The Ultimate Keyword Research Guide [EASY WAY]

Search engine optimization is on everyone's lips -- some say it's dying (for, like, the 1000th time just over the last five years), some say it's growing and evolving. The truth is, SEO has been around for a long time and it has always constantly changing and adapting to new technologies and trends. It may not be the buzzword it once was, but it's still an essential aspect of any successful online presence.

Algorithms have changed, and preference for specific search engines too has (somewhat) shifted. But if there's one thing that has been constant over the last couple of decades, is the importance of SEO keyword research (along with on-page optimization and technical SEO, of course.)

Is it really that important? And, if yes, what are the key elements you need to keep in mind to make sure you make the most out of it?

Keep reading and find out more -- we've demystified keyword research and made it easy to understand regardless of whether you're an SEO agency/ expert or simply someone looking to learn more about the art (and science) of optimizing websites for search engines.

What is keyword research?

Keyword research is a fundamental aspect of search engine optimization (SEO), which involves finding and analyzing search terms that users enter into search engines. This process helps in understanding what topics people are interested in, aiding in content creation that captures more search traffic.

Is keyword research really that important?

Yes, keyword research is essential because it guides the creation of content that aligns with user intent, improves search engine rankings, and drives targeted traffic to a website.

In fact, keyword research is fundamental to search engine optimization. And SEO is essential to extending your reach organically. Research shows first organic listing on Google garners approximately 39.8% of all clicks, and advancing from the second position to the first can result in a 74.5% increase in clicks. This underscores the vital importance of ranking highly for targeted keywords.

The basic criteria for good keyword research

Good keyword research doesn't just "happen". It requires attention, time, and the right approach. The first step is to identify your target audience and understand their needs, preferences, and search behaviors. This will help in identifying potential keywords that align with their interests.

Here are some key criteria to consider when conducting keyword research:

Relevance

A relevant keyword directly relates to your website's content and meets your target audience's search intent. This is important because it helps improve your site's visibility and attracts the right visitors (which is, essentially, the whole point of SEO.)

How to look at keyword relevance in SEO

To assess the relevance of a keyword, consider its context and how well it aligns with your offerings. Additionally, evaluate how effectively the keyword satisfies the user's search intent to ensure maximum impact.

Topical authority

SEO authority refers to the credibility and trustworthiness of a website or webpage, which influences its ranking potential.

How to analyze authority when researching keywords

To gain a competitive edge, it's essential to evaluate the domain authority of competitors ranking for your target keywords. By analyzing their content quality, you can identify strengths and weaknesses in their approach. This assessment will help you refine your own strategy and improve your chances of ranking higher in search results.



Search volume

Keyword search volume tends to be one of the most common metrics considered in keyword research, as it indicates the average number of times a keyword is searched within a specific time frame. And while it is definitely crucial, it is important to keep in mind it is not the only criterion to use when running keyword research.

How search volume is determined

Search volume indicates the number of times a keyword is searched within a specific timeframe (usually a month), and it is typically assessed using keyword research tools. For example, if the keyword "best hiking trails" has a search volume of 10,000 per month, it means that this phrase is searched approximately 10,000 times in a month.Is volume the most important criterion?

Competition

Keyword competition refers to the level of difficulty in ranking for a particular keyword. This factor considers how many websites are already targeting the same keyword and their authority and content quality.

How to assess keyword competition

To evaluate the competition for a keyword, you can use various tools that give insight into competitors' strategies for your target keywords. These tools can also provide information on search engine results page (SERPs) features, such as featured snippets or local packs, which may impact competition levels.

How to run keyword research effectively

Having a clear keyword research process is crucial for optimizing your SEO strategy, as it ensures that you're targeting the right terms that align with your business goals and audience's needs. An effective process not only improves your search engine rankings but also helps in driving high-quality, intentional traffic to your website.

Here are the basic steps you need to take to find keywords that effectively serve your business' growth goals:

Think of your business and the main topics around it

To effectively optimize your online presence, start by reflecting on your business and the key subjects that define it. Consider what you offer, your target audience, and the unique aspects of your services or products. This foundational step helps ensure that your content aligns with your overall business goals and meets the needs of your customers.



(Source)

Identify keywords that fall into these topics

Once you have your main topics, the next step is to pinpoint relevant keywords associated with them. Keywords are the terms and phrases that potential customers enter into search engines when looking for information related to your business. By identifying these keywords, you can tailor your content to attract more visitors and enhance your visibility online.

Make sure you understand keyword intent

Understanding keyword intent is crucial for successful content creation. Keyword intent refers to the purpose behind a user's search query, which can vary from seeking information to making a purchase. By recognizing the intent behind the keywords you target, you can create content that meets your audience's needs and guides them through the customer journey effectively.

