Making sure you are using the right keywords is extremely important for Michigan businesses. Keywords help businesses understand what people are searching for online and how they can get their content on the right target audiences pages. If a website does not use the right and relevant keywords, it will be much harder for potential customers to find the local businesses page.

For businesses in Michigan, it is extremely important for them to do their research on what keywords to use to target the right audience. Location also plays a huge role in the search results. Businesses should make sure they are using local words like “Metro Detroit” or “Michigan” to help target the right audience. It wouldn’t be relevant to someone in Ohio if the business is looking for people in Michigan. Most businesses want local customers not someone that is located across the world, especially if it is a local business and not a franchise.

Short-tail and long-tail are the two different kinds of keywords that we learned about in class. When we did the mountain bike Google Ads research project we wanted short-tail keywords. We were told that the short-tail keywords are extremely competitive and harder to rank for. Long-tail keywords are obviously longer and more specific, we used “Durable mountain bikes in Michigan.” We learned that long-tail keywords are much easier to rank bring people in who are more likely to buy/use the product.

Search intent is also extremely important in keyword research. Search intent is the reasoning for why users are searching up that product or business. There are two types of searchers, people who are actually going to take action and people who are researching for more information. For example, someone searching “what is the best mountain bike to get” is someone probably looking at different kinds of bikes, while someone searching “Mountain bike shops near me” is more likely to go out and buy the bike. Businesses should focus on keywords that match the goals of their business.

There are many tools available to help with keyword research. Google Keyword Planner, Ubersuggest, and even Google’s search suggestions can provide useful ideas. Looking at “related searches” at the bottom of Google pages can also help identify common search terms.

It is really important not to overuse keywords, I learned the more focus keywords I put in rank math hurt my rank math score instead of helping me.

In conclusion, keyword research is the starting point for any successful Michigan business or any business in general. It helps them connect with the right target audience and improve their chances of being found online. For Michigan businesses, using local keywords can make a huge difference in attracting nearby customers.