What Is A Keyword?
In the context of Search Engine Optimization, a keyword is a term that you want your website to rank for in search engine results to attract a specific target audience.
Read this in-depth guide on [Keyword] for a detailed understanding of the topic.
What Is Meant By Keyword Research?
SEO Keyword research is a fundamental practice in the field of SEO which involves identifying words and phrases people enter into search engines to look for information, products, or services similar to what you offer.
Keyword research is a critical first step in planning any SEO campaign or content strategy.
The goal is to optimize content around those terms so that it appears higher in search engine results, thereby attracting more and higher-quality traffic to your website.
In this in-depth beginner's guide for SEO, we will delve into the process of how to do keyword research, uncovering valuable insights to enhance your online presence.
Why Is Keyword Research Important?
Keyword research for SEO is important for several reasons:
Understanding User Intent
Keyword research can help you understand what your target audience is looking for.
This can give you insights into their needs, preferences, and concerns, which you can then use to tailor your content, products, or services.
Content Strategy
It's a fundamental tool in forming a successful content strategy. By discovering popular keywords in your field, you can create content that meets the demand of users.
SEO Ranking
Search engines like Google use keywords as one of the key factors to determine which pages to show for a given search query.
By using the right keywords in your website content, you can improve your chances of ranking higher in search engine results pages (SERPs), leading to more visibility and increased organic traffic.
Competitor Analysis
SEO Keyword research can also be used for competitor analysis.
By understanding which keywords your competitors are targeting, you can gain strategic insights into their marketing strategy and possibly identify gaps that you can exploit.
Paid Advertising
In the context of pay-per-click (PPC) advertising, keyword research is vital for creating effective ad campaigns.
The right keywords can help you attract qualified leads, improve your ad's performance, and ultimately increase your return on investment.
Keeping Up With Trends
Search trends change over time, and so do the keywords people use.
Research keywords as it helps you stay on top of these changes and adapt your content and SEO strategy accordingly.
Elements of Keyword Research
SEO keyword research involves various elements.
Understanding these elements can create a more effective content and SEO strategy, ensuring you are targeting the right users with the right content.
Here are some of the most important ones:
Monthly Search Volume (MSV)
This is an estimation of how many times a particular keyword is searched for in a month.
It helps gauge the popularity of a keyword, but it's important to note that a high MSV does not always equate to a valuable keyword for your strategy.
High-MSV keywords often attract a more general audience, while low-MSV keywords, although searched less, can attract a more specific audience closer to a purchase decision.
Read all about Monthly Search Volume in detail.
Search Intent
This term refers to what a user expects to find when they perform a search. Understanding user intent is vital as it aligns your content with what the audience wants to find.
Get a detailed overview of Search Intent and its various types by reading this article and understand why it is important in keyword research.
Content Relevancy
This aspect considers whether your content is relevant to the user's search query.
Google and other search engines use various signals to determine this, including how users interact with search results. The relevancy of your content to a specific keyword is critical to its ranking potential.
Here is a complete in-depth beginner's guide on Content Relevancy. Read this to get more insights.
Long-Tail Keywords
These are more specific, usually longer phrases that may not have high search volumes but can attract more targeted traffic.
They are referred to as "long-tail" because they appear at the tail end of the search demand curve.
Here is a complete guide on Long-tail Keywords. Read this to get more insights.
Keyword Difficulty
Keyword difficulty refers to how hard it is to rank for a specific keyword in search engine results. It is influenced by competition, domain authority, backlinks, content quality, and on-page SEO.
Tools (Ahrefs, SEMrush, Moz, Ubersuggest, KWFinder, and SERPstat) give it a score, often between 0 to 100, to help you decide which keywords to target.
Balancing between high and low-difficulty keywords is crucial for an effective SEO strategy.
For new or less established websites, it is recommended to start with low KD keywords. These are keywords that are not highly targeted by established websites, making it easier for a new site to rank for them.
As the site gains authority and credibility, it becomes better equipped to target more competitive keywords with higher search volumes.
CPC
Cost Per Click (CPC) is a metric used in online advertising, particularly in pay-per-click (PPC) campaigns like Google Ads.
