In the ever-changing world of digital marketing, Search Engine Optimization (SEO) plays a critical role in ensuring that your website is easily found by people looking for the products, services, or information you offer. One of the foundational tasks in SEO is keyword research.

This is the process of finding and analyzing the topics and phrases that people enter into search engines. Although it might seem like a one-time task, revisiting your list of target search terms at least once a year is crucial. Here’s why it’s important and how you can effectively do it.

Why Revisit Your Target Search Terms?

Search Trends Change: People’s interests and the way they search online evolve over time. What was popular last year might not be relevant this year. Revisiting your list of target search terms ensures that you stay updated with the latest trends and continue to attract traffic to your website.

Competitive Landscape: Your competitors are constantly working on their SEO strategies too. By reviewing and updating your target search terms, you can see what’s working for them and adjust your strategy accordingly.

Improved Accuracy: Over time, you may find that your site is not performing as expected for certain search terms despite your best efforts. Regularly updating your target search terms helps you focus on what’s actually working or has the potential to make an impact in combination with adding and adjusting content on your website.

Discovering New Article Topics

One of the best ways to find new keywords and article topics is by using tools and features provided by Google and analyzing your competitors’ websites.

1. Google Autocomplete: When you start typing a search query into Google, it provides a list of suggested searches based on popular queries. This can be a goldmine for discovering what people are actually searching for. For example, if you run a bakery and start typing “best cake for,” Google might suggest “best cake for birthdays,” “best cake for weddings,” etc. These suggestions can guide you in creating content that people are actively searching for.
2. Google Related Searches: After you perform a search on Google, you’ll often find a section of the results page labeled “Other people search” and/or “People also ask.” These lists can provide additional topics that are related to your original search. Using these related searches can help you expand your list of target search terms and find new content ideas.
3. Competitors’ Websites: Analyze the content and keywords your competitors are using. Tools like Semrush, Ahrefs, and Moz allow you to see which keywords are driving traffic to their sites. By understanding what’s working for your competitors, you can identify gaps in your own strategy and discover new opportunities.

Utilizing Google Search Console

Google Search Console is a free tool provided by Google that gives you detailed insights into your website’s performance in search results. One of the most valuable features of Search Console is the ability to see the search terms your site is already ranking for, even if you’re not specifically targeting them.

1. Identify Unused Opportunities: By reviewing the search phrases that are bringing traffic to your site, you can identify terms that you’re ranking for but haven’t explicitly targeted. These phrases represent opportunities to create more focused content and improve your rankings.
2. Performance Metrics: Search Console shows you metrics like impressions, clicks, and average position for various search phrases. By analyzing these metrics, you can determine which search terms have the potential to bring in more traffic with a little extra effort.
3. Content Optimization: Use the information from Search Console to optimize your existing content. If you find that certain search terms are driving traffic to a particular page, consider updating the page to better address those topics and improve the user experience.

Practical Steps to Consider for Annual Keyword Research

1. Review Your Existing Search Terms: Start by looking at the terms you targeted last year. Use tools like Google Analytics and Search Console to see how they performed. Keep the terms you’re ranking well for and either discard the underperforming ones or plan to further optimize your site and add content relating to those topics.
2. Expand Your Keyword List: Use Google Autocomplete and Related Searches to find new topics and phrases. Enter your most important target search terms and note the suggestions and related searches.
3. Analyze Competitors: Use SEO tools to see which search terms are likely to be driving traffic to your competitors’ websites. Look for topics and phrases that you haven’t targeted yet but are relevant to your business.
4. Check Search Console: Log into Google Search Console and review the search terms that are bringing traffic to your site. Identify opportunities for new content and optimize existing pages based on this data.
5. Create and Update Content: Use your updated list of search terms to create fresh content that addresses these topics. Update existing content to better target the keywords and phrases you’ve discovered.

Keyword research is not a one-time task but a recurring process that requires regular attention. By revisiting your list of target search terms annually, you can stay ahead of trends, outperform your competitors, and ensure that your content continues to attract and engage your audience. This proactive approach should help you maintain a strong online presence and drive more traffic to your website year after year.