Keyword Research is a process of researching and finding out the words and phrases that people use in search engines to find information related to your business, products or services.
If you are new to blogging, then you would have already asked these questions.
Why my organic traffic is so low?
Why my conversions are low?
To answer these questions, you should pick the right keywords.
Let’s assume that you have created a brand new website related to SEO and SEM.
You are offering SEO and SEM services in your site and your main objective is to bring right traffic to your site so that your visitors can buy your SEO services.
Keyword research will help you find those specific keywords that people try to find from your niche related products and information.
Visitors who try to learn more about SEO will become your target audience.
So your main goal is to find which keywords can bring the right traffic to your site so that you can convert your visitors to buyers.
This will help you to:
- Increase your sales
- Understand what your customers want in particular
- Achieve better SERP results and bring quality traffic to your site
In order to get your site on search engines for the relevant keyword phrases, you must do keyword research.
Types of Keywords
A keyword is broadly a word or phrase that people type in the search engines to search for the answers.
Keywords will help search engines to understand what your page is about.
Head keywords are the most competitive keywords. Their search volume is very huge and they are very difficult to rank.
These keywords are targeted by e-commerce sites, high authority sites and are used in PPC campaigns; therefore, the cost per click price is very high.
Long tail keywords
These are keyword phrases which are very specific.
Long tail keywords are used by a majority of people during their search for a specific product or information.
Targeting long tail keywords will bring you right traffic who can buy your products or services.
These are not widely used in PPC campaigns but long tail keywords are used to bring quality visitors to your site and leads to more conversion.
These are related keywords which are close to your seed keyword.
With Latent semantic indexing, search engines are able to understand the user intent based on search results.
Using these keywords will boost your on page SEO.
Before using a keyword ask yourself the following questions.
What are the keywords your audience uses to find a particular product or question in search engines?
Are the keywords you chose related to your content?
Which is the most struggling part for them?
What problems do they have?
Understanding Searcher Intent
You must understand the keyword intent behind each search query to understand more about your target audience.
Searches performed by users to learn/understand about particular topics.
What is SEO?
Best SEO plugins for WordPress
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Intent – Acquiring information
Navigational search queries
Searches performed by users to reach a particular site.
Click bank login
Intent – To reach a particular site
Transactional search queries
Searches performed by users when they want to buy something.
Best gaming laptops under 500$
Cheap SEO services under 100$
Buy car insurance online
Intent – To buy a product or service
Searches performed by users when they try to find about a particular brand or product.
I phone reviews (reviews)
I phone Vs android (comparisons)
Android Deals (Deals and discounts)
Brand names (Sony, Philips, Samsung)
Top 10 (Products) – Example -Top 10 mobile phones
Cheap and affordable (product) – Example – cheap hosting, Affordable laptops
Searches performed by users with No intent to buy.
You must understand user intent before choosing any keyword to target.
Avoid commercial intent keywords and product keywords.
Finding out the hidden Long tail keywords
You must find out what type of keywords your demographics use in search engines.
Go to Udemy and select the topics related to your niche or use search bar to find all the popular courses in Udemy.
Sort out search results by most reviewed.
Check the keywords used in the description of the course.
Find as many long tail keywords related to the topic and add the keywords to your sheet.
From this I can add
5 Step by step keyword Research Formula
Profitable keyword research for a niche site
Check all the related courses in Udemy and search for the keywords used in the course description.
Reddit is a goldmine to find untapped keywords. More than 8 billion people use Reddit which shows the popularity of the site.
Go to Reddit and search your niche related queries.
Pick the subreddit with maximum subscribers.
Once you are on a subreddit you will find all the links that are submitted by other Redditors and discussions.
You can also search subreddits to find more discussions.
Just add quotations to the keyword and search in Reddit to find all the content that matches with the keyword.
Within the results, you will find many long tail keywords which are easy to target.
You can sort the results to find new discussions.
Add all long tail keywords to your list.
Quora is a Q and A site where a registered user can ask a question on any topic and the people in the community provides the best answers for them.
Search your keyword to find what kind of questions and answers people ask in the forums.
Choose questions and answers in quora.
Add the related keywords to excel list.
Find all the related questions asked by other users in the community.
Copy all the long tail keywords to your sheet.
Go to answer the public and enter your seed keyword. This will help you to understand the motive behind the search and the kind of questions people try to search on search engines.
Download the CSV file from answer the public.
Install keyword everywhere extension in chrome.
Google keyword planner CPC results differ slightly so you should use both keyword planner and keyword everywhere.
With keywords everywhere, you can check all the keywords CPC and search volume data instead of spending much time on keywords individually.
Filtering the keywords
Now you need to find out who your competitors are for each long tail keyword.
