Home » Keyword Research for SEO | The Art of Finding the Right Words

Keyword Research for SEO | The Art of Finding the Right Words

by | Jul 3, 2020 | Link Building | 0 comments

“Keyword” is one of the buzzwords in the world of SEO. You can often hear SEO specialists talking about what keywords they should use and about keyword research for SEO

But what is keyword research exactly and why is it a crucial part of SEO? 

To put it simply, keyword research involves discovering popular words and phrases regular people enter into the search engines every day. The ultimate goal of keyword research is to create and optimize a valuable piece of content around those words and phrases. 

Why would someone do that? 

Well, the internet is a competitive place and people want their business to be successful. To give a quick example. If you have a shoe company and you want to be successful you need to stand out from the crowd. Right?

To put it in perspective. When you type on Google search, “shoes” you get around 8,730,000,000 search results! We don’t want to sound like skeptics, but it seems to us that this particular keyword might be a little too overflowing. 

So, what do you do? 

SEO specialists research keywords in order to get a better understanding of how high the demand for a particular keyword is, in other words, it helps them determine how hard the competition is. 

And then they start creating content around that keyword. If this concept is still a little confusing, that’s alright, because we have a whole article to discuss this process! 

So let’s jump right into keyword research for SEO


How to Conduct Keyword Research for SEO?

Increased Website Traffic - Play Media

Ok, so in the introduction, we briefly explained the concept of keyword research but here we are going to dig a little deeper. Keyword research is crucial for SEO because apart from it being the “thing” you create your content around it is also the starting point of any SEO campaign

In other words, keywords are like a compass — they send you in the right direction. 

But how does an SEO specialist conduct keyword research for SEO

There are several tactics that SEO specialists use and that you can use too. And those are: 

  • Brainstorming topic ideas
  • Google suggest or Google trends
  • YouTube suggest
  • Search related to
  • Use Reddit
  • Wikipedia 

Apart from these keyword research tactics that we are going to explain shortly, you should also pay attention to these factors; and those are: 

  • Are you producing content that responds to the keywords you are looking for?
  • Will this traffic end in a purchase?
  • Will your website be visible while you are focusing on that keyword?


Brainstorming Topic Ideas

To use the example of earlier, let’s say that you have a shoe company. And you want your shoe company to become recognized widely. You can do that by creating content about a specific keyword.

You can come up with specific keyword ideas by brainstorming through different topics. How? Well, it’s simple. You just have to ask yourself in what topics related to your business would your target audience be interested in?

Then you can come up with some topics like: 

  • Women’s shoes
  • Men’s shoes
  • Athletic shoes
  • Formal shoes 

Now, remember these are still not your keywords but topics that can help you come up with specific keywords. 


Google Suggest

Google Search Results - Play Media

Now you can begin with more detailed keyword research for SEO. You type Google search some of these topics (we chose the first example) and Google suggests immediately suggest you the most searched keywords. And you can add them to your potential keyword list. 


YouTube Suggest

YouTube Search Suggestions - Play Media

The same goes for YouTube suggest. With YouTube suggest you can just broaden your potential keyword list. 


Search Related To

Related Search on Google - Play Media

This is a fantastic way to come up with even more keywords. If you scroll down the page of Google search you are going to see the “searches related to” + your keyword. From there you can click on another keyword which is going to take you to another page with even more keywords. So you can repeat this process several times. 



Keyword Research for SEO on Reddit - Play Media

Reddit is another cool way you can come up with keywords. And that is the place where potential customers “chill out”. So you type in their search for women’s shoes and then you will get a bunch of topics related to this keyword which can help you come up with more specific keywords.


Search Results on Reddit - Play Media



Search Result on Wikipedia - Play Media

Wikipedia is a goldmine of potential keywords! We’ll show you how to use Wikipedia as a keyword generator. 

First, you go to Wikipedia and search for a term. We are going to stick to shoes and related topics. 

