What is Keyword Research in SEO?

What is meant by keyword research?

Simply, it’s how we determine what words and phrases folks regularly search for online. When planning new articles or projects, we must understand what people want to learn.

Keyword research helps with that.

We look at popular search engines like Google to see what terms are being typed in a lot. 

This shows us topics that seem interesting to folks. We can also spot the questions or problems they’re trying to solve.

Once we know what’s on people’s minds, we can create content tailored just for them.

And keyword research is super important if we want our articles to appear near the top of search results. 

Search engines like Google try to match website pages to the most relevant searches. 

So, optimizing our content around keywords people search for improves our chances of ranking higher when someone looks up that topic.

Though more than just rankings, keywords give us deep insights into people’s thoughts. 

What matters to them is what they spend time looking to learn online. This understanding allows us to be helpful by addressing real user intent.

Producing posts that answer people’s questions and needs builds trust that keeps visitors interested.

Regular keyword research also means our strategies stay up to date. People’s interests change constantly, which helps ensure our content remains fresh and helpful for a long time. 

In summary, taking the time to research keywords is critical for creating engaging material and improving search success – which is why it’s an essential part of the process!

Before diving into the process of keyword research, let’s familiarize ourselves with different types of keywords.

Types of keywords

There are different types of keywords. SEOs mainly classify keywords by their word length and intent.

Significant kinds of keywords are

• Broad keywords
• Short tail keywords
• Longtail keywords
• informational keywords
• Navigational keywords
• Transactional Keywords
• Local Keywords

Broad keywords

Broad keywords are high-volume search queries that are pretty generic, such as “shoes” or “clothing.” They provide a wide range of results that don’t target any specific topic or intent.

The advantage of broad match keywords is their vast search volume. Ranking for these terms can lead to much traffic since many users need more specificity. 

It also allows you to test keyword variations and refine your strategy by monitoring top pages in the results.

However, broad keywords are also very competitive since everyone wants to target those popular searches. 

It takes a long time and effort to outrank massive brands and shopping sites for these terms. 

You may get some initial impressions, but consistent rankings are hard to sustain against larger competitors with more resources.

Narrowing down your targets with modifier terms can make them more achievable while still capturing a portion of that head term traffic. Broad matches work best when supplementing shorter and longtail keywords in your optimization.

Short-tail keywords

Short-tail keywords are search queries that are more specific than broad match terms but not quite as long-tailed. 

They typically include the core subject plus one additional descriptor, such as “women’s shoes” or “running shoes for men.”

These keywords are essential for searchers looking for a slightly narrowed selection. 

They represent a good mid-point between broad and niche terms and typically see moderate search volumes. Ranking for short-tail keywords enables you to reach a more general audience target than ultra-specific searches.

However, short-tail keywords still see high competition since they appeal to broader consumer groups within a category. 

Multiple large retailers and review sites will optimize heavily for these queries. It can be easier to outrank central domain authorities with highly relevant, optimized landing pages and content.

Link building is also essential for short-tail keywords since more than sheer content may be needed to move up the SERPs steadily. 

These terms require balanced on-site and off-site optimization efforts to achieve stable rankings over time.

Longtail keywords

Longtail keywords are precise search queries with multiple descriptive terms, such as “black running shoes for overpronation under $100.” These target very narrow interests and needs, so volume tends to be lower.

However, the intent behind these searches is strong since people use precise language to find exactly what they want. Relevancy is key for longtail keywords, so optimizing pages around matching topics and recommendations can see higher click-through.

While the traffic may not match short-tails, the qualified nature makes long-tails excellent for conversion goals. 

They allow hyper-targeting products and content to small audience subsets.

If optimized across various long-form ranges, the clicks from related queries can accumulate significantly over time.

Latent semantic indexing (LSI) keywords

LSI keywords are related terms search engines associate with source keywords based on how they are used across web pages. 

They reveal nuanced context that helps search understand relevancy on a deeper level.

Incorporating LSI keywords naturally within pages shows researchers you comprehend the intent behind searches. 

It strengthens relevancy by tying your language closer to how people think about a topic. 

Over time, these enhanced signals boost the ability to rank for and satisfy a broader scope of related queries.

Commercial keywords

Commercial keywords are search queries demonstrating a person’s intent to purchase a product or service. 

They frequently include terms like “buy,” “cost,” “order,” “discount,” etc.

These types of phrases represent ready buyers and niche opportunities for conversion optimization. 

When someone has incorporated a commercial word into their search, they are already partially through the consideration stage of the purchasing funnel.