Search the keyword in Google and find out all the pages on the first page of Google.
You can use Moz bar extension for chrome to find out the domain authority of each site.
Your focus should always be on the first and second page. If the keyword is very difficult to target, then choose keywords with low search volume.
You need to dig deep to find why they rank on the first page.
How many backlinks are there for the page and from which sites?
Check the first two pages and find out if the sites are ranking for the long tail keywords and analyze the site backlinks.
- Social shares
How many times that post was shared on social networking sites like Twitter and Facebook?
- Not so popular sites
Is there any website which ranks on the first page with low backlinks and social shares?
If there is any site which ranks on the first page with less backlinks and social shares, then check that article thoroughly and find out the keyword density, LSI keywords and Keyword relevancy of the article.
Example: Keyword Research
According to keyword planner these three long tail keywords are low in competition. So let us research and find out whether a new website or a website with low domain authority can rank for these keywords.
How to do SEO keyword research Search volume 70 – CPC1.84$
Keyword research and analysis for SEO Search volume – 20 competition low
How to do keyword research in SEO search volume 30 – competition low
Both these keywords are long tail keywords and they are low in terms of search volume and competition.
So which keyword you can rank easily?
Many of you will pick all the keywords because they are low in competition right?
So let me show you the real competition for these keywords
The first 10 results are from high authority sites. So targeting these keywords are a waste of time.
For the second keyword, the search results show sites which are very hard to target.
These are very popular sites which were linked back from high authority sites.
Unless you are an expert in white hat link building you cannot compete with them.
Even though Google keyword planner shows you that this is very low in competition it does not mean that you can rank easily for the keyword.
Keyword planner is used for AdWords to create PPC campaigns, so they will only show you the competition for ads, therefore, any keyword which shows low competition does not mean that you can rank easily for the keyword.
“Competition” is the number of advertisers that has been shown for each keyword relative to all keywords across Google.
How are these websites ranking for the variations of the keyword?
Because they are ranking for the “Head Keywords” and the keyword demand is very high (more searches).
Understand the keyword demand
Anyone who can rank for the head keyword can rank more than 75% of all the relative keywords.
In this case, majority of the sites are ranking for “keyword research” on page 1 so for them it’s very easy to rank for long tail keywords.
The keyword demand is so high that ranking for these long tail keywords which was mentioned above is not going to be an easy task.
But with the help of free long tail keyword tools, I found some other keywords which are relevant to the seed keyword and easier to rank.
I used Kwfinder to find the keyword difficulty.
Keyword research for dummies
Keyword research for beginners
For both the keywords, the first 9 spots are high authority sites which are ranking for the head keywords but there are other sites which are also ranking on the first page without any backlinks and the domain authority of those sites are 40 and 26 which shows that these are the right keywords you should target.
Spy on your competitor’s keywords
Spying on your competitor will help you to generate new keyword ideas.
With Google keyword planner you can spy on your competitor’s keywords easily.
You can also use SEMrush to find out the keywords that the site is ranking.
Go to keyword planner and enter your landing page and get ideas.
Now it will show all the organic keywords for which the site was ranking.
Find keyword relevancy
Keyword relevancy is another important factor you should check before choosing your focus keyword.
What is keyword relevance?
Keyword relevancy refers to how many relevant keywords or phrases are used in each page of your website.
Search engines use keyword relevancy to find out what your page is all about.
With the help of wordtracker scout you will able to find all the relevant keywords used in their articles and will help you choose the right keywords that are relevant to your page.
Wordtracker scout is a chrome extension that will show a number of keywords in the articles along with the keyword searches, competitors and the opportunity which is KEI.
Go to each and every page which is ranking on the first 10 pages.
On wordtracker scout tool, go to insights, relevance and number of keywords.
You can hide the shorter or longer keywords by clicking on the numbers.
So if I only want to see the relevant head keywords then select only 1 and it will show you all the head keywords with relevance.
Similarly, if you want to see two word keywords and three word keywords select 2 and 3 to only show two word and three word keywords.
Keywords tab will show all the details of the keyword with search volume, competition and opportunity for ranking.
Check the keyword relevancy
Take a note of all the keywords used in their articles.
Relevance score shows the keyword which is relevant to the topic.
Number of keywords shows you how many times the keywords are used in the article.
Pick the best keywords which are relevant to your head keyword from all the articles and use those keywords in your article.
This will increase keyword relevancy which is a ranking factor.
Note – some of the links have my affiliate link I will buy coffee
Best Tools for Keyword Research
Keyword shitter is a free tool which finds long tail keywords. With this tool, you can find tons of keywords but it will take some time to show all the results.
SEMrush was used by professional bloggers to spy on their competitors and if you ask me one tool that I should purchase then I would blindly recommend SEMrush.
