I’m a book writer, so of what use is keyword due diligence?
There are at least three online marketing activities that can benefit from keyword research and discovery. (Thanks, Bob Bly for these three).
The first is for search engine optimisation. Each page on a website should be optimised for keywords relating to its topic. These should be the keywords that get the most search activity.
The found keyword can be popped in the title, headings (1,2), meta tags, and first paragraph/summary paragraph. It is not necessary to always use the same keyword all through the page; slight variations may also work well to add variety to the content. (e.g. picnics, picnickers)
The second online marketing activity related to keyword due diligence is pay-per-click advertising. This means Google Ads and others, like Amazon ads. Even a good PPC ad will generate mediocre sales results if you bid on the wrong keywords.
The third keyword-related online marketing activity is determining the feasibility of new products, e.g. an online course. Trends can change quite quickly, so look for longer-lived educational topics.
Search with BuzzSumo for popular content topics to write on. Get some ideas how to do this by viewing the video!
See our Media Master List, under Marketing!