It's no secret to anyone anymore; Google Ads search ads are getting expensive. The penny clicks of days past are no longer here, thanks to extreme growth in CPC. Just from 2017 to 2018, more than ten years after the peak of the growth of demand and price, Google ads CPCs increased by 10% year on year. In highly competitive fields like law, specific keywords can cost as much as $192 for a single click. So even if you only want your campaign performance to stay the same over time, you have to improve. One of the areas with the most significant room to improve in most campaigns is the keywords themselves. Thankfully the updated keyword planner gives you more insights than ever, which will help you maintain and improve performance with less effort.
Keyword research is the core of any SEO, PPC, or any content marketing related campaign. If you do not bid or use the correct keyword suggestion tools, you do not serve the right audience with the right content at the right stage in the buyer's journey. This means less traffic, less customers, and less revenue. There are a tons of keyword suggestion tools lists out there on the internet. Usually, after reading a list, you still won't know where to find the best tool for your business.
Luckily, Google has a free keyword research tool that allows you to do just that: Google Keyword Planner (formerly the Google Keyword Tool). Google Keyword Planner gets a bad rap, especially since Google removed the ability to see exact monthly search volumes. Now they just show a vague range. You can get these back, but you have to run an AdWords campaign. But don't let this put you off. Google Keyword Planner is an INSANELY powerful tool and has some clear benefits. Not least, the fact that it suggests keyword ideas that you can't find anywhere else. Most SEOs have no clue how to get the most from this tool.
It's nearly impossible to have a discussion about SEO without talking about keywords. Keywords remain the very foundation of any solid SEO strategy, as Google and users need them to understand the topic of your content. With that said, much has changed over the past 5 years when it comes to how keywords are used. In the olden days of SEO, keyword density and keyword ratios were measured religiously, with most experts recommending a maximum keyword density of 5 percent. This meant that your target keyword would account for no more than 5 percent of the total words on the page.
The real kicker that makes copywriting so important to local SEO has to do with semantic search. Google now ranks pages higher that have a natural array of semantically-related keywords on a page – rather than say the same keyword used only three times, and no other mention of similar terms or phrases throughout the page. The goal, in terms of boosting traffic to your blog, is to write as naturally as possible; which should mean incorporating similar keywords and phrases to your target keyword throughout an article or product page. Getting the right semantic mix of keywords is hard, but when it comes to local SEO it can be the difference between ranking #5 and #1 for your target keyword. There's a lot of high-target traffic at stake here, so you want to do your keyword research well.