It represents the amount of money an advertiser is willing to pay for a single click on their ad that appears when a user searches for a specific keyword.
The higher the CPC, the more competitive and valuable that keyword is in terms of generating revenue for advertisers.
CPC is a crucial metric in researching keywords. While search volume is important, a high CPC indicates commercial intent, meaning that advertisers are willing to invest in targeting that keyword.
Even if a keyword has a low search volume, a high CPC suggests it could be valuable.
How To Do Keyword Research For SEO
SEO Keyword research involves three stages:
Finding Keywords
Analyzing Or Researching Keywords
Using Keywords
Let's go through all of them one by one.
Finding Keywords
When you start the SEO research process, then the first question that may arise in your mind is how to find keywords.
Well, this is the initial phase of keyword research and involves generating ideas or finding keywords for SEO purposes, which can be done in multiple ways.
Target Audience
The process of finding keywords for SEO must begin by understanding your audience, their desires, needs, and particularly their issues and concerns. Compile a list of words, ideas, and topics related to your niche or business.
Brainstorm A List of Topics
Consider the topics that your target customer might be interested in.
For instance, if you run a fitness training business, topics could include strength training, nutrition tips, workout routines, lifestyle, weight loss strategies, and personal training sessions.
Competitors' Keywords
Your competitors are a valuable resource as they may have already conducted extensive SEO research.
Regularly monitor your competitors, and keep an eye on the content they are producing, and the terms they are targeting.
A keyword gap analysis can help you spot opportunities your competitors are targeting, that you might have overlooked.
Wikipedia
Wikipedia is an underutilized source for keyword research. Search for a broad keyword, and look for the “contents” section of the page.
This section lists the subtopics covered on that page, which could be potential keywords.
Related Searches
Check out the “Related Searches” section at the bottom of Google’s search results.
This list usually contains 7-8 keywords closely related to your search term, providing ideas that come straight from Google.
Your target audience likely spends time on Reddit. Search for a broad topic that your target audience is interested in and something that’s related to what you sell.
Look for threads with many comments and consider these topics for your keyword ideas list.
Current Site Queries
If your website has some online history, Google Search Console can provide insights into what Google perceives your website is relevant for.
This can help you determine if your site is sending the right message and identify opportunities.
Suppose you manage an SEO blog for a year. Using Google Search Console, you find your site ranks well for "beginner's guide to SEO" and "SEO tips," but not for "The best SEO tools".
This helps you tailor your content strategy to focus more on those topics, ensuring your site aligns with what Google sees as relevant.
For that, you can see the “Performance” tab in GSC and search for the keywords your website is ranking for under the “Queries” section.
Google & Bing Suggest
If you have a list of topics, type each one into Google and see what it suggests.
You can also use Bing and see all the suggested queries there.
Popular Topics Using Forums
Forums can serve as constant focus groups. Search for forums where your target audience might hang out.
Note how the forum is divided into sections, with each of these sections being potential keywords that you can add to your list.
Use these search strings to search for the relevant forums:
“Your keyword forum”
“Your keyword” + “forum”
“Your keyword” + “forums”
Use Keyword Research Tools
There are numerous keyword research tools - both free and paid - available to enhance your SEO keyword research process.
Continue reading, as we will delve into the best free keyword research tools in more detail later in the article.
Analyzing Or Researching Keywords
Analyzing keywords is an integral part of any SEO strategy, and it requires a systematic approach.
Below, we will explore how to do so in detail.
Search Volume Analysis
This refers to the number of searches for a specific keyword within a given timeframe.
Keywords with a mid-range volume and long tails are typically targeted first due to the potential for quick wins. They also tend to be less competitive.
High-volume keywords require a lot more effort to rank for due to the high competition.
However, even keywords with zero search volume shouldn't be completely dismissed, particularly if they hold relevance for your target audience.
Shoulder Keywords
Shoulder keywords are related terms that your potential customers search for, even if they're not directly connected to your primary product or service.
Targeting these keywords can be advantageous as they attract visitors who might later become customers.
For instance, if you're selling fitness equipment, you might also create content around topics like healthy nutrition or workout routines.
This strategy widens your reach and establishes your website as a valuable resource in your industry.
