{"id":3287,"date":"2017-03-15T19:58:30","date_gmt":"2017-03-15T23:58:30","guid":{"rendered":"https:\/\/www.inmotionhosting.com\/blog\/?p=3287"},"modified":"2025-12-09T11:42:45","modified_gmt":"2025-12-09T16:42:45","slug":"keyword-research-mistakes","status":"publish","type":"post","link":"https:\/\/www.inmotionhosting.com\/blog\/keyword-research-mistakes\/","title":{"rendered":"Top 6 Keyword Research Mistakes Site Owners Make"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"671\" height=\"330\" src=\"https:\/\/www.inmotionhosting.com\/blog\/wp-content\/uploads\/2017\/03\/keyword-research.png\" alt=\"Why Your Keyword Research Isn\u2019t Getting You Anywhere \u2014 Top 6 Mistakes Site Owners Make\" class=\"wp-image-3312\" srcset=\"https:\/\/www.inmotionhosting.com\/blog\/wp-content\/uploads\/2017\/03\/keyword-research.png 671w, https:\/\/www.inmotionhosting.com\/blog\/wp-content\/uploads\/2017\/03\/keyword-research-300x148.png 300w\" sizes=\"auto, (max-width: 671px) 100vw, 671px\" \/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400;\">Some keys to business success are timeless. The customer is always right. You should build solutions, not products. The best advertising doesn\u2019t feel like advertising. <\/span>Here are the top 6 Keyword Research Mistakes site owners make when implementing a search engine marketing strategy.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p><span style=\"font-weight: 400;\">Newer on the list of business tenets is the art of SEO. Since the early 2000s, a business\u2019s online presence has worked its way toward becoming akin to its brand reputation as a whole. There are still industries that thrive on word of mouth, radio ads, and TV commercials, but more and more individuals look to web browsers rather than billboards to find a product or service.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">As in anything else business-related, there are about a million ways to get SEO wrong. Let\u2019s cover the top six things you don\u2019t want to do as a business site owner if you want your brand to crawl its way up the search results ladder.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>You\u2019re Putting All of Your Keyword Eggs In One Basket<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Just as your high school English teacher taught you not to rely on Wikipedia as your only source of information, Google Keyword Planner, Moz Open Site Explorer, or any other analytics or SEO platform should not be your sole source of data as you\u2019re planning content for your site. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Pull from multiple sources, and make data-driven decisions:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Use <\/span><a href=\"https:\/\/www.google.com\/webmasters\/tools\/home?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Google Search Consoles<\/span><\/a><span style=\"font-weight: 400;\"> to gauge how your pages currently rank for given search queries<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Use <\/span><a href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">SEMrush<\/span><\/a><span style=\"font-weight: 400;\"> to scope out your competitors\u2019 traction with desired terms<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Use <\/span><a href=\"https:\/\/try.alexa.com\/marketing-stack\/keyword-difficulty-tool\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Alexa\u2019s Keyword Difficulty Tool<\/span><\/a><span style=\"font-weight: 400;\"> to find easy-to-rank for terms not on your radar<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Use <\/span><a href=\"https:\/\/www.onlinemediamasters.com\/4-google-autocomplete-tricks-for-finding-seo-keywords\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><span style=\"font-weight: 400;\">Google autocomplete for content inspiration<\/span><\/a><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Use <\/span><a href=\"https:\/\/adwords.google.com\/home\/tools\/keyword-planner\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Google&#8217;s Keyword Planner<\/span><\/a><span style=\"font-weight: 400;\"> to strategize effective ad campaigns<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">Basically, use the powers of Google, Moz, Alexa, and SEMrush combined. If you\u2019re not already doing so, use an SEO-friendly platform to manage your site content. I find WordPress to be the best for this, if for no other reason than SEO plugins are abundant in the WP world. Take advantage of the complimentary SEO tools offered by <\/span><span style=\"font-weight: 400;\">a hosting provider like InMotion<\/span><span style=\"font-weight: 400;\">, too. May the search engine force be with you!<\/span><b>&nbsp;<\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>You Suffer From Keyword Confirmation Bias<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">See if you can relate: You see a high-volume term and assume its context based solely on your own experience. You think of why <\/span><i><span style=\"font-weight: 400;\">you<\/span><\/i><span style=\"font-weight: 400;\"> would be searching that phrase, and not necessarily how <\/span><a href=\"https:\/\/www.wordstream.com\/keyword-intent\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><span style=\"font-weight: 400;\">someone else may have a different reason or intent<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Let\u2019s say the term you\u2019re trying to capitalize on is \u201cbest event catering.\u201d The implied question here is, \u201cWhat\u2019s the best catering company for events?\u201d If you limit your answer to only apply to a portion of the asking audience, e.g., only covering parties with 50 or fewer guests, or not thinking about corporate gatherings, you run the risk of capping your keyword success. You\u2019re essentially cutting your content, and its potential search engine success, off at the knees.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Let the search numbers (and the articles that rank, i.e., <\/span><a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><span style=\"font-weight: 400;\">competitor research<\/span><\/a><span style=\"font-weight: 400;\">), do the talking, and don\u2019t let your personal opinions overpower their voice. You want to answer user questions from all sides\u2014factoring in every potential scenario and user profile. <\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>You\u2019re Misusing HTML Headings, Hindering the Success of Any Research<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Certain HTML structure rules you just don\u2019t mess with. You know the big ones: Each page should <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=Hgy3Oc9zfOw\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><span style=\"font-weight: 400;\">only have one &lt;h1&gt; tag<\/span><\/a><span style=\"font-weight: 400;\">, you shouldn\u2019t haphazardly jump up and down the heading hierarchy, and to keyword stuff is to <\/span><a href=\"https:\/\/smartblogger.com\/seo-mistakes\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><span style=\"font-weight: 400;\">kiss your rankings goodbye<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\"><strong>What about the not-so-obvious stuff?