Learn SEO (Search Engine Optimisation) for FREE!

SEO or search engine optimization is when you create Content and promote it via search engines such as Google and Bing. The ‘optimization’ in SEO means you improve your Content, website experience (CX), web pages (On-Page SEO) in order to improve your visibility in the search engine results listings.

Table of Contents

What is Keyword Research?

Keyword Research is the foundation of SEO.

Keyword research is an activity that aims to establish what people search to solve a given problem.

Keyword research is the internet equivalent of market research in the 21st century.

Keyword Research Process

  1. Brainstorm
    1. Use topics related to your business or industry as seed keywords.
    2. Use your product/service as seed keywords
  2. Expand and generate more related and thematic keywords
    1. Search for related keywords using “Google auto suggest”, “Searched related to” found at the bottom of Google’s search results. feature, Google Trends or paid keyword research tools
    2. Find Synonyms and LSI Keywords for keywords that you intend to target
  3. Validate Keywords
    1. Check the search volume, clicks, keyword difficulty, competition and keyword intent
  4. Prioritise keywords according to business goals
  5. Map priority keywords to sales funnel based on user intent
  6. Create content or map priority keywords to preferred landing pages

.With branded keywords search engines have little to no choice but to show you 1st for that branded search term e.g. the search term “Happy Meal” brings up McDonalds, “Skyscraper Technique” brings up Brian Dean’s site (Brian Dean is the original person who coined the term).

  • Make sure branded keywords are short, easy to pronounce and unique.

From the domain name, page titles, meta description, content and everything else – it has to be clear to a new site visitor (and search engine bots) what topic the web page is about. Remember that Google search result listings are links to web pages not to the entire website – that means each web page has to have a focus on 1 key word.

  • Do not attempt to optimize your site or pages for too many keywords. This leads to keyword cannibalization i.e. Google search bots not knowing which pages rank for which keywords.
  • Search intent: is the why behind a search query. In other words, why did the person make this search? Do they want to learn something? Are they looking to make a purchase? Are they looking to compare products/services?
  • People searching using the keyword, how likely is it that they will buy what you sell?
  • Is there enough search volume for that particular keyword to be of value to your business?
  • How strong is the competition i.e. keyword difficulty for that particular keyword?

Keyword gap analysis is the process of finding keywords that drive traffic to your competitors, but not to your website.

The Keyword Golden Ratio (KGR) is a data-driven way to find keywords with little to no competition. The formula is: the number of Google results that have the keyword phrase in the title divided by the monthly search volume, where the search volume is less than 250.

You can learn more about Keyword Golden Ratio from Mangools.

Most times the table of content and wikipedia articles contain sub-topics which are useful keywords to target.

Creation of a Buyer Persona: Getting into your customer’s shoes is the first step to keyword research. Remember, customers are not searching for your site. They are searching for valuable information to solve their problems. Having a buyer persona is a crucial first step to figuring out what your best customers are typing into Google

Answer The Public

A screenshot image of Answer The Public a Freemium SEO Keyword Research Tool

]Answer The Public is a keyword tool that visualizes search questions and suggested autocomplete searches in an image called a search cloud.

Google Trends

A screenshot image of Google Trends a Free SEO Keyword Research Tool

Google Trends is a website by Google that analyzes the popularity of top search queries in Google Search across various regions and languages.

Taboola Trends

A screenshot image of Taboola Trends a Free SEO Keyword Research Tool

Taboola Trends is a data resource analyzing image and keyword trends gathered from 75 million clicks across 50 billion impressions of running campaigns.

“For new websites, site owners often get caught up in getting everything technically correct—so much so they forget why they started the website in the first place. Focus on the user. Technical SEO is important, but if you truly put your user at heart, you’ll get close enough before needing someone to make sure you’re ticking all the boxes.”

“Today it’s not about ‘get the traffic’ — it’s about ‘get the targeted and relevant traffic.”

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