Keyword research is the process of finding and analyzing the words and phrases that users type into search engines when looking for information, products, or services related to your niche. Keyword research is essential for SEO (search engine optimization), content marketing, and PPC (pay-per-click) advertising. In this blog post, we will cover 10 fundamentals of keyword research that you need to know to create a successful online presence.
1. Define your goals and audience. Before you start researching keywords, you need to have a clear idea of what you want to achieve with your website and who you are targeting. What is the purpose of your website? What are the main topics or themes that you want to cover? Who are your ideal customers or readers? What are their needs, problems, and interests? Having a clear vision of your goals and audience will help you narrow down your keyword list and focus on the most relevant and profitable ones.
2. Use keyword research tools. Keyword research tools are software applications that help you find, analyze, and organize keywords. There are many keyword research tools available, both free and paid, that offer different features and functionalities. Some of the most popular ones are Google Keyword Planner, Moz Keyword Explorer, SEMrush, Ahrefs, and Ubersuggest. Keyword research tools can help you discover new keyword ideas, get data on search volume, competition, difficulty, trends, and more.
3. Understand keyword metrics. Keyword metrics are the data points that help you evaluate the performance and potential of keywords. Some of the most important keyword metrics are:
- Search volume: The number of times a keyword is searched for in a given period of time. Search volume indicates the popularity and demand of a keyword.
- Competition: The level of difficulty to rank for a keyword based on the number and quality of other websites that are targeting the same keyword. Competition is usually expressed as a percentage or a score from 0 to 100.
- Difficulty: The level of effort required to rank for a keyword based on various factors such as domain authority, page authority, content quality, backlinks, etc. Difficulty is also usually expressed as a percentage or a score from 0 to 100.
- CPC (cost-per-click): The average amount that advertisers pay for each click on their ads that target a specific keyword. CPC indicates the commercial value and profitability of a keyword.
- CTR (click-through rate): The percentage of users who click on a search result after seeing it for a specific keyword. CTR indicates the relevance and attractiveness of a search result.
4. Find your seed keywords. Seed keywords are the main keywords that define your niche and describe your core products or services. They are usually broad, generic, and high-volume terms that have a lot of competition and difficulty. For example, if you have a website about digital marketing, some of your seed keywords might be "digital marketing", "SEO", "content marketing", etc. Seed keywords are the starting point for your keyword research, as they help you generate more specific and long-tail keywords.
5. Find long-tail keywords. Long-tail keywords are keywords that consist of three or more words and have a low search volume, low competition, and high specificity. They are usually more descriptive, intent-driven, and conversational than seed keywords. For example, if you have a website about digital marketing, some of your long-tail keywords might be "how to do SEO for beginners", "best content marketing strategies for 2021", "digital marketing courses online", etc. Long-tail keywords are important for your keyword research because they can help you target niche audiences, rank higher in search results, drive more qualified traffic, and increase conversions.
6. Analyze your competitors' keywords. Competitor analysis is the process of identifying and evaluating the strengths and weaknesses of your direct or indirect competitors in terms of their SEO and content strategies. One of the main aspects of competitor analysis is finding out what keywords they are ranking for and how they are using them in their website content. Analyzing your competitors' keywords can help you discover new keyword opportunities, gaps, and threats in your niche.
7. Categorize your keywords by intent. Keyword intent is the goal or purpose behind a user's search query. It reflects what they want to do or achieve with their search. There are four main types of keyword intent:
- Informational: The user wants to learn something or find an answer to a question. For example, "what is digital marketing", "how to bake a cake", "who is the president of the US".
- Navigational: The user wants to find a specific website or page that they already know about. For example, "Facebook login", "Amazon prime", "New York Times".
- Transactional: The user wants to buy something or perform an action online. For example, "buy iPhone 12", "book flight to Paris", "sign up for Netflix".
- Commercial: The user wants to compare different products or services before making a purchase decision. For example, "best digital marketing tools", "iPhone 12 vs Samsung S21", "top 10 hotels in Paris".
Categorizing your keywords by intent can help you create content that matches the user's expectations and needs, and optimize your website for conversions.
8. Map your keywords to your content. Keyword mapping is the process of assigning or aligning your keywords to the pages and posts of your website. It helps you create a clear and logical structure for your website content and ensure that each page targets a specific keyword or topic. Keyword mapping can help you improve your site's relevance, usability, and ranking in search engines.
9. Optimize your content for your keywords. Content optimization is the process of creating and improving your website content to make it more relevant, engaging, and useful for your target keywords and audience. Content optimization involves various elements such as:
- Title: The main headline of your page or post that summarizes its content and includes your target keyword.
- Meta description: The short snippet of text that appears below the title in search results and describes the content and value of your page or post.
- URL: The web address of your page or post that should be short, descriptive, and include your target keyword.
- Headings: The subheadings of your page or post that divide it into sections and help the user navigate and scan the content.
- Body: The main text of your page or post that provides information, answers, solutions, or recommendations for your target keyword and audience.
- Images: The visual elements of your page or post that support and enhance the content and include relevant alt text and captions.
- Links: The internal and external links that connect your page or post to other relevant pages or sources and provide additional value for the user.
10. Track and measure your keyword performance. Keyword performance is the outcome or result of your keyword research and optimization efforts. It shows how well your keywords are performing in terms of ranking, traffic, conversions, and revenue. Tracking and measuring your keyword performance can help you evaluate the effectiveness of your SEO and content strategy, identify what works and what doesn't, and make data-driven decisions to improve your website performance.
These are the 10 fundamentals of keyword research that you need to know to create a successful online presence. Keyword research is not a one-time task, but an ongoing process that requires constant monitoring, analysis, and adjustment. By following these steps, you can find the best keywords for your niche, create valuable content for your audience, and achieve your online goals.