Then you will see a table of contents that can inspire you further for keyword generating.

Wikipedia Table of Content - Play Media

From there you will be lead to an even more specific term that can lead you to another page.

Description on Wikipedia - Play Media

And that’s how you use Wikipedia for keyword generating! Isn’t that cool? 


So again how to find relevant keywords?

  • See the related searches section when you search for a broad keyword
  • Check out Google’s “Related Questions,”
  • Look at the “Related Searches” at the end of the first sheet of your SERPs (Search Engine Result Pages)
  • Brainstorm with customers’ questions and develop search terms with those
  • Check out Google suggestions
  • Perform a topic search on a Wikipedia page 
  • See how different niche forums divide topics and convert subtopics into keywords accurately 

Your goal is to gather as many keywords as you can because this way you’ll be able to create content that is going to be interesting to your potential customers. And not only interesting but also valuable. 

keyword research for SEO can actually be pretty fun if you think about it. It’s like creating valuable content for a friend. With all of these different strategies of gathering relevant keywords, you’ll get a deeper understanding of your customers.

You’ll get to know what they are interested in, what bothers them, what they like, what they especially don’t like, what they will need help with and so on. That’s why we say it’s like creating content for a friend. 


Keyword Research Tools

The above-mentioned strategies are more or less “manual” types of keyword research for SEO here we are going to give you a list of the greatest keyword research tools. 


Keyword Difficulty

Keyword difficulty in keyword research for SEO  refers to the competitiveness of certain keywords. What does this mean? If you choose a keyword that is super competitive like “shoes” (something we keep coming back to) you’ll have trouble reaching the top of Google’s page. 

The key to getting to the first page of Google is in the keywords that don’t have a ton of competition. 


Long-Tail Keywords

Long-Tail Keyword Research for SEO on Ahrefs - Play Media

Long-tail keywords are phrases that can be turned into a keyword. If you are a new company this is especially important as long-tail keywords can help you rank better because the competition is not as tough for short keyword phrases. 

The difference between short keywords and long-tail keywords is in detail. For example, typing “truck” on Google and “Ram 1500 Crew Cab 2012” are two completely different things. You’ll get any old truck with just typing truck and you will get exactly Ram 1500 Crew Cab 2012 if you type that in.

This leads us to the conclusion that long-tail keywords have a lower search volume. They also offer a greater possibility for your website to be on top and more visits from potential customers.  

If they know exactly what they are looking for and you use that particular keyword there’s a greater chance of them clicking on your site. 


Consider Balancing Volume and Relevance 

Long-tail keywords can go against you if you try to rank for too many long-tail searches with a minimum volume. Meaning that when conducting keyword research for SEO you should also include keywords that are high in *search volume

*You’ll find search volume in all of the keyword tools we provided earlier. 


Keywords in Paid Ads

If your motivation is not organic searches but pay-per-click ads, it is also essential to know about keywords that can aid your business. This way, you can also bid on them through the Google Ads pay-per-click (PPC) system (formerly Google Adwords).

With PPC, you can gain access to specific demographic data and keywords. It can help you discover or show ads on the SERP ad banner.

Achieving organic rankings (not paid) is essential for your readers and search engines to make you visible. But PPC can be of great help in the beginning or when you want to boost something particular.

keyword research for SEO seeks to offer and provide communication on the market. In turn, it will help you discover what people are searching for in different places.


Relationship Between Keyword Research for SEO and the Intention of Your Customer

Most of the attention should be aimed at high-intent searches because this is where value is hidden. If you provide irrelevant information for a set of keywords that are unnatural to your field of work, Google will take note.

For example, a potential customer who is looking for “where to buy shoelaces” will respond to a page that sells sneakers via a blog post about Jordan’s history.

Similarly, someone looking for something broad like “basketball” may be interested in pages like  “Los Angeles Lakers highlights” and “how to take a free throw”.

