Let’s talk about something super important for SEO – keyword research. Without it, your content might as well be invisible on search engines. But don’t worry, it’s not rocket science, and there are some cool free tools to help you out. 

In this guide, we’ll cover: 

• What’s keyword research and why it matters 
• Finding potential keywords 
• Understanding what people really want 
• Digging into related keywords 
• Choosing the right keywords 

SEO stuff can get confusing, but at the heart of it, you want your content to match what people are looking for. 

What’s Keyword Research and Why Does It Matter? 

Imagine you’ve created a fantastic piece of content, but it’s like a hidden gem in the vast ocean of the internet. Why? Because without the right keywords, it might never surface on the Search Engine Result Pages (SERPs). This is where the art of keyword research comes into play. 

Keyword research is the process of uncovering the words and phrases that people use when they search for information, products, or services online. It’s like speaking your audience’s language, understanding their queries, and predicting what they’ll search for next. 

Just because you’ve named your product or service one way doesn’t mean that’s how your potential customers will search for it. 

Understanding Keyword Context

But keyword research isn’t just about words; it’s about understanding their context. How frequently are these words searched for (search volume)? How competitive are they (keyword difficulty)? It’s a balancing act between aiming for high search volume and managing competition. High search volume is great, but if everyone’s fighting for it, it can be an uphill battle. 

Discovering Potential Keywords 

• Brainstorming: Start by jotting down the main terms you’d like your content to rank for. Think about related topics, too. For example, if you’re in the realm of SEO, your primary term might be “digital marketing,” but you should also consider terms like “SEO strategies” or “content optimisation.” 
• Ask Your Audience: If you have the opportunity, reach out to your customers or engage with colleagues. They can provide valuable insights into keywords that you might not have considered. 

Understanding Keyword Intent 

Before you dive deeper into keyword research, it’s essential to grasp why people are searching for these keywords. There are 4 primary types of search intent: 

• Informational: At this stage, people are seeking information or inspiration. For instance, they might search for “bedroom decoration ideas” because they want ideas, not because they’re ready to make a purchase. 
• Navigational: Users in this phase are on a mission to find a specific website or page, like searching for “Semrush login” to reach a particular login page. 
• Commercial: At this point, users are comparing options before deciding. They might search for “best fluffy blankets” to see which one to buy. 
• Transactional: This is where people are ready to act and convert. For example, they search for “buy fluffy blankets” because they’re ready to make a purchase. 

 Matching your content with the intent behind the keywords you target is vital for success. 

Exploring Related Keywords 

Using Google:  

1. Google’s “Related search” feature: When you perform a Google search, scroll down to the bottom of the search results page, and you’ll find a section titled “Searches related to [your query].” These are phrases that people often search for when looking for information related to your initial query. For example, if you search for “best hiking boots,” you might see related searches like “top-rated hiking boots” or “most comfortable hiking shoes.” These suggestions are generated based on real user queries and can provide you with valuable insights into what your target audience is interested in. 
2. Google’s “People also ask” feature: This section often appears in the middle of search results and displays questions related to your query. These questions can spark creative content ideas and help you understand the specific concerns and queries of your audience. Clicking on any of the questions will expand the list, providing even more content inspiration. 

Google Search Console (GSC): 

GSC is a powerful tool that provides insights into the keywords that are already driving traffic to your website. When you link your website to GSC, it collects data on how users find your site through Google search. You can access this data in the “Performance” section of GSC. Look for queries that are driving traffic but may not be the primary focus of your content. These are often untapped keyword opportunities that you might not have discovered otherwise. By optimising your content for these keywords, you can further boost your visibility in search results. 

Choosing the Right Keywords: 

• Assessing the Competition: 

Before committing to specific keywords, it’s essential to evaluate the competition for those terms. You can do this by conducting a Google search for your target keywords and analysing the current top-ranking pages. Look for signs of strong competition, such as established industry giants or websites with high domain authority. If the top results are dominated by authoritative sites, it may be challenging to outrank them, especially if your site is relatively new or has lower authority. In such cases, consider alternative strategies, like targeting long-tail keywords (more specific, less competitive terms) or focusing on niche topics where you have expertise and can provide unique value. 

• Paid Tools: 

Paid SEO tools like Semrush offer in-depth keyword research capabilities. These tools provide data on search volume, keyword difficulty, and competition. When using a tool like Semrush, you can input your target keywords and receive valuable insights.  

For example: 

1. Search Volume: This metric tells you how frequently a particular keyword is searched for each month. High search volume keywords are often more competitive but can bring substantial traffic if you can rank well. 
2. Keyword Difficulty: This score estimates how challenging it will be to rank for a specific keyword. It considers factors like the number of websites competing for the keyword and their authority. Higher difficulty scores indicate more competitive keywords. 
3. Competitor Analysis: SEO tools can also show you which websites are currently ranking for your target keywords. By analysing these competitors, you can gain insights into their strategies and potentially discover gaps or opportunities they haven’t explored. 

Remember, keyword research is an ongoing process. Keep exploring new keywords and optimising your content to expand your organic reach. It’s like tending to a garden—you need to nurture it continually for it to flourish. Stay curious and adapt to the ever-changing landscape of online search, and you’ll see your efforts pay off in improved visibility and engagement. 

If you need SEO help, We Get Digital is your go-to digital marketing company to help you boost your online presence. Our team of experts is here to assist you in achieving your SEO goals. Don’t hesitate to reach out and take your digital strategy to the next level. Happy optimising!

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