Keywords Research Strategy
  • Posted By: Mandeep
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  • Categories: SEO
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  • Posted: 11th March, 2019

What is Keywords Research?

Keyword Research is one of the most important aspects as far as search engine optimization is concerned. It is necessary that you make use of the right keywords, this can get you the top rankings you always wanted for your site. Nothing good comes easy, you may need to do some work (in form of research), and by researching the right keywords you will not only know the kinds of phrases and terms to focus on but it will also give you an insight to your customers. It is not about getting the audience but getting the right audience and this is what happens when you use the right keywords. This makes keyword research a pivotal and probably one of the most aspects of SEO marketing.

Keyword Research is actually one of the pillars of search engine optimization as it provides a clear vision and idea for designing a website and creating valuable content. Keywords are set and then they are creatively inserted in web content on the basis of queries made on search engines. Usually, if the phrases have more words it gets easier to rank.

The first step is done, we can recap and understand what keyword research is. This understanding takes us to the next step which is to understand why keyword research is important.

Why is keyword research important?

In answering this question, it is important to understand that there is a process that matches users and web owners. Through certain algorithms, Google (and other search engines) go through contents on sites to determine the matching sites when people click on the search button.

Most of the people use search engines to look for information. They do this simply by typing a keyword or keyword phrases on the search engines. Consequently, the algorithms on the search engines crawl through the content on the sites and subsequently, the search engines match it with your search and show you relevant search results.

Therefore, this is what makes keywords so important for search engines. It gives the result on the basis of your web page content and what your target audience is looking for.

For a keyword to be effective, they need to be targeted at the right kind of audience. For example, if you have a keyword about basketball, it would rank better for searches that are related to basketball lovers. Through keywords, you can ensure that you get your target audience to your site and convert them into customers.

The bottom line is that if you do not use the right kind of keywords you may attract the audience but your conversion rate would be quite low.

This is why right keyword research can make or break your entire internet marketing strategy.

You shall search for keywords that more people are using during online searches but are used less by the competitors.

How to Do Keywords Research

For many years, search engines have been successful in the limitation of the significance of keywords when it comes to rankings. Change is a constant and today, it is not mandatory for keywords to be present in titles or tags in order to have the topmost rankings on the SERPs. Experts have even added that the use of exact keywords in content is no longer mandatory too.

Before you rush to the conclusion of brushing keyword research apart, it is important to ask one question,

Does this mean you should not invest your time in keyword research?

Surprisingly, the answer is a resounding no!

There is no doubt when it comes to the importance of keyword research; however, it is used in a slightly different manner than before. Now, you need to concentrate on the meaning and popularity of the phrase. The tactful use of phrases and words is still important and online marketers recognize this importance.

Since we can both agree that keyword research is important then we can without further ado get into the real details.

If you were wondering how to do keyword research, I would analyze it in 6 steps.

Step 1: What is your mission?

One of the biggest mistakes you might make in SEO is by labeling your success with more traffic. Traffic is good but it shouldn’t be your only goal. In the business of online marketing, sales are much more important than gathering traffic.

In order to understand the goal of an action, you will need to understand what the definition of success will be. In this case, success is measured by sales and it is the ultimate goal. Traffic is great but it is only a step towards the goal, traffic needs to become sales and subsequently become revenue.

After you must have clearly spelled out your mission, the next step is to begin the process of making keywords categories. During this process, remember to consider your mission and make categories that are in line with it.

When you categorize your keywords, you will easily find the right marketing strategy. Finding this strategy will help immensely in the process of creating quality content.

Step 2: Make a list of keywords and relevant topics based on what you know about your business

Are you up to speed with the latest updates and guidelines regarding keyword research?

Keyword researching simply refers to the process of finding the words/terms that people search or are most likely to search on the search engines.

So, all you need to do is prepare a list of keywords that are popular and relevant on the SERPs.

Other than that you shall create content that targets your audience and provides valuable information about your business to the audience. This way you are focusing on the keywords as well as generating relevant traffic to your site.

Step 3: Look at search intent

Remember keyword research is not just about finding the most popular keywords, there’s more to it. There are other factors that need to be considered, a great example of this is the intent of the search. If you do not factor in search intent then the keyword becomes less effective than it should be.

For example, if someone is going to Google and searching for “paver cleaning”, what is the likelihood of the search?

There are a number of chances:

A company that cleans pavers
Instructions for paver cleaning
A paver cleaning machine
A paver cleaning for their pavements at home

It is important that you know the exact things that folks search for. Understanding what they mean when they search will give you that upper hand in creating keywords for your proposed audiences.

Although there is no such tool that can help you in knowing what searchers are looking for when they type a certain keyword, there is a process that can give you an idea.

