What is Keyword Research?

When it comes to making your website discoverable, keyword research is like finding the map that leads people to your online doorstep. Whether you’re running a blog, an online store, or a business website, knowing what people are searching for is crucial. That’s where keyword research comes in.

Let’s break down what keyword research is, why it’s important, and how you can get started, even if you’ve never done it before.

Simply put, keyword research is the process of finding and analyzing words and phrases people use in search engines like Google, Bing, or Yahoo. When you understand the terms your audience is typing in, you can tailor your content to match what they’re looking for. This can help your content become more visible on search engines. It’s all about discovering which phrases will best connect you with your ideal audience.

Think of it as a bit like eavesdropping! You’re getting an insight into what people are talking about, what they’re interested in, and what they need. By listening to this chatter, you’re able to join the conversation and offer helpful content that meets their needs. You are able to answer a question that your audience is trying to find an answer to.

Why is Keyword Research Important?

Good keyword research helps you rank better in search engine results, which can drive more traffic to your website. Whether you are aiming for organic traffic or paid traffic through ads, having the right keywords improves your campaign’s success rate. There’s more to it than just traffic. Here’s why keyword research matters:

Relevance: When you know what terms your audience is searching for, you can create content that is genuinely relevant to them. This relevance builds trust, helping users see you as a reliable source of information. Misleading keywords can break trust and even get your website suspended by search engines.
Better Conversion Rates: By targeting keywords that match the searcher’s intent (like buying a product, learning a skill, or finding local services), you’re more likely to attract people who are ready to take action.
Competitive Edge: By understanding which keywords your competitors are ranking for, you can spot opportunities to stand out in your niche. This knowledge allows you to create content that fills any gaps they might be missing.
Long-Term Strategy: Keywords aren’t just a one-time deal. The data you collect from keyword research can help you build a long-term SEO strategy that grows with your business or website.

Types of Keywords

Keywords come in different shapes and sizes, so let’s look at a few main types:

Short-Tail Keywords: These are usually 1-2 words, like “coffee” or “guitar lessons.” They’re broad, high-traffic keywords, but they’re also highly competitive.
Long-Tail Keywords: These are more specific and longer, like “best organic coffee beans” or “online guitar lessons for beginners.” Long-tail keywords might get less traffic, but they often have higher conversion rates because they capture more specific searches.
Branded Keywords: These are keywords with a brand name in them, like “Nike running shoes” or “iPhone charger.” They’re useful for brand visibility and targeting loyal customers.
Location-Based Keywords: These include geographic terms, like “pizza shop in Nairobi” or “best gyms in Brooklyn.” These are essential for businesses with physical locations or services targeting local customers.

Getting Started with Keyword Research – Finding The Best Keywords for Your Business

So, how do you get started with keyword research? Here’s a step-by-step guide that’s easy to follow.

Step 1: Brainstorm Topics Relevant to Your Audience

Before you even start searching for keywords, think about topics that matter to your audience. For instance, if you have a fitness blog, topics could include “home workout routines,” “healthy eating tips,” or “fitness gear reviews.” List out a few broad topics that you think your audience would search for.

Step 2: Use a Keyword Research Tool

Next, it’s time to turn those topics into actual keywords. Luckily, there are several tools to help you find the right words. Some popular ones include:

Google Keyword Planner: This free tool is part of Google Ads and provides search volume and competition levels for keywords. It shows keyword popularity trends and helps you decide whether to use or ignore a keyword based on past and predicted trends.
Ahrefs, SEMrush, or Moz: These paid tools offer in-depth data, including keyword difficulty, competitor analysis, and content ideas. You can use these tools for free, but there will be limitations. If you are running a small blog, the free version is enough to help you improve your site. A medium or big business should consider using the pro version of the mentioned tools.
Ubersuggest and AnswerThePublic: These free (or low-cost) tools generate keyword ideas and can help you see what questions people are asking related to your topics.
Keywords Everywhere: This is another free keyword tool that provides the option to upgrade to premium. You can install it as an extension on your browser and get keyword suggestions for all the web pages you visit.

Type in one of your broad topics, and you’ll get a list of related keywords along with important information, like search volume (how many people search for that term) and keyword difficulty (how competitive that term is).

I know choosing from multiple keyword research tools can be difficult; I have been there. Just pick one or two tools, compare the results, and go with the one that works best for you.

Step 3: Analyze the Keyword Metrics

Each keyword tool will provide you with metrics, but here are the main ones you want to focus on:

Search Volume: This shows how many times a keyword is searched for per month. Higher search volumes mean more traffic potential, but they’re often harder to rank for.
Keyword Difficulty (KD): This is a measure of how challenging it is to rank for a keyword. Aim for a lower KD if you’re just starting out, as these terms tend to have less competition.
Cost-Per-Click (CPC): This metric is useful if you’re running ads. It shows the average cost advertisers pay for each click on an ad for that keyword. if you run an ad for the keyword “How to improve SEO” and a user clicks on it to your website, you will be charged for that click. The cost of every click varies depending on the keyword used and the level of competition.

Step 4: Check Out Your Competition

Once you’ve found some keywords, it’s time to see what your competitors are doing. Search for your chosen keyword and see which sites are ranking high on the SERP(Search Engine Results Page). Take a look at the type of content they’re creating. If they’re using long, in-depth articles, then maybe a short post won’t cut it. Look for gaps or areas where you can offer something better.

Step 5: Choose Keywords with Purpose

At this point, you’ll have a good list of potential keywords. But it’s not just about picking the ones with the highest traffic. Think about your content’s intent. What do you want your visitors to do? For example:

If you’re targeting informational keywords (like “how to bake a cake”), create high-quality guides or tutorials.
For commercial keywords (like “best smartphone 2024”), consider creating product reviews or comparison posts.
For transactional keywords (like “buy DSLR camera online”), lead them straight to your sales page or product listings.

Keyword Research in Action: Putting It All Together

Imagine you’re running a website selling organic skincare products. You brainstorm a few topics like “natural skin care tips” and “organic face moisturizers.” After using a keyword tool, you discover some valuable keywords like:

“best organic moisturizer for dry skin” (Long-tail keyword, moderate KD)
“natural skincare routine for beginners” (High search volume, low KD)
“where to buy organic skincare products” (Location-based keyword, low KD)

You could create content around each of these keywords, like a detailed blog post for the first one, a beginner’s guide for the second, and a location-based store page for the third.

By targeting these keywords, you’re positioning yourself to capture a variety of search intents, from people just learning about natural skincare to those ready to make a purchase.

Practical Tips for Effective Keyword Research

Stay Up-to-Date: Keywords can change over time, especially with new trends. Make a habit of revisiting your keyword strategy regularly. Update your content as much as you can to keep up with the ever-changing trends to maintain relevance and serve your viewers with the right content.
Think Like Your Audience: Put yourself in the shoes of your ideal visitor. What would they type into the search bar?
Use a Mix of Keywords: Use a blend of short-tail, long-tail, and branded keywords to capture a broad audience and cover multiple search intents. Note: DO not use branded keywords wrongly or to promote a different brand
Optimize, But Don’t Overdo It: Keywords are important, but don’t stuff them into every sentence. Write naturally, and make sure your content is valuable and readable. This plays a part in your content ranking on search engines.

Keyword research might sound a bit intimidating at first, but it’s simply about understanding your audience and making your content easy to find. By knowing what your readers are searching for, you’re setting up a path that guides them straight to your website.