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Keyword Research In SEO - Complete Guide

Whether you are an expert in content marketing or working on optimizing your conversions, keyword research is a crucial task that you need to do regularly. In this article, we'll walk you through the keyword research process from start to finish, offering tools, templates, and tips for discovering the best keywords, optimizing your content and/or page. destination and be the best exposed to organic searches on Google.

Why is keyword research important?

Keyword research is important for several reasons:

  • Keyword research provides marketers with actionable data on how to build organic search visibility (i.e. improve website rankings) and what topics to build content around.
  • Keyword research helps us analyze and understand our competition (what they are focusing on, what tactics seem most effective for them, and how we can improve)
  • Keyword research helps us improve our offering (by understanding what is problematic for our potential customers, what they like/dislike and how to better serve them)

How to get started with keyword research?

Keyword research always starts with a major term that is the main topic of your business or website. Now take that word and browse for a keyword research tool of your choice. Here are some options.

The best free keyword research tools:

Google Suggest tool

Google Trends

Wordtracker Scout

Google Search Console

The best-paid keyword research tools (freemium):

  1. SEMrush ($ 99 / m)
  2. Serpstat ($ 19 / m)
  3. Ahrefs ($ 99 / m)
  4. Spyfu ($ 39 / m)
  5. Moz PRO ($ 99 / m)

The price shown is for an entry-level package. Each of the above tools offers many packages depending on your needs. Most tools will give you Google search volume - the higher it is, the more people will search for that word or phrase. Paid tools also offer a form of competitive metric, that is, the difficulty of ranking on these keywords. Your goal is to find keywords with a certain search volume (don’t optimize anything on keywords that no one is looking for) and having low/medium competition.

How do I organize my keyword research?

Presenting an efficient and organized routine for keyword research is the most important step - it will define all your future optimization procedures, from conversion to content marketing. After you've tested one or more of the above tools, you'll likely end up with hundreds (if not thousands) of keyword suggestions. So what's the next step? The next step is to run the Serpstat Clustering Tool to make sense of this list. Serpstat uses a unique classification algorithm identifying groups of keywords based on their relevance. It uses Google's SERPs to identify relevance: the more the results of two SERPs are the same, the more the search queries are related. This way, it groups keyword phrases based on their proximity, instead of grouping them according to a common word.

Once you've identified your chosen keyword groups (most of these groups can be included in a content item), use them in Excel or Google Spreadsheets to plan your content strategy. Put in your keywords (and groups of keywords), one by one, and use all kinds of tags to define your future actions:

Type of content / page (e.g. old / new content, category page, product page, lead generation page, etc.)

  • Seasonality
  • Research Intent
  • Local Keywords
  • Mark

You can have as many worksheets as you want. You can use Cyfe to group them in one dashboard to optimize different sections of your website and monitor organic traffic:

How do I use keyword research to increase my traffic?

After doing a good job on keyword research, how do we use keyword research to optimize content and increase traffic? No, it's not about keyword density. Google has moved away from exact match keywords, and so should we. To create and optimize your content, use Text Optimizer. This tool uses semantic analysis to extract related terms from Google's SERPs and divide the chosen article idea into categories (secondary topics). Just enter the keyword from your spreadsheet and run the tool. Text Optimizer will analyze Google's SERPs and return:

  • Terms to include in your future post - Choose around 20 to include in your content
  • Topic categories (these work great for better understanding and structuring your content, as well as, in most cases, breaking your content into subsections using H2 / H3 subheadings)
  • Popular questions (great for creating content around them). This Keyword Research FAQ was created using "Topic Ideas" and "Writing Suggestions" from Text Optimizer.

Once your content is created, run the tool again to see how well optimized and well written it is. Text Optimizer leads your entire content optimization process, encouraging you to include more related concepts, cover common questions, and break your content into meaningful subsections. The easiest way to use the tool is to use its plugin on Google Chrome. When it comes to optimizing your target keyword, you can manage the basics using plugins like Yoast SEO (or one of its alternatives). They will ask you to include your keyword in the title, meta description, URL slug, etc.

How much does keyword research cost?

For professionals, the minimum cost for keyword research is $ 79 per month ($ 19 / m for Serpstat + $ 60 / m for TextOptimizer). These are two very powerful tools that you will need for your content marketing (Serpstat being the more affordable alternative). That said, keyword research can be free, but if you work on content very regularly, you will need at least these two tools. On the other hand, if you are in SEO, the more keyword research tools you have, the better, as they will all have slightly different results and complement each other.

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