Why Is Keyword Research Important For Digital Marketing In Singapore

Why Is Keyword Research Important For Digital Marketing In Singapore

No matter where you go online and what you are looking for, most people’s journey will always start with search. And what this means is that people spend a lot of their time thinking up the best phrases that will both represent and solve their problem. This is one of the main reasons that keyword research is such a huge step in any Singapore marketer’s paid search campaign.

For example, let’s say that you own a website that sells watches. Try to put yourself in the shoes of the person who is about to search for watches and the places that they can buy them. What specific keywords would you be the most likely to type into the search engine?

The problem is that many Singapore businesses will attempt to start a conversation in their customer’s mind. However, what they should be doing instead, is trying to determine what conversation the customer is already having with themselves. When you’re able to do this effectively, you can step in an help the customer get to where they would like to go. And this is where PPC truly shines.

Keyword Research Is A Fundamental Step In SEO

If you implement SEO in Singapore, you might be wondering why practitioners place a significant importance and amount of their efforts in Keyword Research. The answer is simple. Most of your target customers would type in a set of words in Google’s query box. Whoever appears on top of the search results page, will most likely have an increase of visitors in their website. This is where a solid process of Keyword Research must be established by the SEO company of your choice.

Its an important starting step of the Search Engine Optimisation process which can certainly be tricky. A lot of tools abound when it comes to suggesting the best set of keywords. These will give better chances for your business to rank highly. You can also compete for search terms via Google AdWords and have a Pay-per-Click (PPC) campaign. However, it would still be much more affordable and effective for you to encourage site visits by organically appearing on top of Google’s Search Engine Results Pages (SERPs).

Gets You Find Easily Online

With keyword research, you can find the best set of search terms so your target customers can reach you whenever you’re needed. Upon consulting with an SEO service , you will most likely find the fitting set of words which has more weight or density to your site. Your in-house Search Marketing personnel can also take the initiative to try out some of these latest Keyword Research tools: • Moz Keyword Difficulty and SERP Analysis ToolGoogle TrendsKeyword Planner from Google Adwords

Why Is Keyword Research Important?

Getting good organic search results is getting more and more difficult with heavy competition. Sometimes the best keywords and keyphrases for your site already have a lot of competition, especially among older sites that have authority and have plenty of backlinks pointing to them on search engines favour sites, and thus, they dominate organic search engine listings.

Quality keyword research

Does the above situation mean you should resign yourself to the fact that you will never be listed? Of course not! You can still gain a competitive edge provided you find a quality keyword research tool that will help you find the most relevant and most profitable keywords for your niche. There are certain keywords phrases called long-tail keywords that are generally easier to target.

They are made up of three or more words, and thus are not as competitive. They are also quite specific, so if you are able to deliver quality content alongside them, you can generate traffic and profits by using them. If people search for information using these long-tail keywords and you can provide them with useful content, you stand a better chance at ranking and earning.

Long-tail keyword phrases

You can find low competition long-tail keyword phrases when you use a quality keyword research tool. As long as you are able to create high quality content around these keywords, you will be able to compete against some very competitive niches. However, quality tools do cost some money. Still, the investment you’ll make will be minimal when you compare it to the time you’ll save on research efforts and the sales you’ll generate on account of those carefully chosen keywords for your search engine optimisation.

Finding the Most Profitable Keywords

If you have already started planning your keywords and attempting to predict what customers are typing in the search engine, then you probably have an extremely long list of phrases. The good news is that the longer your list, the more people you will be able to reach.

However, it is important that you somewhat narrow your list down. This way, you will be able to better identify the audience that is most interested in your services or products. Let’s take a look at the three most common types of online searchers:

Informational Searchers

Informational searchers are the individuals who are searching for general information on a specific topic. This type of person is usually the most difficult to figure out because you can’t tell exactly what they are looking for or why they are looking for it. While one person may be doing research for their school term paper, the other could simply be a little killing time while they are wait­ing for the start of their next meeting or a bus. Whatever the reason for their search, the informational searchers are not ready to buy. In fact, there is a very good chance that they never will make a purchase.

Comparison Searchers

Unlike informational searchers, comparison searchers have a definite interest in purchasing your services or products. However, they are still in the research phase. These individuals are the ones who check out reviews. They also search for price comparisons so that they can get the most for their money.

The time that it takes for comparison searchers to make a purchase will often vary depending on each individual. Some of the people in this group will be ready to make a purchase within in a matter of days. Some will even make a purchase within just a matter of a few hours. However, there are those who could take weeks or even months before they make their final decision.


