What is Keyword Research?
Keyword research is the foundation of SEO. Keyword research for SEO involves selecting a topic and focusing on targeted keywords you want your content to rank for. Keyword research usually happens early in campaigns and helps lay the foundation for future projects, campaigns, or content.
For example, if your goal is to rank for the keyword “Best Restaurant in NYC” keyword research would involve identifying this specific phrase and optimizing your content around it. This might include creating articles and guides that highlight top hotels in New York City. Conducting keyword research early in your campaign helps build a strong foundation for your SEO strategy and increases your chances of ranking well for this keyword.
How Keyword Research Began
Since 2005, SEOs have been researching keywords for search algorithms, but the practice has changed a lot. Now, search engines value well-written content that matches user needs more than keyword density. SEO tactics have evolved to keep up with changing algorithms. Keyword research is usually done early in campaigns and can guide future projects or content. It can help with creating new content, naming product features, or improving websites. While strategies vary by business size, we’ll cover best practices for finding the right keywords for your audience and time.
Types of Keywords
There are various types of keywords, each based on word length, search intent, brand mention, and targeting. Understanding these different keyword types can make working with them much more fun. Let’s explore the main types of keywords.
- Based on Length
- Based on Intent
- Based on Brand
- Based on Geo-target
- Based on Similarity
- Other Keyword Types
1. Keyword Types Based on Length
Long Tail keywords:
Long-tail keywords are specific search phrases that often consist of three or more words. They can be easier to rank for compared to shorter, more competitive keywords. Long-tail keywords typically attract users with more specific search intent, making them valuable for SEO strategies. For example: ‘Best Halal Restaurants in NYC.
Short Tail keywords:
Short-tail keywords, also known as fat heads or head terms, are the most searched topics. These are typically short phrases, consisting of no more than two words. For example: “Halal restaurants”.
Mid-Tail Keywords:
Mid-tail keywords focus more on the descriptive aspect of your clients’ products or services compared to short-tail keywords, which typically range from 2-3 words. For example: “best family cars”
2. Keyword Types Based on Intent
Informational:
People utilize informational keywords to acquire knowledge, seek answers to their questions, or educate themselves on a topic. For example: What is halal food?
Navigational:
This type of keyword is entered by a user who intends to be redirected to a specific website or product page. For example: GoDaddy Login.
Commercial:
This type of keyword is typically entered when a user is serious about conversion but is still considering their best options. For example: Best Halal Restaurants
Transactional:
This type of keyword is used by users prepared to make a purchase or engage in a specific transactional action. For example: Order halal food
3. Keyword Types Based on Brand
Branded Keyword:
As the name suggests, a branded keyword is a keyword or search term that includes a brand name or a variation of it.
Non-branded Keyword:
Non-branded keywords are keywords that pertain to your products or services, yet they do not include your company’s name.
4. Keyword Types Based on Geo-target
Local Keywords:
Local keywords are specific to a particular location and are intended for searching information or finding a specific section within that location. For instance: “Halal Food in NYC.”
Country-Specific Keywords:
Country-specific locations include the name of the country in their search terms, aiming to find information and act within a specific country. For instance: “Halal food in the USA.”
International Keywords:
International or global keywords are usually common keywords that users search from different places all over the world. For example: Eifel Tower.
5. Keyword Types Based on Phrase Similarity
Exact match keywords:
Exact match keywords are used in SEO to indicate the precise focus of a page, helping it rank prominently for specific queries. For example: “luxury hotels in NYC.”
Phrase match keywords:
Phrase match keywords include the exact sequence of words in a phrase but may also include additional words before or after. For example: “luxury hotels in NYC with rooftop restaurants.”
Broad match keywords:
Broad match keywords target a wide range of related terms and topics, increasing the likelihood of appearing in search results for various queries. For example: “NYC hotels” is a broad match keyword that can cover related terms like “luxury hotels in NYC” and vice versa.
6. Other Keyword Types
LSI Keywords:
LSI keywords are related terms or phrases that assist search engines in comprehending the context and relevance of your content. For example: For the keyword “best luxury hotels in NYC,” LSI keywords might include “high-end accommodations,” “NYC luxury stays,” or “top-rated Manhattan hotels.”
Evergreen Keywords:
Evergreen keywords are keywords that have a consistent search volume over the months of every year. For example: Largest Jet Ever Built.
Seasonal keywords:
Seasonal keywords are keywords that experience their peak popularity during specific times of the year. For example: Christmas Gifts 2024.
Niche keywords:
Niche keywords are highly specific, long-tail keywords that pertain to a narrow industry vertical. For example: Hand Made Sweater.
These are the most frequently used keywords. It’s crucial to note that these types often overlap with each other, and a single keyword can be classified into various types based on its length, intent, or location.
The Right Keyword Research Process
There are approximately over a thousand guides, blogs, newsletters or other resources sharing the details of the keyword research process. Here in this blog, we will share what matters in your keyword research Process.