There are three types of keyword intent to consider:

• Informational: users are searching for information and answers to their queries
• Navigational: users are looking for a specific website or page
• Transactional: users are ready to make a purchase or take a specific action (e.g., signing up for a service)



(Source)

Find related search terms

Finally, exploring related search terms can provide additional insights and opportunities for content creation. These terms can help you discover variations or alternative phrases that users might employ when searching for your products or services. By leveraging related search terms, you can broaden your reach and create a more comprehensive content strategy that resonates with a wider audience.

Extra tips for making the most out of search volume

Aside from the basic steps mentioned above, here are some additional tips to help you get the most out of search volume in your keyword research:

Consider long-tail keywords

Long-tail keywords typically have lower search volumes but can be more specific and targeted, making them easier to rank for and potentially attract high-converting traffic. By focusing on these keywords, you can reach niche audiences who are more likely to engage with your content or make a purchase.

Analyze seasonal trends

Search volume can fluctuate depending on the time of year, so it's crucial to consider any potential seasonality when selecting target keywords. Keeping an eye on trends in your industry can help you anticipate shifts in demand and optimize your content accordingly.

Target multiple related keywords

Instead of focusing on one highly competitive keyword, consider targeting a cluster of related but less competitive keywords. This approach not only improves your chances of ranking for multiple terms but also helps create a more comprehensive content strategy, allowing you to cover various aspects of a topic.

Analyze competitor keywords

Analyzing competitor keywords can uncover potential opportunities, as they may rank for a keyword you know you can tackle better, or they might have lost traffic on a valuable term you can capitalize on. By understanding your competitors' strengths and weaknesses, you can refine your strategy to outperform them.

Regularly review and update your keyword strategy

Search volume and competition levels can change over time, so it's essential to regularly review and update your keyword strategy to stay relevant and competitive. Staying proactive in your keyword research ensures that you adapt to market changes and continue to attract the right audience.

Best keyword research tools in 2024

SEO tools are at the foundation of effective keyword research, and the market is constantly evolving with new and improved tools being introduced. Some of the best keyword research tools in 2024 include the following:

Top free keyword research tools

If you are running on a tighter budget, or simply want to dip your toes into keyword research, these free tools can provide valuable insights and help kickstart your strategy:

Keyword Tool

Keyword Tool is a tool designed to help users discover new keywords based on specific terms or topics. It typically offers suggestions that vary in relevance and search volume, making it easier to find keywords that fit your content strategy. Unlike other tools, it often provides a broad range of ideas, including long-tail keywords that can attract niche audiences. To use it for keyword research, input seed keywords related to your niche to uncover new opportunities.

AnswerThePublic



AnswerThePublic is a unique tool that visualizes search queries and questions people are asking around a specific keyword. It pulls data from Google and organizes it into categories, giving you insight into what users are curious about. This tool stands out by presenting information in a simple, no-BS format, which can help you identify the pain points and interests of your target audience better. way, making it easier to identify content ideas. Use it to generate relevant content topics that answer user questions, enhancing your SEO strategy.

ChatGPT

ChatGPT is an AI-driven conversational tool that can assist in generating keyword ideas and content based on user prompts. It differentiates itself by offering personalized responses and suggestions based on context, making it versatile for various writing needs. You can leverage ChatGPT for keyword research by asking for keyword suggestions related to specific topics or industries, enabling you to brainstorm creative ideas.

Ahrefs Webmaster Tools

Ahrefs Webmaster Tools is a powerful platform that provides insights into your website's performance and keyword rankings. It offers an in-depth analysis of your backlinks, keyword performance, and site health, which is crucial for SEO. What sets it apart is its comprehensive data and reporting features that allow for a detailed understanding of your site's visibility.

You can use Ahrefs' Webmaster Tools for keyword research by analyzing which keywords drive traffic to your competitors' sites, which will help you identify potential gaps.

Google Trends

Google Trends is a free tool that provides data on how frequently specific keywords or topics have been searched for over a specified period. It also shows related queries and topics, making it easy to explore different angles or perspectives to cover in your content. This tool can be especially useful for identifying seasonal trends or changes in popularity over time.



Google Keyword Planner

Google Keyword Planner is an essential tool for advertisers and marketers that helps identify keyword opportunities and estimate search volumes. It provides data on average monthly searches, competition level, and cost-per-click for various keywords. What makes it unique is its integration with Google Ads, allowing users to access detailed metrics directly tied to their advertising efforts. Leverage it for keyword research by selecting relevant keywords to optimize your ad campaigns and organic content.