Buyers are the easiest people to figure out. These are the group of searchers who know exactly what they are looking for. In most cases, the only barrier that exists to their actually making a purchase is identifying the right deal and the right place. Determining which group of searchers people fall into

Now that we have identified the most common groups of searchers, how can Singapore marketers tell which of these three groups and individuals falls into? The answer is simple. You need to make sure to study the keywords that they type into the search bar. You see, the more specific the search is, the closer the person is to being in the “Buyer” group. For example, let’s say that theses three groups of searchers are looking for watches. In most cases, the individuals who are simply looking for more information will search for keywords that contain no more than one or two words. Also, these words do not have modifiers. They may search for a certain type of watch. In the case of the comparison shopper, they will be a little bit more specific in their search. This means that they will use modifiers so that they can get information that is more in-depth. They will often include a certain type of watch along with a specific brand name. When it comes to buyers, they will be extremely specific. In fact, the people in this group will use the results of their previous research in their keywords. Their keywords may include the word ‘buy’ or ‘price.’

Narrowing Down Your Keywords

If you are new Google Ads and your biggest concern is your budget, then it’s a good idea to only target the buyers. And this is because they are typically the easiest group to target and convert. Let’s take a quick look at the best way to develop keywords for this audience.

Step 1: Look through your website.

Start by browsing through your website as well as your entire product catalogue, and then make a complete list of all of the things you sell. You are probably already pretty familiar with your product line. However, you need to see things through the eyes of your customers. Pretend that you don’t already know all of your products by heart. Think of synonyms that the customers may use to find them. You can then combine these with some of the most common buyer and comparison keywords.

Step 2: Pay attention to your competition.

If you want to get a better idea of what keywords work, then you need to consider what is working for everyone else. Specifically, you should take a look at the websites of your top competitors. You should be able to identify a few phrases and expressions that you had not considered or thought of. Add these keywords to your list.

Step 3: Ask your current customers.

If you want to find out which keywords are certain to pull in the most people, then you can always ask your current customers. Do a survey. Have phone chats with your most recent buyers. Ask them how they found your website as well as the keywords that they typed into the search bar. You may not be surprised by their answers, but this should definitely result in a few extra keywords or modifiers.

Step 4: Consult family, friends, and staff.

Just as is the case with asking your customers, sometimes you can get some thoughtful answers from those who are closest to you. Sure, this may not feel as scientific as most keyword research methods, but it’s a good idea to take advantage of every possible opportunity. After all, your keyword list needs to be as exhaustive as possible.

Step 5: Use your keyword tools.

For the most part, it’s enough to use Google’s keyword resource. However, as you become more comfortable and get more experience, you can use third-party tools. These will give you the ability to dig much deeper. Most keyword tools are great for figuring out which keywords tour competitors are bidding on and then feeding all of this information data back to you. Just keep in mind that there are limits to how accurate this information is.

Competitors Keyword Search

When it comes to paid digital adverts, a keyword search can make or break your campaign.  The number of resources you spend coming up with the key phrases can be rendered useless easily by simple errors. You may end up spending your entire online marketing companies advertising revenue on trial campaigns that may never work.

There is a way around this, a less-strenuous, time-saving, and highly efficient method of identifying the right keyword combinations for a campaign? In most cases, you can only achieve such a shortcut through analysis of your competitions marketing strategies and stealing it from them. However, for this to prove effective, you will need tools and a campaign testing investment.

Stealing the best performing and highly-converting keywords for a competitor in Singapore SEO digital agency doesn’t have to be complicated. You only need excellent analytical skills to help identify the keywords, proper analytics tools to sort the data out, and small testing budget. This allows you to save a lot of time and money that would have been used in developing and funding new ads.  

Competitive research

Each site has several predictable conversion generation points. This may be the testimonial page, the keywords ranked, or an ad copy. However, it at times proves quite challenging to identify the exact conversion generation, especially from an outsider’s perspective.

You, therefore, have to employ your experience and judgment in identifying what you deem as your competitor’s leading conversion strategy. This involves identifying all major keywords in these conversion points for a Singapore SEO agency you compete with and sorting them according to relevance.

Stealing and testing the keyword

Remember that as a marketer, you can only borrow keywords from successful brands that fall within your niche. Nevertheless, upon gaining access to the keywords worth investing in from your competitor, you now have to test their impact on your brand. This involves coming up with well-thought ads around these key phrases and testing them out over a given period.

Using Google analytics

After the testing period, you need to reevaluate the ad strategy using different analytic tools such as the free Google Analytics. Such analytic tools help separate the most reliable and best-performing keywords from the one you need to drop. Analytics in digital marketing also helps with budgeting. Given that the analytics tools help break down the cost of running each add, you can use the cost analysis to channel more funds to better-performing ads or to help revive others with deteriorating performance.