1. Fix ranking goals first
The first step to effective keyword research should be fixing the search engine ranking goals. It’s important to set a realistic goal by answering questions like “How many total search volumes we want to rank for”, “how many keywords we want to rank for”, “which keywords we want to rank for”, “The Hottest Keywords for my business”.
2. SEO keyword Audit
Keyword audits review your website’s keyword rankings and identify any gaps in your keyword strategy. If your website is a fresh one, this audit helps you understand your competitors and find missing keywords on your site and theirs. A proper keyword audit will also help you identify underperforming keywords and prevent keyword cannibalization when planning your content strategy.
3. Choose the right tools
There are dozens of keyword research tools, such as SEMrush, Ahrefs, WordStream, Moz, Uber Suggest, SE Rankings, Surfer, etc. In addition to keeping a close watch on the competition, monitoring keywords allows you to seize opportunities for backlinks, thereby increasing both paid and organic traffic. Moreover, employing the right strategy significantly enhances your brand’s visibility.
| Tool | Pros | Cons |
| SEMrush | – Comprehensive SEO and marketing toolset – Detailed keyword analysis and competitive insights | – Expensive for small businesses – Steep learning curve for beginners |
| Ahrefs | – Excellent for keyword and backlink analysis – In-depth competitor analysis and rank tracking | – Higher cost compared to alternatives – Limited keyword updates on lower-tier plans |
| WordStream | – Easy to use, ideal for beginners and small businesses – Provides keyword suggestions for both organic and PPC | – Limited features for advanced SEO – Free version offers restricted data |
| Moz | – User-friendly interface, great for beginners – Reliable keyword difficulty score | – Fewer features compared to Ahrefs or SEMrush – Data updates are slower |
| Ubersuggest | – Affordable with a free version offering useful data – Easy to use, great for long-tail keywords | – Data accuracy is limited compared to premium tools – Fewer advanced SEO features |
| SE Ranking | – Affordable with flexible pricing – Comprehensive keyword research and rank tracking | – Limited advanced features for larger-scale SEO – Data updates can lag more premium tools |
| Surfer SEO | – Focused on content optimization with SEO insights – Easy-to-understand content suggestions for improving keyword rankings | – Not a comprehensive SEO tool (lacks full keyword research capabilities) – Expensive if used solely for content optimization |
Developing an Effective Keyword Research Strategy
The success of your keyword research depends on using the best methods and adding your own creativity and deep research skills. Search results can change after updates to search engine algorithms, proving that a good keyword research strategy needs to be flexible. These are the steps to create an effective keyword research strategy:
Step 1: Understand and Identify keyword Intents
Understanding your audience is the most important part of keyword research, as it can guide you to the keywords you need to focus on. As an e-commerce store, you need more sales from search engines; therefore, you need to focus more on the transactional keywords. Having said that, focusing solely on transactional keywords might not help, as you need to create an ideal blend of different intent keywords to create a dominant position on the search results.
Step 2: Understand and focus on keyword difficulty and competitiveness
Keyword difficulty is an approximate indication of how hard it might be to rank a particular keyword. It’s measured on a scale between 1-100; the greater the score, the harder it would be to rank for the keyword. Also, consider how hard it can be to hold position once you rank in the top 3 positions of the SERP. Usually, the keywords with high search volume have higher keyword difficulty and competitiveness.
Step 3: Understand the best use of keyword tools
Mastering keyword tools is key. Each tool offers different features for finding and using keywords to boost your website’s visibility. For instance, SEMrush’s Keyword Magic Tool helps you create a list of related keywords. These tools also show how many people search for a keyword each month, helping you estimate your website’s traffic. Free versions have limited features, allowing only 15-20 searches daily. To get the best keyword research results, it’s important to choose the right tool for your industry.
Step 4: Understand and conduct SERP analysis
SERP (Search Engine Results Page) analysis is the practice of reviewing search results for a certain query to determine the competition, intent, and ranking criteria that influence SEO performance. It allows you to evaluate the strengths and shortcomings of competitors who rank for your target keywords. It is essential that you evaluate the top Google results for your term. Look for patterns in text structure, formatting, and user intent.
Step 5: Focus on seed keywords
Keyword research starts with seed keywords, which can lead to many more ideas. Ahrefs helps find these keywords in your competitors’ rankings. For Google rankings, using Google is best. Understanding how people talk, like their phrases and use of slang, is also important. For finding the right seed keywords.
Advanced Keyword Research Strategies
1. Use Google Search Console to identify uncovered search queries that users are already engaging with but may not be fully optimized on your site. These untapped opportunities can be leveraged to target potential keywords that could drive more organic traffic.
2. Use Google Trends to monitor trending topics that are starting to gain attention but haven’t yet reached a peak in search volume. By getting ahead of these trends, you can create content that is well-positioned to rank before competition increases.
3. Use forums like Reddit and Quora to explore discussions and questions that real users are asking. These platforms are rich with new keyword ideas and can serve as a valuable source of inspiration for creating content that directly addresses the needs of your audience.
