The Growing Importance of Keyword Research: with Jesse Willms

Jesse Willms
3 min readJan 28, 2021


Google’s search engine market share is 90%, and there are roughly 246 million unique Google users in the United States. As one of the primary points of contact when searching for businesses, services, or products online, the importance of keyword research cannot be overstated. Jesse Willms, the founder of several vehicle history websites, explains that keyword research has become even more essential as businesses move online due to COVID-19. In a saturated digital landscape, he explains that it is important to connect with audiences that align with your target demographic. Breaking down everything you need to know about keyword research, Jesse Willms explains how this SEO strategy can help you generate revenue.

What is Keyword Research?

Keyword research is important because it provides valuable insight into the queries that your target audience are actually searching for on Google. Jesse Willms explains that the insight that you get from these search terms can help inform your content and larger marketing strategy. Keyword research ‘is the process of finding and analyzing search terms that people enter into search engines with the goal of using that data for a specific purpose’. Google and other search engines dig through content on over 1.22 billion websites to provide you with the best possible result, so finding keywords that align with your target demographic is extremely important in cutting through the noise.

Generate Additional Revenue

Keyword research is the foundation of everything from content marketing to big data, marketing automation, social media, and so much more. According to Neil Patel, the digital marketing guru, keywords determine what your company is known for. Using the right keywords becomes the blueprint for your entire online marketing efforts, driving most of the decisions you make. When done right, Jesse Willms explains that keyword research can help you increase your conversion rates and generate additional revenue.

COVID-19 has forced thousands of businesses to move online. As more and more businesses are vying for the attention of the same consumer, keyword research can be the difference between success and failure. When people are looking for a well-vetted and reliable online search tool for vehicle history, his website is almost always the first one to populate the search. Using long-tail keywords (like ‘used car under $1,000 good condition’ versus ‘used car’) can not only help your target demographic find your content, but it is also much more likely to convert to sales.

Keyword Resources

Jesse Willms claims that there are multiple platforms and tools that will allow you to maximize how your website ranks on Google’s search engine. One of the best ones out there is HubSpot’s Website Grader, a free tool that helps you uncover search engine optimization opportunities. Creating personalized reports based on performance, mobile readiness, SEO, and security, you’ll be able to see actionable insights about how you can improve your website’s performance to drive more traffic.