Keyword Research

Keyword research is the process of determining which search keywords are relevant to a given web page. Keyword research is a core step of most search engine optimization (SEO) programs, as including relevant keywords on a page is one of the most effective ways to improve search engine rankings.

Researching keywords gives marketers a better understanding of what their prospective customers are looking for – which helps them get ideas for content, learn more about customer problems, and stay updated on the most common customer language on a topic.

Keyword research usually begins with a search for the primary keyword (the main topic of the page). From there, keyword research can expand to include secondary related terms and tertiary "semantically" related terms.