Why Keyword Research Reports Matter

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt CEO & Founder

July 9, 2013 | 5 Min Read

Article updated on July 8, 2022

As we have recently discussed, content marketing is an important aspect of any business’ SEO, and overall marketing strategy. The first step in any digital marketing endeavour is to create an effective keyword research report. The report empowers you to better understand your “search landscape”.


Keyword research gives you valuable insight into your audience’s intentions, wants and needs.

Why Keyword Research?

Keyword research is a type of market research.  When you do keyword research you get a sense of the search volume associated with potential keywords of interest, as well as the types of variations on those keywords and the actual language users employ when searching for your product or business.  This can reveal a disconnect between what keywords you think people are searching, and what they are actually searching.

Rectify these gaps to speak more directly to your audience.  Knowing which keywords to target provides great guidance for your copywriters/content creators/social media/SEO gurus to follow when trying to produce content or improve your rank.   Empowered with these keyword research reports, you can optimize more efficiently — driving more targeted traffic to your website.

How to do Keyword Research 

Effective keyword research, based on actionable intelligence, requires in-depth research across all possible keywords your company might be interested in targeting.  It should also account for multiple metrics from a variety of inputs; including paid search, organic search, search volume, and competition.

Once you amass your keyword list, it then comes time to analyze it. High-value keywords have higher search volume, lower competition, and drive more qualified leads.

These keywords are indicative of a gap in your business’s “search shelf” that you can exploit through a variety of search optimization and content production means.   Our proprietary keyword reports will gather all this data for you and then show you exactly where these gaps exist in real-time within your search landscape.

long tail keywords

Keyword Research, Helping You Chase the Long Tail, Driving Conversions

A huge benefit of keyword research is the ability to gain insight into what terms people are actively searching.  70% of all searches involve long tail keywords” — unique and specific search phrases.


Long tail phrases are high in volume, and also convert better. This is because they are indicative of a purchaser that is further along in the buying process. They enter a more precise query into Google because they are close to making up her mind.

For example, a person searching for “knee high black winter boots” is more likely to be ready to make a purchase than a person searching for a more general keyword like “boots”.   The later searcher knows what she wants.  Our keyword reports hone in on these phrases. Key search terms that are affordable and are drive meaningful traffic that converts.

Keyword Research and Content Creation

In a brave new world of content marketing, one of the biggest challenges marketers face is consistently creating engaging content.  Content marketers never want to make content for content’s sake. But sometimes it hard to be imaginative, or predict what your audience wants or needs to hear.

There are two steps to content creation: ideation and keyword infusion; keyword research reports can help with both.  When you analyze your keyword research report, you may notice clusters of high-value keywords. This can be the spark that inspires you to create high-quality content that leverages powerful keywords and touches on real-time trends within your business’s landscape.

Once the ideation phase is complete, and you know what to write about, figure out how to write about it.  Keyword research reports prove useful at this step as well. As you write your content, consult your keyword research report. Do this to ensure that you utilize the most valuable keywords for your content and business’s search landscape. Keyword research provides a map to guide your content creation process. Thus ensuring that you create content that leverages high-value keywords, which also provides your audience with content they want.

Pedestal is proud to now offer keyword research reports for your business. Begin leveraging your search landscape effectively — drive traffic from search terms that matter. Contact us to get started.


Keyword research, SEO

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt

CEO & Founder

Aaron Levenstadt completed his degree in Statistical & Data Science at Stanford University. That focus has given him an unparalleled data-driven approach to search engine digital marketing. Prior to founding Pedestal Search, Aaron worked at Google at the company’s headquarters in Mountain View California. At Google he worked on the Organic Search, Paid Search and Google Analytics products, which equipped him with extensive knowledge of the mechanisms driving Google’s algorithm and other internet search engines.