What Is Keyword Research?
Every digital marketing strategy should have, at its core, a meticulously researched and compiled keyword research map. This is because keyword research is the search for, and analysis of keywords related to your industry, with the primary purpose of identifying which ones will yield the highest return on investment. It is also useful for a number of other things, but we’ll get to that in a little while.
Google and others store user search entries in a database for marketers to access. In the case of the Google Adwords database, this data is stored for the purposes of paid search (PPC) campaigns so the data isn’t a true reflection of organic search traffic. Most keyword research tools use the Google database as a baseline to add their own search data, making it more suitable for digital strategists trying to discover and target market needs.