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Benefits Of Enterprise Keyword Research
And Why You Need It For Content Strategy
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Conducting comprehensive keyword research is essential for a successful enterprise SEO strategy. The impact organic search traffic can have on a business is difficult to ignore. It is a worthwhile investment for enterprise-level businesses to invest in their SEO for long-term growth.
The following blog will cover what is enterprise keyword research and how your organization can benefit from it.
Enterprise keyword research will allow you to identify who your target audience should be. Using different SEO tools will indicate the user search intent for different keywords for better conversion.
Investing in an enterprise-level SEO strategy is not a short-term gain. There are a lot of factors that need to be considered when researching enterprise keywords and creating an effective content strategy. Enterprise keyword research will allow you to determine which keywords are worth your time and resources.
Enterprise keyword research will allow us determine the different types of content your users are searching for.
The following table outlines the different user search intents that you will come across in your enterprise keyword research:
| Informational | Navigational | Commercial | Transactional | Local | |
|---|---|---|---|---|---|
| User Search Intent | Users are looking for information with no intention to buy anything. | Avoid targeting for these keywords because users are just looking for something specific, typically another website. | Users are looking to research something they want to purchase at the best quality and price. | Users have completed their product/services research and are ready to purchase. These keywords can result in high profit but will be difficult to rank for because of their competition. Google ads might be a better alternative to ranking for transactional keywords due to their difficulty to rank organically. | Users with local intent can have transactional intent as well. Users with local intent want to buy a product or service from a nearby business instead of something online. |
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Another benefit to enterprise keyword research is understanding what kind of content your users want. This can be determined by understanding their user search intent and what they are searching to find a solution for their problems.
Determining the monthly search volume for any keyword is essential. This will inform your enterprise SEO team if investing resources into ranking for it will be worth it.
Understanding the competitive landscape for your enterprise keyword research is going to be the same as finding out the monthly search volume. The amount of competition for a keyword will determine its keyword difficulty (KD). It indicates the level of difficulty a website would have trying o rank organically in the Google top 10 for a specific keyword or phrase. This KD can inform us of how much time and resources it will take to rank for that target keyword. The higher the percentage, the harder it will be to achieve high rankings.
Here is a general rule of thumb to follow when it comes to a keyword’s KD:
| Keyword Difficulty | Definition |
|---|---|
| High | Above 70% |
| Medium | Between 30 - 70% |
| Low | Below 30% |
Once we understand a keyword’s difficulty, we can reasonably determine the level of effort it would take to rank for your target keywords. The higher the KD, the more time, money, and effort it will take to rank at the top of Google for that keyword. That doesn’t necessarily mean a high KD should deter your enterprise from trying to rank for it. But it should be said that it will take a lot more effort relative to a keyword that has a lower KD.
Keyword tools such as SEMRush and Google’s Keyword Planner are only two examples of finding out a keyword’s cost-per-click (CPC). The higher the CPC, the more expensive it will cost your enterprise to advertise for that keyword.
Conversion and content go hand-in-hand. The quality of your content will play a very important factor in the amount of conversion your enterprise will accomplish.
Competitive analysis is essential for researching any enterprise-level strategy. Understanding your market and knowing your competitors and their SEO performance will allow for a better and more informed content strategy for your enterprise.
Finding out about any new changes or trends in your market will help your enterprise SEO team determine what new topic ideas can benefit your content strategy.
Now that we understand all of the reasons why you need to conduct enterprise-level keyword research, we need to know how to go about implementing it. In our next blog, we will cover How To Do Keyword Research For Enterprise SEO. Stay tuned!
