Whether you are promoting products or merely distributing content, ensuring that it is seen by the right audiences is crucial. Thanks to the unprecedented ease of using the internet, more people than ever are competing for the same digital real estate – meaning you have to fight that much harder for visibility.

One major component of visibility in search engines, marketplaces and beyond is keyword selection. Many brands understand that choosing the right keywords can have a huge impact on who sees their products, services and content – and also how many people see them.

In order to help you improve keyword research and make the process more efficient, let’s look at three simple tips that can more effectively optimize your keyword choices.

Focus on Mobile

Arguably more influential in SEO outcomes than any other browsing segment, mobile browsing now comprises a majority of search engine traffic. This reality has shifted the way that search engines view websites; those that accommodate mobile users effectively rank more highly – especially in mobile results.

Many brands are discovering that their keyword optimization strategies can be improved by focusing on mobile-relevant keywords more so than generic keywords. Especially valuable advice for brands and businesses contesting results in local SEO niches, pinging users with keywords that are relevant to their search habits can make the keyword research and engagement processes much easier.

Do Some Auditing

We’ve all likely heard of content audits, but have you considered what a keyword audit might uncover? Keyword audits are just what they sound like: an assessment of all the phrases, words and long-tail SERPs you’re targeting with SEO efforts.

A variety of online tools exist that can help brands discover the inherent value and results for each targeted keyword, and many also assess a variety of other elements on your website (such as broken links). By evaluating how each keyword is affecting your on-page SEO and mobile effectiveness, you can be better equipped when it comes to jettisoning ineffective phrases and adopting newer and more relevant options.

Follow Trends

It can be easy to settle into a pattern with respect to content creation, marketing and even keyword targeting. After all, it takes  a substantial amount of time in most cases for keyword targeting to truly produce results: nobody should discard a particular focus just because dramatic results haven’t materialized in a month or two.

However, keywords – like all other things on the internet – undergo trends and changes. Within any given niche, the internet is constantly producing new trends, phrases and interests, meaning that brands must always be on the lookout for emerging SERPs and long-tail phrases that may produce better results. With a good eye and consistent research, you’ll be sure to be pinging users using the right keywords.

Now more than ever, choosing which battles are worth the effort is crucial in the fight for better SEO. Keywords in particular require a dedicated focus: you don’t want to be focusing on ineffective phrases or targeting too many keywords to little effect. With the advice above, you can begin improving your keyword optimization starting today, and enjoy more prominent visibility in the SERPs you target.