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.
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.
A prospect unequivocally disagreed with a recommendation I made recently. I told him a few pages of content could make a significant impact on his site. Even when presented with hard numbers backing up my assertions, he still balked. My ego started gnawing: would a painter tell a mathematician how to do trigonometry? The quality of the words you write can be quantified, and they can generate a return for your business.
The tools you use to do research have a direct impact on the kind of data you'll be able to gather. That's especially true when it comes to keyword tools. A great keyword tool provides actionable data on specific search queries and helps you identify potential keyword opportunities you otherwise wouldn't have considered. Long gone are the days when you could brainstorm some search terms for your site, mix them into your content (or advertising copy), and test to see what worked. Savvy marketers need to understand that a targeted, data-informed approach is the only way to remain competitive. Knowing which keywords to target is at the core of your SEO and content strategy. With more and more brands doubling down on SEO to boost brand awareness and bring qualified traffic to their site, the market is more competitive than ever. If you're not focusing on the keywords that matter, it's easy to fall behind.
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.