How to Perform Keyword Research: The First Step to Effective SEO
When it comes to search engine optimisation (SEO), keyword research is the foundation of every successful strategy. It helps you understand what your audience is searching for and how to tailor your content to meet their needs. Whether you’re launching a new website or looking to improve your online visibility, effective keyword research can drive qualified traffic and lead to better conversions.
In this guide, we’ll walk you through how to perform keyword research and why it’s essential to your digital marketing success.
🙋♂️ What Is Keyword Research?
Keyword research is the process of identifying the words and phrases people use when searching for information online. By analysing these terms, businesses can discover which topics resonate with their audience and create content that ranks higher in search engine results.
🔬 Why Keyword Research Matters
- Target the right audience: Using relevant keywords ensures that your content reaches people who are actively looking for your products or services.
- Improve your search rankings: Incorporating the right keywords into your website can help improve your visibility on Google and other search engines.
- Boost ROI: Understanding user intent helps you focus your efforts on high-performing terms that are more likely to convert visitors into customers.
✅ Step-by-Step Guide to Keyword Research
Start with Your Goals
Before diving into keyword tools, think about what you want to achieve. Are you aiming to increase brand awareness, generate leads, or sell products? Clear goals will help you identify the most relevant keywords.
Brainstorm Seed Keywords
Seed keywords are basic terms related to your business. For example, if you run a landscaping company, seed keywords might include “garden design,” “landscaping services,” or “tree surgery.”
Use Keyword Research Tools
There are plenty of tools available to help you discover high-performing keywords:
• Google Keyword Planner
• Ubersuggest
• SEMrush
• Ahrefs
• Moz Keyword Explorer
These tools can help you analyse search volume, competition level, and keyword trends.
Analyse Competitors
Look at the websites of your top competitors. What keywords are they targeting? Tools like Ahrefs and SEMrush allow you to audit competitor sites and uncover keyword opportunities they may be ranking for.
Focus on Long-Tail Keywords
While broad terms like “SEO” have high search volumes, they’re also highly competitive. Long-tail keywords such as “affordable SEO services for small businesses” may have lower search volume but often lead to better conversions due to more specific user intent.
Check Search Intent
Not all keywords are created equal. Some indicate a desire to buy (transactional), while others show someone is just browsing (informational). Align your content with the intent behind each keyword to provide real value.
Organise and Prioritise
Once you’ve compiled your list, organise your keywords by theme or topic. Then, prioritise based on relevance, search volume, and competitiveness.