How to research keywords to improve your Google ranking

By researching your market's keyword demand you can not only learn which terms and phrases to target, but also learn more about your audience and their user experience. Your primary objective shouldn’t be ranking for just one single keyword but increasing your site's total domain authority through content quality and relevancy to your target audience.

Keywords have long been a useful web design tool as they play a central role in SEO and in driving traffic to websites. Originally the mechanics were straightforward, although today the use of keywords is much more complicated. Google’s algorithms have become much more complex (Rank Brain AI, in particular), and they now evaluate the intention behind your query and then search for a 'best fit' candidate in its network of indexed sites.

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Paul has 15 years’ experience in leading digital organisations across a plethora of competitive markets.