I am always amazed by the results of keyword research.
No matter what I think about a subject or field, or what I think I might know; the research consistently surprises me. Not sometimes, not most of the times, but every single time.
It is often a challenge explaining the results to clients who really think they know their business and their customers and what people want, but I am coming to believe that people tend to get so engrossed in their niche that they look too closely and they think that everyone knows and thinks like they do. It’s even difficult to explain sometimes what we get as results and some clients are so surprised they cannot believe that no one searches for the industry jargon and lingo that flows off their lips daily.
CLIENT: “How can you say that no one searches for blue widgets!! I just typed it in and there are 3 million results.”
SEO TECH: “Yes, but you are looking at the results of a search for blue widgets. That’s the competition that is also selling blue widgets. That’s NOT measuring the actual numbers of people who are typing into the search engines”
CLIENT: “I don’t understand!”
SEO TECH: “What we look at is the numbers of people who are sitting in front of their computers just like you are and actually looking for what you call blue widgets. Your industry calls them “blue widgets”, but when people look for them, they call them “blue doohickeys”. If you want your blue widgets to find the people who want to buy them, then you need to call them “blue doohickeys”
CLIENT: “That’s crazy! No one calls them doohickeys!”
SEO TECH: “The research does not lie.People don’t know widgets. They know and want doohickyes and what’s more, while everyone calls them blue widgets, you could be raking in the bucks selling blue doohickeys”
Keyword research not only widens the field of vision to encompass the markets and clients that a industry does attract, but it also allows us all a peek at a unknown segment that could have fantastic results.
The research shows us the real thoughts, needs, desires and wants of people. Not only is keyword research used by SEOs to marry the key phrase and user intent to a web page, but very often we find in the research, new markets for our clients. We can tell them what products people are looking for in great numbers and often advise them that there is no real competition out there like with the blue widgets. Sometimes the results of keyword research can be developed into a new line of something they already produce, and sometimes it is just a new market for an existing product that needs to be re-branded or renamed or just advertised with new language reflecting what the public needs. There are always new ideas to be discovered through keyword analysis.