Since they have progressed the closest to a transaction already, commercial keywords should be some of the top priorities when conducting keyword research and planning SEO strategies. 

Ranking well for these search terms creates prime real estate for lead generation and direct online sales.

Page templates for commercial keyword targets should emphasize strong calls-to-action to purchase and compelling messaging around features, benefits, pricing transparency, and trust factors like guarantees. User journeys need streamlining towards checkout above all else.

If the other on-page and technical SEO bases are correctly aligned for commercial keywords, they represent high-volume opportunities for driving measurable online revenue through organic search traffic alone.

Informational keywords

Informational keywords are search queries demonstrating a need for product or service education rather than an immediate intent to buy. Questions like “what is,” “how to,” “reviews,” “compare,” etc. typically signal informational purposes.

These keyword types present opportunities to nurture prospects further down the sales funnel through valuable content marketing. 

By addressing informational intent at its source with comprehensive answer pages, you simultaneously help searchers and build brand authority as a knowledge source over time.

Optimizing for informational keywords allows the production of educational guides, comparisons, ratings, calculators, and other long-form materials that searchers find helpful and linkable. 

If content satisfies knowledge needs better than competitors, it cultivates loyal readers open to future offers or recommendations later.

Collecting email addresses in exchange for premium content also lets you nurture prospects with future announcements. 

Informational keywords, therefore, extend reach and customer lifetime value when supported by impactful content marketing strategies tied to SM and link-building plans.

Transactional keywords

Transactional keywords in SEO refer to search terms that indicate a user’s intention to purchase or take a specific action.
These keywords are associated with the final stages of the buyer’s journey, where the user is ready to convert or complete a transaction. Users using transactional keywords often look for specific products, services, or information related to purchasing.
On the other hand, commercial keywords typically represent a broader range of user intent within the consideration phase of the buyer’s journey. Users using commercial keywords are interested in exploring options, comparing products or services, and gathering information before deciding.
Commercial intent is present, but it might not be as immediate or focused on purchasing compared to transactional intent.

Navigational Keywords

Navigational keywords are search terms people type into search engines to reach a particular website or other online destination. 

These keywords show that the user is looking for a specific website or page, not necessarily a lot of different results or general information. People usually do navigational searches when they already know about a brand, company, or website and want to go straight to it.

Let’s check some examples.

1. Facebook login- If a person is looking to log into Facebook, he has a clear intention; he needs the specific page.
2. Amazon Prime: A person enters this term to watch films or videos on Amazon Prime; he is sure he needs the particular website.

Local keywords

Local or location-specific keywords incorporate location signals like city, state, or neighborhood names into search queries, including “plumber Atlanta” or “dentist near me.” 

Their specificity targets customers closest to storefronts or service areas.

For local businesses, emphasizing these keywords creates a local search presence, exposing service offerings to people nearest their operations. Prioritizing local search helps tap customers already open to shopping locally. 

Listings across Google, Bing, and directory sites optimize reach within designated territories.

Keyword variations incorporating relevant suburbs, attractions, and landmarks extend the footprint. 

Proper citations and NAP consistency strengthen reputation where it matters most – one’s community. 

Rise through local packs and maps pack substantial referral traffic unable to visit broad geographical sites.

Partnerships become possible with thoughtful local keyword strategies tied to listings and local marketing multi-channel. 

Expansion happens organically when location likeability converts curious neighbors into loyal, recurring clients.

How to conduct keyword research?

Here are the critical steps for conducting thorough keyword research to identify the best opportunities for content creation:

The first step is considering your client’s target audience and key messages. 

What pain points or interests does the ideal customer have? Brainstorming these topics will seed ideas for keyword searches.

Next, leverage free keyword research tools to uncover related terms. Google’s Keyword Planner and SEMrush are excellent for discovering high-volume, low-competition keywords associated with those initial seeds. 

Analyzing keywords by search volume trends is helpful.

It’s also wise to search terms directly on Google itself. 

Checking suggested autocompletes and related searches uncovers additional longtail variations you may not find otherwise—screenshot and catalog potential winners.

Don’t forget to utilize niche resources beyond Google as well. For example, analyzing keyword performance across social platforms like Pinterest or Reddit exposes trending terms unique to engaged communities.

Competitor analyses prove invaluable, too. Take note of keywords prominently featured across major industry sites and top-ranking blogs. These represent proven performers driving traffic already.

While tools automate grunt work, manual monitoring remains key.

Follow interesting industry hashtags and discussions to notice fresh keywords organically emerging. Subscription to tools ensures snapshots capture fluctuations.

