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Keyword research is like a business strategy

Keyword research is a strategy to find the purpose that you and your stakeholders share, and to ensure that customers get what they want.

Does keyword research help to build a business? Keyword research is a process to define the words that users will search for in your online content. In finding and deciding upon the terms that reflect you and your business niche, you encapsulate your professional strengths and what you want to do. The definition of keywords spans from the particular keyword phrases that reflect your business purpose to the ongoing creation of messaging. Keyword research is formulating your business idea and business strategy; it is strongly influenced by what customers want and what language they use to describe their needs.

How do you find keywords for what you have not yet published? Firstly, you as a business owner and content creator need to write the seed-words that describe the company's main talents and motivations. Then you need to build a system of terms that convey the purpose. Let’s say you have a company that sells art. The seed-words would be keywords about your category as an art retailer, your business model and your general philosophy towards art.

“In fact, keyword research is just market research for the 21st century.” – Brian Dean, Backlinko

The taxonomy of more specific keywords should be about the user’s intent when searching for art. Quite early on you need to verify if people are even thinking about the words in that niche market, and whether or not your competition is using them.

Why does keywords research affect your business? When you as a company analyse yourself to define what is meaningful to you, you execute an introspective search to find what is most important and valuable. To find the key terms that your target market thinks is important will produce a product-market fit. As individuals have personalities, organisations have culture. Keyword strategy is about introspection and about gazing out at market demand. This ongoing dichotomy may be called business strategy or simply “doing business”.

When I established this journal, I created a taxonomy of terms describing every aspect I could think of concerning “brand-driven business development”. The terms were based on the phases in creative processes and a customer’s decision process. The taxonomy file is constantly changing when I learn more about subjects and become more attuned to how my audience thinks and talks about these issues. This pool of subjects that I know are of mutual interest to me and my customers, may be the start of a business strategy.

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.