Keyword research enables site owners to choose keywords when constructing and optimising a website (page). Keyword research is also extensively used to manage PPC advertising campaigns or if you are looking to research and identify profitable niche markets.

When performing keyword research for constructing and optimising a website (page) you are looking to select search terms that will reach your target audience. One of the common mistakes made by some SEOs is to avoid choosing keywords that are very competitive. Searchers tend to use a lot modifiers when they search and the more competitive the search term the more likely they are to use a modifier. Removing the possibility of ranking well for these modified searches is not a good idea. Competition can be a factor in deciding how to target a specific search term but you should never ignore a search term simply because you believe it is too competitive.