Once you get an idea about the way keywords are ranked then you can start with finding the search intent for the same keyword. You may follow these steps to do so:

Examine the Search Engine Result Pages. Elements like organic listings, ads. Graph results will give you a hint about the search intent.
You can use Ad Words to find the extent of commercial intent.
You shall analyze your analytics.

Step 4: Construct landing pages

Online marketing master-classes all over the world always emphasize the important role that landing pages play in the marketing process. Your website (and perhaps your online marketing effort) is strongly hinged on how well your landing page is set. Your landing page is that first impression in the mind of a new visitor to your website. Having the right product or service is important but it is much more important that you ensure that you creatively pass your message across.

A good landing page will show the (prospective) customers that your business is willing to do an excellent job. With a great layout and amazing content, you can constantly reap the benefits of having a magnificent landing page.

Step 5: Competitor Analysis: See what keywords your competitors are ranking for

Competitor analysis is another important step in keyword research. It will help you in determining your position in the market against your competitors. You may need to conduct researches which include getting reviews and information about what your competitors are planning and doing. Your ultimate goal should be to know the secrets behind the success of competitors.

When you properly analyze the competitors, you will find out how they use some of the most critical SEO factors to their advantage. A proper understanding of this will immensely help your marketing efforts.

Step 6: Research related search terms

Now that you are done with all of the things you must not think that your job is done. If you want to maintain your rankings on the search engines you need to be active and plan each and every step.

After you are done with finding relevant keywords for your business your next step should be finding related search terms. You should continue with searching for relevant research terms as it will help you in the analysis and implementation of keyword research for better results.

Free Keywords Research Tools

Choosing the right keywords can be said to be the most stressful and one of the most expensive aspects of quality content creation and remarkable SEO strategies. There are a number of free keywords research tools that you can use to find responsive keywords and we would discuss them here.

1. Google Keyword Planner

This tool is one of the most important when it comes to keyword research.

It is basically planned for advertising, but it can be also used for keyword research organically. You can also customize your search results for one of the competitors.

All you need to do is:

Enter your service or product.
Add your competitors landing page as well as product category.
Now, you can customize the search for some of the keywords.

Keyword planner can help you in many ways, some of them are:

You can search for different types of keywords as well as ad group ideas.
Receive search volume for a different list of keywords or you can group these into ad groups.
Obtain traffic predictions for a list of keywords.
Multiple keywords list in order to get new keyword suggestions.

2. Google Trends

Google trend is one of the most beneficial tools for SEO. With this tool, you can check to see how frequently a keyword or term is being used.

The search results that you will get are relative. So, basically, you can use the tool to compare phrases and keywords. It will also show you where the searches are coming from, and the change in the volume of the keywords with time.

The data on Google trends is updated every day. It can be very convenient to use it as it allows you to enter five search terms at a time. Subsequently, the results for these terms are shown on a graph.

3. Keywords Everywhere

‘Keywords Everywhere’ is a free tool that is used to search for relevant keywords. It is a simple and convenient tool to use. You can find an extension on both Firefox and Chrome. It will display the search volume of the keywords in the Google search bar. You can also directly get suggestions from Google.

It will also display relevant keywords on the right-hand side of the results. In addition to the keywords that you searched you will see the phrases that people use more often. Then, if you want more keywords you can scroll down and see amazing keyword ideas.

4. Soovle

Soovle is another amazing free tool for keyword search. It provides you with a unique search interface which puts different sites on a single page. Another thing that makes it unique is the fact that it shows auto-completed phrases as suggested by various search sites.

5. Ubersuggest

Ubersuggest is one of the simplest tools out there. It will help you in getting more traffic and simultaneously increase the affiliate income. It basically takes the keyword you enter and provides you related suggestions. It picks up each letter and provides you with hundreds of suggestions.

6. Keyword Shitter

This is an easy tool that can use to find basic keywords. With the keyword shitter, all you need to do is enter your search into an empty box and click on shit keywords.

You will find a list of long tail keywords and as the time goes, it also provides you with an option of positive and negative filters. The keyword you enter will appear in the positive filter and the rest will just disappear. It is useful in finding the relevance of each keyword and help you choose better.

7. Ad Word & SEO Keyword Permutation Generator

Are you finding it difficult to search relevant keywords? Then you can use Ad Word & SEO keyword permutation generator and get it done without hassles. With this tool, the only issue that you would have is the amount of time you may need to spend finding the most suitable keywords.

Yet, this tool can be helpful in getting some creative ideas for the keywords that you might have missed before.

8. Answer the Public

Answer the Public is another tool that can be used to generate keywords. It provides you with a long list of keywords that are sorted in an alphabetical order. It does the same by combining various terms “how”, “what”, “where” for relevant questions and “for”, “like” for prepositions.

