Supportsoft Glossary

Keyword Research for SEO and Paid Campaigns

 Keywords are terms or phrases users input into search engines while searching for either products or services, which can also refer to information. Conducting keyword research enables a business to understand and use these keyword terms to create effective content and advertising campaigns to address user needs.

Once a keyword strategy has been established, using the correct keywords for SEO (Search Engine Optimisation) and/or PPC (Pay-Per-Click Ads) helps increase the visibility of a business’s offerings online, increase the relevance of its offers to customers, and improve the quality of traffic that comes from using those keywords.

For those companies operating in the IT or ITES industries, keyword strategies enable them to align their technical products/services with the user’s search intent, allowing them to connect with their target audience and improve their conversion rate.

Additionally, effective keyword research enables long-term improvements in content planning, campaign optimisation, and digital business performance.