They know what their products and services are called, as well as the language used to refer to what they do. But what many companies don't understand is the language used by those less familiar with the product or those outside of the industry. Keyword research reveals the nuances of product descriptions, and even issues that need solving. When you only use your known industry jargon, you miss the opportunity to meet the needs (let alone attract the attention) of the rest of the world that needs your solutions.
Why? Because they search according to their understanding, not yours. Keyword research will allow you to see how potential customers view your product or service and write content that speaks the same language as them. This reduces the learning curve and fax number list keeps visitors more engaged with your solutions. 5. Improve Your Website Navigation One of the first priorities of most sites we work on is to use keyword research to improve site navigation.
Not only do we use keywords to create new content pages based on searcher needs, but those same keywords become the link text for navigation options. This is just one more step in learning - and using - your customer's language to meet their needs. When visitors land on your site, navigation that uses the terms they searched for helps them find the content they want. When they don't see familiar words, you increase the time it takes for visitors to get the information they're looking for, which can lead to site fatigue.