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Keyword Research

What is keyword research in the context of SEO?

Keyword research in SEO involves the systematic process of identifying and analysing search terms and phrases that users enter into search engines. It helps website owners understand user intent, discover relevant topics, and optimise their content to improve search engine visibility and attract targeted organic traffic.


Keyword research in SEO is the methodical process of identifying and evaluating the search terms and phrase that users enter into search engines. It involves analysing factors such as search volume, competition, and relevance to determine which keywords are most valuable for a website’s content optimisation strategy. The goal of keyword research is to identify the most relevant and high-potential keywords that align with the website’s goals and target audience.

How you can use Keyword Research

An example of keyword research is using tools like Google Keyword Planner or SEMrush to discover relevant keywords for a website offering yoga classes. By entering seed keywords like “yoga classes,” “beginner yoga,” and “yoga studio,” the research process identifies additional related keywords such as “vinyasa yoga,” “hot yoga,” and “yoga for beginners.” This data helps the website owner optimise their content to attract users searching for these specific terms.

Formula or Calculation

Keyword research does not involve a specific formula or calculation. Instead, it relies on data analysis and interpretation using various tools and metrics to identify relevant keywords with the highest potential for driving targeted organic traffic to a website.

Key Takeaways

  1. User Intent Understanding: Keyword research helps understand the intent behind users’ search queries, allowing for the creation of content that meets their needs.
  2. Competitive Analysis: Analysing keywords used by competitors provides insights into gaps and opportunities for content optimisation.
  3. Content Optimisation: Identifying relevant keywords enables the optimisation of website content, including titles, headings, and meta descriptions, to improve search engine rankings.
  4. Long-Tail Keywords: Targeting long-tail keywords with lower search volume but higher specificity can attract highly relevant and engaged traffic.
  5. Regular Review: Keyword research is an ongoing process, requiring regular review and adjustment to adapt to changes in search trends and user behaviour.


How do I conduct keyword research effectively?

Effective keyword research involves using a combination of keyword research tools, analysing search trends, studying competitor keywords, and understanding user intent.

What are the best keyword research tools?

Some popular keyword research tools include Google Keyword Planner, SEMrush, Ahrefs, Moz Keyword Explorer, and KeywordTool.io.

How do I determine the search volume and competition for keywords?

Keyword research tools provide data on search volume and competition levels for specific keywords, helping you assess their potential value and competitiveness.

Should I focus on high-volume keywords or long-tail keywords?

It depends on your website's goals and competitiveness. While high-volume keywords may attract more traffic, long-tail keywords often have less competition and can result in more targeted and qualified leads.

How often should I update my keyword research?

Keyword research should be regularly updated to stay abreast of changes in search trends, user behaviour, and industry dynamics. Aim for quarterly or bi-annual reviews.

Can I use keyword research for other purposes besides SEO?

Yes, keyword research can also inform content marketing strategies, PPC advertising campaigns, and social media marketing efforts by identifying topics and language that resonate with your target audience.

What should I do if I find keywords with high competition?

If you encounter keywords with high competition, consider targeting long-tail variations, niche keywords, or exploring alternative strategies such as content differentiation or link building to improve your website's visibility.

Are there any free keyword research tools available?

Yes, Google Keyword Planner is a free keyword research tool provided by Google, although it requires a Google Ads account for access.

How do I prioritise keywords for optimisation?

Prioritise keywords based on relevance, search volume, competition, and alignment with your website's goals and target audience.

What role do keyword modifiers play in keyword research?

Keyword modifiers such as location-based terms, question words, and action verbs can help refine and target keywords to specific user intents and preferences.

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