Keyword Research

Joran Hofman
March 6, 2021

What is keyword research?

It's figuring out what your target audience is searching for and what it will take to rank for those keywords. Understanding the language used by your target customers when searching for content, products, and services and then studying, collating, and prioritizing the best keyword matches for a website.

How Do You Do Keyword Research?

Keyword research is not easy. You have to invest time, effort, and analysis in the business. Here are some initial and fundamental steps:

Make a list of seeds. It is the first step in keyword research. It requires searching and finding keywords or phrases closely related to the business. These seeds define your niche and help you discover the competition. Include in this list the keywords that your target audience generally uses, words found in Google that are related, keywords used by the competition, keywords used in the business.

Specify the level of popularity of a keyword. After having a list of important keywords, you have to find their potential by looking at the search amount for each of the terms; this is usually done using a keyword tool.

Debug your keyword list. Eliminate ambiguous words and be careful with broad keywords, which are used more than anything in companies worldwide.

Often what you want to classify and what the public wants are two totally different things; therefore, before starting the investigation, you have to ask questions to understand better the company, who they are, who their customers are, and their goals. Focusing on your audience and then using keyword data to fine-tune that knowledge will result in tasks being much more successful than targeting arbitrarily chosen keywords.

Use keyword research tools. They are used to find a large number of keywords not discovered by the competition. Most of these tools work similarly: an initial keyword is entered, and the tool takes keyword ideas from its database related to that initial keyword.

Study the niche to not remain confined or limited to the initial keywords or the data returned by the keyword tool used.  Good study sites are media-related groups, question and answer pages, and related forums.

Recommended Reading: How to do Keyword Research

What To Do With Your Keyword Research?

It is important to understand and know about keyword research because a list of keywords alone is not very useful. To observe those keywords' traffic and profits, you have to make them work in a web text full of keywords, including product pages and blogs.

This is the guarantee that your potential customers will find you using organic search.

The way to bring research and writing together and use keywords in an SEO- and reader-friendly way is to match current content.

Decide which keywords in the list relate to existing content.

Analyze what ranks in the SERPs for a keyword, determine your main search desire as the search engines see it.

Then analyze if each piece of content is optimized for the assigned keywords and if that content also fits the keyword's search intent.

If not, you have to improve that content or do something totally new to improve the work.

Keyword Tools

Google Keyword Planner

The Google Keyword Planner is an electronic marketing tool. It replaced the old Google External Keyword Tool. In-depth keyword searching is used in on-page debugging to enrich content.

Its basic functions are:

Search for new keywords.

Allow users to generate keyword ideas. You can enter multiple keywords or the category of a product that will generate the ideas. Also, a URL can be used as a base filter according to different criteria.

Determination of keyword search volume and trends.

You can determine the search volume for groups of keywords or individual keywords; it also shows how much competition there is for each term. Average CPCs can also be obtained with this tool.

Multiplication of keyword lists.

This feature allows you to mix multiple terms in compound keywords to find long-tail keywords.

Budget planning and performance forecasts.

This feature enables or assists in financial planning and can provide profitability forecasts for selected keywords.

Recommended Reading: Best Tools for Keyword Research is a scraping tool, having as its main features:

First of all, it is robust. It does not collect as many keyword ideas as other tools, but it does it quickly. (the free version can generate over 750 long-tail keyword suggestions for each search term in just seconds)

Second, you have an option to choose where the results will be obtained from. Very useful for finding keywords in specific languages.

Third, it also collects suggestions from YouTube, Amazon, Bing, eBay, and more, not just scraping Google results.

The ability to scrape from online stores is quite useful if you have one. You frequently discover specific products that people are looking for.


KWFinder (keyword finder), is an SEO tool for professional keyword studies, especially focused on finding long-tail keywords with low SEO difficulty.

You simply have to enter the keyword that you want to analyze and observe its data.

Among some of the tasks that can be performed with this tool, we have:

  • Know what people are searching for on Google
  • Research competitive keywords
  • Evaluate if these words have positive or negative tendencies 

Keywords Everywhere 

Keywords Everywhere is a freemium Chrome extension that indicates monthly search amount, CPC, and important data for more than 15 websites. It also includes built-in tools to find keywords from a seed keyword and display keywords that any page ranks in the SERPs.

Free Users: The tool displays related keywords, trend charts, "people also searched,” current keywords, and long-tail keywords. You can see the expected organic traffic and the 5000 top keywords for all of Google's pages and websites. On YouTube, you can use the Search Insights widget and also the Tags widget. They can use all the tools of the "Keyword Finder."

Paid users: they can see the monthly search volume, CPC, competition, and trend data. They also have access to the historical search volume (since 2004) along with the trend graph.

Recommended Reading: SEMrush vs Ubersuggest

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