How to Do Keyword Research?

Keyword research is the foundation of successful online content. Whether you’re writing a blog, setting up an e-commerce store, or optimising a website for search engines, understanding keyword research is essential. But what exactly is keyword research, and how do you go about it? In this article, we’ll break down the process into simple, manageable steps, so you can start implementing it right away.

What is Keyword Research?

Keyword research is the process of finding and analysing search terms that people enter into search engines like Google. The goal is to use these keywords to optimise your content, making it more likely to appear in search results. This, in turn, drives more traffic to your site, helping you reach a broader audience.

Why is Keyword Research Important?

Imagine you have a fantastic website or blog, but no one visits it. One reason might be that people aren’t finding it because it doesn’t show up in search results. Keyword research helps you discover what potential visitors are searching for, allowing you to tailor your content to match their queries. This can significantly increase your visibility and attract more visitors.

How to Do Keyword Research: A Step-by-Step Guide

Step 1: Understand Your Audience

Before you dive into the actual keyword research, it’s crucial to understand who your audience is. Ask yourself:

• Who is my target audience?
• What problems do they have?
• What solutions are they looking for?

For instance, if you run a health blog, your audience might be people interested in fitness, nutrition, and wellness. They might search for terms like “how to lose weight,” “healthy diet plans,” or “workout routines for beginners.”

Step 2: Make a List of Relevant Topics

Based on your understanding of your audience, start by listing down broad topics that are relevant to your business or blog. These topics should reflect the main categories of content you want to create.

For example, if you have an online store selling eco-friendly products, your topics could include:

• Sustainable living
• Eco-friendly products
• Green energy
• Organic food
• Zero waste lifestyle

These are broad topics, and within each one, there are specific keywords that people might search for.

Step 3: Brainstorm Seed Keywords

Seed keywords are the foundation of your keyword research. These are simple, one- or two-word phrases related to your broad topics. Think of them as the building blocks that will help you discover more specific keywords.

For example, under the topic “Sustainable living,” seed keywords might include:

• Sustainable
• Green living
• Eco-friendly
• Environmentally friendly

These seed keywords will help you generate a list of more detailed keywords later in the process.

Step 4: Use Keyword Research Tools

Now that you have a list of seed keywords, it’s time to expand on them using keyword research tools. These tools will help you discover related keywords, search volumes, and competition levels. Some popular keyword research tools include:

• Google Keyword Planner: A free tool that provides keyword ideas and traffic estimates.
• Ahrefs: A comprehensive tool that offers keyword ideas, search volume, and competition analysis.
• SEMrush: Another popular tool that provides keyword data, including difficulty scores and competitor analysis.
• Ubersuggest: A beginner-friendly tool that offers keyword suggestions, search volume, and competition level.
• Answer the Public: This tool shows you questions people are asking related to your seed keywords, which can help you create content that directly answers these queries.

Step 5: Analyse the Search Volume and Competition

Once you’ve gathered a list of keywords using the tools mentioned above, it’s important to analyse them. Focus on two main factors: search volume and competition.

• Search Volume: This indicates how many people are searching for a particular keyword. Higher search volume means more potential traffic. However, be cautious of keywords with extremely high search volumes, as they are often highly competitive.
• Competition: This refers to how difficult it is to rank for a particular keyword. High competition means many websites are targeting that keyword, making it harder for you to rank on the first page of search results.

Ideally, you want to find keywords with a good balance of search volume and competition. Keywords with moderate search volume and low competition are often the best opportunities.

Step 6: Focus on Long-Tail Keywords

Long-tail keywords are more specific, longer phrases that often have lower search volume but are easier to rank for. These keywords are usually three or more words long and reflect more specific user intent.

For example, instead of targeting the highly competitive keyword “sustainable products,” you might target a long-tail keyword like “affordable eco-friendly products for home.” While fewer people might search for this exact phrase, those who do are more likely to find your content relevant and engaging.

Long-tail keywords also tend to convert better because they match specific search intent. Someone searching for “affordable eco-friendly products for home” is likely ready to make a purchase or is seeking specific advice, which can lead to higher conversion rates.

Step 7: Analyse Your Competitors

Another essential part of keyword research is analysing your competitors. Identify who your main competitors are and what keywords they are ranking for. Tools like Ahrefs and SEMrush allow you to input a competitor’s website and see the keywords they are ranking for, along with their search volume and difficulty.

By analysing your competitors, you can:

• Identify keyword gaps: Find keywords your competitors are ranking for that you are not targeting.
• Discover content ideas: Look at the content that is performing well for your competitors and consider how you can create something better or more comprehensive.
• Understand ranking difficulty: If your competitors are ranking well for certain keywords, it can give you insights into the effort required to compete.

Step 8: Prioritise Your Keywords

By now, you should have a list of potential keywords. The next step is to prioritise them based on your goals. Not all keywords are equally valuable, so it’s important to focus on those that will bring the most benefit.

Consider the following when prioritising keywords:

• Relevance: How closely does the keyword match the content you want to create? The more relevant, the better.
• Search Intent: Does the keyword match what your audience is looking for? For example, someone searching “how to make a compost bin” likely wants a step-by-step guide.
• Potential Traffic: Keywords with higher search volumes can bring more traffic, but balance this with competition.
• Conversion Potential: Some keywords may have lower search volume but higher conversion rates. For instance, “buy organic compost bin” suggests someone is ready to purchase, making it a high-conversion keyword.

Step 9: Create Content Around Your Keywords

With your prioritised list of keywords, it’s time to create content. Remember that keyword research is just the beginning; how you use those keywords in your content is what really matters.

Here are some tips for incorporating keywords effectively:

• Use Keywords Naturally: Avoid keyword stuffing, which means overloading your content with keywords. Instead, use them naturally within your content, including in headings, subheadings, and throughout the text.
• Focus on User Intent: Ensure your content answers the questions or needs behind the search query. If someone searches for “how to make a compost bin,” your content should provide a clear, actionable guide.
• Optimise for SEO: Besides using your keywords, optimise your content for SEO by including meta descriptions, alt text for images, and internal linking.
• Create High-Quality Content: Google and other search engines prioritise high-quality, useful content. Make sure your content is well-written, informative, and engaging.

Step 10: Monitor and Update Your Keywords

Keyword research isn’t a one-time task. The online landscape is always changing, and so are the keywords people use. It’s important to regularly monitor your keyword performance and update your content as needed.

Use tools like Google Analytics or Ahrefs to track how your content is performing for your chosen keywords. If you notice that some keywords are not driving traffic or conversions, consider revising your content or targeting new keywords.

Conclusion

Keyword research is a critical part of any successful online strategy. By understanding your audience, using the right tools, and focusing on both short-tail and long-tail keywords, you can create content that ranks well and meets the needs of your visitors. Remember, the goal is to provide value to your audience while optimising for search engines, and with consistent effort, you’ll see the results over time.

Now that you have a clear understanding of how to do keyword research, it’s time to put it into practice. Start with the basics, use the tools available to you, and don’t be afraid to adjust your strategy as you go. With patience and persistence, your content will gain the visibility it deserves.