What is Keyword Research? A Complete Guide

Ever wondered what is keyword research and why it’s such a big deal for SEO? 

Keyword research is all about figuring out what terms and phrases people are typing into search engines when they’re looking for information, products, or services related to your business.

It’s like getting inside the heads of your audience and understanding what they’re searching for, which helps you create content that speaks directly to them.

It's about understanding why people are searching for certain things, checking out the competition, and picking the keywords that are going to give you the best bang for your buck.

In this blog, we’ll walk you through the whole keyword research process, share some of the best tools to use, and give you tips on how to optimize your website for better visibility.

Whether you're a newbie to SEO or just looking to improve your strategy, this guide has got you covered with practical, easy-to-follow advice.

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What is Keyword Research?

Keyword research is the process of identifying and analyzing the search terms people use on search engines like Google and Bing.

The main goal is to find the best keywords that can bring organic traffic to your website. These keywords are the building blocks of any effective SEO strategy.

By understanding what your target audience is searching for, you can create content that directly addresses their needs, boosting your chances of ranking higher in search engine results pages (SERPs).

Explore How to Create An SEO Strategy

Why is Keyword Research Important?

Keyword research is crucial for SEO because it reveals what your target audience is searching for and helps you identify valuable ranking opportunities.

By creating content that meets the needs of your audience, you increase your chances of earning organic rankings in search results and driving more relevant traffic to your site.

For example, targeting the right keywords, like "cat food," can help you rank higher on the search engine results page (SERP) and attract more valuable visitors.

Knowing the exact terms searchers use is essential for crafting content that resonates and ranks well.

6 Common Keyphrases You Need to Know: Types of Keywords

Following are the common key phrases you must know:

1. Short-tail Keywords: These are broad, general terms like "Search Engine Optimization" or "digital marketing." While they have high search volume, they are highly competitive and harder to rank for.

2. Long-tail Keywords: More specific phrases, such as "How To Find Keywords For Local SEO," which have lower search volume but attract more targeted, relevant traffic.

3. Primary Keywords: Also known as focus or target keywords, these are the main terms or search queries you aim to rank for with a specific piece of content or page.

4. Secondary Keywords: Related keywords or phrases that support and complement your primary keyword. These help reinforce the topic and broaden your reach.

5. Zero Volume Keywords: Keywords with little to no monthly search volume according to SEO tools, but they can still drive organic traffic when used as part of a comprehensive SEO strategy.

6. Seed Keywords: Basic, broad keywords that serve as the foundation for further keyword research. For example, "SEO" is a seed keyword from which you can explore related terms like "SEO tools," "SEO strategies," or long-tail variations like "how do I do SEO for e-commerce site?"

4 Keyword Research and the Role of Search Intent

Understanding the why behind a search query, known as search intent or user intent, is essential for effective keyword research.

Search intent can be broken down into four main categories:

1. Informational: The user is looking for information on a specific topic (e.g., "how to do keyword research").

2. Navigational: The user is trying to reach a specific website or page (e.g., "Facebook login page").

3. Transactional: The user intends to make a purchase or complete a specific action (e.g., "buy running shoes online").

4. Commercial: The user is exploring options before making a decision or purchase (e.g., "best SEO tools").

For instance, someone searching for "best SEO tools" likely has commercial intent and may be close to making a purchase.

However, experienced SEO professionals know that search intent is more nuanced than these four basic categories, and understanding it is key to optimizing content effectively.

The Keyword Research Process Explained

The keyword research process is essential for identifying the best keywords to drive traffic to your website. It helps you understand what users are searching for and how to align your content with their needs.

Here's a breakdown of the six key steps in the process:

1. Brainstorm

The first step in keyword research is brainstorming. This involves thinking about the core topics and themes related to your business or website. Consider what products, services, or information your target audience might be searching for.

At this stage, you should jot down any relevant terms that come to mind, including general keywords that represent your niche or industry.

2. Compile a List of Keywords You've Already Been Found For

Next, gather the keywords for which your website is already ranking. You can use tools like Google Search Console, SEMrush, or Ahrefs to identify the keywords driving traffic to your site.

This step helps you evaluate your current performance and see where you already have visibility. Additionally, it allows you to focus on improving your rankings for these existing keywords.

3. Compile a List of Keywords You Haven't Been Found For Yet

Once you’ve looked at your current rankings, it’s time to compile a list of keywords you haven’t ranked for yet. Use keyword research tools like Google Keyword Planner, Ubersuggest, or AnswerThePublic to identify new opportunities.

Look for terms that have reasonable search volume and moderate competition. These keywords may represent untapped areas where you can create content and gain new visibility.

4. Merge Lists into One

Now that you have two separate lists, one with keywords you're already ranking for and one with new opportunities, combine them into one comprehensive list.

This consolidated list will give you a full picture of the keywords you're targeting, as well as the ones you should focus on in your SEO strategy. It's also a good idea to remove any duplicates to avoid redundancy.

5. Retrieve Information on the Attractiveness of Keywords

Once your lists are merged, analyze the attractiveness of each keyword. This involves looking at key metrics like:

• Search volume: The number of searches per month for that keyword.

• Competition: The difficulty of ranking for the keyword.

• CPC (Cost Per Click): The value of the keyword in paid search campaigns, indicating how competitive it is.

Use tools like Google Keyword Planner, SEMrush, or Moz to gather this data. Aim for a balance between high search volume and low competition to target keywords that are both attainable and valuable.

