Your content should include keywords that people are searching for to find your product or service. It also helps you create a strategy that aligns with your business goals, such as increasing brand affinity or building credibility. If you’re not careful, you can accidentally create a pattern of links that are meant to manipulate search results. Creating content that meets the intent of your audience will lead to more conversions and a better ROI. To help you rank for these keywords, it is best to structure your site’s URL slugs around your focus keyword. For example, the keywords “wedding cake ideas” show a very different intent than “buy wedding cake in Boston,” which has a much higher commercial intent. Keyword Research is the first step in search engine optimization (SEO), and it should be a crucial part of any digital marketing campaign. SEO (search engine optimization) is the process of creating content that satisfies Google’s expertise, authority, and trust (EAT) requirements, which satisfy searchers' needs. The ads then appear in the sponsored links section of a search engine’s results page and a small fee is paid each time someone clicks on them. You can also use SEM to create targeted campaigns that are more specific to your target audience. SEM, or Search Engine Marketing, is an important part of digital marketing. It then uses those conversations to capture and amplify expert perspectives across multiple channels.