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What Is Keyword Research In SEO?

by | 15 Aug, 2022

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Keyword research is the process of finding out which keywords people are searching for in relation to your business, products, or services and using that information to create content that will rank on Google by meeting the search intent.

This is an essential part of SEO.

This research helps you optimize your content for the right keywords, which in turn increases the visibility of your website on search engine results pages (SERPs).

The purpose of keyword research is to find the best keywords for a given website or webpage.

The goal is to make sure that the content is relevant and useful for its target audience. It also helps in improving search engine rankings by targeting relevant keywords.

The keyword research process starts with a keyword brainstorming session to find the right keywords that are related to the business, industry, or product. Then, choosing the most valuable ones and finally developing them into long-tail keywords or phrases with high search volume and low competition.

Why is keyword research important for SEO?

Keyword research is a must-have for any SEO campaign.

Keyword research affects all SEO tasks, such as content topic discovery, on-page SEO, email outreach, and brand promotion.

Keyword research enables you to understand and reach your audience

It helps you to determine what keyword you should use in your content so that it can be found by people who are looking for it on search engines like Google, Bing, Yahoo, etc. This is because keyword research can help you understand the specific words and phrases that customers use when searching – and the context behind those terms.

Keywords on your website tell Google and other search engines what your content is about.

Having the right keywords makes it easier for the right people to find you and increases the visibility of your posts and pages in search engines. Your organic traffic may also perform better than paid traffic or ads.

On the other hand, “wrong” keywords make your website invisible. If they don’t match the customer’s intent, they could even lower your rank.

Keyword research is also important when we want to know what keywords our competitors are using in their content so that we can come up with better and more relevant content than them.

Keyword research helps you to prioritize the keywords you want to rank.

Ranking for a particular search term may be a long-term goal or a lower priority if your website is small or new and your competitors are large, established websites like Wikipedia and Amazon. In this case, it’s better to work on other, more attainable keywords at the same time for short-term results.

Keyword research can answer questions like:

  • How difficult will it be to get this keyword to rank?
  • How much traffic can I expect to receive if I rank for this keyword?
  • What type of content should I write to rank for this keyword?
  • Does this keyword have a good chance of bringing in new customers?

How To Do Keyword Research

  1. Determine your SEO goals and business mission. For instance, you should consider your business’ size when determining the types of rankings you can expect to achieve, and focus on what will help you achieve your goal.
  2. Brainstorm keyword ideas. Create a list of keywords, preferably in a spreadsheet, that your target audience is interested in.
  3. Conduct research on the keywords you’ve found. A great tip is searching for your keyword on Google and checking the “Searches Related To” and “People Also Ask” sections of the SERP.

Use SEO metrics to narrow down keywords. Some metrics you can use include

    1. Search volume
    2. Keyword difficulty
    3. Traffic potential
    4. Cost per click (CPC)
    5. Clicks
    6. Trends
  1. Find long-tail variations of your keywords using your research. Long-tail keywords get less search traffic and are easier to rank for than “head” keywords. Remember to add the long-tail keywords and keyword variants to your spreadsheet too.
  2. Analyze the keywords your competitors rank for. Search for the keywords you found during your keyword research. The websites that rank high in the SERP are your competition. Look closely at those sites. For example, check their content quality. If their content is poor, you may outrank them. Note your findings in your spreadsheet.
  3. Determine search intent for each keyword. Search intent is the purpose behind a specific search. Search engines like Google understand intent, so the top results for a keyword are a good indicator of search intent. Review the top results, what type of content is it? Take a look at the comments. Are there questions that weren’t answered in the article?
  4. Choose your keyword strategy and decide the keywords to target. Formulate an SEO strategy around all the data you’ve collected in your keyword research. For example, what type of content does your audience expect? How can you stand out from the competition? What content can you create that is unique and is an answer to their questions?
  5. Prioritize your keywords. Your keyword strategy will help you prioritize. One thing you should consider is whether traffic from your keywords will be worth it to your business. For example, a particular keyword that is difficult to convert into your business/website goals is not worth the cost, even if the keyword is relevant.
  6. Create optimized landing pages for your keywords. You’ll need to build landing pages like cornerstone content articles and supporting long-tail articles to link to your cornerstone articles.
  7. Check that your keyword strategy works and make improvements if necessary. After you’ve published some keyword-optimized articles, wait a little while. Then check your ranking in the SERPs. If you don’t see your desired results, improve your content then reevaluate. Keep doing this until you reach the first page of the SERPs.
  8. Refresh your keyword research and your content regularly. Always ensure that your content is fresh and current
Mihael D. Cacic
“Digital Marketing Mad Scientist”

Physicist turned SEO Content Marketer. For the past few years, Mihael worked with many big SaaS and service businesses helping them rank higher and get more customers. Now here to share his secrets on how to make hyper-profitable blogs in hyper-efficient ways.

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