It can also be used to generate content topics and creative event ideas. This tool gives you a lot of power as it helps you to create a direction for your marketing process through the generation of topics.

9. Google Correlate

Google Correlate is a free tool that helps you in you in uncovering keywords that are based on the similar time frame or the pattern related to the local region/area.

It is completely different to Google Trends and this is due to the fact that it does not provide keyword producing patterns, instead the patterns point out towards the keywords.

Long tail keyword strategy

There is more to the use of keywords than the mere use of short keywords or phrases. Online marketers can also leverage long tail keywords in order to actualize their marketing goals. As a matter of fact, long tail keywords are much more efficient than short keywords and here’s why;

Long tail keywords are more defined and certain keyword phrases that are more likely to be used during a voice search.

Generally, you can see these keywords when the customer is exactly searching for a thing that he/she is going to buy.

For example, “I am looking for the cheapest ticket to New York”.

Managing such keywords is simple; all you need to do is to communicate your business to potential customers in the best possible manner.

Examples of long tail keywords

Have a look at some of the long tail keywords here;

1. LSI Keywords

Latent Semantic Indexing is basically the keywords that are directly proportional to the main keywords. In simpler terms, they refer to words that are similar in meaning or words that can be used in similar contexts.

For example “Smartphones” and “android” are LSI keywords because they are mostly used in the same context and are mostly found together. However, they aren’t synonyms.

Three ways through which LSI can improve your rankings:

I. Now, rather than looking at the keyword density Google looks at the complete context.
II. So, if you reach the limit for keywords density on your site, further repetition of keywords may lead to Google Penalty. With the use of LSI keywords, you can safely add related keywords.
III. Since LSI keywords are closely related keywords this just means that your page is going to show up in the results for main keywords and also for LSI keywords.

2. Google Autosuggest

Autosuggest is a feature in the Google search bar that is basically designed to make your search quick and easy. So, when you are typing or searching for something Google will suggest you variants of search queries while you are typing on the search bar.

For example, if you type the word “painting” Google will suggest you some other fixed queries like “Painting for kids”, “painting ideas”, painting designs” etc.

So in order to get longer and more specific keywords, you can type the same keyword “painting colors on the wall” and look for other variants that Google will suggest for the related term.

Benefits of long tail keywords

Long tail keywords have innumerable benefits to your marketing efforts. They play a vital role in the SEO ranking and you cannot miss out on the importance of long tail keywords. Some benefits include;

I. They help you gain traffic through a much more targeted approach.
II. The traffic generated has more conversion rate.
III. You can achieve your goals rapidly.
IV. They help you gain better visibility.
V. You can outrank competition through long tail keywords.
VI. Long tail keyword gives subject to your content.
VII. Posts and blogs that focus primarily on long tail keywords give more value to the readers

How to calculate Keyword Competitiveness

what comes next after you find the most relevant and popular keywords? Do you sit back and reward yourself for a good job or do you go further to do a great job?

After you must have found the right keywords, you need to ensure that you also find the relative competitiveness of these keywords. You can do this by checking out the competitiveness on the first page of Google.

This is very important because if you devote your time in finding the competitiveness of the keyword you will get to know which keywords get better search volume and have less or no competition.

So, let us see how you can evaluate keyword competition.

1. All in Title

have you ever thought of doing a specific type of search on Google? Well, this can be possible by using an “allintitle” as a prefix. This kind of search will only look for the title text and nothing else.

For example allintitle: running shoes in NYC. So, if it returns onto 92,000 results. This figure simply tells you about the web pages that have the words running, shoes, in, NYC but it is not compulsory that the order must be the same.

By knowing the allintitle search results you will not only cater to success but will also establish title tags that are highly valued by Google. Also, identifying the number of search results that have the desired keyword is also very crucial.

2. All in URLs

AllinURLs is another Google’s advanced search operator on different SEO forums. This Google search operator simply allows the users to refrain their search results. You can restrict your search results to a specific URL that you want to search.

For example allinurl: gym fitness so it will provide you results that have words “gym” and “fitness” in the URL of the web pages that will be listed in the search results.

All you need to do is type allinurl: in the search bar on Google and you can access the advanced search operator on Google.

3. Keywords Difficulty

There are a number of paid and free tools that can help you in finding the keywords. But, the hard part is figuring out the keywords that will get you to the top.

So, after you are done with making a list of relevant keywords. You shall know how difficult will it be to rank a particular keyword; this is possible by using some tools.

Keywords difficulty is a tool that can help you in this process.

You can check several phrases and keywords on this tool. You will be really surprised to see how difficult it is to rank somewhat similar keywords too.

For example, the tool can show you results for certain keywords such as finance, mutual funds, mortgage, money, and so on. With the tool, you can see that Finance- 88%, Mutual Funds- 76%, Mortgage- 66%, money-90%, and Loan-67%.

