How To Do Keyword Research

Now, you might be thinking how to find keywords on a page, so here is a detailed, step-by-step guide on conducting SEO keyword research, covering the process from generating initial keyword ideas to selecting the ones that align most effectively with your business objectives.

1. Defining Your Objectives

Effective keyword research begins with a clear understanding of your objectives. What are you aiming to achieve with your content? Whether it’s boosting website traffic, increasing sales, or building brand awareness, defining your goals will guide the entire KW research process. Tailoring your keyword strategy to align with these objectives is essential for success.

2. Identifying Your Target Audience

Knowing your target audience is key to successful keyword research. Understanding their preferences, language, and search behavior lets you choose keywords that resonate with them. Conducting surveys, analyzing social media insights, and studying competitors can provide valuable insights into the mindset of your audience.

3. Brainstorming Relevant Topics

Once you’ve identified your goals and target audience, the next step is to brainstorm relevant topics. Think about the overarching themes and subjects that align with your niche. For example, let’s say you run a fitness blog catering to individuals interested in home workouts. Your overarching theme might be “Home Fitness,” and your subjects could include “Bodyweight Exercises,” “Nutrition for Home Workouts,” and “Creating a Home Gym Setup.” These topics not only align with your niche but also cater to the specific interests and needs of your target audience—those seeking effective home workout solutions.

This process helps lay the groundwork for generating specific keywords later on. Consider using mind maps or other brainstorming techniques to visualize the relationships between different topics.

4. Utilizing Keyword Research Tools

An array of tools is available to simplify the keyword research process. Leveraging tools such as SEMrush, Ahrefs, and Google Keyword Planner can provide invaluable data on search volume, competition, and related keywords. These tools not only streamline the research process but also offer insights that manual methods may overlook.

5. Long-Tail Keywords

While short, generic keywords are highly competitive, long-tail keywords present an opportunity to tap into specific, less saturated niches. Long-tail keywords, comprising three or more words, often reflect user intent more precisely. Identifying and incorporating long-tail keywords into your strategy can enhance relevancy and attract more targeted traffic.

6. Analyzing Competitor Keywords

Studying the keywords that competitors are targeting offers a valuable shortcut to understanding your industry’s landscape. Tools like Ahrefs and SpyFu can unveil the keywords driving traffic to your competitors’ websites. Analyzing this data not only helps you identify gaps in your own strategy but also provides inspiration for new keyword ideas.

7. Identify Effective Keywords

After populating your topic buckets using SEO tools and competitive analysis, the next step is to to identify the most effective keywords for your site. It’s essential to be aware that different keyword research tools, whether free or subscription-based, employ distinct methods to calculate the values for the keyword data discussed below.

i) Search Volume

Monthly Search Volume (MSV) is a metric revealing how many people search for a specific keyword. MSV provides insight into how many individuals might encounter your search snippet on the first page of Search Engine Results Pages (SERPs). While low MSV might indicate fewer searches, it can still be strategically valuable, especially if the keyword converts a significant percentage of a smaller set of searchers.

ii) Clicks

The number of clicks measures how many people click on a search snippet link after searching for a specific term. Tools such as Ahrefs Keyword Tool can demonstrate the monthly click frequency for a website ranking for a specific keyword. Some search terms may have a low click-through rate because answers are directly provided on SERPs through Google’s featured snippet or knowledge panel.

iii) Traffic Potential

Estimating potential traffic involves combining monthly search volume and click-through rate data. Tools like Ahrefs’ Keyword Explorer can also show the amount of traffic top-ranking pages attract for a specific keyword.

iv) Keyword Difficulty

Keyword Difficulty (KD) assesses the level of difficulty in securing a position within the top ten organic search results for a specific keyword. Different tools calculate KD differently. For instance, Ahrefs uses a straightforward average of the number of websites linking back to the top-ten content, while Moz employs a more intricate formula, factoring in proprietary metrics like page and domain authority.

Choosing between low and high-difficulty keywords involves trade-offs. Easy keywords may secure a prime position on a Google search page but might attract fewer searches. On the other hand, high-difficulty keywords demand more time and resources but can significantly boost organic traffic if you reach the first page. Difficulty also indicates the demand for the keyword’s topics, potentially leading to valuable backlinks for your content as you strive to ascend the SERPs.

8. Refining Your List

After gathering a list of potential keywords, it’s time to refine and prioritize. Focus on relevance, search volume, and competition to narrow down your list to the most impactful keywords. Consider the user’s intent behind each keyword and whether it aligns with your content and objectives.
Informational: Answering queries like “what does serum do for your skin?”
Navigational: Locating specific webpages, e.g., “Beauty Trend.”
Transactional: Ready-to-buy searches, e.g., “best price on headphones.”
Commercial Investigation: Research-oriented, seeking reviews or advice.
Localization: Geographically targeted searches, often using “near me.”

9. Creating High-Quality Content

Keyword research is not just about inserting keywords into your content; it’s about creating valuable, high-quality content that resonates with your audience. Search engines prioritize content that provides genuine value to users. Creating compelling and informative content centered on your selected keywords increases the likelihood of achieving higher rankings in search results.

10. Monitoring and Adapting

The digital landscape is dynamic, and trends can shift quickly. Regularly monitoring your keyword performance and adapting your strategy accordingly is essential for sustained success.