How Keyword Research Drives Our Process

Keyword Research Drives Much More Than Our SEO Strategy; It Impacts the Entire Marketing Plan from Start to Finish


Keyword Research is a Great Starting Point for All Marketing

Keyword Research drives our entire marketing process; not just SEO strategy.  Here’s why…

It’s Also Consumer Research

Keyword data tells you what people actually type into the search engine when they’re looking for products and services you and your competitors provide.  And that can be very educational.

As business owners, intimately familiar with an industry, we tend to use “insider” terms and other industry-specific language freely inside our organizations.  But customers rarely have the same level of understanding.  In fact, industry buzz terms often mean NOTHING to the end user.

Often, when we conduct keyword research we find that potential customers don’t use these words or phrases.  In fact, they often use DIFFERENT words than you.  For example, you might use acronyms or abbreviations they don’t know.

Knowing how average people talk about what you do or what you sell can be critical to developing a winning strategy.

Keywords Infect Our Entire Marketing Strategy for Clients

Later this week, we’ll share Six Steps to Winning Keyword Research.  It will detail our unique process of using keywords as a major component in the entire marketing strategy for clients.


If You’re Struggling to Understand Keywords

If you’re wondering why keyword research even matters for the growth of your business, we’ll make an additional investment in your education on this or any other marketing topic.  Just schedule a free consultation with our team and we’ll answer your questions.

There are also free keyword tools out there that may help you explore keywords more, such as SEMRUSH.  We’re also fans of the keyword planning tools in Google Ads and Bing Ads.  There is always something to learn from keyword research.

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After 3 decades as a professional marketer, serial entrepreneur and business consultant Steven Ludwig shares his best practices for small business marketing for owners, managers, and marketers with limited time, money, and expertise. Steven started his professional marketing career in broadcasting in the early ‘90s in Chicago after attending Valparaiso University. After a brief stint at an advertising agency specializing in entertainment and sports marketing where he worked with radio and television stations, movie theatre companies, record labels, musicians, and professional sports teams, he moved to Nashville to form The Marketing Group with his long-time business partner, Jim Wood. Having worked with some of the largest brands in the world, in 2010 he returned to local marketing primarily out of an interest and excitement for working with small business owners to build stronger companies. That desire comes out of early days in radio, where he worked closely with everything from car dealerships to restaurants, insurance and real estate agents, banks, home services companies, and specialty retailers of all kinds. Over the past decade, he has been on the bleeding edge of digital marketing technology, constantly seeking to understand complex strategies employed by giant corporations and then translate those capabilities into tactics small businesses can execute at a local level. Today, in addition to other business ventures with his wife and other long-time business partners, he still lives outside Nashville in Franklin, Tennessee and currently serves as Executive Chairman of EmpowerLocal, a digital marketing company building a nationwide network of digital, hyperlocal news and lifestyle publishers to provide efficient advertising opportunities for local, regional, and national brands.


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