What Does Your Keyword Research Strategy Look Like?
Keyword research is the foundation of any successful SEO strategy. As a digital marketing agency, Now Media Group understands that identifying the right keywords can make or break your online visibility. However, many businesses, and even marketers, fall into common traps when conducting keyword research. These mistakes often lead to wasted time, money, and missed opportunities.
Contact our digital marketing agency if you need a new SEO strategy this year. Our digital marketing team is here to create a tailored plan that works best for your website and goals. To set up your free consultation, contact Now Media Group today at (858) 333-8950.
Neglecting Search Intent
One of the biggest mistakes in keyword research is failing to consider search intent—the “why” behind a user’s query. Keywords might have high search volume, but if they don’t align with what your audience is looking for, you won’t see conversions.
Example: Imagine targeting “free website templates” when you sell premium templates. Users searching for “free” likely aren’t interested in paying, so these visitors won’t convert.
We recommend:
- Segmenting keywords by intent: informational, navigational, transactional, or commercial.
- Using tools like Google’s SERP features (e.g., featured snippets, product listings) to determine intent.
- Prioritizing keywords that align with your business goals and audience needs.
Relying Solely on Search Volume
High search volume is tempting, but it doesn’t always translate to success. Many businesses chase broad, competitive keywords that are difficult to rank for or fail to target niche, high-converting terms.
Example: Ranking for “shoes” is incredibly competitive and broad. However, targeting “men’s waterproof hiking boots” is more specific and likely to attract ready-to-buy customers.
Consider:
- Focusing on long-tail keywords that have lower search volume but higher conversion potential.
- Analyzing keyword competition using tools like Ahrefs, SEMrush, or Moz.
- Looking at your domain authority and resources when targeting high-volume keywords.
Ignoring Local Keywords
For businesses with a physical presence or localized services, overlooking local keywords is a costly mistake. Generic terms won’t help you reach nearby customers who are ready to act.
Example: A dentist in San Diego targeting “dental services” may struggle to compete with national websites. Instead, “San Diego family dentist” or “dental implants in San Diego” is more targeted.
What we do:
- Use location-based keywords in your research.
- Optimize your Google Business Profile and include local terms in your website content.
- Leverage tools like Google Keyword Planner to find geographically relevant terms.
As a digital marketing agency that has helped many dentists boost their online visibility, we’re ready to help you! Contact our SEO experts today at (858) 333-8950.
Overlooking Competitor Research
Your competitors can be a goldmine of keyword insights, yet many businesses ignore this step. Without analyzing competitors, you might miss out on opportunities or fail to identify gaps in your strategy.
Example: A competitor ranking for “personal injury lawyer near me” might reveal untapped potential if you’ve only targeted broad terms like “personal injury attorney.”
You should:
- Use tools like SEMrush or SpyFu to analyze competitors’ keyword strategies.
- Identify which keywords drive traffic to their site and assess their content strategy.
- Look for gaps where you can offer better or more comprehensive content.
Focusing on Single Keywords Instead of Topics
Keyword-stuffing individual pages with single terms is outdated. Search engines now prioritize content that covers topics comprehensively, addressing multiple related keywords.
Example: Instead of optimizing for “best laptops,” create a guide that covers “best laptops for students,” “high-performance laptops for gaming,” and “affordable laptops for work.”
Our SEO team recommends:
- Creating content hubs that address broader topics with subtopics.
- Using tools like AnswerThePublic to discover related questions and terms.
- Optimizing for keyword clusters rather than standalone keywords.
Forgetting to Update Keyword Research Regularly
The digital landscape is constantly changing. Failing to revisit and update your keyword strategy means you could be missing out on new opportunities or targeting outdated terms.
Example: If you’re still targeting “2019 best smartphones” in 2025, your content will lose relevance and credibility.
You can:
- Perform regular keyword audits—at least quarterly.
- Monitor trends with tools like Google Trends.
- Refresh content with updated keywords and information to maintain relevance.
Not Considering Mobile Search
With the rise of mobile usage, ignoring mobile search behavior can drastically limit your keyword strategy. Mobile users often search differently than desktop users, with a focus on voice searches and local queries.
Example: Desktop users might type “best Italian restaurant,” while mobile users may voice search “where’s the best Italian restaurant near me?”
Consider:
- Optimizing for voice search by targeting natural language queries.
- Including local modifiers like “near me” or specific locations.
- Using schema markup to enhance local SEO efforts.
Disregarding User Experience (UX)
Keyword optimization alone isn’t enough. If users land on your site but find it slow, confusing, or irrelevant, they’ll bounce—hurting your rankings and conversions.
Example: Targeting “online bakery” but having a poorly designed website will result in frustrated users leaving without making a purchase.
Make sure you:
- Check that your website is mobile-friendly and fast.
- Design pages that provide a seamless user experience and clear navigation.
- Pair keywords with valuable, actionable content.
Ignoring Negative Keywords in PPC Campaigns
While primarily a paid search concern, neglecting negative keywords can waste budget and lead to irrelevant traffic. For SEO, understanding what not to target can also refine your strategy.
Example: If you’re a luxury brand, excluding terms like “cheap” or “budget” ensures you attract the right audience.
Our PPC experts recommend:
- Regularly review and update negative keywords in PPC campaigns.
- Analyze search query reports to identify irrelevant terms.
- Apply these insights to your SEO strategy.
Not Measuring Performance
Keyword research without tracking results is like shooting in the dark. Without performance data, you won’t know what’s working or where to adjust your strategy.
Example: Targeting keywords without monitoring their impact on traffic, rankings, or conversions won’t provide actionable insights.
Consider:
- Using analytics tools like Google Analytics and Google Search Console to track performance.
- Setting clear KPIs, such as organic traffic growth, click-through rates, and conversion rates.
- Adjusting your strategy based on data, not assumptions
Partner with Now Media Group for Expert SEO Solutions
At Now Media Group, we specialize in helping businesses optimize their online presence through data-driven keyword strategies and comprehensive SEO services. Whether you’re looking to refine your current strategy or start from scratch, we’re here to help.
Call Now Media Group today at (858) 333-8950 for a free consultation and let’s craft a winning SEO strategy tailored to your business goals!