The most important thing to remember when it comes to conducting your keyword research is that you have to understand your user. If you don’t understand how people are searching for your product, you’ll never be able to target the right keywords. For instance, you might call your product a “workforce analytics and planning software” but your potential clients are searching for “business intelligence software.” While the two keyword phrases may mean the same thing (more or less), how is a search spider supposed to know that? That is why it is important to revisit your keyword research from time to time and make sure you are in-line with your target audience’s search behavior.
Site analytics are your best friend when it comes to making sure your targeted keywords are still on track. But don’t just look at the analytics of the ones you intentionally targeted. What other keywords are visitors using to find your site? Keep an eye out for up and coming keywords as this indicates a change in search behavior. People relearn how to search for things based on the kind of results they are getting. When they don’t find what they need with one search phrase, they will change the search query and look for more relevant results.
One reason it pays to change your keywords to better match new search behavior is that it positions your site as the frontrunner for “owning” those keywords. If you can start targeting keywords before they become industry standards, you’ll have built up the link portfolio and search presence that makes you the undisputed leader in that niche.
Understanding how people search for your products/services enables you to create better content to meet their needs. It’s not just about finding the right keywords! Knowing how people search lets you properly position your site without forcing it on your target audience. The right keywords will help your target audience come to you.
Keep in mind that you don’t want to dump all your old keywords because it looks like new ones might be on the way. If certain keywords have proven to be reliable sources of traffic time and time again, why ditch them? You can incorporate the new keywords into the mix and see how they perform over a few months. If it looks like there is value, then keep at it. If those new keywords were off the mark, it’s an easy fix to remove them. You have to be willing to be wrong with your keyword research. Not every keyword is going to be an exact match for your target audience. You have to learn to roll with it.