Search Intent Analysis
By studying the Search Engine Results Page (SERP), you can get insights into the type of content that ranks high for each keyword, hence indicating the searcher’s intent.
Here is a brief overview of all four types of search intent.
For more detailed information, read our in-depth article on Search Intent.
Topic Clusters
This is an advanced keyword strategy where related keywords are grouped together under a high-volume head keyword.
This strengthens the site's topic authority. Content is created for each keyword and linked together using internal links.
Read more about Keyword Clustering here.
Keyword Difficulty Analysis
In keyword research for SEO, it is advisable to focus on keywords with a keyword difficulty (KD) score that aligns with your website's authority and resources.
If your website is relatively new or has lower authority, target keywords with lower KD scores (e.g., below 30-40) to start. As your site gains credibility, you can gradually aim for keywords with higher KD scores.
Remember to prioritize keywords that match your content goals and provide value to your target audience, regardless of their difficulty level.
You can use several tools to check the KD score of different keywords and incorporate them into your content strategy.
Below is the screenshot from Ahrefs.
Ahrefs Content Gap Analysis
Ahrefs is a powerful SEO tool that allows you to analyze your competitors' keyword strategies.
The "Content Gap" feature helps you identify keywords that your competitors rank for, but you don't.
By understanding their successful keywords, you can uncover opportunities to enhance your own rankings.
This strategy provides insights into areas where you may be missing out on potential traffic.
Go to Ahrefs and sign in to your account.
Click on the "Site Explorer" tab.
In the search bar, enter the domain name of your website or one of your competitors.
Click on the "Content Gap".
In the "Target" section, enter the domain name of your website or one of your competitors.
In the "Competitors" section, you can enter the domain names of other competitors that you want to compare your website to.
Click on the "Show keywords" button.
Using Keywords
Using keywords effectively is crucial for improving the visibility and relevance of your content in search engine results.
Here is a detailed explanation of how to use keywords:
Keywords As Topics
Instead of treating keywords as isolated phrases, consider them as topics around which you can build content hubs or clusters.
The goal of this approach is to strengthen the semantic relationship between articles, making it easier for search engines to understand the topical relevance of your content.
For example, If one of the content hubs on your website targets “technical audit”, the keywords and titles may look like this.
The pillar article with its keyword and title will look like this:
Technical SEO audit: Technical SEO audit - All You Need to Know
Cluster articles could include keywords and titles like
Technical SEO Audit Checklist: A Comprehensive Technical SEO Audit Checklist for Website Owners
Crawling and Indexing Issues: Troubleshooting Crawling and Indexing Problems in Your Website
Website Speed Optimization: Best Website Speed Optimization Strategies for Faster Load Times
Canonicalization Best Practices: What are the Best Canonicalization Practices for Proper Implementation
Server Response Codes: Understanding Server Response Codes for Technical SEO
You can now link all those cluster content articles to the main or pillar page which is about “technical SEO”.
Use Of Main Keyword
Once you have chosen a focus or main keyword for a specific page or post, use it strategically in key elements of that content. The key elements include
Title Tag: Incorporate the focus keyword in the title tag, as it is an essential element for search engines to understand the page's topic.
Headings and Subheadings: Use the focus keyword in the heading of the page and, if relevant, in subheadings. This helps to signal the main topic of the content.
Main Body: Your content body must also have a focus keyword, but make sure not to stuff the text with this keyword. Use keywords naturally where they make sense.
Anchor Texts: When linking to the page internally (within your website), use the focus keyword in the anchor texts. This practice helps search engines understand the content's context.
However, avoid keyword stuffing, which means using the focus keyword excessively throughout the content. Instead, focus on providing valuable and informative content that satisfies users' needs.
LSI Keywords
LSI keywords are a concept often misunderstood in SEO. They refer to a natural language processing method used by search engines to identify semantic relationships between words and phrases.
However, contrary to some claims, LSI keywords are not synonyms or related keywords you should artificially include in your content.
Google's John Mueller has clarified that there is no specific concept of "LSI keywords" for content optimization.
Google's algorithms have become more sophisticated in understanding context, so incorporating variations of your main keyword artificially won't guarantee you higher rankings.