Churn Out Highly Relevant Content

By effectively carrying out your Keyword Research process, you can also enable your site to churn out highly relevant content. You can publish blog posts and other types of content like infographics, instructional Gifs and even videos based from keywords used by your target customers. This should serve the purpose of being informational and establishing initial relationships with your visitors.

Best Keyword Tools to Use to Increase Organic Traffic

get google ranking ad

The importance of organic traffic to your business cannot be overstated. Google receives around 63,000 searches every second. This totals to a colossal 2.3 million searches per minute. People are overwhelmingly in favour of organic results when they make these searches: 94% choose organic results while a mere 6% prefer paid adverts.

The information above is all the incentive you need to focus on adopting the right search engine optimization (SEO) practices.  These practices will enable you to get to the first page of a search engine. This is vital to your business as 75% of users never scroll past the first page.

Keyword research is critical if you are ever going to improve your search engine ranking and ultimately get to the first page. There are two types of keyword that you should focus on to get better ranking: short tail and long tail keywords. Short tail keywords are also known as head terms.

Short tail keywords are phrases that are made up of one or two words. They have a lot of competition because all the companies in a particular niche try to use them on their site. The older and formidable companies usually get ranked for using them since they have a lot of backlinks; search engines tend to favour them since these backlinks show they have authority. An example of this type of keyword can be the word ‘cheese.’

Long tail keywords, on the other hand, are phrases made up of three to five words. They tend to have less competition and perfect for smaller firms that are trying to grow roots in a certain industry. An example of a long tail keyword can be ‘cheese for making pizza.’

There are thousands upon thousands of these keywords; trying to find the right ones using the regular search is nearly impossible. Fortunately, there are several tools to help you do this:

best keyword research tools

Google Keyword Planner

Companies love this keyword research tool because it contains data from Google, the most popular search engine in the world. Google stores the keywords people have used to search for something. You get access to this information when you sign up to use this tool.

The best feature about Google Keyword Planner is that it shows you how much people are bidding for particular words. Typically, the higher the bid, the more effective the keyword will be. The best part is that you get this potentially valuable information for free; the only people who pay are the ones who are going for pay-per-click ads.


Ahrefs crawls 6 billion pages every day. It is no wonder that they have extensive information on each keyword. They present this keyword information in wonderful pictographic ways that help you quickly find the relevant information.

The best thing about this keyword research tool is that it gives you a difficulty rating for each keyword. This is a feature that can be found in other tools, but unlike them, Ahrefs gives you the exact score. It also tells you how many backlinks you will need to rank page one of Google.

Planning using this tool will make your work a whole lot simpler.


This tool has over 800 million keywords and claims to be an all-in-one marketing toolkit.

This tool gives you the keyword trends, keywords that rank the highest, easy-to-read keywords that rank well, keyword position tracking as well as showing you the words with low competition but high search volume. Using all this in your keyword strategy will boost you massively.

Undoubtedly the best feature about this tool is its competitor analysis capability. This functionality allows you to find out which keywords your competitors are ranking for and how they are using them on their site. That explains why it is the preferred option for more than 3 million people.


Moz is the brainchild of popular technology guru Rand Fishkin and Gillian Muessig who founded the company in 2004.

This tool helps you track the relevant keywords that you plan to use. To easily plan your keyword strategy, you can import, export, and build lists using this tool. These are great features that save you a lot of time. It helps you create better keyword lists by showing things such as total search volume, difficulty rating, the organic click-through rate of the keyword, priority, and your overall score.

get google ranking ad

The best feature of this tool is its ability to help you monitor the rise and fall of your keywords over a particular period. For example, you could check your keyword’s ranking performance for one week. You can then decide to get rid of these keywords and adding others that perform better.


This is a popular keyword research tool known for giving keyword suggestions. A simple search of a particular word can get you thousands of suggestions. That is not all; you can also filter the results to get more relevant. For example, for the location, you can choose Singapore.

The best feature of this tool is its ability to produce keyword ideas after entering the name of a site. This is a fantastic tool to check your competitor’s website as it only gives you keyword ideas based on the content.


This is the tool to use if you are looking for information on long tail keywords. It will show you the keyword trends, search volume, and cost per click.

To find out more about a particular keyword, click on an individual keyword.  You will find things such as the domains trying to rank for the keyword, the backlinks of a specific domain, the number of times the page containing the keyword has been shared on social media, and the overall traffic.

All these relevant information will be of great use to you when you are trying to compete with other companies.

Final Word

Keyword research helps you produce content that your audience is looking for and at the same time rank higher on search engines. This ensures that the superb content you create is found by your users all the time, and ultimately leads to growth.

Keyword research takes a considerable amount of time and attention to detail. If you want to speed the process up, then you need to learn the intent of searchers. This way, you can narrow down your list and get a better return on investment. If you need help with this process, you can always consult a search engine marketing management company.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

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