How to do keyword research? Step by Step Guide and Tools to Use

As an SEO specialist with years of experience in the market, I’ve witnessed the transformative power of keyword research. It’s the thing that helps me in achieving my organic traffic goals, higher rankings, and a thriving online presence.

In the beginning, I struggled to find the right keywords, but then I discovered the importance of understanding what people are really searching for. This helped me find keywords that were more specific and less competitive, which brought me more qualified visitors.

I also learned to use keywords naturally in my writing and to use special tools to help me find and analyze keywords. Now, keyword research is my secret weapon for SEO. And here I am sharing my way of doing the keyword research and the tools I use for topic and keyword research.

Keyword Research Fundamentals

What is Keyword Research?

Keyword research is the systematic identification and analysis of search terms that people use to find information online. It involves understanding the search behavior of your target audience, uncovering relevant keywords, and evaluating their search volume and competition levels.

What is the Purpose of Keyword Research?

Keyword research serves several crucial purposes in SEO and some of them includes:-

Identifying Target Audience: It helps you understand what your target audience is searching for, allowing you to create relevant, informative, and engaging content and web pages to their needs and interests which will help the users and attracting more visitors to your website.
Enhancing Search Engine Rankings: Strategic keyword implementation can significantly improve your website’s ranking in SERPs, increasing visibility and organic traffic.
Understanding Search Intent: Keyword research reveals the intent behind user searches, enabling you to create content that aligns with their expectations and search goals.

Step-by-Step Keyword Research Guide

Identifying Your Target Audience

Before delving into keyword research, it’s essential to understand your target audience. Define their demographics, interests, online behavior, and search habits. This will help you identify keywords that resonate with their specific needs and preferences. Following are the things that you should consider to identify your target audience:-

Factor	Description	Tools (Free)	Tools (Paid)
Demographics	Consider factors such as age, gender, location, income level, education, and occupation.	Google Analytics, Facebook Insights, BuzzSumo	SimilarWeb, Quantcast, Statista
Interests and Passions	Identify the hobbies, activities, and topics that your target audience is passionate about.	Google Trends, Quora, Reddit	Ahrefs, SEMrush, Sprout Social
Online Behavior	Understand where your target audience spends their time online, what social media platforms they use, and what type of content they consume.	Google Analytics, Social Media Analytics, SEMrush	SimilarWeb, BuzzSumo, Brand24
Pain Points and Challenges	Determine the problems, frustrations, and needs that your target audience faces.	Online surveys, Google Search Console, Social media listening	SurveyMonkey, Hotjar, Brand24
Goals and Aspirations	Identify what your target audience wants to achieve and what they aspire to.	Online surveys, Social media listening, Industry reports	SurveyMonkey, Hotjar, SimilarWeb

Brainstorming Seed Keywords

Seed keywords are the broad, general terms that represent your business or niche. Start by brainstorming a list of seed keywords that accurately describe your products, services, or industry.

Use Keyword Research Tools

Numerous keyword research tools are available, each with its own strengths and features. Popular options include Google Keyword Planner, Semrush, Ahrefs, and KWFinder. These tools provide valuable insights into search volume, competition, and related keywords.

How to use Semrush tool for keyword research.

S.no	Steps	Description
1	Brainstorm Main Keywords	Identify a list of relevant keywords related to your niche or target audience.
2	Enter Seed Keywords into Semrush Keyword Magic Tool	Input your seed keywords in Semrush’s Keyword Magic Tool.
3	Review Keyword Overview Report	Analyze the Keyword Overview report to gather insights into search volume, competition, and related keywords.
4	Identify Relevant Keywords	Select relevant keywords based on factors like search volume, competition, and relevance to your target audience.
5	Analyze Keyword Difficulty	Evaluate the difficulty of ranking for selected keywords using Semrush’s Keyword Difficulty score.
6	Prioritize Keywords	Prioritize keywords based on their relevance, search volume, competition, and alignment with your SEO goals.
7	Export Keyword List	Export your prioritized keyword list for further analysis and integration into your SEO strategy.

How to use Google Keyword Planner for free for keyword research?

Here is a step-by-step guide on how to use Google Keyword Planner for free for keyword research:

S.no	Steps	Description
1	Create a Google Ads account	If you don’t already have a Google Ads account, you’ll need to create one. It’s free to create an account and you don’t need to run any ads to use the Keyword Planner tool.
2	Sign in to Google Ads and navigate to the Keyword Planner	Once you’ve created a Google Ads account, sign in and go to the Tools & Settings menu. Then, select “Keyword Planner” from the planning section.
3	Choose your search method	There are two ways to use the Keyword Planner:-Discover new keywords: This option allows you to enter a phrase, website, or category to generate new keyword ideas.Get search volume and trends: This option allows you to upload a list of keywords and see their search volume and trends over time.
4	Enter your search terms	If you’re using the “Discover new keywords” option, enter the phrase, website, or category you want to research. You can also select the location and language for your search.
5	Review the keyword suggestions	The Keyword Planner will generate a list of keyword suggestions, along with their search volume, competition, and CPC (cost-per-click). You can filter the suggestions by search volume, competition, and other factors.
6	Export your keyword list	Once you’ve found the keywords you want to use, you can export them to a CSV file. This will make it easy to use the keywords in your SEO strategy.

