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  • Writer's pictureMark A Preston

Redefining Keyword Research: A Journey Beyond SEO Tools

Updated: Jan 10

As an SEO specialist, I've always been fascinated by the evolution of keyword research. My recent discussion with Jeremy Rivera opened up a world of insights that go far beyond the basic functionalities of SEO tools. This conversation reinforced my belief that understanding the depth and meaning of keywords is crucial in crafting a successful SEO strategy.


keyword research

The Limitations of Traditional SEO Tools


SEO tools are essential, but they are just the starting point. They spit out a list of words, often without context or a deeper understanding of the meanings behind them. In my experience, I've seen businesses drive significant traffic but fail to convert because they were attracting the wrong audience, serving the competitors' customers instead of their own. This underlines the need for a deeper dive into keyword research.


The Art of Understanding Keywords


  • Meanings and Intent: Every keyword has a story, a place in the sales funnel. Is it informational, transactional, or navigational? Understanding the intent behind a keyword is vital.

  • Manual Processes: SEO tools provide data, but interpreting this data requires human intelligence. It’s like navigating a ship – you need to plot the course manually, understanding the currents and winds (market trends and customer intent) that affect your journey.


The Changing Landscape: Helpful Content and Authenticity


Google's Helpful Content Update has put a spotlight on the quality and authenticity of content. This shift is reminiscent of the Panda Update, emphasizing that regurgitated, AI-generated content won't cut it anymore. It's time to think differently about content creation:


  • Unique Approaches to Content: Instead of creating what everyone else is, find the gaps in the market. What hasn't been covered? How can you approach a topic from a fresh angle?

  • Value Proposition: What can you offer that your competitors don't? It's about filling the gaps in the keyword gap analysis, targeting areas neither you nor your competitors have explored.



Embrace the New SEO Paradigm


To thrive in this evolving SEO landscape, you need to go beyond just tools and data. If you're looking to redefine your approach to SEO and harness the full potential of your online presence, I’m here to guide you.


The world of SEO is constantly changing, and so must our approaches. If you're ready to explore the depths of keyword research and unlock the true potential of your business, reach out to me for comprehensive training and support. Let's navigate the future of SEO with intelligence and creativity.

About the author

Mark A Preston

Mark A Preston: SEO trainer & speaker with over 2 decades (since 2001) experience in the SEO industry. Host of 'The Unscripted SEO Interview Podcast'. Author of 'The Business Side of SEO' and 'The SEO Freelancer Survival Handbook', SEO Business Books.

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