Hero - Keyword Research for SEO
07/05/2024

Keyword Research for SEO [Guide + Top Tools To Help you Get Started]

Have you ever wondered how some websites always seem to pop up at the top of your search results while others are buried on the third or fourth page? The secret often lies in something called keyword research. Don’t worry, it’s not as complicated as it sounds, and I’m here to guide you through it. Think of it as finding the right words to help your potential customers find you online. Let’s dive in!

Table of Contents

What is Keyword Research?

Keyword research is all about finding and analysing the words and phrases people use when they search for information online. These keywords are the bridge between what people are looking for and the content you create to meet their needs.

Imagine you run a cozy little bakery. When people in your area search for “best cupcakes near me” or “gluten-free cookies,” you want your bakery to pop up in their search results, right? That’s where keyword research comes in. It helps you identify the exact terms your potential customers are using so you can tailor your content to match those searches.

Why is Keyword Research Important?

  • Improving Search Engine Rankings: By using the right keywords in your website content, you can improve your chances of showing up higher in search engine results. This means more visibility and more clicks.
  • Driving Targeted Traffic: Keywords help you attract visitors who are specifically looking for what you offer. This means they’re more likely to engage with your content, make a purchase, or contact you.
  • Understanding Your Audience: Keyword research gives you insights into what your audience cares about and what questions they’re asking. This helps you create content that resonates with them.
  • Enhancing Content Strategy: When you know which keywords are popular and relevant to your business, you can plan your content around these topics, ensuring it reaches the right people.

What are the Elements of Keyword Research?

Keyword research involves several key elements that work together to help you understand what your audience is searching for and how you can reach them effectively. Here’s a breakdown of the main components:

1. Seed Keywords:

These are the starting points for your keyword research. Seed keywords are basic terms related to your business, products, or services. For example, if you own a bakery, your seed keywords might be "cupcakes," "bread," or "birthday cakes."

2. Keyword Tools

To expand on your seed keywords, you’ll use keyword research tools like Google Keyword Planner, SEMrush, and Ahrefs. These tools help you find related keywords, search volumes, and competition levels. They’re essential for discovering new keyword opportunities.

3. Search Volume

This metric tells you how often a keyword is searched for within a specific timeframe. Higher search volumes indicate more interest in that keyword. For instance, "chocolate cake recipe" might have a higher search volume than "vegan chocolate cake recipe."

4. Keyword Competition

Competition refers to how many other websites are trying to rank for the same keyword. High competition means it’s harder to rank on the first page of search results. Look for a balance between search volume and competition to find the sweet spot for your keywords.

5. Long-Tail Keywords

These are longer, more specific keyword phrases. While they usually have lower search volumes, they often have less competition and attract more targeted traffic. An example would be "gluten-free chocolate chip cookies" instead of just "cookies."

6. Relevance

It’s crucial to choose keywords that are relevant to your business and content. Just because a keyword has a high search volume doesn’t mean it’s the right fit. Make sure the keywords you select align with what your audience is actually looking for.

7. User Intent

Understanding why someone is searching for a particular keyword can help you create content that meets their needs. Are they looking to buy something, find information, or solve a problem? Keywords can be classified by intent: navigational (finding a specific site), informational (seeking knowledge), and transactional (looking to make a purchase).

8. Competitor Analysis

Checking out what keywords your competitors are using can provide valuable insights. Tools like SEMrush allow you to see which keywords are driving traffic to their sites, giving you ideas for your own strategy.

Can't decide what keywords to choose?

Don't worry, I've got you covered! Let me help you find the perfect keywords to boost your online presence and attract more visitors.
Reach Out

What Are the Best Tools for Keyword Research?

There are plenty of tools out there, but here are some of the top ones that can make your keyword research a breeze:

1. Google Keyword Planner

  • Why It’s Great: It’s free and directly integrated with Google Ads.
  • What It Does: Helps you find keywords related to your business, showing you search volumes and competition levels.
  • Perfect For: Beginners and anyone looking to start with a reliable, free tool.

2. SEMrush

  • Why It’s Great: Comprehensive and packed with features.
  • What It Does: Offers keyword suggestions, competitor analysis, and insights into keyword difficulty.
  • Perfect For: Businesses looking for detailed analytics and a deeper dive into SEO strategies.

3. Ahrefs

  • Why It’s Great: Excellent for competitor research.
  • What It Does: Provides keyword ideas, search volumes, and ranks based on competition. It’s also great for backlink analysis.
  • Perfect For: Those who want to understand their competitors’ keyword strategies and improve their own SEO.

4. Moz Keyword Explorer

  • Why It’s Great: User-friendly with great metrics.
  • What It Does: Offers keyword suggestions, search volume data, and keyword difficulty scores.
  • Perfect For: Users who want a balance between ease of use and detailed insights.

5. Ubersuggest

  • Why It’s Great: Free and provides a good range of features.
  • What It Does: Offers keyword suggestions, search volume, and SEO difficulty scores.
  • Perfect For: Budget-conscious users who still want comprehensive keyword data.

6. KWFinder

  • Why It’s Great: Simple interface and highly effective.
  • What It Does: Helps you find long-tail keywords with lower competition.
  • Perfect For: Small businesses and those new to keyword research.

How to Research Keywords for your SEO Strategy

Step 1: Understand Your Audience

Before diving into keyword tools, take a moment to think about who your audience is and what they care about. Ask yourself:

  • Who are my ideal customers?
  • What problems are they trying to solve?
  • What kind of language do they use?

