Why You Should Never Skip Keyword Research in Your Digital Marketing

Ava Page

Sure, you’ve probably heard about keyword research in digital marketing before, but what does it really entail? At Threshold, we pride ourselves on our SEO success in websites, social media, ads, and more – and we couldn’t do it without successful keyword research.

So, whether you’re interested in stepping up your own keyword research, or seeing some of what we’re doing in our free SEO services on custom websites (yes, FREE – you read that right), this blog’s for you.

What are keywords?

It wouldn’t make any sense to explain the importance of keyword research without ensuring everyone’s on the same page with what keywords really are, so we’ll get this out of the way quickly.
Keywords are the words and phrases that will bring up your content based on search engine searches (say that 10 times fast).

For example, if someone searches “Austin luxury apartments” in Google, that’s the keyword that will bring up your blog posts, website, social media, etc. that include the same phrase. It’s all about establishing your relevance on the topic that users are searching for.

That’s where keyword research comes in.

What is keyword research?

Keyword research is how you discover which keywords are the most relevant and appropriate for your content to rank and perform at its highest in search engines. This is done through researching and analyzing your target audience, and seeing what topics, phrases, and search queries are trending around them.

Make no mistake, this isn’t as simple as saying, “We’re in the marketing area, so our biggest keyword is going to be ‘marketing’” – there’s much more to it than that.

Lucky for you, we’ve got this process down solid, so you don’t have to deal with the nitty gritty.

Why should you care about keyword research?


Above all else, when it comes to any online content from social media to websites and everything in between, SEO is king. With that being said, one of the easiest ways to boost your SEO success is with keywords, and the research that goes into choosing successful keywords for your content.

As we mentioned earlier, this is the easiest and most recognizable way for users to organically discover your content.

To go a step further and show you the numbers, over 90% of websites receive no organic traffic from search engine results – and we’ll let you in on the why: poor SEO strategies, and no keyword research.

keyword research graphic seo

If you want to become a part of the <10% that’s receiving sustainable organic traffic from search engines and social media, we’ve got the tools to get you there. Let’s do it together.

Creating content strategies

Keyword research should always be the first step in your content marketing strategies and plans. This ensures that you’re always focusing on the best topic for your content, and including just enough (not too little, not too many) keywords for the size of your campaign. Learn what your target audience is most drawn to, and what’s going to get your content the attention it deserves.

After all, why would you put so much time and energy into creating something without doing all you can to make sure it’s seen by as many people as possible?

Before you go

Don’t forget, we’re experts when it comes to crafting marketing strategies that drive leasing results and building high-ranking SEO-friendly custom websites! Need help? Reach out to a CSM or any of our team members to get started on taking your marketing and SEO to the next level, see an increase in traffic, and watch the leads roll in.

For more tips and information about digital and real estate marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, or LinkedIn!

About the author

Ava is the content marketing specialist at Threshold, and is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, SEO maintenance, and aids in digital marketing strategies both internal, and client-facing.
When she’s not busy creating content, you can usually find her in a coffee shop, picking out new plants, island-hopping, or spending time with her two dogs, Miska and Noodle, and two cats, T’Challa and Ada.

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