Creating a website without a solid internal foundation is like building a car with a shiny exterior but no engine. Sure, it might look fantastic, but it’s not going anywhere.
The secret to a successful website? Keyword research. It lays the foundation to make your website work for you by driving traffic, attracting the right audience, and achieving your goals.
Keyword research isn’t just important – it’s the first crucial step in website design.
Without it, your website is nothing more than a digital business card, leaving you to spend all your time promoting it rather than letting people discover it naturally.
A Lesson I Learned Through Experience
When I started my web design career about 20 years ago, I focused heavily on user experience and aesthetics. I wanted every site to look amazing and provide seamless functionality.
While those are still important, I eventually learned through trial and error that was not enough. After putting so much effort into creating visually stunning websites, I was left with less-than-satisfying visits and conversions.
That’s when I started digging into keyword research. Once I shifted my focus to understanding what people were actually searching for, the results improved dramatically.
Not only did my websites start attracting more visitors, but those visitors were the right audience – people who converted into customers.
Why Keyword Research Matters
Imagine opening a sleek, modern boutique in the middle of nowhere. Sure, it looks great, but if no one knows it’s there, it’s not going to attract customers.
That’s exactly what happens when you skip keyword research and build a website based solely on guesswork. Even if you rank #1 for a term, if no one is searching for it, it’s like having a store in a ghost town.
The numbers back this up. According to a 2024 report by Conductor, organic search accounts for an average of 33% of overall website traffic across key industries.
Without having the proper keywords in place within your website, you’re missing out on the largest source of potential visitors through organic search.
What Keyword Research Does
Keyword research helps you uncover what people are actually typing into search engines.
It’s not about guessing; it’s about using data to understand your audience’s needs and aligning your website to meet them. This foundation ensures that your site is optimized for terms people are actively searching for.
However, including the right keywords is just the start. Ranking for competitive terms takes time, effort, and strategy.
But when you base your content on real search data, you build a site that’s designed for success.
What Happens When You Skip Keyword Research
Skipping keyword research is like designing a luxurious car without an engine. It might look incredible, but it won’t take you anywhere.
In my early days, I spent so much time perfecting user interfaces and visuals that I didn’t stop to think about how people would find the site. The result? Websites that looked amazing but didn’t attract the traffic or conversions my clients and I were hoping for.
Once I started using keyword research, everything changed. Suddenly, my websites were appearing in search results for terms people were actually using. Visitors increased, and more importantly, those visitors were relevant to the businesses I was building sites for.
How I Approach Keyword Research
Here’s how I use keyword research to ensure my websites attract the right audience:
Think Like the Customer: I start by considering what the target audience might search for. Are they looking for “best brunch spots in North Park” or “San Diego coffee shops with patios”? The more specific, the better.
Use Keyword Tools: Tools like Google Keyword Planner, Ahrefs, and Ubersuggest help me identify search volumes and competition for potential keywords.
Focus on Intent: I categorize keywords based on user intent:
- Informational: For people looking to learn something (e.g., “What is keyword research?”).
- Navigational: For people looking for a specific website or brand (e.g., “Redideo Studio San Diego”).
- Commercial: For people researching their options before making a purchase or decision (e.g., “best web design agencies in San Diego”).
- Transactional: For people ready to take action (e.g., “hire a web designer in San Diego”).
Analyze Competitors: I research what competitors are ranking for and identify opportunities to do it better.
Why Ranking Alone Isn’t Enough
Let’s say you rank #1 for “local graphic designer for corporate brochures in 2025.” Sounds impressive, right? But if no one searches for that term, what’s the point? Ranking high for an irrelevant or low-volume keyword won’t help your business grow.
Keyword research ensures you’re targeting terms that matter – keywords with real search volume and relevance to your audience. It’s not just about ranking; it’s about connecting with the people who need what you offer.
Keyword Research Is Just the Start
Keyword research is the foundation of your website, but it’s not the whole strategy.
Ranking for competitive terms takes ongoing effort and consistency. But with a solid foundation based on real data, your site has the best chance of long-term success.
Don’t Skip This Critical Step
If there’s one thing I’ve learned, it’s that skipping keyword research is a mistake. It’s the difference between a website that just looks good and one that actively drives traffic, generates leads, and grows your business.
Request a free quote by clicking the button below, and let me help you build a site that attracts the right audience and delivers real results.