With SEMrush you can spy what kind of keywords your competitors are using and what keywords are getting organic traffic.
Check relevant keywords and which keywords bring a good amount of organic traffic.
KWFinder helps you to find low competitive long tail keywords and shows you keyword hardness and helps you choose the exact keywords.
Wordtracker helps you to understand Keyword effective index (KEI). KEI will show you which keywords you should target.
Low KEI keywords are hard to rank and keywords with high KEI shows keyword potential and they are the keywords you should target.
You can use other tools to find all the keywords that are similar to the seed keywords.
Identifying the Problems of Your Content Audience
In order to convert your visitors into customers, you need to find and understand their problems.
You can use different resources to find out their problems.
For example, forums are a great place to understand what kind of problems your audience is facing in your niche.
Researching in forums will help you identify the exact problems they are facing right now.
You can search all the forums in one place with the help of Boardreader.
Boardreader is a forum search engine where it will search all the forums and will display the results.
Enter the keyword and search the topic.
Check what type of questions people are asking in the forums and the answers that helped them.
Udemy is a great place to understand the basic problems of many other bloggers in your niche.
Go to Udemy and sort by most reviewed and most relevant.
Pick the course which has high ratings. Check the best and worst reviews.
The best reviews will give insights about the problems of other people and how that course has helped them.
This provides information about what type of content you should or should not include in your articles and products so that your audience won’t get disappointed.
You may ask me what this has to do with keyword research, right?
Keyword research is about finding the right people to whom you can sell your product.
So you must also understand the needs of your demographics.
You can’t sell your products to all people who are in your niche right?
Targeting specific people will help you sell your products easily.
It’s always good to target 10 specific people who convert rather than targeting 100 people who don’t convert.
So you must know what queries your demographics are typing in the search engines.
Hair loss for elderly female
Demographics – women
Age between 50-65 elderly
Countries – US, UK, and Rest of the world.
Books for teens
Demographics – Teenagers
Age between 13-19
Countries – US, UK, India and Rest of the world
When you are able to understand your demographics you will know which keywords your demographics search online.
Go to Fiverr and check all the top rated GIGS in your niche. There are many people who rely on Fiverr gigs because they are affordable.
Search your keyword and sort by top rated gigs.
The best part of Fiverr is many of the users use real images and you can find out who are your demographics just by checking their profiles.
Go to Fiverr and search the keyword for which you want to find out the demographics and the problems.
Pick the gig which was rated high. Verify who has brought the gig from the seller.
Now check the profiles of those who brought the products. Every professional in Fiverr uses description about their profession.
Let’s get back to the example and check the profiles which look authentic.
You will get an overall idea about who are using keyword research services.
Some examples from fiverr profile description.
After spending some time there I was able to understand the demographics who used their services.
Demographics – Men and women
Profession- students, bloggers, digital marketers, marketing agencies, web site designers and blog beginners
Age- 20-35 > 1000+
Problem – To find the right keywords that can rank easily.
Why do people buy – To save time, Lack of experience, want to focus on other topics.
Selling point – Low price.
Even though this method is not 100% accurate, you will find this very helpful to find your demographics.
For this example, I find majority of people who buy gigs want to rank on 1st page for the keywords.
If these people are your demographics, then you should focus on the content that they are struggling with.
Product: A guide or tutorial on keyword research.
StumbleUpon is another great source to find what kind of content people love to share or read.
If you are new to StumbleUpon then check my article which shows exactly how to use StumbleUpon for beginners.
Once you decide a specific topic to write, go to StumbleUpon and stumble pages.
When you find a relevant topic add the page to your list.
Now check the number of people who like that article.
Like Fiverr, a lot of users in StumbleUpon use real profiles which can help you identify who your audiences are.
Check the pages which have more likes. Any page which has more likes shows that the content is great or the information is exactly what they have been looking for.
Now you know two important things
- Your audience problems
- Their demographics
Why do people buy?
They want to change their way of living (Gain)
- Problem – Earns less money
- Solution – A seminar on how to earn more money in less time
- Problem – Wants to be a popular speaker
- Solution – A 3-day seminar which shows exactly how to become the world’s most popular speaker
They want to get rid of their problems
- Problem – No knowledge about keywords.
- Solution – A course about keyword research
- Problem – No idea about blogging
- Solution – A course about Blogging tips and tricks
They love to buy a product to satisfy their desires
- Book Lovers who like to read books from their favorite authors
- A Reebok fan who wants to buy new sports shoes
They want to learn about a topic which they are interested
- Problem – Wants to know more about gluten free cooking
- Solution – A guide which shows step by step to cook gluten free food
If you want someone to buy your product, then you should also focus on your audience problems and help them so that they can buy your product.