Understanding SEO Keyword Research

Businesses always do keyword research for SEO to identify the most relevant keywords with high traffic to use in their content. Those keywords can help improve a website’s visibility and ranking in SERPs, making them a critical part of any SEO campaign. The keywords you use in your content and your site drive traffic, so you must ensure you’re targeting the correct terms.


What is Keyword Research?

Keyword research is the process that involves using tools and techniques to identify relevant keywords and phrases that have a high search volume and low competition. It is essential in SEO since it helps online businesses and marketers understand specific information their target audience searches for to create content that satisfies their needs. You can use the report to optimise website content, create blog posts, and develop marketing campaigns that target specific keyword ideas and phrases.

Some factors considered in keyword research include search volume, keyword authority, and relevancy to the content you are creating. Therefore, identifying and targeting the right keywords is essential for your website in many ways. That includes improving a site’s ranking, attracting traffic, and increasing ROI.

Elements of Keyword Research

Listed below are some of the most important elements of Keyword Research:

Keyword relevance

The keywords selected should be relevant to the content or product you are promoting. It will ensure that the targeted audience finds the content useful and valuable. Keyword relevance is the ability of a keyword to help people find the content they want. Using too general or irrelevant keywords may hinder people from seeing their desired content when they search for it on Google. Keywords are the words a user types into a search engine. Using relevant keywords helps your target audience find your content easily when searching for it.

Search volume

Search volume is another crucial element in SEO ranking. Search volume data helps understand the number of search queries related to a specific keyword or phrase. This information can guide content creation and marketing activities, including strategic keyword use and optimisation.

A high search volume means more people seek more information about your product or service than expected. Your website is more valuable to potential customers than the competition.

The number of people searching for a specific keyword is essential in determining its popularity. Higher search volume keywords are likely to have more competition.

You can use the data to determine the importance of a keyword within search engines. For example, an increased number of times that keyword appears means that people frequently search for it.

Keyword Authority

Keyword authority is a ranking factor that helps search engines determine which pages are most relevant to your users. Companies can choose the keyword density of a given website by analysing the frequency of keywords used throughout all its pages. It involves counting how many times each keyword appears and considering the total number of pages containing it.

Using the relevant keywords is a significant factor for ranking a website in search engines, as this helps to ensure that those pages providing content most closely related to user queries are prominently displayed.

Establishing keyword authority can assist businesses in their SEO goals, bringing more targeted and quality website traffic.

The more keywords you have with a high search volume, the higher your keyword authority will be. Optimising for keywords with a high search volume can significantly increase website visibility and increase the chance of attracting organic traffic. In essence, targeting keywords people search for can contribute to effective online marketing.

You can calculate the Keyword authority as a weighted sum of the number of times each keyword appears on your website and its competitiveness. Besides, the higher your keyword authority, the better your chance of ranking well in search engine results pages (SERPs).

By considering these elements, keyword research can provide valuable insights to create content that resonates with the target audience and improves search engine rankings.

Importance of Keyword Research

You might be wondering why is keyword research important for your business, and the truth is if you are not growing your online presence, then your business might be doomed in this technological era. Investing in a keyword research tool has helped several businesses drastically increase their revenue from the tremendous traffic they receive.

Improving SEO

By identifying relevant keywords and incorporating them into website content, keyword research can improve search engine optimization and increase website traffic.

Keyword research is essential for ensuring success for a website in SERPs. Identifying the most pertinent terms related to your website’s content can significantly impact your optimisation efforts. Successful SEO requires detailed keyword research and monitoring of your Google search console.

Additionally, analysing those keywords best suited for your site is essential in content optimisation, making it more attractive and likely to draw website visitors.

It will significantly increase opportunities for higher rankings from major search engines. Using keyword research can save time and effort while improving your site’s visibility.

Helps understand audience

Keyword research provides insights into the language and search habits of the target audience. You can use the information to create relevant and valuable content for the audience. Keyword research is a process marketers use to identify the right keywords to target for their product or service.

It involves understanding how customers search for information online and then using that knowledge to determine the best keywords to target.

Additionally, it can guide you in tailoring content to better meet your readers’ needs.

Increases website engagement

Keyword research is one of the most critical aspects of increasing engagement on your website or blog. Relevant keywords increase your content’s visibility to your target audience, leading to more traffic and engagement.

Using keywords that match user intent can tailor content to provide the answers and information users seek. It can also increase engagement and drive conversions. You can better understand the topics and keywords relevant to your audience through keyword research.

This knowledge can prove invaluable when crafting content, enabling you to create pieces that are more likely to appeal to them.

Helps prioritise content creation

Keyword research can help prioritise content creation by identifying the topics and keywords that are most important to the target audience. Keyword research is an essential aspect of content creation that helps to determine which issues and keywords to target to reach the desired audience.

By conducting keyword research, content creators can identify which terms and topics are most popular and searched for and then create optimised content for those keywords.

Content optimisation can improve a website’s visibility and access to its target audience. Additionally, it helps optimise the content’s quality and ensure that it meets desired standards.

Provides competitive advantage

By identifying keywords with high search volume but low competition, businesses can gain a competitive advantage by ranking higher in search engine results pages.

The keyword research process is critical for any business that wants to rank higher in search engine results pages (SERPs), thereby acquiring more website visitors. Keyword research allows you to identify the terms and phrases potential customers use to search for products or services like yours.

The key to successful digital marketing is proper keyword research. Identifying the right keywords to target and optimising content based on them can give you a competitive edge in SERPs.

By tailoring your website and content specific to the targeted keywords, you create an effective marketing strategy that speaks directly to your audience, thus increasing visibility in search engine rankings.