Google Search Console

Google Search Console is a free tool that provides insights into how your site is performing in Google search results. It allows you to monitor traffic, fix issues, and optimize content based on actual user data. Unlike other keyword tools, it shows the keywords that are already driving traffic to your site, helping you identify successful content. Use it for keyword research by examining the queries that bring users to your site and refining your content strategy accordingly.

SERPnest

SERPnest is a tool that analyzes and displays the search engine results pages (SERPs) for specific keywords. It provides insight into the ranking positions, featured snippets, and other elements that appear for those keywords. This tool stands out by offering real-time data on how keywords perform in search results. Use a SERP Checker for keyword research by assessing the competitive landscape for your target keywords and identifying opportunities for optimization.

Google Gemini

Google Gemini is an advanced tool designed to integrate AI capabilities into keyword research and content creation processes. It leverages machine learning to offer deeper insights into keyword trends and user intent.

What sets it apart is its ability to analyze vast amounts of data quickly, delivering tailored suggestions for improving content relevance. You can leverage Google Gemini for keyword research by using its AI-driven insights to discover high-potential keywords that align with user intent.

Top paid keyword research tools

Paid SEO tools often provide a more comprehensive suite of features compared to their free counterparts. These tools typically gather information from a wider array of data sources, offering insights into search volume, competition, traffic potential, and more.

Besides providing detailed analytics and reporting, many paid keyword tools incorporate additional functionalities like rank tracking, backlink analysis, and competitor benchmarking, making them all-in-one solutions for digital marketers and SEO professionals.

Furthermore, most paid tools include a trial period or limited functionality free version, allowing users to test their capabilities and understand their unique value before committing to a subscription. This fusion of robust features and try-before-you-buy options makes paid tools a valuable asset for those looking to optimize their search engine strategies effectively.

Ahrefs



Ahrefs is a powerful SEO tool that provides in-depth analysis of backlinks, keywords, and site performance. It helps users understand their website's strengths and weaknesses while offering insights into competitors’ strategies.

Ahrefs is frequently considered the tool with the most extensive database, which means it tends to have data that's more accurate and up-to-date. This tool allows users to explore keyword opportunities and track their rankings over time, as well as identify potential backlink sources and content gaps. The user-friendly interface makes it accessible for both beginners and experienced marketers.

Semrush

Semrush is a comprehensive digital marketing tool that offers a suite of features for SEO, PPC, and content marketing. Users can perform keyword research, analyze competitors, and track the performance of their online campaigns. Its robust reporting features help marketers make data-driven decisions to improve their strategies.

Semrush is particularly popular for its keyword gap analysis, which identifies opportunities for improvement compared to competitors. On top of organic search data, Semrush also offers PPC (pay-per-click) information, which might be useful if you want to run paid ads on Google.

Mangools

Mangools is an SEO toolset that focuses on simplicity and user-friendly design while providing powerful features. It includes tools like KWFinder for keyword research, SERPChecker for analyzing search engine results, and LinkMiner for backlink analysis. Mangools is ideal for small businesses and individual marketers looking for an affordable and easy-to-use solution. Its intuitive dashboard makes it easy to monitor SEO performance and track progress over time.

Ubersuggest

Ubersuggest is an SEO tool developed by Neil Patel that provides insights into keyword suggestions, competition analysis, and content ideas. It allows users to see search volume, competition level, and seasonal trends for keywords, making it easier to optimize content. The tool also offers site audit features to identify SEO issues and suggestions for improvement. Ubersuggest is a great choice for those starting in SEO, as it combines functionality with a straightforward interface.

MOZ Keyword Explorer



MOZ Keyword Explorer is a comprehensive SEO tool designed to facilitate keyword research by offering a detailed analysis of keywords and their potential impact. It provides valuable metrics such as search volume, difficulty, and organic click-through rates to help users prioritize which keywords to target.

This tool stands out by offering keyword suggestions and the opportunity to track performance over time, enabling users to refine their SEO strategies effectively. However, keep in mind that, on the free version, you are limited to just 3 searches per day (and the information you get for each search will be limited.

Ready to search for the right keywords?

There's no magic and no one-size-fits-all solution for finding the perfect keywords. However, with a combination tools, determination, and some trial and error, you can discover the keywords that will help drive your website's success.

Take advantage of free and paid keyword research tools to explore different perspectives and gather as many insights as possible before committing to a final list of target keywords. And always remember, SEO is continuously evolving, so make sure to monitor trends and adjust your strategy accordingly for optimal results.

And if you need help with SEO, don't hesitate to contact Mayple. We've vetted hundreds of SEO agencies and SEO experts and we're ready to match you with the one that fits your specific needs, in less than 72 hours. Let's get in touch!