By Ann Smarty
No matter what your content marketing strategy is, keyword research is the fuel.
Keywords inform marketers as to what their audience strives to know, let them monitor their competition, and offer a constant source of content ideas.
Now, the approach to keyword research is different from what it was even a couple of years ago. Search engines are becoming smarter and keyword research tools are getting more advanced. The web is getting to be a better place after all.
Just as the SEO world is changing, so should we. Here are three SEO trends quickly reshaping the keyword research concept and with it the way we brainstorm, create, and optimize content.
1. Being in first place is no longer enough
This is the trickiest and one of the most frequent questions when it comes to keyword research. How much traffic is that top Google position going to bring? Is it worth the trouble?
The short answer: It’s more complicated than it ever was. Search engine results pages provide less visibility than they once did and that should factor into your keyword optimization process.
Search engine results provides less visibility to links than they did, says @SEOSmarty. #SEO
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If you want to invest the time and effort into ranking first, here are resources to help you understand how to evaluate your traffic:
General click-through rate for Google’s top position
Through the years, a few studies have shown the breakdown of clicks generated by the top five positions. My company did one last year, 2017 Google Search Click Through Rate Study, which found the top position attracts 21% of clicks, while the second and third positions generate 10% and 7.5% of clicks, respectively.