Understanding Keyword Intent

Keyword intent refers to the underlying reason behind a user’s search. Understanding intent is crucial for creating content that satisfies the user’s expectations and search goals.

Expanding Your Keyword List

Once you’ve identified a core set of keywords, expand your list using various techniques, such as:

Exploring related keywords suggested by search engines and keyword research tools.
Analyzing competitor websites to identify keywords they are targeting. For this you can use the SEMrush tool.
Utilizing long-tail keywords, which are more specific and less competitive.

Here is a step-by-step guide on how to use SEMrush for competitors research:

S.no	Steps	Description
1	Enter Competitor Domain	Input the URL of the competitor’s website you want to analyze.
2	Select Organic Research Tool	Choose the Organic Research tool from the Semrush menu bar.
3	Review Positions Report	Analyze the Positions report to identify keywords the competitor is ranking for.
4	Filter by Target Location	Apply the location filter to focus on keywords relevant to your target audience.
5	Identify High-Volume Keywords	Prioritize keywords with high search volume to uncover valuable ranking opportunities.
6	Analyze Keyword Difficulty	Assess the difficulty of ranking for each keyword using Semrush’s Keyword Difficulty score.
7	Evaluate Competitor’s Backlink Profile	Analyze the competitor’s backlink profile to understand their link authority.
8	Identify Opportunities for Outranking	Look for keywords where the competitor has a lower domain authority or backlink profile.

Prioritizing Keywords for SEO

Not all keywords are created equal. Prioritize keywords based on their relevance to your business, search volume, and competition levels.

Keyword Implementation Strategies

Incorporating Keywords Naturally

Incorporate keywords naturally into your website’s content, meta descriptions, and title tags. Avoid keyword stuffing, which can negatively impact your SEO efforts.

Optimizing for Long-Tail Keywords

Long-tail keywords, which are more specific and less competitive, offer valuable opportunities to attract targeted traffic.

Maintaining Keyword Consistency

Use keywords consistently throughout your website, ensuring that they align with the overall content and user experience.

Monitoring Keyword Performance

Monitoring keyword performance is crucial for evaluating the effectiveness of your SEO efforts and identifying areas for improvement. While there are several paid tools available for keyword monitoring, you can effectively track your keyword performance using free tools like Google Search Console and Google Search.

Using Google Search Console for Keyword Monitoring

Create a Google Search Console Account: If you haven’t already, create a Google Search Console account and add your website to it. This will allow you to access valuable data about your website’s search performance.
Access the Performance Report: Navigate to the Performance tab in Google Search Console. This report provides insights into your website’s clicks, impressions, average position, and CTR for various keywords.
Filter by Keyword: Use the search bar at the top of the Performance report to filter by specific keywords you want to monitor. This allows you to focus on the performance of keywords that are important to you.
Analyze Keyword Metrics: Review the metrics provided for each keyword, including clicks, impressions, average position, and CTR. These metrics indicate how your website is performing in search results for those keywords.
Set Performance Goals: Establish performance goals for each keyword you’re tracking. This will help you assess your progress and make data-driven decisions to improve your keyword rankings.

Using Google Search for Keyword Monitoring

Perform Manual Searches: Conduct manual Google searches for the keywords you’re tracking. Observe your website’s ranking position on the search engine results page (SERP).
Analyze SERP Features: Pay attention to whether your website is appearing in any SERP features, such as featured snippets or rich results. These features can significantly enhance your website’s visibility and organic traffic.
Monitor Competitor Presence: Identify your top competitors for each keyword and monitor their ranking positions and SERP presence. This will help you understand the competitive landscape and identify opportunities to outrank them.
Track Trends: Observe how your website’s rankings and SERP presence fluctuate over time. This can reveal patterns and trends that inform your SEO strategies.
Utilize Search Volume Data: Use Google Trends or other keyword research tools to understand the search volume for your target keywords. This will help you prioritize keywords with higher search potential.

Remember, monitoring keyword performance is an ongoing process that requires consistent tracking and analysis. By using Google Search Console and Google Search effectively, you can gain valuable insights into your website’s SEO performance and make informed decisions to improve your organic traffic and search engine ranking.

Conclusion

Keyword research is not a one-time task, it’s an ongoing process that requires constant monitoring and adaptation. As search trends evolve and new competitors emerge, I’ve learned to stay agile and adjust my keyword strategy accordingly.