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The role of keyword research in driving website traffic

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The importance of effective keyword research can't be overstated when it comes to a website's traffic strategy. Figuring out the right keywords is central to drawing in your target audience, scaling organic search rankings, and significantly boosting website traffic. A lack of a well-thought-out keyword tactic can lead to a website being scarcely noticed in the vast internet ocean.

What is keyword research?

Keyword research involves identifying and assessing the search terms that users are entering into search engines. This process gives insight into what your audience is looking for, and proves valuable when shaping your content and marketing plans. Catering to these relevant searches helps drive user traffic to your website. Further, it offers a window into marketing trends and can facilitate customer acquisition.

Why is keyword research important?

Keyword research is integral to a search marketing strategy, organic or otherwise. Identifying the apt keywords can draw targeted traffic to your website. For instance, a website selling skin care products might target keywords specific to the industry like "anti-aging creams" or "natural skincare products." This helps catch the attention of users actively looking for those products.

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Using keyword research tools like WordStream's Free Keyword Tool, provides numerous relevant keyword options with additional data on competition level and an estimate of the cost-per-click, allowing you to best leverage your marketing budget.

Elements of Keyword Research


Relevance in keywords is central to traffic inflow to your site. If your blog talks about healthy recipes, keywords like "vegan recipes" or "gluten-free meal ideas" fit well with your target audience's probable search terms. Appropriate keyword incorporation in content is a sure-shot way of appealing to search engines, and boosting organic traffic. Relevant keywords in paid campaigns can also help reach potential customers who might be looking for services or products that your business offers.


Website authority is echoed in the trust and credibility it holds as an information source, leading to higher search engine rankings and a corresponding organic traffic inflow. A high-quality, valuable and accurate health and wellness content producer, over time, would build authority in the industry. Thus, people searching for health-related keywords are more likely to engage with this site's content.

Building authority involves creating valuable keyword-focused content, and consistently upgrading and optimizing the content based on the target audience's needs.


Understanding the search volume of specific keywords strengthens your SEO/PPC plan, by focusing on those keywords that drive the majority of the traffic. A high search volume keyword in the travel industry like "top vacation spots" can help create content and ads focused on the keyword to reach a wider audience. Conversely, a keyword with low search volume would not demand much of your time or resources in optimizing.

How to Research Keywords for Your SEO Strategy

Step 1: Make a list of important, relevant topics based on your business

The primary step in keyword research is identifying important and relevant topics concerning your business. If you have an online shoe store, relevant topics could include "running shoes," "comfortable formal shoes," and "affordable sneakers." Keyword prioritization for content creation based on the search volume, competition level analysis can maximize your marketing budget.

Step 2: Fill in topic buckets with keywords

Constantly expanding your keyword list with relevant keywords is central to search marketing. WordStream's Free Keyword Tool offers hundreds of keyword ideas along with estimated CPC and competition levels, uniquely tailored to your industry and country. Inputting a competitor's website URL also suggests contextual keyword ideas. This tool thus helps populate the topic containers with keywords driving targeted traffic.

Step 3: Understand how intent affects keyword research

Understanding intent plays a pivotal role in keyword research. Intent refers to the motivation behind search queries. Understanding this will help tailor your keywords and content to match user's searches, increasing targeted traffic. For instance, fitness blog owners targeting "exercise routines" can decipher whether users want general information or specific workout plans. A second example can be an online kitchen appliance retailer finding most searches for "best blenders" with intent to buy.

This knowledge can be leveraged by optimizing product descriptions to highlight the benefits leading to a purchase.

Step 4: Research related search terms

Optimization for maximum website traffic includes researching related search terms using WordStream's Free Keyword Tool. For a website selling hairdryers, related searches might be "best hairdryer for frizzy hair" or "affordable hairdryers for curly hair." This can be utilized to create specific content turning into more site traffic.

Step 5: Use keyword research tools

Expanding your keyword lists via an effective keyword research tool like WordStream’s Free Keyword Tool is a great way to drive search engine traffic. The tool offers keyword results, competition levels, and estimated CPC for free.

Additionally, WordStream allows you to analyze competitor keywords for contextual suggestions, thus optimizing your keyword strategy to entice more traffic.

How to Use Google Search Console for Keyword Traffic Analysis

Google Search Console offers significant value in keyword traffic analysis and gauging your website's performance in search results. The Search Analytics section provides data on search queries with information on the number of clicks, click-through rates, and average positions for each keyword. A shoe selling e-commerce website can use Google Search Console to identify top traffic-driving keywords like "running shoes" or "women's sneakers.

" Furthermore, it helps discover new keyword opportunities to widen the keyword portfolio and reach more users.

Discovering New Keyword Opportunities with Free Tools

WordStream's Free Keyword Tool offers relevant keyword suggestions, competition level, and estimated CPC for free. Entering a keyword, choosing an industry, and country will yield a list of related keywords and their search volumes, bringing to light new keyword opportunities for successful marketing campaigns.

Leveraging Keyword Traffic Data in Your PPC Campaigns

Keyword traffic data analysis is crucial in structuring successful PPC campaigns. For instance, a fitness equipment store targeting "treadmills" can target related keywords like "best treadmills," thereby tailoring the ads to the audience's needs and preferences. Bid on high search volume and low competition keywords to maximize ad visibility and reach resulting in more conversions.