We just briefly touched on keyword research, which dictates what you call your site or how you describe your brand online.

Keywords even determine how you build links, including everything from the tactics you choose to how you plan on implementing them. Another common mistake people make is that they stop.

Maybe they redesign their website or come out with a new marketing campaign. They do it for a week or two, update their pages, and then stop. They think keyword research is a one-and-done thing. In reality, it’s the exact opposite. The best SEOs are constantly doing keyword research.

Keyword research is done for several different reasons, but the two primary reasons are to rank on Google and create relevant content. Keywords can often open the door to inspiration by telling you exactly what people want to know based on what they’re searching for.