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As part of your SEO strategy you must look at Keyword research. It involves finding the words and phrases people use when searching for information online. By doing this, you can optimise your website and content, helping you rank higher in search engine results pages (SERPs).
In this friendly guide, we will help you navigate the process of effective keyword research, even if you’re just starting out. We will discuss everything from understanding search intent to using the best keyword research tools.
Why is Keyword Research Important?
Keyword research is important because it allows you to:
- Understand your target audience: Learn what your potential customers are searching for and the language they use.
- Drive organic traffic: Optimise your website and content for relevant keywords to attract more visitors from search engines.
- Improve your search engine rankings: Choosing the right keywords can greatly enhance your website’s visibility in the SERPs.
- Create better content: Keyword research guides your content strategy, helping you produce content that meets your audience’s needs and interests.
- Gain a competitive edge: Discover keywords your competitors are targeting, and find ways to stand out.
Understanding Search Intent
Before we explore tools and techniques, it’s essential to grasp search intent. This term refers to the reason behind a user’s search. There are four main types of search intent:
- Informational: The user seeks information on a topic (e.g., “how to bake a cake”).
- Navigational: The user wants to find a specific website or page (e.g., “facebook login”).
- Transactional: The user is ready to make a purchase (e.g., “buy Nike shoes online”).
- Commercial Investigation: The user researches products or services before buying (e.g., “best laptop for students”).
Understanding search intent helps you select the right keywords and craft content that fits user needs.
How to Conduct Keyword Research Step-by-Step
- Brainstorm Seed Keywords: Start by listing broad topics related to your business or website. These are your “seed keywords.”
- Expand Your List with Keyword Research Tools: Use tools to grow your seed keywords into a broader list. Some helpful tools are:
- Google Keyword Planner: A free tool that provides keyword suggestions, search volume data, and competition levels.
- SEMrush: A comprehensive SEO suite with powerful keyword research features, including competitor analysis.
- Ahrefs: Another all-in-one SEO tool with strong keyword research capabilities.
- Moz Keyword Explorer: A user-friendly tool offering keyword suggestions, difficulty scores, and SERP analysis.
- AnswerThePublic: A free tool that generates question-based keywords from your seed keywords.
- Ubersuggest: Another free option that provides keyword ideas and search volume estimates.
- Analyse Keyword Metrics: After gathering keywords, analyse them based on:
- Search Volume: The number of times a keyword is searched in a month.
- Keyword Difficulty: A measure of how hard it is to rank for a keyword.
- Cost Per Click (CPC): The average cost for bidding on a keyword in paid search campaigns, if applicable.
- Relevance: How closely the keyword matches your website’s content and target audience.
- Identify Long-Tail Keywords: Long-tail keywords are longer, specific phrases with lower search volume but less competition. They often match specific search intent.
- Example: Instead of “shoes,” a long-tail keyword could be “best running shoes for flat feet.”
- Analyse Your Competitors: Check which keywords your competitors rank for and spot any gaps or opportunities.
- Prioritise and Select Your Target Keywords: Choose keywords that are most relevant to your website, have good search volume, and are achievable based on difficulty.
Keyword Research Best Practices
- Focus on user intent: Always consider why someone searches for a keyword.
- Use various keyword research tools: Different tools offer different insights, so using a mix of tools can give you a bigger picture.
- Don’t shy away from long-tail keywords: They can effectively drive qualified traffic.
- Update your keyword research regularly: Trends and user behaviour change, so revisit your research periodically.
- Group similar keywords together: Create topic clusters to better organise your content.
Conclusion
Keyword research is an ongoing journey that requires regular effort and refinement. This guide’s steps and best practices can help you. They will find valuable keywords. Use them to boost your search engine rankings, attract more traffic, and reach your online goals.
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Frequently Asked Questions about Keyword Research
Listed below are some of the main areas you should have an understanding on about Keyword Research.
How do I track keyword rankings
Tracking your keyword rankings helps you monitor your SEO progress and see how your website performs in search results. Tools like Google Search Console, Semrush, and Ahrefs can help. They can track your rankings over time and find areas to improve.
What are keyword variations
Keyword variations are different ways of searching for the same thing. For example, variations for “dog training” might include “puppy training,” “dog obedience training,” or “how to train a dog.” It’s important to consider variations to capture a wider audience.
What does search intent mean
Search intent refers to the reason why someone is searching for a particular thing. Are they looking for information, to buy something, or to navigate to a specific website? The intent behind there search is then important for search engines to give the right results. Words like “Price for”should supply searches with how much, where to buy and how will I get it.
What is keyword difficulty
Keyword difficulty (KD) is a metric used in SEO to estimate how challenging it is to rank for a specific keyword. It usually considers factors like the number and authority of websites already ranking for that keyword. A higher KD score means it’s more difficult to rank.
How does Keyword Research help
It’s the process of understanding what words and phrases people actually use when searching for information, products, or services related to your website or business. It helps you create content that is not only valuable and engaging but also easily discoverable by the people who are most likely to benefit from it.
What are long-tail keywords
Long-tail keywords are longer, specific phrases. People use them to search for something specific. They often contain 3 or more words. For example, instead of “shoes,” a long-tail keyword might be “best hiking boots for women with wide feet.”
What is keyword cannibalization
Keyword cannibalisation occurs when many pages on your website target the same keyword. This can confuse search engines and will dilute your ranking potential. It’s best to ensure each page has a distinct focus and targets a unique set of keywords.
What is keyword research
Keyword research is a valuable process that helps you find the words and phrases people use when they search for information online. It plays an important role in SEO. By knowing your audience’s search behaviour, you can create better content. It will meet their needs and answer their questions.
What are the different types of search intent
The main types of search intent are:
- Informational: The user is looking for information on a specific topic. (e.g., “what is SEO?”)
- Navigational: The user is looking for a specific website or page. (e.g., “facebook login”)
- Transactional: The user is looking to make a purchase or complete an action. (e.g., “buy iphone 14”)
- Commercial Investigation: The user is researching products or services before making a purchase. (e.g., “best noise-canceling headphones”)
How do I choose the right keywords to target
When choosing keywords, consider the following factors:
- Relevance: Choose keywords that are relevant to your website’s content and target audience.
- Search Volume: Look for keywords with a decent search volume, indicating that people are actively searching for them.
- Keyword Difficulty: Assess how difficult it will be to rank for a particular keyword based on the competition.
- Search Intent: Ensure your keywords match the search intent. It can be informational, navigational, transactional, or commercial.
- Long-Tail Keywords: Consider targeting long-tail keywords. They are longer, specific phrases with often lower competition.
What are some of the best keyword research tools
ome of the most popular and effective keyword research tools include:
- Semrush: A comprehensive SEO suite with powerful keyword research capabilities.
- Ahrefs: Another all-in-one SEO toolset known for its backlink analysis and keyword research features.
- Google Keyword Planner: A free tool from Google Ads that provides keyword ideas and search volume data.
- Google Search Console: Shows you which keywords are driving traffic to your website.
- AnswerThePublic: A free tool that generates question-based keyword ideas.