Audience research is vital to developing a marketing strategy. Demographic information, affinity interests, and more can help solidify targeting techniques and improve the success of your advertising. 

But how much do you think about how your company talks? 

Keyword research is about more than improving your impressions and clicks. It provides huge insights into the language your customers and clients are using. 

At Momentum, we conduct keyword research every day, and we’ve learned a lot about how word choice plays into your relationship with your audience and your website’s performance.

Keyword Research Helps You Learn About Your Audience 

It’s amazing what keyword research can tell you about your client base. Here are just a few examples. 

One Word Can Change Everything 

In the behavioral health world, the term “postpartum depression counseling” has an average monthly search volume (nationally) of 390. The similar term “postpartum depression therapy” has even lower volume. The slight variant “postpartum depression treatment,” however, has a volume of 8,100 (admittedly it also has a much higher keyword difficulty as a result). 

*keyword data provided by SEMrush*

This gives key insights into how people are thinking about postpartum depression, and how they want behavioral health providers to think about it as well – but this isn’t the only example of a big difference in keyword use. 

We’ve found examples like this with almost every client we’ve worked with. Conducting keyword research before writing new pages can help you make sure your content is speaking the same language as your audience. 

People Want to Know Prices 

Many businesses don’t want to talk about the price of their products on their website. But pages about pricing can go a long way toward generating traffic. 

Price and cost questions are popular across nearly all products, services, and industries. How people phrase those questions can be a little unique. Let’s look at Solar Panels. 

  • Solar Panel Price – Volume 5,400 
  • Solar Panel Cost – Volume 27,100
  • How much do solar panels cost? – Volume 9,900
  • How much are solar panels? – Volume 8,100 

*keyword data provided by SEMrush*

For these terms, the variance in the keyword difficulty is minimal, with Solar Panel Cost expectedly being more difficult to rank for than the other three terms. With this level of search volume being dedicated to pricing questions and concerns – why not dedicate some content to at least going over what factors contribute to the price? 

Keyword Research May Lead You Away from Using Jargon   

“A lot of people call it _____, but it’s technically a ____.” 

We hear this a lot. A business is focused on language technicalities, and they want nothing to do with more common, but less sophisticated, professional, or technically correct synonyms for their product. 

We get it too. It’s annoying when people aren’t calling a product or service by it’s most professional name. 

But when businesses cling to their jargon over relating to their customers, they’re at risk for missing out on significant traffic and warm leads. 

Take a look at this topical situation – Coronavirus vs. Covid-19. 

Google Trends shows us that “coronavirus” is a more popular term by far

So how do health and news professionals get the word out about Covid-19 when the unprofessional term dominates the search engines? 

Usually, by mentioning both terms in their content. Striking a balance between addressing the common term and emphasizing the correct one is tricky, but it allows your content to be found by people who want information on your subject, but are searching for it in a different way. 

Note: This is where knowing your audience really comes into play, because in B2B scenarios dealers are likely to use and relate with more technical terminology than the end customers. 

There are ways to maintain professionalism and still reach your audience. You might decide to dedicate technical keywords to hub pages and have sub pages include terms from the vernacular, or focus target common words with videos, social media, and your blog. 

Whatever strategy you decide should come after taking a hard look at what you know about your audience and what you’re learning through keyword research. 

Keyword Research, When Combined with Good Website Copy, Brings Interested Leads to Your Website 

The overarching goal of keyword research is to improve and make your website or video show up for people who are already searching for what you have to offer. This search engine optimization prevents your “contact us” form from being spammed by uninterested parties and increases your website’s overall impressions, clicks, and sessions. 

So take it seriously! 

Dig into keyword research and strategize your pages before you publish them, or begin auditing your current pages to make sure they have a specific goal. And if you need help, we can jump in and offer training, advice, or content research and writing services to help you speak like your customers.