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April 12, 2024

What is Keyword Research in SEO? and How to Do Keyword Research?

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Posted by:
Gulme Pal

Ever wondered what the internet's secret language might be? The one who links what people want and what you can offer? That is how powerful keywords are! The act of determining which phrases people enter into search engines to explore for information or products is known as keyword research. It's similar to identifying the web queries that your target audience poses so that you can develop content to address them. The secret to successful digital marketing can be discovered in keyword research. We'll explore long-tail, short-tail, and LSI keywords later on, but first, grasp why keywords are necessary for pulling in the appropriate level of traffic and improving your search engine ranking. Prepare to uncover the mysteries of the search engine universe by fastening your seatbelt!

Why is Keyword Research Important?

In order to improve website visibility and relevancy, keyword research is essential to digital marketing as it helps reveal the terms and phrases consumers are searching for. It coordinates PPC advertising, SEO tactics, and content production, increasing organic traffic and conversion rates. In addition to helping with competitor analysis, market trends, and audience segmentation, effective keyword research improves audience engagement and returns on investment for companies. The benefits are as follows:

  • SEO Powerhouse: The basic principle of SEO is keyword research (Search Engine Optimisation). Focusing on pertinent keywords may boost your website's rating and enhance organic traffic by making it prominent in search engine results.
  • Aim for Audience Lock:  Visualise reaching the precise individuals attracted to your offerings! You can better adapt your content and messaging to the requirements of your target audience and intent by conducting keyword research to see what searches they make.
  • Content with a Goal: Don't create content only for leisure anymore! Your content strategy is determined by keyword research, which ensures that the content you generate is insightful and helpful, connects with readers, and establishes you as a thought leader in the industry.
  • Advertising Effectiveness: The key to effective and inexpensive advertising is keyword research. Your return on investment gets maximised when you include pertinent keywords in your advertisements and target customers who are actively looking for your products or services.

How to Do Keyword Research for Google Ads

For Google Ads, keyword research involves finding and selecting appropriate search keywords that potential customers may use to locate products or services. Begin by coming up with a list of general terms that pertain to your business. Then, use resources such as Google Keyword Planner, SEMrush, or Ahrefs to add more particular keywords and search volumes to the list. To rank top-performing keywords, consider relevancy, search intent, and degree of competition. Long-tail keywords and negative keywords are useful for targeting specific niches and removing irrelevant traffic, respectively. Make regular modifications to your keyword approach to boost ad performance and return on investment.

1.  Setting up the clear campaign objective:

  • Clearly state your campaign's goals (leads, sales, website traffic, app promotion and brand recognition).
  • Based on the campaign objective we need to pick the keywords. For example, if you decided to run the campaign for leads then the better keywords pick would be commercial intent keywords like “Nike men's polo t-shirt”.

2. Making Use of Keyword Research Tools:

There are many tools which are available in the market for keyword research both in the paid and free versions which you can use for doing effective keyword research. But I would recommend the below tools for your effective keyword research.

Tools for keyword word research

With the correct tools for keyword research, you can unleash the power of your web content. These are our top choices:

Google Keyword Planner

  • My first recommendation would be Google keyword planner, which is one of the best free keyword research tools available in the market where you can do keyword research based on the target location. In this tool, you can find relevant keyword ideas along with search volume, difficulty and Avg. cpc for the keyword you are searching for.

Google Auto Suggestion

  • My second recommendation would be the Google browser, where you can find the keyword ideas for your seed keywords in the form of Google auto suggestions as shown below and based on the relevancy you can make a keyword list and can search search volume in the Google keyword planner and Semrush. Along with this, you can also see the competitor's ads data (keywords and list of competitors who are running the ads for the particular products/services).

Semrush Keyword Planner

  • My final recommendation would be SEMrush which helps in finding search volumes, calculating difficulty levels, and providing keyword variants. And this tool will be free for limited searches.

Every tool has special characteristics to improve your keyword research and search engine optimisation plan.

3. Examining the Keywords:

  • Assess the keywords based on your goal, relevancy, CPC and bid rate.  
  • Analyse the search results that you are seeing for the targeted keywords.

4. Streamlining and Arrangement of Keyword Lists:

  • Organise keywords into groups that are associated with your offerings to create more focused ad groupings. For example: If you are running ads to promote t-shirts then you can organise the keywords like men's t-shirts, women's t-shirts and so on. 
  • Sort keywords by importance, volume of searches, and competition.

5. Ad Campaign Keyword Implementation:

  •  Include keywords in the landing page, descriptions, and ad headlines.
  • To balance reach and relevancy, use match types ( broad, phrase, exact) carefully.
  • Test and improve keyword choices constantly in light of campaign performance.

Your Google Ads' performance can be greatly improved by conducting effective keyword research and implementing it, ensuring that the correct people see the advertisement at the right moment.

Best Practices for Effective Keyword Research

Achieving success in paid search advertising and SEO requires conducting thorough keyword research. To perform effective keyword research, use these best practices:

1. Optimise and Update Keyword Lists Frequently:

  • Keep an eye on your keyword lists and change them often to remove low-performing keywords and add new ones.
  • To gain insight into the performance of your keywords, use tools such as SEMrush and Google Analytics.

2. Concentrate on High-Volume and Relevant Keywords:

  • Pick terms that have a high search traffic in addition to being pertinent to your product or content.
  • A harmonious combination of extremely competitive keywords and specialist terms that are within your reach or budget.

3. Take User Intent and Search Trends into Account:

  • Recognize the purpose behind searches which is also called search intent and optimise your content or advertisements, whether they are transactional, commercial, navigational, or informative.
  • Stay ahead of the game by keeping an eye on new trends and seasonal variations in search behaviour.

4. Over time, track and modify your keyword strategy:

  • Review your chosen keywords' effectiveness for producing traffic and conversions regularly.
  • Being adaptable with your tactics in response to shifting search trends and performance data is important.

By adhering to these best practices, you can draw in a relevant audience, increase the visibility of your advertising or content, and eventually accomplish your digital marketing objectives.

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