Imagine you run a small online store selling eco-friendly home products. Your customers are likely interested in sustainability, eco-friendly living, and reducing their carbon footprint.

Step 2: Brainstorm Seed Keywords

Seed keywords are the foundation of your keyword research. These are basic terms related to your business. Start by jotting down a list of words and phrases that come to mind.

For our eco-friendly home products store, some seed keywords might be:

  • Eco-friendly products
  • Sustainable living
  • Green home

Step 3: Use Keyword Research Tools

No matter which keyword research tool you choose—whether it's Google Keyword Planner, SEMrush, or Ahrefs—the process is quite similar. You start by entering a seed keyword, and the tool provides a comprehensive list of related keywords, complete with important metrics like search volume and keyword difficulty. This helps you understand how often each keyword is searched and how competitive it is to rank for, allowing you to make informed decisions and optimise your content effectively.

Step 4: Analyse Keyword Metrics

When you have a list of potential keywords, it’s important to analyse their metrics. Look for:

  • Search Volume: How often a keyword is searched. Higher search volumes indicate more interest.
  • Competition: How many other websites are trying to rank for that keyword. Aim for a balance between high search volume and low competition.
  • Relevance: Ensure the keywords you choose are relevant to your business and what your audience is searching for.

For instance, if "eco-friendly cleaning products" has a high search volume but manageable competition, it’s a great keyword to target.

Step 5: Identify Long-Tail Keywords

Long-tail keywords are longer, more specific phrases. They usually have lower search volumes but are less competitive and attract more targeted traffic. For example:

  • Instead of "eco-friendly products," you might use "affordable eco-friendly cleaning products."

Step 6: Check Out the Competition

See what keywords your competitors are using. Tools like SEMrush and Ahrefs allow you to analyse competitors’ websites and uncover their top-performing keywords. This can give you ideas for your own keyword strategy.

Step 7: Organise and Prioritise Your Keywords

Create a list of your chosen keywords and prioritise them based on their relevance, search volume, and competition. This will help you focus on the most valuable keywords for your content.

How to Add Keywords to Your Website

So, you’ve done your keyword research and now have a solid list of keywords to help boost your online visibility. Great job! But what comes next? Knowing how to effectively incorporate these keywords into your content is the next crucial step.

Why Is Keyword Placement Important?

Keywords are the bridge between what people are searching for and the content you provide. When you use keywords strategically, search engines can better understand the relevance of your content, which helps improve your rankings. But remember, it’s not just about stuffing keywords everywhere—you want to use them naturally and meaningfully. Forced keywords can turn readers away and hurt your rankings.

Step 1: Start with a Strong Title

Your title is the first thing both search engines and readers see, so make it count. Include your primary keyword in the title to signal what your content is about.

  • For example, if your keyword is "eco-friendly home products," a good title might be "Top 10 Eco-Friendly Home Products You Need to Try."

Step 2: Craft Compelling Headers

Headers (H1, H2, H3, etc.) help organise your content and make it easier to read. They’re also a great place to include your keywords. Use your primary keyword in at least one header and related keywords in others. This helps search engines understand the structure and main points of your content.

Step 3: Write Naturally and Engagingly

When it comes to the body of your text, focus on writing naturally. Incorporate your keywords where they fit organically within the content.

  • For instance, instead of forcing "eco-friendly home products" into every other sentence, use it where it makes sense and feels comfortable. Think of how you’d explain the topic to a friend—smooth and natural.

Step 4: Optimise Your Meta Descriptions

Meta descriptions are short summaries of your content that appear under the title in search results. While they don’t directly impact rankings, they influence click-through rates. Include your primary keyword in the meta description and make it enticing to encourage people to click.

  • For example, "Discover the best eco-friendly home products to make your house greener and healthier."

Step 5: Use Keywords in Image Alt Text

Images are a vital part of engaging content. Make sure to optimise them by including keywords in the alt text. This not only helps with SEO but also improves accessibility.

  • For example, if you have an image of a reusable water bottle, your alt text could be "eco-friendly reusable water bottle."

Step 6: Leverage Internal and External Links

Linking to other relevant pages on your site (internal links) and reputable external websites (external links) can boost your SEO. Use keywords in the anchor text—the clickable text in a hyperlink.

  • For example, "Learn more about eco-friendly home products in our detailed guide."

Step 7: Don’t Forget About URLs

URLs are another important place to include your primary keyword. Keep them short, descriptive, and keyword-rich.

  • For example, instead of "www.yoursite.com/post12345," use "www.yoursite.com/eco-friendly-home-products."

Step 8: Maintain Keyword Density

While you want to use your keywords, you don’t want to overdo it. Aim for a keyword density of about 1-2%. This means your primary keyword should appear roughly once or twice per 100 words. Overusing keywords (known as keyword stuffing) can harm your SEO and make your content less enjoyable to read.

You’ve Mastered Keyword Research for SEO!

And just like that, you’re done with your keyword research for SEO! Congratulations on taking this crucial step to boost your online presence. Remember, keyword research isn’t a one-time task. It’s essential to re-evaluate your keywords every few months—according to Hubspot, about once a quarter is a good benchmark, but some businesses like to do it even more often to stay ahead of the curve.

If you have any questions or need further guidance, feel free to reach out. I’m here to help you every step of the way.