4. Use competitor analysis tools to identify topics your competitors are targeting but where competition is still relatively low. By focusing on these low-competition areas, you can more easily rank higher in search results, gaining an advantage over your competitors.
5. Use search intent analysis to refine your seed keywords, ensuring that they match the specific needs and goals of users. By aligning your keywords with the underlying intent of the search queries, you increase the chances of attracting the right audience and improving your ranking.
Monitoring and Adjusting Your Keyword Research
Expert Tips: Changing your keyword strategy mainly depends on how well your chosen keywords perform. If they’re effective, look for new, more popular keywords and link your content to them. If they’re not working, focus on low-volume keywords and link your content to your current blog.
You can also take the following steps:
1. Set Up Automated Alerts to Monitor Keywords
To create automatic notifications for tracking keywords, choose an appropriate SEO tool such as Google Search Console, SEMrush, Ahrefs, or Moz. Sign in to your selected tool and go to the keyword tracking or rank monitoring area. Enter the keywords you wish to monitor and set up your alert preferences for updates on important ranking changes or traffic. Continuously check and update these alerts to keep them useful and precise, aiding in monitoring keyword success and making prompt SEO changes.
2. Track Keyword Performance
To track keyword performance, regularly review metrics such as organic traffic, click-through rates (CTR), and conversion rates associated with your target keywords. Use analytics tools like Google Analytics to monitor how keywords are driving visitors to your site and Ahrefs to evaluate their ranking positions and visibility. By analyzing these metrics, you can determine which keywords are performing well and which need adjustments, allowing you to refine your SEO strategy for better results.
3. Adjust Your SEO Strategy
To adjust your SEO strategy, start by analyzing performance data to identify which keywords are driving traffic and which aren’t. If certain keywords are performing well, look for new, related keywords with higher search volumes to expand your reach. For underperforming keywords, consider revising your content to better align with user intent and search behavior. This might involve updating on-page SEO elements like meta tags and headers, improving content quality, or adding new, relevant topics. By continuously refining your strategy based on performance insights, you can enhance your site’s relevance and ranking potential.
4. Understand How Algorithms Affect Your Rankings
To understand how algorithms affect your rankings, regularly stay updated on changes to search engine algorithms and ranking factors. Search engines like Google frequently update their algorithms to improve search results. By keeping track of these updates through industry news, official announcements, and SEO blogs, you can adjust your keyword strategy accordingly. This ensures that your content remains aligned with current ranking criteria, helping to maintain or improve your search engine positions over time.
Find the Best Keywords
We’re nearing the conclusion of the story. To sum it up, keyword research is an ongoing process. As your business expands, it’s important to update your keywords based on key phrases, intent, search volume, or intent. Thanks for reading.
Keyword Research & Strategy FAQ
What is keyword research in SEO?
Keyword research involves identifying and analyzing the terms users enter into search engines to uncover content. This process aids in crafting content that aligns with what your audience is looking for, thereby enhancing visibility.
Example: If you own a coffee shop, keyword research might reveal that “best coffee in Dallas” is a popular search term.
Why is keyword research important for SEO?
It helps you reach the right people, show up higher in search results, and attract more useful visitors to your site. Without it, you’re guessing about your content’s success.
How do I start keyword research?
Start by making a list of words related to your business. Then, use tools like Google Keyword Planner to look for words that are popular and related. Think about how many people search for these words and how much competition there is.
What are long-tail keywords and why are they important?
Long-tail keywords are detailed phrases like “best organic coffee beans in Dallas.” They have fewer searches but higher success rates because they focus on exact user needs.
How do I choose the right keywords for my content?
Focus on a mix of high-traffic, relevant, and low-competition keywords. Align them with your audience’s intent and your content goals, like driving traffic or conversions.
What is keyword mapping and how do I use it?
Keyword mapping involves assigning specific keywords to relevant pages on your site. It ensures that each page targets distinct terms, helping avoid keyword cannibalization and improving SEO strategy.
What are LSI keywords?
LSI keywords are related terms that help search engines grasp the meaning of your content. For instance, LSI for “apple” could include “fruit,” “orchard,” or “juice.”
How often should I update my keyword strategy?
Update your keyword strategy every 3-6 months or when there are big market changes or updates to the search engine’s rules. This keeps your content relevant and helps you stay high in search rankings.
What are some common mistakes to avoid in keyword research?
Don’t just use popular keywords, ignore what users want, ignore long, specific keywords, and update your keyword strategy often. Also, don’t use too many keywords in your content.
How can I track the performance of my keywords?
Use Google Analytics or Ahrefs to keep an eye on keyword rankings, traffic, and conversions. Monitor how your chosen keywords affect your website’s SEO over time.
Are there any tools recommended for keyword research?
Yes, well-known tools are Google Keyword Planner, Ahrefs, SEMrush, MOZ, and Ubersuggest. They provide information on search volume, competition, and related terms.
