportunities to insert useful keywords.
The problem is there are so many keywords that exist in our lexicon. Essentially, anything that is a common word or phrase can be a keyword. Businesses have to ask themselves which keywords accurately describe their brand. If you think crafting a brand elevator speech is hard, try defining your business in less than three words. Not very easy, is it? Marketers take up the challenge eagerly because the value of a golden keyword can be the difference between a million dollar sale and a loss in ROI.
Simply put, there is no way around using keywords to create a winning search engine strategy. A keyword analysis will help further define your business message, unique selling standpoints, and your target market and then choose the appropriate terms to improve the visibility of your content. A keyword analysis can even tell you when a keyword is not being used enough, or being abused and overstuffed which can both impact web rankings in negative ways.