<\/strong><\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Mix up headings with synonyms (e.g., \u201ctop\u201d instead of \u201cbest,\u201d \u201clow-cost\u201d in lieu of \u201ccheap\u201d)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Capture more searches with eye-catching modifiers (e.g., \u201cfree\u201d, \u201c2017\u201d, \u201cfor families\u201d)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Don\u2019t use heading tags for aesthetic emphasis; use <\/span><b>bold<\/b><span style=\"font-weight: 400;\"> or <\/span><span style=\"font-weight: 400;\">underline<\/span><span style=\"font-weight: 400;\"> styling instead<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Don\u2019t <\/span><i><span style=\"font-weight: 400;\">only bold<\/span><\/i><span style=\"font-weight: 400;\"> for emphasis; break up content with &lt;h2&gt;s where appropriate<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Think of the user intent behind the search, and don\u2019t use keywords in nonsensical contexts <\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">In general, headings indicate the importance of the copy that follows. Your H1 is the most important; H6 tags represent the least important sections. So it makes sense that you\u2019d want to add keywords into your headings for search purposes, and you\u2019ll want to get your terms as close to the H1 or H2 levels as possible for the best SEO results. It\u2019s a slippery slope to giving off a spammy vibe, though, so proceed with caution. A good rule of thumb is to focus on user experience when crafting your skeleton for your website content. <\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>You\u2019re Researching the Terms, Not The Topics<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">To truly rank #1 for competitive terms, you have to become an expert on the topic at hand. Don\u2019t expect to rank with a few measly paragraphs when others have written 1,500-word dissertations on the subject (that are both easy to follow and well-cited).<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Think from the perspective of your prospective customer, visitor, or reader (every one of them).<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Your Heading or Anchor Text Language is Unnatural or Repetitive<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Wording variation, or the use of mixed, natural language, is key in keyword research. Don\u2019t get me wrong, <\/span><a href=\"https:\/\/ahrefs.com\/blog\/anchor-text\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">keyword-rich anchor text continues to influence search rankings<\/span><\/a><span style=\"font-weight: 400;\">. However, don\u2019t force it. Just because \u201cwomen\u2019s running shoes\u201d has 27,100 monthly searches and is a pivotal term for your brand doesn\u2019t mean you need to jam it into every H2 on your site and every link back to it. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Use mixed language throughout your site content, including headings, body copy, image alt text, and link anchor text. Not only does this dilute your keyword density and safeguard you from penalties, but this actually reinforces your credibility in the eyes of search engines. Google knows by now that \u201ccoffee shops\u201d and \u201ccoffee houses,\u201d or \u201cbest real estate agents\u201d and \u201ctop real estate companies,\u201d essentially mean the same thing or are at least related. No need to repeat yourself.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">It doesn\u2019t matter how buttoned up and professional you aim to come across as a brand, you want to sound human! Forcing head terms into unnatural positions in a heading or redundantly jamming competitive phrases into every link you build to your site does not a human experience make.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Your Blog or Site Lacks an Editor \u2014 Everyone Needs an Editor!<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">This tip seems to come up in just about every how-to or how-not-to article I write when it comes to site building, web marketing, or content in general. It\u2019s basically the Golden Rule of content quality, though, so I\u2019ll continue to drive the point home: Everyone needs an editor! It is impossible to be your own second set of eyes, so if you don\u2019t have the resources to bring aboard a proofreader of some kind, at least give your content a second look-over the day after writing (before you publish).<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">More experts note the significance of grammar, spelling, and semantics in SEO:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.grammarly.com\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Grammarly<\/span><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.audiencebloom.com\/matt-cutts-says-poor-grammar-spelling-can-kill-rankings\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><span style=\"font-weight: 400;\">Matt Cutts via AudienceBloom<\/span><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/searchenginewatch.com\/2016\/09\/19\/guide-to-google-ranking-signals-part-3-quality-content\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Search Engine Watch<\/span><\/a><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">Whether you\u2019re attracting foot traffic to your brick and mortar or web traffic to your WordPress site, you have to know your audience and how to capture their attention. In the online world, attention goes hand in hand with searches. Avoid these six faux pas above, and your business will be well on its way to the top (of search results, that is).<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Alexandra Leslie manages <\/span><a href=\"https:\/\/www.hostingadvice.com\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\"><i><span style=\"font-weight: 400;\">HostingAdvice.com<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> as the Tech Vertical Manager of Digital Brands, Inc. Boasting 50+ years combined experience in various tech fields, the HostingAdvice team is the web\u2019s leading source for information on all things web hosting.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Some keys to business success are timeless. The customer is always right. You should build solutions, not products. The best advertising doesn\u2019t feel like advertising. Here are the top 6 Keyword Research Mistakes site owners make when implementing a search engine marketing strategy.<\/p>\n","protected":false},"author":58,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-3287","post","type-post","status-publish","format-standard","hentry","category-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Top 6 Mistakes Site Owners Make with Keyword Research<\/title>\n<meta name=\"description\" content=\"Here are the top 6 Keyword Research Mistakes site owners make when implementing a search engine marketing strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.inmotionhosting.com\/blog\/keyword-research-mistakes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Top 6 Mistakes Site Owners Make with Keyword Research\" \/>\n<meta property=\"og:description\" content=\"Here are the top 6 Keyword Research Mistakes site owners make when implementing a search engine marketing strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.inmotionhosting.com\/blog\/keyword-research-mistakes\/\" \/>\n<meta property=\"og:site_name\" content=\"InMotion Hosting Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/inmotionhosting\" \/>\n<meta property=\"article:published_time\" content=\"2017-03-15T23:58:30+00:00\" 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