3 customer insights gained by keyword research

Keyword research is underrated. Many SEOs have gotten the idea that keyword research just doesn’t hold the value it once did, especially in today’s environment of voice search, extreme long-tail phrases and so on. However, this couldn’t be further from the truth. Not long ago, I wrote a post outlining 13 uses for keyword research, but that really just scratches the surface of its value. Traditionally, keyword research has been performed to better understand what phrases searchers are using to find the content, products or services you provide. But using keyword research for that is akin to treating the symptom rather than the problem itself. Searchers type particular phrases into search engines based on multiple factors that are relevant to them. The question is, what makes those factors relevant? It’s the underlying motivation — need, desire and/or interest — that makes any particular phrase important. Your goal in performing keyword research should be to determine what that underlying motivation is. With a Search Engine Land Source

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