When it comes to SEO, keyword research is an important foundational step.
It’s easy enough to dismiss keyword research in favor of the more generalized “write great content” strategy.
The fallacy with this approach is that “great content” doesn’t differentiate between people at different stages of the buyer’s journey – keywords do.
You need to know what people search for and how they search.
For example, one of the initial stages in the buyer’s journey involves seeking information.
