Good keywords are hard to find. For every keyword that works, there are hundreds that don’t. And if you choose wrong, you’ll be stuck creating content that never shows up in search. That’s why we put together this guide.
Use this guide to navigate the uncertain path of keyword research and focus your efforts on the keywords that really matter.
This guide describes a step-by-step process for generating keyword ideas and selecting the ones with the highest ranking potential. If you follow the steps, you will get a list of profitable terms that map to your pages and an understanding of the traffic these keywords will bring. But let’s get the basics down first.
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What is keyword research?
The process of keyword research involves finding high-volume queries that people enter into search engines. This process aims to capture what people are looking for and help tailor your website content to their expectations. When chosen and implemented correctly, the right keywords have the potential to increase website traffic measurably.
So, it is no exaggeration to say that keyword research is the foundation of search engine optimization.
How to do keyword research?
Keyword research should align with your SEO strategy and goals. Before you begin keyword research, review your site profile to assess your site’s strengths and weaknesses.
Depending on the expertise of your site, the quality of your content, and the competitive landscape in your industry, optimizing your pages will require a different amount of effort. Keep your target audience in mind: you should focus on the value your site provides to users and how it meets their search intent.
As you can see, keyword research is essentially a three-part process. First, generate as many keyword ideas as possible. Second, filter the researched terms to eliminate those that are too crazy, too irrelevant, or too difficult to implement. And finally, prioritize the remaining keywords to see which ones to implement first.
To make the process easier to follow, we’ve broken each section down into smaller steps, but the core message remains the same — create, filter, prioritize.
How to do keyword research in 2022
Step 1: Create a list of seed keywords
Seed keywords are the simplest terms that broadly define your business. These are the words you are supposed to rank for. These are used to start the process of developing more keyword ideas. Once you come up with a few seed keywords, you can use SEO software to generate thousands of more keywords.
The simplest advice on how to find seed keywords is to jot down a few phrases that best describe your products and services. Break your business down into general topics and choose a few valuable keywords for each topic. This will result in a handful of highly relevant keywords that will serve as a starting point for your broader SEO keyword research.
An arguably better starting point might be to look through your site navigation and look for keyword terms in the categories:
The example above is an outdoor equipment retailer’s category, and almost every item in this category is a great seed keyword idea. Just put a few words together and you’ve got men’s clothing, women’s shoes, ski jackets – a whole bunch of terms.
And you can get even more by exploring subcategories, product filters, and company descriptions.
Step 2: Choose SEO tools to use
How do I do keyword research for free, you may ask. There are many SEO tools on the market, both free and paid, simple and complex. However, for this article, we will limit ourselves to some of the most popular and reliable keyword research tools.
Four of those tools are provided by the search engines themselves—each with a slightly different focus, and the fifth is actually a suite of tools that unifies not one but nine different keyword research methods.
Google Ads Keyword Planner
Google Keyword Planner is probably the first tool to do keyword research. The way Keyword Planner works is that you will put in a few of your seed keywords and the tool will generate a huge list of similar words and phrases.
You can evaluate your data using metrics like search volume, competition, and bid range, and you can clean up your data by removing adult results, brands, or negative keywords.
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Ultimately, you’ll likely be left with a list of keywords that are very similar to your seed keywords, but it’s still a good list to start with.
One thing to note is that Google Ads targets advertising forecasts, so it can only give relative estimates.
For example, if keyword A has 3,500 queries per month and keyword B has 1,500 queries per month, we can’t be sure of the accuracy of these numbers, but we can assume that the first keyword is likely to bring in more traffic than the second one.
Google Ads shows Google’s total predictions
for that keyword across the web, while Search Console only shows queries that return your pages in Google search results. While Google Ads is a powerful key wordre search tool built by Google with search statistics straight from the source, it provides very basic stats – you definitely need to supplement it with other SEO tools if you want your research to be comprehensive.
to find keywords you already rank for. The point is to discover keywords that are on track to reach top SERP positions and push the process forward.
If you think about it,
those keywords actually have a better chance of ranking than the new keywords — you’re halfway there.
Search Results, and select Impressions. Search Console shows you the average position for each keyword you rank for and the number of impressions and clicks you get from each keyword.
In other words, You can see what your audience is searching for by page, country, and device. The tool allows you to filter up to 1,000 keywords, but you should focus more of your efforts on terms that are more likely to rank higher — stick to the top 20 positions.
This tool requires a little research
into the competitive environment to estimate what is needed to consider a sufficient amount of traffic.
For example, in a broad niche like travel services, a keyword might have 10k – 100k searches per month, while in a specific niche like skydiving equipment, the search volume is much lower.
Google Trends provides an overview of how a topic performs over a selected time period and therefore allows you to see which queries are seasonal.
You can check what’s trending right now, interest scores by location and by different web search channels; you can check and compare terms, and analyze which related topics and queries have formed a certain trend.
Bing Webmaster Tools
Aside from Google, other
search engines are also worth noting. In other words, According to Global Statcounter, Bing and Yahoo account for 10% of the US search engine market. So pay attention to Bing Webmaster Tools, which has its own powerful features for analyzing search volume.
Bing Webmaster Tools
In other words, Bing offers a Search Performance Overview business analytics store similar to Google’s. For example, you can check how keywords perform on the SERP over a period of time or when the average position on the corresponding page is changing.
Just like Google Ads, this tool also shows search volume trends over a period of time and suggests ideas by showing related search keywords similar to your seed keyword.
Remember that Keyword Planner shows paid searches, while Bing shows organic searches.
Rank Tracker
Rank Tracker is truly a powerful keyword tool. Nine different SEO keyword research methods, over twenty keyword research tools, tons of metrics, sorting and filtering options, and position tracking—all in one. And it integrates both Google Search Console and Keyword Planner.
Depending on your keyword research method, you can use seed keywords or competitor websites to generate new keyword ideas.
Each researched entry comes with a set of SEO metrics: search volume, competition, competitiveness, and CPC information, among others. The workspace is customizable, so you can freely add or remove criteria to suit your needs.
Now that you have your seed keywords, let’s explore some more in-depth keyword research methods and see how to use Keyword Planner for this purpose:
Keyword gap
Keyword Gap is a great way to check out the areas where your competitors are outranking your site. Simply add your competitor’s domain (or a few domains), select the metrics you want to compare, and you’ll see which keywords your competitors are performing better for.
Try the Autocomplete tool based on search predictions from Google, Amazon, YouTube, etc. Use seed keywords to generate suggestions for keywords related to how people tend to formulate their queries. Along with the Related Searches method, try to understand how other people think.
Related Questions
This keyword research method pulls bi lists relevant questions from the corresponding Google snippet. What common questions have in common is that they are closely linked to voice search.
TF-IDF is a statistical method that measures the importance of a given word to a document. Importance increases proportionally to the number of times the word is mentioned.
This tool analyzes your top 10 competitors and collects keywords they have in common. This feature will help discover relevant context and optimize your page with synonyms and related terms.
Combine words
The Word Match feature is essentially a keyword randomizer. Type in a few words, and it will mix and match them until it runs out of possible combinations.
The thing is, you might not be creating queries the exact way other users are, so this way you can
