Whether or not optimizing your website for Google is a priority, there’s tremendous value in doing thorough keyword research and keyword analysis for your website. Because optimization for search engines is a multi step process, incredibly valuable information can be gleaned from each step of the journey. For now, let’s focus on keyword analysis and research.

A keyword analysis, at its heart, is a research process that looks to unearth the phrases, topics, and literal keywords that people all over the world are actually using when looking for information on search engines. These topics and phrases are qualified by the amount of literal searches they get per month (and annually). They can be further broken down by which states, countries, and regions the users are searching for that information from (local businesses, take note).

Ultimately, a keyword analysis will allow you to pair your discussion topics and potential intellectual property 1:1 with lucrative (highly searched) topics and phrases. It’s not about quantity in traffic; it’s about quality of traffic. If you’re going to discuss a topic anyways, why not figure out what people are literally searching for. These research results are an excellent window into the context and mindset of the searching (professional) public. Find and fill the gap!

Because the internet is constantly growing and offering new opportunities for exposure and interconnectedness amongst colleagues and customers, it’s important to understand that your position online spans far, far beyond ‘just’ your website. We call this your ‘online presence’, and similar to how your business has multiple facets, and many moving parts, your presence on the internet is equally complex and multifaceted.

Companies that successfully leverage their online presence utilize blogs, newsletters, whitepapers / intellectual property, and (if appropriate) professional social networks (among other great tools in addition to their website). These resources offer unparalleled and continued access to you and your customers – sharing your services and intellect, all while building and boosting your authority and credibility.

Having a great website gives you a place to bring all of these pieces together. The more you interact, write, and share, the more your great ideas can be found and bought into – resulting in more business, higher fees, and greater return on your investment.