Search engines operate by referencing a search’s terms while checking websites for possible matches. Each website gets ranked based on keywords in its content and how relevant they are to the search. More relevant keywords and high site quality (as defined by Google’s best practices) will lead to a higher ranking in the search results. Technical optimization aims to meet the quality standards of performance (i.e. page loading speed), accessibility and user experience.

Identifying the best keywords for your website helps inform you of what adjustments to make to your content, which drives positive user experiences and a higher conversion rate.

If you already have a web analytics service to measure website traffic (e.g. Google Analytics, Matomo), the insights collected through them are a valuable resource for making data-driven decisions to improve the page quality. Thorough keyword analysis is one of the most important components of a successful search engine optimization strategy.