Keyword research not only tells you what will rank your website on Google, it also highlights the type of terminology that is currently popular and being used within your industry and key sectors/services. You want to be able to connect with your customer base in a language and style that they are familiar with and can relate to. To do this you need to make sure your copy is optimised, even if your business goal is not to get on the 1st page of Google.
In creating copy that is recognisable to your customer base you are able to comprehensively relay the tonality and approach your business takes as well as defining the services, products or solutions you offer. You are connecting with your users to define their user journey – your customers need to be able to navigate around your website with ease and clarity. This is achieved through a combination of web design and targeted copy. Clearly show your user the direction they should go on your site, the links they should click – optimising copy significantly increases your chance of sales conversion.
Alongside the most obvious reasons to optimise your copy with popular keywords it also has benefits within your social media activity Whilst most people search for keyword terms using search engines such as Google, it is also likely that people are using the search boxes in their social media platforms and aggregators such as Twitter and Hootsuite. Not only is it therefore important that your tweets contain targeted messaging and industry relevant keywords so that they get picked up by Google, it is also vital so that people can locate you on Twitter itself when searching for industry terminology on the platform.