That is why the goal of qualifying for “shampoo” will be more difficult and less profitable than perhaps “organic tea tree oil shampoo”. Unless you plan to become a shampoo authority overnight, try to make content using specific keywords for you.

That would be a brief demonstration by which you should know where people are located in the conversion funnel and their overall search purpose.


How Can You Improve Your Keyword Strategy?

Keyword Strategy - Play Media

You’ll improve your keyword strategy by making a list of keywords with content that is important for your website. Doing the pre-research keyword analysis and improving the list of keywords in any text will be part of regular maintenance. 

Here are some suggestions that will help you improve your keyword strategy:

  • Keyword research for SEO must be done frequently so that it can produce content and keep up-to-date with trends
  • Google Ads (formerly Adwords) allows you to launch sample campaigns with test traffic to track impressions and conversion rates
  • It is essential to test all your keywords
  • It is useful to assign a value to each impression that becomes a visitor so that it results in a conversion
  • You should keep in mind the click-through rates and try to calculate the revenue per user/visitor/customer
  • Analyze competition’s keywords 
  • Try to keep the keywords specific for your niche
  • It is also necessary to incorporate latent semantic indexing (LSI) keywords with specific content in your keyword. These are support keywords that are often found in the main keyword. They can help you with organic content and they appear in in-depth search queries.
  • Add keywords to your URLs. By doing a Google search algorithm shows that you are trying to provide valuable information with a set of keywords that may interest a certain number of users.


Use Keyword Research for SEO to get into the Right Traffic

Targeted Keyword Research - Play Media

When the influence and popularity of competitors’ websites are evident, you may want to look into what helped them get such a prestigious place. Competitors will always be there and If you want to rank as high as them on Google you’ll need to do a few things. 

You can try: 

  • To gain greater authority/ produce quality content
  • Authority building in searches with less competition
  • Undertaking some essential SEO strategies. By improving search engine optimization, you will generate backlinks and provide material with more valuable organic content and search traffic
  • Considering finding less competitive searches 


What Should You Measure?

Investigating the metrics of your keywords can be complicated. Still, it will be the information you will need to improve your positioning.

  • With just Google Analytics or the Google Search Console, you can track key metrics 
  • For the better keyword research for SEO, you should consider tracking the bounce rate and the length of the page
  • One of the measurement objectives will seek to isolate niches with high conversion rates
  • Other key analyses measure what people search on your website. And their search intents, which pages have high click-through rates, where are higher bounce rates, etc.


Keywords, Google Ads and PPC

Content Advertising With Paid Ads - Play Media

Keywords are also used in Google ads that provide pay-per-click (PPC) service. When using the same keywords you want to rank for, bid on them in Google’s PPC system.

This will place your page in the Ads section of a search. And you will only pay per click if a potential user or customer clicks on a page. This system of paid ads allows you to be more efficient in advertising investments since you will only pay for successful clicks. 

That is an excellent solution for checking the performance of your campaigns. 

In addition to this, it provides a quick way to develop a proper digital advertising strategy. Note that it is possible to determine the right demographics and search terms. As well as the amount you are willing to pay for a click. 

By mastering the use of the right keywords. Your company can create a space in Google Search Ads, Google Remarketing Ads, and even be part of the Google Shopping banner.

Each has its own way of use that can be, without a doubt, adapted to your business.


In Conclusion

Keyword Research for SEO Strategy - Play Media

Digital marketing is always evolving and it will keep evolving. In order for your business to become or stay successful, you must put in a little effort.

keyword research for SEO will not only bring you valuable traffic and potential customers, but it can also be a fun experience when creating valuable content. 

Finding the right rank of keywords can be complicated at times. But everything can be mastered with patience and dedication. Also, you should not forget various useful keyword research tools that can help you along the way.

As a final comment, keep in mind that keyword research also goes hand in hand with the latest digital marketing trends

We hope that this valuable material will serve as a good tool and that will encourage you in the exercise of researching for the best keywords for your niche.

Good luck!


Goran Kezić

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