How to Do Keyword Research

Brainstorming and Finding Keywords

The first step is brainstorming potential keywords relevant to your website or business. Brainstorming can be done by listing words and phrases that come to mind when you think about your business or by analysing your competitors’ keywords. Based on the target audience, brainstorm a list of keywords and phrases related to the product, service, or content you are promoting.

There are several ways to find relevant keywords for your SEO purposes. As you build your website, carefully considering the keywords you select is essential.

Your target audience should find them appealing, while they should also be appropriate and relevant to your website content. Doing this research upfront can help ensure success in the long run with favourable monthly search volume.

You can use keyword tools like Google AdWords Keyword Planner and Semrush.com to find popular keywords with high search volume. Website performance analysis helps identify improvement opportunities.

Checking your analytics will reveal which keywords drive people to your page, allowing you to incorporate these terms into title tags, Meta descriptions, and other content as needed. Doing so will enhance your site’s SEO standing and ensure you reach the right audience with the right message.

Analysing the Identified Keywords

Once you have identified which keywords to target, you must map them to specific pages on your website. It will help optimise your site for those keywords and increase its chances of appearing higher in search engine results. With the correct planning, you can ensure your website content is optimised for success.

Understanding the target audience is essential in identifying the keywords they are searching for. Identify their demographics, interests, and search habits.

Additionally, it would be best to analyse the keywords’ search intent to understand whether they are informational, navigational, or transactional. It helps to create content that matches the user’s intent. Lastly, evaluate the competition for each keyword. It will assist in determining the difficulty level of ranking for each keyword.


SEO is optimising a website for Google search to earn higher web traffic levels and improve the site’s visibility. One crucial part of SEO is targeting keywords. Businesses looking to increase web traffic should consider the relevancy and efficiency of targeted keywords.

These keywords must accurately reflect a business’s products or services while effectively driving organic traffic.

Relevant keywords will be those frequently searched for by people interested in the business’s products or services.  People are more likely to open the website when they spot it through a Google search.

Implementing effective strategies in terms of keyword optimisation brings enormous advantages. Companies can use various tools to research relevant and effective keywords, including Google.

By following these steps, businesses can conduct adequate keyword research and create content that attracts the target audience, improves search engine rankings, and drives conversions.

Tools Used in Keyword Research

You can use several tools can be used in keyword research. These tools can help businesses to identify relevant keywords, analyse competition, and create effective digital marketing strategies that attract the target audience and drive conversions. You can use the following tools in your SEO:

Google Keyword Planner

Google Keyword Planner is a free tool that provides insights into keyword search volume, competition, and potential cost-per-click for paid advertising. It is an excellent tool for those seeking greater insight into their online marketing campaigns. The keyword planner lets you know how often people have searched a particular keyword in recent years and its financial cost.

Moreover, the planner provides information on the level of competition in your market, helping you decide which keywords would most likely result in successful search engine optimisation campaigns.


SEMrush is a paid tool that provides a comprehensive suite of features, including keyword research, competitor analysis, and site auditing. Besides, it offers extensive data and insights on website traffic, keywords, and other digital marketing metrics. Also, you can use it to track progress, optimise strategies, and measure results.


Ahrefs is a paid tool that provides keyword research, competitor analysis, and backlink analysis. It enables users to grow their traffic and improve their search engine rankings. Ahrefs helps users optimise their digital strategies.

With these solutions, users can track progress, measure results, and tweak tactics for optimal ROI. It also offers an extensive blog and supports the community to help users make the most of their data-driven marketing efforts.

Moz Keyword Explorer

Moz Keyword Explorer is a paid tool that provides keyword research, competition analysis, and SERP analysis. It helps users to find relevant keywords for their site easily and quickly. With Moz Keyword Explorer, you can search for keywords based on your topic, location, or language. You can also use advanced search options to find the perfect keywords.

Google Trends

Google Trend provides free valuable data on the popularity of keywords, showing how often customers have searched those words over the past several years. Google Trends is a must-have analysis tool for marketers and businesses alike. It is also beneficial for understanding each search term’s competitiveness.


What is the difference between long-tail keywords and short-tail?

Short-tail keywords are generally one or two words and are more general. Long-tail keywords are usually three or more words, and they are more specific. Besides, they are typically less competitive and have a higher intent to convert. Short-tail keywords are so general that they must tell the searcher what they can expect to find on your website. Long-tail keywords, on the other hand, are much more specific, and they generally convert better.

How do I know which keywords to prioritise?

You can use different methods in selecting the right keywords to prioritise. One approach is to look at the volume of searches performed for each keyword. Another system is to look at the competition for each keyword to see how difficult it would be to rank for that keyword.  

Prioritise keywords that have high search volume and low competition. Also, consider the intent behind the keywords to ensure they match the content you are creating. Finally, consider the relevance of the keywords to the target audience.

How often should I update my keyword research?

Keyword research should be updated regularly, ideally every few months, to reflect changes in search habits, industry trends, and emerging topics.

Regular updates ensure that the content is relevant and resonates with the target audience. It is essential to update your keyword research regularly for your website to use the most relevant and effective keywords.

At a minimum, you should update your keyword research every six months. However, you may need to update your keyword research more often if you frequently change your website or add new content.


In summary, SEO keyword research is critical to any effective SEO strategy. Therefore, ensure you follow all the steps to conduct keyword research for better and more effective results. You need to consider the terms you use to search for your business. Another way is to use the available keyword research tools to identify and analyse relevant words or phrases for your business.

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Dan Grant