A keyword search, or keyword research, is an investigation that attempts to determine the keywords that users use when searching in different browsers (such as Google) for specific information. To search for information about a product, could be an example.
A company’s keyword research will identify all business keywords that the user searches within its sector. It also includes keywords for specific campaigns like Christmas and Black Friday.
It will also reveal information about how people search for products, the most important queries they have, and what models are most popular.
Knowing how to distinguish transactional keywords from informational keywords is key to keyword research.
These keywords have a search intent that is close to buying a product, such as where can I buy or price. These words are less likely to be bought than keywords that have more information.
What’s keyword research for?
What is keyword research and analysis in SEO? To determine the keywords that should be used on each page of a website or blog, keyword research is most commonly used.
These keywords are very helpful when we run search campaigns in Google Ads to estimate the amount of traffic that will be generated by our campaign.
It is useful for market research, detecting if there is demand for our products and services. Knowing the number of keywords is key to SEO.
Define the information architecture
Studying keywords is a way to determine the information architecture of your web page. It tells you how many product subcategories or product categories we need as well as product sheets, blog categories, and blog articles.
It helps us to create content.
Keyword research has helped us identify the keywords we should use for each URL on the internet and the keywords we should include in the content of the headers, text and meta titles, URLs, images alt, bold, and meta descriptions.
It allows us to define internal linking
Knowing the search volume for each keyword by intent will enable us to place each URL correctly in a particular link area. This will ensure a proper transfer of authority (PageRank), and allow us to choose the anchor.
Text of external backlinks
Keyword research will give us interesting keywords to use for anchors to link externally. However, be careful not to use exact keywords or you could face penalties.
Keyword research process
Why is identifying keywords important for research? Because they make it easy to manage data lists, keyword research is usually done in Excel or Google sheets. Keep these things in mind when doing keyword research:
Data scalability and data ordering
We need to create a document that is both understandable by us and those who will be working on the project.
First, we need to group the data according to our website’s information architecture: home, seasonal landings, and top-level categories. Next, follow their subcategories and product sheets, and blog content.
It is important to focus on keywords to create URLs that can be expanded based on search intent. This will allow you to increase your search engine rankings without having to resort to technical SEO actions.
Learn the industry and the competition
It is important to first understand the industry and analyze the competition in the TOP 5 search results. SEMrush and Ahrefs can be used to help you find the keywords that your competitors rank for.
It will also try to find synonyms for those keywords and similar keywords that target the same search intent, to add semantic value to your website’s content.
Learn about seasonality
When creating pages or optimizing content for campaigns, seasonality is an important consideration. It is recommended to use tools like Google Trends to search for seasonal keywords
Ahrefs and SEMrush also allow you to view the seasonality and determine which keywords have a declining average and which have a rising average.
Search volumes can be pulled out
The monthly search volumes report the top keywords that are generating the most search volume. We can thus extract which URLs generate the most organic traffic to our site and, consequently, which ones are most likely to generate conversions.
This is the true objective of the project. It should be the priority in all the SEO actions we do.
We will therefore study keywords to identify the most important URLs for the project. In other words, URLs where more resources will be required.
Design of dashboards and graphs
You can make your project visually appealing and make it easier for clients and other project members to understand.
Remember that the goal of studying keywords was to determine the relationship between user intention to carry out a transaction and keywords (keywords that take less time to position, which are often long-tail), to increase the amount of traffic that the web receives.
Keyword research for blogs:
We must establish a cluster to group URLs based on their content types. Long tail keywords are useful for targeting keywords in advanced phases that could lead to conversion.
We must:
- To work on different URLs, find a long-tail keyword that has high search volumes. Also, look for the related “long tail keywords”.
- As a category, use the main keyword.
- Keywords that are work-related can be used in articles.
- Appropriately, link URLs internally to each other as well as to the main site. If we have a post about the best stationery pens for Christmas, then we can link to each product file to purchase the product.
We will be focusing on keywords in an advanced phase of the blog. This is where the user requires more information to convince them and purchase.
To achieve great results, each URL must be able to search with a different intent than the one you are looking for.
How do you detect new search intents?
Once the project has gained authority for the keywords we have researched, we can use Google Search Console and see the search terms that each URL is positioned for.
This will allow us to identify words we can promote in the content. To detect new opportunities, it is a good idea to update your keyword research data regularly.