Gartner Research

How to Perform Keyword Research to Support an Effective Search Strategy

Published: 14 November 2018

ID: G00361223

Analyst(s): Lizzy Foo Kune

Summary

SEO and paid search are vital parts of many organizations’ marketing plans. However, marketing leaders continue to conduct ad hoc keyword research, or worse, they adopt a set-it-and-forget-it mindset. Use this research to create and update an effective keyword search strategy.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Identify the Role of Search Throughout the Customer Journey
  • Map Your Customer Mindset to the Customer Journey
  • Follow a Three-Step Process to Perform Keyword Research
    • Step 1: Gather Information
    • Step 2: Collect and Map Keywords to the Customer Journey
    • Step 3: Organize and Deliver Your Keyword Research
  • Use Your Keyword Research to Inform Content Strategy

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