Instead, your main focus should be on writing naturally and comprehensively about the topic.
Comprehensive And In-Depth Content
When creating content around a keyword or topic, aim to write long and comprehensive articles that cover the entire subject thoroughly.
High-quality, informative content tends to rank well for various related keywords, even ones that weren't explicitly targeted.
For example, if your targeted keyword is "digital marketing strategies," your comprehensive guide might cover various subtopics, such as "social media marketing," "content marketing," "SEO strategies," and more.
As a result, your content could rank well for not only the main keyword but also related terms.
Keyword Research Tools
Several keyword research tools are available for finding keywords for SEO within your niche.
Here we have compiled a list of top keyword research tools for you.
Google Keyword Planner
Google Keyword Planner is a free keyword tool provided by Google and is primarily designed for people running Google ad campaigns.
It gives access to keyword data directly from Google, making it a reliable source for keyword information. While it's intended for ads, you can still use it for SEO purposes.
How To Use It?
Step 1: Sign in to your Google Ads account or create one if you don't have it already.
Step 2: Once logged in, click on "Tools & Settings" in the upper right corner and select "Keyword Planner" from the dropdown menu.
Step 3: Choose between "Discover new keywords" or "Get search volume and forecasts" depending on your research needs.
Step 4: Enter relevant keywords, your website URL, or select a specific category related to your niche.
Step 5: Review the list of keyword ideas, search volumes, and other data provided by the Google Keyword Planner.
Ubersuggest
Ubersuggest helps you in finding keywords for SEO based on Google's search suggestions.
It also provides various data points for each keyword, such as search volume, CPC (cost-per-click), keyword difficulty, and more.
How To Use It?
Step 1: Go to the Ubersuggest website.
Step 2: Enter your target [keyword] or website URL in the search bar.
Step 3: Click on "Search" to generate a list of keyword ideas related to your input.
Step 4: Review the list of keywords along with their search volumes, CPC, keyword difficulty, and other metrics.
SEMrush
SEMrush is a comprehensive SEO tool that offers various functionalities, including keyword research.
It allows you to see the exact keywords a website ranks for, which can be valuable for understanding your competitors' strategies.
How To Use It?
Step 1: Sign up for a SEMrush account if you don't have one.
Step 2: Once logged in, enter your competitor's website domain in the search bar.
Step 3: Navigate to the "Organic Research" or "Keyword Gap" section to see the exact keywords your competitor ranks for.
Step 4: Analyze the keyword data to find relevant keywords for your own SEO strategy.
Ahrefs Keyword Explorer
Ahrefs is primarily known as a link-building tool, but it also offers a powerful keyword research feature called Keyword Explorer.
It provides extensive data for each keyword, helping you assess its potential value for your SEO strategy.
How To Use It?
Step 1: Sign in to your Ahrefs account or create one if you don't have one.
Step 2: Enter your target {keyword} in the Ahrefs Keyword Explorer search bar.
Step 3: Explore the various data points provided for the keyword, such as search volume, keyword difficulty, and other relevant metrics.
Step 4: Use the data to assess the keyword's potential value for your SEO efforts.
Each of these tools has its unique strengths, and the choice of which one to use depends on your specific needs and preferences.
Whether you're looking for trending topics, keyword ideas, or competitor insights, these tools can assist you in your keyword research and SEO efforts.
Moz Keyword Explorer
Moz Keyword Explorer is a comprehensive keyword research tool that provides insights into keyword difficulty, search volume, and organic click-through rates.
It helps you identify valuable keywords for your SEO and content strategy.
How to Use It?
Step 1: Go to the Moz Keyword Explorer.
Step 2: Enter a {keyword} or phrase in the search bar.
Step 3: The tool will provide data on keyword difficulty, search volume, organic CTR, and more.
Step 4: Explore the related keyword suggestions and their metrics.
Step 5: Use the data to choose keywords that align with your content goals and have a manageable level of competition.
Step 6: Export the keyword list for reference or integration into your SEO strategy.
Google Search Console
Have you ever wondered how to do keyword research using GSC?
Google Search Console offers various features and reports to help you understand how your website is performing in Google search results.