Assessing keyword difficulty, competitiveness, and commercial viability ensures content targets realistic opportunities while avoiding overly saturated markets. Leverage your findings to shape SEO-optimized headlines, slugs, and strategic metatag optimization.

With diligent monthly keyword research, I’m constantly equipped to generate novel angles that tap emerging discussions, solving problems clients’ audiences genuinely have. It’s the key to staying ahead of the curve in this dynamic space.

How To use social media platforms for keyword research?

In today’s world, most of us spend a lot of time on social media.

We can see many trending topics on social media like Instagram, Facebook, TikTok, X, and YouTube.

We can find the trending topics and trending hashtags on this social media.

YouTube’s auto suggestions are the best source of keywords. 

Pro Tips for Keyword Research

• Use platforms like Quora and Reddit for what people talk about your subject.
• Check people also ask section and related searches in Google SERP
• Use Google auto suggestion
• AlsoAsked is another tool for finding relevant keywords for your niche
• Use Answer the Public to find associated keywords of your seed keywords.
• Use Soovle to find hidden auto-suggestion keywords in a single click.
• Read the latest magazines in your niche to find out trending topics.
• Use newsletters from niche experts to find new keyword ideas.
• Use Amazon to find shopping-related queries.

How to Prioritise keywords?

Once the keyword research is completed, We need to prioritize keywords based on our needs and audience.

We need to find what our audience is looking for or what keywords help us get traffic from search engines.

If we run a business website, our priority will be high business intent keywords.

If we focus on awareness blogs, we must concentrate on informational keywords.

The wrong selection of keywords and topics keeps away our actual audience.

Tips for effective keyword research

Here are some valuable tips for conducting effective keyword research on an ongoing basis:

• Research should be an iterative process – Set aside time each month to revisit your keyword list. Markets and interests rapidly evolve.
• Leverage multiple tools – Tools like SEMrush, Keyword Sheetter, and Ahrefs reveal complementary data. Triangulating results yields richer insights.
• Focus on intent, not just popularity – Discover keywords reflecting your audiences’ problems and questions, not high-volume terms.
• Analyse clusters, not isolated keywords – Note phrases using similar language and topics. These clusters present related content opportunities.
• Stay on top of news cycles – Monitor stories covered in the media. Temporary events often spawn evergreen keyword variations after the fact.
• Study branded vs. non-branded – Your clients’ competitors usually rank for branded keywords already—target longtails, omitting their names.
• Closely examine related searches – This automatic expansion suggests questions audiences genuinely have that the principal keyword alone may miss.
• Enlist team feedback – Bringing different perspectives together unearths synergies individual efforts alone cannot.
• Prioritise low-competition opportunities – While avoiding saturated markets entirely is wise, some mid-range niches remain ripe.
• Continually expand your long tail – Fresh batches of even more specific permutations will keep content flows innovative.

With diligent research habits and teamwork, we proactively answer demand rather than chasing trends retrospectively. Staying ahead saves resources and cements relationships with customers loyal to relevant solutions. That focus delivers the best returns.

Important metrics to be considered during keyword research

• Search Volume of the keyword
• Intent of the keyword
• Difficulty of the keyword to rank in the SERP
• Keyword trend

Important Keyword research tools

• Google Keyword Planner
• SEMrush Keyword Magical Tool
• Ahref keyword explorer
• Answer the public
• Semscoop
• Keyword revealer
• Soovle
• Topic ranker
• Jaaxy
• Google Search Console
• SECockpit
• Keywordtool.io
• Moz Keyword Explorer
• Keyword Everywhere
• Keyword snatcher
• Google Trends
• KwFinder
• QuestionDB
• Serpstat
• AlsoAsked
• KeywordTool

Courtesy to backlinko

Conclusion

This article has provided an overview of the essential steps in conducting thorough keyword research and practical tips for keeping your tactics agile and optimized. 

As we’ve explored, taking a holistic, continually evolving approach to research ensures you stay well-positioned to produce engaging content aligned with audiences’ actual pain points, questions, and interests. 

While tools simplify logistics, thoughtful analysis of intent, trends, and competitive landscapes ultimately yields strategic opportunities to drive meaningful engagement. 

Proactively adapting campaigns to emerging discussions and fresh longtail variations keeps your offerings pioneering and relevant at a time when preferences evolve rapidly. 

We hope the guidance has inspired you to schedule recurring research sessions so your content nourishes customers actively searching. 

With diligent month-over-month refinement of your keyword strategies, your clients will gain deep understanding and trust among the communities that appreciate practical solutions they turn to again and again. If you are looking for someone to do keyword research, then contact Prasad Karthik, a leading SEO expert in Kerala