How to do Keyword Research

Ever wondered what keyword research is all about and how to go about it? Learn some effective strategies to boost your online presence and conquer search results!

Introduction to Keyword Research

Ever wondered how Google manages to present the most relevant information to you within a matter of milliseconds from your search? Welcome to the magical world of Keyword Research, the invisible backbone of Search Engine Optimisation (SEO). In essence, keyword research involves identifying popular words and phrases people enter into search engines and then using this information to create content around these terms. By mastering the art of keyword research, you’ll not only make your content more discoverable but also meet the needs of your audience more effectively.

Understanding the Basics of SEO and Keyword Research

Why are Keywords Essential for SEO?

Keywords serve as the vital connection between the intent of the searcher and the information provided by websites. When a person enters a query into a search engine, that engine looks for sites with content matching those keywords. By carefully selecting and optimising keywords, your website can rank higher in search engine results, leading to increased visibility and traffic. As a result, keywords are essentially the bridge that connects a searcher’s need to your solution.

Long-tail vs Short-tail Keywords: What’s the Difference?

In the SEO world, the 3 types of keywords you need to know about are short, medium and long-tail keywords. Their names refer to the length of the keywords, i.e. how many words are included, and we use them to determine the suitability of a keyword based on the goals of an SEO campaign.

Here’s a breakdown of each type of keyword:

Short-Tail Keywords (1-2 Words)

Short-tail keywords typically have a high search volume, but because they are so broad, conversion rates tend to be low. Short-tail keywords are often used when someone is at the beginning of their search journey, and it’s common for them to niche down their search by broadening out to medium or long-tail keywords to find exactly what they are looking for.

Examples include “SEO”, “web design”, “tops”, “cat food”.

Medium-Tail Keywords (2-4 Words)

Search volume and conversion rates are very industry specific for medium-tail keywords. Sometimes the search is specific enough that the user will find what they need, but other times they will continue to niche down their search.

Examples include “SEO audit”, “WordPress web design”, “cotton tops”, “wet cat food”.

Long-Tail Keywords (4+ Words)

Long-tail keywords start at around 4 words in length, so they’re specific, longer, and more focused than short and medium-tail keywords. 

Search volumes tend to be much lower for long-tail keywords. However, they are gold when it comes to targeted traffic and conversion rates. As long-tail keywords tend to be very specific, if you rank for long-tail keywords relevant to your offerings, you are a lot more likely to convert website traffic to sales or customers.

Examples include “professional SEO audit services”, “WordPress web design for hotels”, “red and blue cotton tops”, “vegan wet cat food”.

In a nutshell, long-tail keywords are the underdogs of the SEO world.  So how do we find them?

Tools for Effective Keyword Research

Google Keyword Planner: Your First Step into Keyword Research

Navigating the vast sea of keyword research can be challenging without a compass. Enter Google Keyword Planner, a free tool that generates keyword ideas relevant to your business or industry. You can also view historical statistics, see how keywords might perform, and create a new keyword list by multiplying several lists together.

Semrush, Ahrefs and Beyond: Advanced Keyword Tools

For those looking to take their keyword research to the next level, tools such as Semrush and Ahrefs offer advanced features. These include competitor analysis, keyword difficulty scores, and search volume data. These tools can give you a comprehensive understanding of your keyword landscape and help you devise an effective SEO strategy.

Developing a Keyword Strategy for Your Website

Understanding User Intent in Keyword Research

User intent refers to the goal a user has when typing a query into a search engine. It is crucial for your keyword research as it helps you understand the ‘why’ behind the keywords. When you align your content with user intent, you increase the chances of attracting relevant traffic and achieving higher conversion rates.

Keyword Difficulty and Search Volume: Balancing for Success

Selecting the right keywords for your content isn’t just about finding the most searched terms. It’s a delicate balancing act between keyword difficulty (how competitive a keyword is) and search volume (how often a keyword is searched). The goal is to find keywords with high search volumes but low competition, making it easier for your content to rank.

Implementing Keywords in Your Content: Best Practices

Once you’ve identified your keywords, the next step is to incorporate them naturally into your content. Avoid ‘keyword stuffing’, a frowned-upon practice of overusing keywords, as search engines may penalise your site for this. Instead, use your keywords strategically in places like the title, headers, meta descriptions, and throughout your content where they make sense.

Tracking and Adjusting Your Keyword Strategy

SEO isn’t a set-and-forget strategy; it requires ongoing monitoring and adjusting. As the market evolves, so do the keywords your audience uses. Use analytic tools to track your keyword performance and make necessary adjustments. Stay flexible and be ready to refine your strategy as needed.

The Future of Keyword Research and SEO

Keyword research isn’t going anywhere. As long as search engines exist, keywords will continue to be the key to unlocking SEO success. However, as search algorithms become more sophisticated and user expectations evolve, keyword research must adapt and innovate. Therefore, by mastering keyword research, you’re not just improving your SEO; you’re future-proofing your business. So, are you ready to unlock your SEO potential and conquer the world of keyword research?

Now that you’ve absorbed this wealth of knowledge on keyword research, it’s time to put it into action. Remember, the road to SEO success isn’t a sprint, it’s a marathon. Consistency, patience, and adaptability are your allies in this journey.

But you don’t have to travel alone. I am here to guide you every step of the way. Whether you’re a small business owner just dipping your toes into SEO or a seasoned professional looking to enhance your strategy, I’m here to help.

Ready to transform your online presence and unlock your full SEO potential? Contact me today and let’s embark on your keyword research journey together. There’s a world of untapped potential out there, waiting just for you. Don’t wait, seize your SEO success today!