Why Keyword Research Is Essential for Effective Digital Marketing

How effective are your keywords? Any good copywriter knows the importance of keywords for producing compelling copy. Properly optimised web pages use keywords to rank positively on various search engines. Keywords can be anything from ‘cars for sale’ to ‘pains au chocolat recipe without yeast’, with more specific keywords making it easier for searchers to find your content. 

Discover the value of solid keyword research for your digital marketing content.

What is keyword research and why is it important?

In short, keyword research is finding relevant keywords for your content. Searching for keywords means finding terms your target market might enter into a search engine to find your product. Researching the applicable terms allows you to analyse various details about the searcher, including their search intent.

You can tailor keywords to fit the needs of your intended audience. For example, if they want to consider their options, you can use a keyword like ‘the best desk fans in 2023’ to make your blog about desk fans more findable. 

Keyword research is crucial for identifying niche areas your content can target to increase traffic and conversion rates. You can boost your site’s overall authority with a relevant keyword, decent search volume, and minimal competition.

Copywriters working in digital marketing love keywords because they can ensure the right people find the right content. Identifying your reader’s pain points and search terms lets you produce accurate, relevant, and helpful content to boost a business quickly.

What are the benefits of keyword advertising?

The most significant benefit of keyword advertising is increasing conversion. Customers are more likely to engage with your digital marketing if you have optimised it for keywords and terms they have used. Keyword research gives you a foundation to build content around.

You can write informative articles that are helpful and convincing to your target market and incorporate keywords and phrases to increase the odds of Google ranking your content highly in its results. Optimising your writing and web pages is the only way to ensure your content is an authoritative source for search engines to show users.

Is keyword research the most important part of SEO?

Keyword research is the underlying core of effective Search Engine Optimisation (SEO). The initial stages of your keyword research uncover related terms and open the door to Latent Semantic Indexing (LSI). Implementing relevant phrases and keywords drives traffic and engagement to your page.

SEO makes up 53% of organic trackable web traffic, meaning getting your writing seen by the right people is essential. Keywords are the first step towards a fully optimised page that brings in organic traffic.

Effective keyword research also provides the basis for making creative content that answers your audience’s questions and assures them you are trustworthy and invested in their problems. Writing from the perspective of easing your customer and tending to their pain point is easier when you have the foundational keywords for your content.

How do you choose keywords?

There are three main types of keyword length to consider before writing. The first is head keywords. Head keywords are short 1-2 word terms with high demand and competition, for example, ‘running shoes’. These terms are so broad that it’s hard to decipher any search intent, and therefore, the conversion rates are consistently low.

The other primary keyword type is the long-tail keyword. These keywords use a string of words to target a particular market. They aim for lower-traffic terms with less competition that people don’t search for as often. An example would be ‘running shoes with high visibility’. This keyword targets searchers looking to compare and buy reflective or neon running shoes.

A third category serves as a ‘chunky middle’ between these two main keyword types. They sit between head keywords and long-tail keywords, with a decent amount of traffic and competition. An example of this might be ‘bright running shoes’. Creating helpful content for this keyword is more challenging because its vagueness makes it difficult to decipher the search intent.

Effective digital marketing rests on the merit of the copywriter and the strength of their keyword research. It can be a time-consuming practice, but it pays off massively when your compelling copy boosts conversion rates by finding the right audience. 

At The Author’s Pad, we review every aspect of powerful and effective copywriting, from keyword research to the best writing tools, crafting content strategies to the psychology behind better copywriting. Join our community to learn more about the importance of keywords in copywriting.


Here are a few frequently asked questions about keyword research in digital marketing.

Is keyword research still important?

Keyword research is still the most important part of creating optimised content. You can write the best, most compelling and helpful content out there, but without proper optimisation, nobody will see it. There are many ways to understand your market, but keyword research gives you a unique insight into their thought process, their needs, and their values.

What questions does keyword research help you answer?

The main question that keyword research answers is ‘what is your market looking for?’. It also establishes the volume of people searching for terms relevant to your business. You might have keywords you want to write copy for, but keyword research can show you if there’s a need for that content. 

What makes a good keyword for research?

Establish what your market searches for, when they search for it, what terms they use, and what questions they ask to find the best keywords. You should aim to pinpoint keywords with consistent traffic and relatively low competition. Next, ensure you’re providing engaging content that adds value to the existing market and addresses your market’s concerns and questions.

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