Michael Epps Utley 
Many small business owners know that keyword research and selecting the right keywords are critical components of search engine optimization (SEO) and overall marketing success.
But how many keywords should your business focus on? Some companies pick too many and get bogged down, while others select too few and miss out on opportunities. This guide explains the value of keyword research, how to do it correctly, and how many keywords your business should focus on.
The Importance of Keyword Research
Keyword research is critical. Companies use it to:
Determine which parts of their operation to prioritize
Forecast the results of their SEO and other related marketing activities
Identify possible opportunities for expansion
Write title tags, subheads, and image descriptions
Brief copywriters
And more
For many small businesses, keyword research is a relatively low priority or it’s assigned to a junior team member. It’s considered boring, tedious, repetitive, and easy, even though it shouldn’t be. While it may be difficult and time-consuming, it is integral to business planning.
A Better Way to Think About Keyword Planning
Here are three ways you can more effectively view keyword planning.
1. Keyword Quantity vs. Quality
Many SEO experts embrace the concept of amassing the most exhaustive list of keywords possible. They recommend using tools like keyword multipliers, Google Search Console, and GA Site Search to include as many variants of target keywords as possible.
This tactic can have its merits, but it can also be a massive waste of time and effort.
Think about it: How can you hope to capture every possible keyword someone might use to find your site online? It’s impossible.
So, how many keywords should you target?
Selecting a few main keywords for each product or service and purchase intent you want to target makes sense. Honing in like this helps you get the most bang for the effort while saving significant time and simplifying analysis.
The truth is that it’s easy to produce an enormous list of keywords across many search intents, but it’s a big waste of time. That’s because even though you have a vast list, you will likely optimize for the main ones anyway. Plus, it makes quality keyword analysis nearly impossible.
Think of it this way: Aim to capture 90 percent of the search and intent for your web page or site instead of 90 percent of the possible keywords. It’s far more realistic, and you can use the time you save to make strategic decisions rather than manipulate massive spreadsheets.
2. Automation vs. Manual Research
Many SEO experts also recommend manually analyzing Google search engine results pages (SERPs) as a primary keyword research tactic. This is a reasonable approach, especially when researching individual pieces of content. In this case, the number of keywords required is small, and the granular approach can enhance understanding and improve the quality of the content.
However, a manual approach can be too tedious and time-consuming for at-scale keyword research. Instead, leverage tools like Moz Pro, Semrush, and Ahrefs, which can help you easily identify the 90 percent of keywords that cover most of your Google search traffic.
A relatively small investment in an SEO tools suite could pay off in more effective keyword research that takes less time than doing it manually.
3. Keyword Volume vs. Click-Through Rates (CTR)
Most people focus on search volume when conducting keyword research. While it’s probably unavoidable, it does not provide the complete picture.
The key issue: Click-through rates for keywords vary significantly. Because of all the features Google has added to its results, many SERPs have organic results that begin below the fold, causing them to have relatively low click rates.
This is why volume is an incomplete metric when doing keyword research. You must consider both volume and CTR to work out how many clicks might be available to you. It’s the only way to develop a sound keyword list that can deliver the business results you need.
Keyword Research: The Final Word
Keyword research doesn’t have to be an ordeal, and you don’t need to create a huge list of words that’s impossible to maintain and analyze. Use the advice in this article to develop a sensible keyword list that delivers the search — and business — results you need.
