It’s still crucial you take some time to really dive into the language of your audience. Which words do they use? What terms do they search for? Which terms are competitive and which less so? The result of your keyword research should be an extensive list of keywords you would like to rank for. Make sure to update your keyword research list or sheet regularly. Your audience may change, as could your business focus and business needs. That has implications for your keyword strategy as well.

2. Aiming at unrealistic keywords

Make sure you aim for realistic keywords. Some niches are very competitive. Ranking in competitive niches is hard, especially if you’re just starting your website or business. If you’re just starting out, you shouldn’t aim for the competitive ‘head’ keywords (yet). Instead, focus on long tail keywords (which are easier to rank for and have a higher chance to convert).