How to do Keyword Research
- Begin your keyword research with the help of free tools and the SERPs themselves. It’s key that you obtain a clear definition of every keyword’s search volume.
- Look for keywords that have both commercial intent and relevancy to your website’s industry.
- Make sure you balance your keyword selection between competition, volume, and value for the most efficient strategy.
The whole purpose of keyword research is to define SEO keywords that will bring you more visitors interested in what you have to offer and are likely to convert.
It is immensely important to choose keywords that will attract the target audience ready to buy your products or services. If you fail to do that, the whole SEO work will be ineffective, and you will not be able to achieve results you were hoping for.
Keyword ideas and tools for keyword research
There are plenty of tools that can help you with your keyword research. Some of them are comprehensive and pretty expensive but there are also favorable and even free tools that are very useful.
The following websites and free tools will help you to conduct an excellent keyword research:
- Search Engines — Enter your keyword in different search engines and pay attention to search term suggestions and searches related to your search term (the latest are displayed at the bottom of search results)
- Relevant Forums — Look for relevant popular titles of topics and categories
- Wikipedia — Check on Wikipedia Table of Contents
- Quora — Use the Ask question/ search bar to check on frequently asked questions
- Soovle.com and UberSuggest — Keyword suggestion free tools
- Google Tools:
- Bing Research Keywords Tool
- Microsoft Bing Ads Intelligence
The goal of using these tools is to get keyword ideas and to define search volume.
Evaluating and refining keywords
Now that you have a list of keyword ideas and an average monthly search projection for each keyword, you need to take the next step and evaluate all keywords you’ve taken into consideration.
Keyword relevance and monetizing opportunities
The biggest mistake in keyword research process is choosing keywords mostly based on a high search volume. More is not always better — When it comes to keyword research, bigger search volume means more monetizing opportunities but only if these two important factors are included:
- Keywords are highly relevant to the website’s content
Your content has to offer what the visitors are looking for. Otherwise, they will only visit your website to hit the back button.
- Traffic driven by chosen keywords has commercial intent
Searches with informational intent, usually one-word keywords, are too broad and rarely convert. Even if you drive massive traffic each month, you still will not be making money. A combination of relevant keywords that has the commercial intent and a decent search volume is the winning ticket.
When thinking in terms of keyword difficulty you have to balance between:
- volume — average monthly searches for a given keyword
- competition — who takes top 10 places in SERP
If your competition is very strong, it may take a lot of time and effort to rank for the particular keyword. Sometimes, it won’t be even possible. On the other hand, if the search volume is very low, it doesn’t make sense to spend time and resources on optimization for that keyword, whether or not the competition is very low, either.
The best strategy is focusing on keywords with relatively high search volume and beatable competition.
In the end, the most important question you need to ask yourself is “What is the exact value of a chosen keyword?”
To answer that question, you have to check the following metrics:
- the exact number of monthly visitors driven to your website by the keyword
- conversion rate — how many of these visitors converted
- total profit the keyword provided
When you have your data, you can calculate the keyword value with a simple formula:
total profit / monthly visitors = monthly keyword value
Now that you know the exact value of your keywords you can define the final keyword list and plan further on-site and off-site SEO optimization, as well as other online marketing activities.