You can use this information to find valuable keywords for your website and improve its search engine rankings.
How To Use It?
Here are different ways to find keywords with the best potential and improve rankings using GSC:
Keywords with High Impressions & Low Clicks
In Google Search Console, navigate to the "Performance" section.
Under the "Queries" tab, you will see a list of keywords that your website has appeared for in search results.
Look for keywords that have a high number of impressions but a relatively low number of clicks.
These keywords indicate a big traffic potential because they are generating many impressions, but users are not clicking on your site.
Keywords On 2nd Or 3rd SERP
In the same "Performance" section of Google Search Console, look for keywords that your website ranks on the 2nd or 3rd page of search engine results (i.e., the 11th to 30th positions).
These keywords matter a lot because your website is already ranking relatively well for them. With some optimization efforts, you can improve your rankings and potentially move these keywords onto the first page of search results.
Once you have identified keywords with the best potential, you can take specific actions to improve your rankings:
Improving Existing Articles
If you already have content that mentions the identified keyword, consider updating and optimizing the content to focus more on the keyword.
Ensure that the keyword appears in the title, meta description, headings, and throughout the body of the article in a natural and relevant manner. Make sure to avoid keyword stuffing.
Add relevant information, examples, and media to enhance the content and make it more valuable to readers and search engines.
Creating New Posts
If you find high-potential keywords that don't have dedicated content on your website, consider creating new blog posts or articles focused on those keywords.
Conduct thorough SEO research on the topic and provide comprehensive and high-quality content to address the user's search intent fully.
Optimize the new content as you would for existing articles, including incorporating the target keyword in strategic places and providing valuable information.
Keyword Surfer
Keyword Surfer is a Chrome extension that works directly within Google's search results. Once installed, it provides keyword ideas and data while you perform a Google search.
How To Use It?
Step 1: Install the Keyword Surfer Chrome extension from the Chrome Web Store.
Step 2: Once installed, perform a Google search for a topic or {keyword}.
Step 3: On the search results page, you'll see a list of keyword ideas and data provided by the Keyword Surfer extension.
Google Trends
Google Trends allows you to explore the popularity of search terms over time and in different regions.
It helps you understand how user interest in specific topics changes and provides insights into seasonal trends and related queries.
How to Use It?
Step 1: Visit the Google Trends website.
Step 2: Enter a keyword or topic in the search bar.
Step 3: Adjust the time range, location, and category filters to narrow down your results.
Step 4: Explore the trend graph to see how the search interest has changed over time.
Step 5: Scroll down to see related queries and topics that are currently trending.
Step 6: Compare multiple keywords to see their relative popularity.
Answer The Public
Answer The Public is a helpful tool for researching keywords. It generates a visual map of questions, prepositions, and related queries based on a given keyword.
It is a great tool for understanding what people are searching for in relation to a topic.
How to Use It?
Step 1: Visit the Answer The Public website.
Step 2: Enter a keyword in the search bar.
Step 3: The tool will generate a visual map of questions (what, why, how, etc.), prepositions (for, with, without, etc.), and other related queries.
Step 4: Explore the generated content ideas and use them to create relevant and comprehensive content.
Step 5: Download the visual map for reference or further analysis.
Keyword.io
Keyword.io is a keyword research tool that helps you generate keyword ideas based on your seed keyword. It collects data from various sources, including Google, Bing, YouTube, Amazon, and more.
This tool is designed to provide you with a wide range of keyword suggestions that you might not have thought of otherwise.
How to Use It?
Step 1: Visit the Keyword.io website.
Step 2: Enter your seed keyword or topic in the search bar.
Step 3: Choose your target location to customize the results.
Step 4: Select the sources you want to gather keyword suggestions from (Google, Bing, YouTube, Amazon, etc.).
Step 5: Click the "Search" button or press Enter to generate keyword suggestions.
Step 6: The tool will display a list of keyword ideas based on your input.
Step 7: Review the list of keywords and select those that are relevant to your content or SEO strategy.
Step 8: You can export the generated keyword list for further analysis or integration into your keyword research process.
If you're unsure of where to begin, get a comprehensive list of all the essential keyword research tools here.