With the above numbers, you can tell that it would be easier to optimize for mortgage and loan rather than a broader term like finance. The above keywords percentage is just an example of how this tool gives you results. These results can be further used to figure out the possible variations in the keywords difficulty landscape.

4. Monthly Searches

as the term implies, monthly searches refer to the total number of searches for a specific keyword on a monthly basis. It provides people with data that gives details about the keyword search which is set over a month. Also, it gives a general idea about the competitiveness and the total volume of the keyword. It also helps SEO professionals with the proper analysis of how a specific keyword drives traffic over a certain period of time.

The process of calculating the overall competitiveness of a keyword can be made easy and orderly with the right tools. The volume, as well as, competitiveness of a keyword are pivotal factors that need to be considered.

For a keyword to be said to have high volume simply means that is likely to rank. It also means that such keywords will be highly competitive as a result of its exposure.

It is a level playing field and you can view what your competitors are doing. Therefore, you needn’t bother about the competitiveness of a keyword because there will always be competition. You need to focus on ranking the keyword rather than focusing on your opponents.

Advanced keywords research

Although the earlier use of keyword research was limited to keyword selection, it has become much more than that today. The selection of keywords is primary and it is an important function of these tools. These keywords help In the process of writing articles, blogs, and so on. Therefore, identifying them is very important.

While it is important to identify them, there is much more that can be done. With the use of advanced keyword research tools, marketers can enjoy the identification and subsequent skillful use of keywords.

1. Using Google Search Console

Have you ever thought what Google really sees when it crawls down to all of the pages in the domain?

Well, for this purpose Google has created the Google Search Console. The ultimate goal of Google is to give its users the most applicable content for every search result.

Google wants people to see the most relevant and helpful content on the starting pages.

For this, it needs to ensure that content creators specifically optimize their content in such a way that it can be easily discovered by the searchers.

This is where Google Search Console can be really helpful. It provides you with highly specific ideas like – “Add these keywords in order to get to page 2 from page 4”

With this tool, you can feel like you have a personal assistant that understands what you need to do.

The tool can also show you how frequently searches are finding your content or webpage and how many times they are clicking it. Data like this are very important in order to ensure that your methods are effective or otherwise. The tool also keeps users up to speed with the broken links that affect user experience on your web pages. It also gives you valuable feedback in terms of informing you whether your pages are responsive on mobile screens.

This is how you can find these results:

Go to Search Analytics > Choose Clicks, Impressions, CTR, Position > Pick Pages > Scroll down, & for the URL you will have to choose the double arrow on the farthest right > Pick queries.

The correct URL will show up under the “Pages” selection.

2. Using Google Analytics

Google Analytics is a free tool that Google provides to analyze and track visitors on your web pages. You may have hundreds or thousands of visitors every week, but practically they are of no use if you don’t have relevant information about them.

Google Analytics makes it possible to analyze each of your visitors and provides you a fair chance to convert them into potential customers.

In addition, Google Analytics also gives you an opportunity to track everything from where your site is getting the traffic to the behavior of the visitors on your website.

Also, you can track social media activities, monitor mobile traffic, find the latest trends, and combine various data sources to help you achieve your goals.

This is how you can use Google Analytics:

I. Create/sign in to your Google Analytics account.
II. Create property onto your Account.
III. Click on the website & then, add your website name along with the URL.
IV. Select your industry.
V. Select your time zone.
VI.Now, get tracking id.

Now, install tracking ID to your website

This is how you can use Google Analytics:

Find traffic sources
customize the reports
Add users
Integrate social media into the tracking metrics.

Final Words on Keyword Research for SEO

It is without an iota of doubt that keywords research is important for a proper SEO strategy. You need to find terms, phrases, as well as, long tail keywords in order to generate traffic and subsequently increase revenue. Finding the keywords is the first step that everyone must take for success in SEO.

The difference between successful and unsuccessful online marketing strategies is the extent to which they can generate keywords. After generating the keywords, you must go a step further and ensure that you put the keywords to maximal use. There are a number of free and paid keyword tools that you can use to generate meaningful keywords.

Ultimately, by finding the exact words or phrases that people are looking for on the search engines will help in creating targeted content and generate traffic on your site, targeting a larger audience which helps in better conversions.

However, getting traffic is just not enough. What is the point of getting thousands or millions of visitors when you know nothing about them? Basically, it is pointless. But, there tools like Google Search Console and Google Analytics that you can use to track and monitor the source of your traffic, get details about your visitors, and many more.

Therefore, with these tools, your overall marketing efforts can be synthesized. When your marketing efforts are directed toward the right set of people then you will gain more conversions.



Content Strategist at Strivers Edge

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