How to Do Keyword Research for SEO: A Beginner's Guide

Keyword research is the backbone of any effective SEO strategy. Knowing how to do keyword research and identifying the right terms and phrases your target audience is searching for can significantly enhance your content's visibility and relevance. In this blog, we’ll dive into the steps to create a keyword analysis sheet and explore essential tips for conducting keyword research.

Creating a Keyword Analysis Sheet: Step-by-Step

1. Utilizing Google Keyword Planner for Keyword Discovery

Google Keyword Planner is an invaluable tool for finding relevant keywords. Here’s how to do keyword research using this tool:

1. Access the Tool: Log in to your Google Ads account and navigate to Keyword Planner.
2. Enter Initial Keywords: Input seed keywords related to your business. For example, a bakery might start with terms like “bakery near me,” “cupcakes,” or “wedding cakes.”
3. Review Suggestions: Google will generate a list of related keywords with metrics like competition and suggested bid. This list will form the foundation of your keyword analysis sheet.

2. Analyzing Average Search Volume with Google Keyword Planner

Average search volume reveals how often a keyword is searched each month, helping you prioritize your focus.

1. Record Search Volumes: Note the average search volume for each keyword in your sheet. For instance, if “cupcakes” averages 10,000 searches per month, document this.
2. Compare Popularity: Use this data to gauge keyword popularity. High search volume keywords can drive more traffic but often come with higher competition.

3. Assessing Keyword Intent Through Google Search Results

Understanding keyword intent is crucial in learning how to do keyword research effectively and ensuring your content matches user expectations.

• Search the Keyword: Look at the top results to determine the intent behind the keyword. Are they informational, navigational, or transactional?
• Informational: Users seek information (e.g., “how to bake cupcakes”).
• Navigational: Users look for a specific site (e.g., “Bakery XYZ website”).
• Transactional: Users want to make a purchase (e.g., “buy cupcakes online”).
• Document Intent: Include a column in your analysis sheet to record the intent for each keyword. For example, “wedding cakes” might be transactional.

4. Evaluating Current Rankings for Targeted Keywords

Understanding your current rankings is a key part of how to do SEO keyword research, helping identify SEO opportunities and gaps.

• Use SEO Tools: Platforms like SEMrush, Ahrefs, or Moz can help track your current keyword rankings.
• Analyze Competitors: Compare your rankings with those of your competitors.
• Record Rankings: Note your positions in the keyword analysis sheet. For instance, if you rank #5 for “wedding cakes,” document this to monitor progress.

Essential Tips for Effective Keyword Research

1. Understand Your Business Type: B2C, B2B, DTC

Your business model influences keyword selection.

• B2C (Business to Consumer): Keywords should focus on consumer interests, like “summer dresses” for a clothing retailer.
• B2B (Business to Business): Target other businesses with keywords like “CRM solutions for small businesses.”
• DTC (Direct to Consumer): Appeal directly to consumers with terms like “buy organic skincare online.”

2. Define Your Target Audience Persona

Tailor your keywords to match your ideal customers.

• Create Detailed Personas: Develop profiles of your target customers, including demographics and interests.
• Align Keywords with Personas: Ensure your keywords meet the needs of these personas. For example, target young mothers with keywords like “best strollers for newborns.”

3. Focus on Your Target Location

Local SEO is crucial for location-based businesses.

• Incorporate Location-Specific Keywords: Use terms like “best pizza in New York” or “San Francisco hair salons.”
• Leverage Google My Business: Ensure your business is listed to appear in local searches.

4. Align Keywords with Your Services and Products

Ensure your keywords reflect what you offer.

• List All Offerings: Create a comprehensive list of your services and products.
• Match Keywords to Offerings: Use keywords directly related to these offerings, like “emergency plumbing repair” for a plumbing service.

5. Distribute Keywords Evenly Across Pages

Avoid keyword stuffing by evenly distributing keywords.

• Keyword Mapping: Assign specific keywords to relevant pages. For example, “cupcakes” might be for your product page, while “how to decorate cupcakes” could be a blog post.
• Prevent Overloading: Ensure each page targets a primary keyword and a few secondary ones.

6. Utilize LSI Keywords for Context

Latent Semantic Indexing (LSI) keywords enhance content relevance.

• Identify LSI Keywords: Use tools like LSIGraph or Google’s related searches.
• Incorporate Naturally: Include these in your content to boost relevance. For example, with “wedding cakes,” LSI keywords could be “bridal cakes” and “wedding cake designs.”

7. Focus on Niche Keywords Over Generic Terms

Niche keywords are less competitive and more targeted.

• Use Long-Tail Keywords: Focus on specific phrases like “vegan running shoes for women” instead of just “shoes.”
• Higher Conversion Potential: Niche keywords often lead to higher conversion rates by attracting qualified leads.

8. Balance Keyword Types: 30% Conversion Queries and 70% Others

A balanced keyword strategy is essential when learning how to do SEO keyword research, driving both traffic and conversions.

• Conversion Keywords: Allocate around 30% to highly targeted, conversion-focused terms like “buy organic skincare online.”
• Traffic Keywords: Use the remaining 70% for a mix of LSI keywords, service-related keywords, and traffic-driving terms.

By following these steps and tips on how to do keyword research, you can create a robust keyword strategy that enhances your SEO efforts, drives traffic, and boosts conversions. Happy keyword researching!