Which Keywords Should You Prioritise?
The answer to this question depends on various factors.
These factors include
the size of your team
how effectively your website can convert visitors
the speed at which you expect to see results and other relevant considerations
Keyword research is a practice that takes into account these unique circumstances alongside important metrics like
the potential amount of traffic a keyword can bring
the level of difficulty associated with ranking for that keyword
whether it aligns with your business objectives
the underlying intent of users searching for that keyword
In some instances, the goal might be to attract a large volume of traffic quickly using high-volume keywords.
In other cases, the focus could be on generating leads or achieving conversions, which would involve selecting keywords that align with your business goals.
It's important to recognize that effective keyword research goes beyond identifying keywords that are easy to rank for; it's about pinpointing the ones that are most relevant and valuable for your specific business.
When developing an SEO strategy, it's crucial to set both short-term, medium-term, and long-term goals for improving your website's ranking in search results.
This approach ensures a well-rounded and sustainable SEO strategy that yields consistent results over time.
What Is The Best Keyword Research Tool?
Choosing a keyword tool is based on your budget and business requirements.
To assist you, we have compiled a list of the top ten keyword research tools along with comparisons to help you make an informed choice.
Depending on your preferences and requirements, you can select one or more tools from this list.
The goal is to ensure that the tools you choose align with your website's unique circumstances and contribute to the overall success of your SEO efforts.
Tool | Free Version | Paid Version | Features | Pros | Cons |
|---|---|---|---|---|---|
Google Keyword Planner | Yes | No | Search volume, competition, trends data, cost of Google Ads campaign | Free-to-use, easy-to-use, accurate search volume data, can be used to estimate the cost of a Google Ads campaign | Limited features, no SERP analysis tools |
Ubersuggest | Yes | Paid plans start at \$12/month | Search volume, competition, related keywords, backlink checker, SERP analysis | Easy to use, shows search volume, competition, and related keywords, includes a backlink checker and SERP analysis tools | Limited features, no keyword suggestions |
SEMrush | Free trial | Paid plans start at \$99.95/month | A comprehensive suite of keyword research tools, including search volume, competition, related keywords, SERP analysis, and backlink tracking | Free trial available, comprehensive suite of keyword research tools, easy to use, provides accurate data | Expensive, can be overwhelming for beginners |
Ahrefs Keyword Explorer | 7-day free trial | Paid plans start at \$99/month | A comprehensive suite of keyword research tools, including search volume, competition, related keywords, SERP analysis, and backlink tracking | Free trial available, comprehensive suite of keyword research tools, easy to use, provides accurate data | Expensive, can be overwhelming for beginners |
Moz Keyword Explorer | Free trial | Paid plans start at \$99/month | Search volume, competition, related keywords, SERP analysis, profitability feature | Free trial available, provides a variety of keyword research tools, easy to use, provides accurate data | Expensive, can be overwhelming for beginners |
Google Search Console | Yes | No | Keyword performance data, CTR, search impressions | Shows how your website performs for specific keywords, provides data on keyword CTR and search impressions | Limited features, no keyword suggestions |
Keyword Surfer | Yes | No | Search volume, competition, related keywords, SERP overview | Easy to use, shows search volume, competition, and related keywords, provides a SERP overview | Limited features, no keyword suggestions |
Google Trends | Yes | No | Relative search popularity of keywords over time, comparison of search popularity of different keywords | Shows the relative search popularity of keywords over time, allows you to compare the search popularity of different keywords | Limited features, no keyword suggestions |
Answer The Public | Yes | No | Questions people are asking about a particular topic | Shows you the questions people are asking about a particular topic, can be helpful for identifying long-tail keywords | Easy to use, limited features, no keyword suggestions |
Keyword.io | Yes | Paid plans start at \$29/month | Search volume, competition, related keywords, SERP analysis, keyword difficulty score | Easy to use, provides accurate data, affordable pricing | Limited features, no backlink tracking |
Takeaway
Keyword research is a crucial component of effective SEO and content strategy. It involves identifying the terms and phrases people use to search for information, products, or services online.
By understanding user intent and optimizing your content around relevant keywords, you can improve your website's visibility and attract targeted organic traffic.