6. Further Expand a List of Keywords with Long-Tail Keywords

The final step in keyword research is expanding your list with long-tail keywords. Long-tail keywords are longer, more specific phrases that often have lower search volume but attract highly targeted traffic.

For example, instead of just targeting "SEO tools," you could target "SEO Tools for Keyword Ranking Reports" or "Best SEO Tools For Small Businesses." These keywords may have lower competition, making it easier to rank for them and potentially leading to more qualified traffic.

Evaluating Search Volume, Keyword Difficulty, and Competition

When selecting keywords for your local or international SEO strategy, it’s crucial to evaluate three key factors: search volume, keyword difficulty, and competition.

Balancing these factors ensures you're targeting keywords that drive traffic while being realistic about what’s achievable in terms of ranking.

1. Keyword Search Volume: This refers to how many people are searching for a particular term within a specific time frame (usually monthly). High search volume means more potential traffic, but it often comes with higher competition.

2. Keyword Difficulty: Keyword difficulty measures how challenging it is to rank for a specific keyword, based on factors like domain authority, backlink profiles, and existing content. High difficulty means more effort is required to rank for that term.

3. Competition: This refers to how many other websites are trying to rank for the same keyword. If a lot of competitors are targeting the same keyword, it can be more difficult to gain visibility.

best seo reporting software like Clearscope, SEMrush, and Ahrefs provide reports and metrics for all three of these factors. They help you assess keywords based on their search volume, difficulty level, and the amount of competition. 

This allows you to prioritize keywords that offer the best return on investment, targeting terms that are both achievable and valuable to your audience.

Best Practices for Keyword Research

Here are the best practices you must consider when conducting keyword research:

• Understand Your Audience: Before starting, understand your target audience's needs and language. This helps you identify keywords that resonate with them and align with their search intent.

• Use Keyword Research Tools: Leverage tools like Google Keyword Planner, SEMrush, or Ahrefs to find relevant keywords, analyze search volumes, and evaluate keyword difficulty to inform your strategy.

• Focus on Long-Tail Keywords: Long-tail keywords are more specific, less competitive, and often have higher conversion rates. They help you target a niche audience and improve your chances of ranking.

• Analyze Search Intent: Identify the intent behind the search query (informational, transactional, or commercial). Tailor your content to meet the specific needs of your audience, whether they’re looking for information or ready to make a purchase.

• Monitor and Adjust Regularly: Keyword trends change over time. Regularly track keyword performance, update old content, and adjust your strategy to stay relevant and competitive.

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Common Keyword Research Pitfalls and How to Avoid Them

Here are some common mistakes to watch out for:

• Targeting Highly Competitive Keywords: Going after broad, high-volume keywords can be tempting, but they are often too competitive to rank for effectively.

• Failing to Update Your Keyword Strategy: Keyword trends evolve, and neglecting to refresh your keyword strategy can lead to missed opportunities and stagnated rankings.

• Not Aligning Content with Searcher Intent: It's important to ensure your content matches the intent behind the keyword search. Failing to do so can negatively affect rankings and user engagement.

• Overlooking Brand-Specific Keywords: Brand keywords often have lower competition and attract highly relevant traffic. Don’t disregard them in your keyword research.

Regularly revisiting and refining your keyword list will help you avoid these pitfalls and keep your SEO efforts on track.

Frequently Asked Questions

What is keyword research in SEO?

Keyword research in SEO is the process of finding and analyzing the terms people type into search engines to help optimize content and improve search engine rankings. It helps businesses target the right audience with relevant content that answers user queries.

How do I choose the right keywords for my website?

To choose the right keywords, start by understanding your target audience and their search intent. Use keyword research tools to analyze search volume, competition, and keyword difficulty. Focus on a mix of short-tail and long-tail keywords that align with your content goals.

What are long-tail keywords, and why are they important?

Long-tail keywords are longer, more specific keyword phrases (e.g., "best SEO keyword research tool"). They tend to have lower competition, and while they may have lower search volume, they often attract highly targeted traffic with higher conversion potential.

How do I avoid keyword stuffing in my content?

To avoid keyword stuffing, focus on creating content that naturally incorporates keywords. Use synonyms and variations, and prioritize readability and user experience. Keywords should fit contextually and enhance the quality of your content, not overwhelm it.

Can I use the same keyword throughout my content?

While it's important to include your primary keyword throughout your content, avoid overuse. Instead, incorporate variations and related terms to make your content more engaging and natural for both readers and search engines.

How do I measure the success of my keyword research efforts?

You can measure the success of your keyword research by tracking your rankings in search engines, monitoring organic traffic, and analyzing user engagement metrics (such as time on page and bounce rate). Tools like Google Search Console and Google Analytics can provide valuable insights.

Conclusion

Now that you understand all the aspects of What is Keyword Research and how it drives SEO success, let’s wrap it up. Keyword research is the foundation of a successful SEO strategy. By identifying the right keywords, Centric can optimize your content to meet the needs of your audience and improve your search engine rankings. Effective keyword research helps you understand your audience’s search behavior, identify high-value keywords, and create content that resonates with their intent.  It also allows you to stay ahead of competitors by targeting niche opportunities that may be overlooked. Incorporating keyword research into your SEO strategy not only improves visibility but also enhances user experience, leading to higher organic traffic and conversions.