What is keyword research?
Keyword research finds the words people use when they look for information on a topic, and how often those words are searched on Google and Bing. It supports both paid and organic search campaigns. The aim is to find terms that fit your business and offer, with healthy search traffic.
What are keywords?
Keywords are the terms that best capture what a page is about. A keyword is the search term you want that page to rank for. It is often a phrase, not a single word.
For example, a flower delivery site might target "flowers gift delivery". Ask yourself what you want to rank for, what people would type, and how you would sum up the page in a few words.
Why does keyword research matter?
Search engines read the words on a page to work out what it covers. The right terms bring the audience you want. The wrong ones bring visitors who are looking for something else.
Focus on your audience first. Put yourself in their shoes and use the words they use.
How do you do keyword research?
1. List topics related to your niche
Build a simple spreadsheet of general categories, such as product categories or themes your customers care about. Keep it short. Five to ten topics is a good number.
2. Brainstorm the keywords your customers might use
For each topic, list the terms and phrases a customer might type to find information, products or services. If you have Google Analytics or Google Search Console, check the organic search section to see which terms already bring people to your site. This is a brainstorm, not your final list.
3. Find related keywords
Search a phrase on Google and look at the related searches near the bottom of the page. Click one and check the suggestions on the next page. You can also enter a phrase into Google's Keyword Planner or a paid tool.
4. Check how strong each keyword is
Keyword Planner or paid SEO tools show how a term performs. Note these points:
- The phrase should match what people are looking for.
- Search volume should be big enough to matter.
- Check how competitive the term is. Paid tools show competition for ads and for organic search.
Look for terms with high search volume and lower organic competition. Also look for related terms you may have missed.
5. Judge where you can compete
If big brands hold the first page for a term, switch to less competitive long-tail keywords (longer, more specific phrases). Look at what ranks at the top of the search results for terms you want and add long-tail options to your list.
6. Check search intent
Search intent is what the person wants when they type a query. Look at what already ranks and what it offers. A person who is only browsing may click once and leave. A person ready to buy is more likely to convert if you give them a product page.
Record the intent behind each keyword in your spreadsheet and check it before you create content.
Which tools can help?
- Ubersuggest
- Semrush
- Ahrefs
- Moz
- Backlinko
Besides search volume, compare cost per click (CPC), difficulty to rank and estimated visits.
What comes after keyword research?
Keyword research is the starting point of an SEO strategy. Each blog post, article and product description should be more useful, easier to read and more complete than competing pages, and the site should be easy to navigate and work on mobile. For a wider introduction, read our SEO 101 guide. Contact Tussle Digital if you want help.
Questions we get asked
What is keyword research in SEO?
Keyword research is the process of finding the words and phrases people use when searching for information on a topic and checking how often they are searched on Google and Bing. It helps you pick terms that match your business and have healthy search traffic.
How do I do keyword research?
List five to ten topics for your niche, brainstorm the terms customers might use, expand with related searches and Keyword Planner, check volume and competition, judge where you can compete, and check search intent. Keep it all in a spreadsheet.
What is a long-tail keyword?
A long-tail keyword is a longer, more specific phrase. If big brands already hold the first page of Google for a broad term, the guide advises switching to less competitive long-tail keywords. Look at what ranks at the top for the terms you want, then add long-tail options to your list.
Which keyword metrics matter besides search volume?
Besides search volume, look at cost per click (CPC), difficulty to rank and estimated visits. Paid tools also show how competitive a term is, both for paid ads and for organic search. The aim is to find keywords with high search volume and lower organic competition.
