SEO for Beginners, Part 2: Keyword Research
In the first part of this series, we talked about what SEO is and what really matters. Now, it’s time to dive into one of the most important aspects of SEO—keyword research. Keywords are the backbone of any SEO strategy, as they help search engines understand what your content is about and connect you with the right audience. But how do you know which keywords to target? That’s where keyword research comes in.
What is keyword research?
Keyword research is the process of finding and analysing the words and phrases that people are typing into search engines. These terms give you insight into what your potential customers or readers are looking for, allowing you to create content that meets their needs.
The goal is to find keywords that are relevant to your content, have a good amount of search traffic, and aren’t too competitive. By strategically targeting the right keywords, you can increase your chances of ranking higher in search results.
Why is keyword research important?
Without proper keyword research, you’re essentially shooting in the dark. You might create content that nobody is searching for, or you could be targeting keywords that are so competitive you’ll never rank for them.
Here’s why keyword research matters:
- Relevance: It helps you create content that aligns with what your audience is searching for.
- Traffic: The right keywords can bring more visitors to your site.
- Competition: Knowing the competitiveness of a keyword helps you gauge whether you have a realistic chance of ranking for it.
How to do keyword research
Getting started with keyword research doesn’t have to be complicated. Here are the basic steps to follow:
1. Brainstorm topics and seed keywords
Start by brainstorming a list of topics related to your website. These should be broad ideas that your audience would be interested in. For example, if you run a fitness blog, your topics might include “workout routines,” “healthy eating,” and “weight loss tips.”
From there, think about seed keywords. These are simple, broad terms that form the foundation of your keyword research. If “workout routines” is your topic, some seed keywords might be “best workout routines,” “beginner workout routines,” or “workout routines for weight loss.”
2. Use keyword research tools
Once you have a list of seed keywords, it’s time to dig deeper with keyword research tools. Some popular tools include:
- Google Keyword Planner
- Ahrefs
- SEMrush
- Ubersuggest
These tools will give you a list of related keywords, along with important data like search volume (how many people are searching for that term) and keyword difficulty (how competitive it is to rank for that term). You want to look for keywords with a decent search volume and relatively low competition.
3. Analyse search intent
Not all keywords are created equal. You need to understand the search intent behind a keyword—what the person is actually looking for when they type it into Google.
For example:
- Informational intent: They want to learn something (e.g., “how to lose weight”).
- Navigational intent: They’re looking for a specific website (e.g., “Facebook login”).
- Transactional intent: They’re ready to make a purchase (e.g., “buy workout equipment”).
Targeting keywords that match the search intent of your audience will help ensure that your content is relevant and useful.
4. Look for long-tail keywords
Long-tail keywords are longer, more specific keyword phrases, such as “best workout routines for beginners at home.” These tend to have lower search volume, but they also have less competition and are more likely to attract users who are ready to take action.
While short, broad keywords like “workout” might bring in a lot of traffic, long-tail keywords are more focused and typically lead to higher conversions.
5. Check out your competitors
Take a look at what keywords your competitors are ranking for. Tools like Ahrefs or SEMrush allow you to see which keywords are driving traffic to their sites. This can give you insight into gaps in your own strategy or help you identify new keywords to target.
6. Prioritise and plan
Once you have a list of potential keywords, it’s time to prioritise them based on search volume, competition, and relevance to your content. You don’t need to target every keyword right away. Instead, focus on a few high-priority keywords that are likely to drive traffic and conversions.
Best practices for using keywords
Finding the right keywords is only half the battle. Here are some best practices for using them effectively:
- Use Keywords Naturally: Gone are the days of stuffing as many keywords as possible into your content. Use your keywords naturally within your titles, headers, and body text. Focus on readability.
- Place Keywords Strategically: Your primary keyword should appear in your page title, meta description, URL, and at least one heading (H1 or H2).
- Don’t Overdo It: Too many keywords can hurt your ranking. Focus on a few main keywords and related terms (known as LSI keywords) instead of overloading your content.
- Create High-Quality Content: Ultimately, the content surrounding your keywords should be valuable and engaging. Search engines prioritise content that provides real answers and a good user experience.
A better chance of ranking
Keyword research is a crucial step in any SEO strategy. By understanding the terms your audience is searching for and crafting content around those keywords, you can increase your visibility and attract the right visitors to your website. In the next part of this series, we’ll cover on-page SEO techniques that will help you optimise your content for search engines and give your website a better chance of ranking.
