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How To Do Keyword Research For SEO: A Beginner’s Guide

By Digital Journal Blog

The foundation of search engine optimization is keyword research. This guide explains what keyword research is and how to conduct it. Effective keyword research is the cornerstone of successful search engine optimization. Without it, achieving sustainable and repeatable visibility is virtually impossible. 

As the SEO industry has evolved, it has become increasingly complex and segmented into various verticals. However, the fundamental goal of SEO remains the same to identify online opportunities and attract relevant traffic to a website through search engine visibility.

This is where keyword research in digital marketing comes into play, serving as the foundation of any successful SEO strategy.

By identifying the most relevant and high-traffic keywords, businesses can optimize their website content and improve their search engine rankings, ultimately driving more traffic and increasing conversions.

Table of Content

  1. What Is Keyword Research?
  2. Why Keyword Research Is Important for SEO
  3. The Fundamentals of Keyword Research
  4. How To Do Keyword Research
  5. Analyze Data and Choose Keywords
  6. Keyword Implementation
  7. Measuring and Analyzing Keyword Success
  8. Conclusion

What Is Keyword Research?

A keyword with sufficient search volume is the result of extensive investigation into the terms, queries, and phrases that consumers are really typing into search engines.

Finding and evaluating search phrases entered by users is a technique used in marketing and search engine optimization (SEO). By conducting keyword research, you can find out which queries to optimize for, how often people use those searches, how difficult it is to rank for those keywords, and much more.

Search intent refers to the user’s goal while using a search engine, and research is the process of establishing the relevance of keywords to a website and its pages. When conducting keyword research, it is helpful to divide searches into their respective types, such as navigational, informational, and commercial.

Why Keyword Research Is Important for SEO

A search engine is a type of information retrieval system that works on the basis of the queries entered by the user. Google’s primary goal is to provide users with the most relevant and high-quality search results and website pages.

SEO fundamentals hinge on grasping this. Keyword research in digital marketing lays the groundwork for a company’s ability to reach its target market. Realizing this aids comprehension of effective SEO tactics.

To develop a successful business plan, one must first identify and assess the target market.

  • Why are they doing this?
  • That begs the question: what do they require?
  • What is it that has them worrying all night?
  • To what extent do you think this might help them?

If you want to know what your audience is actually typing into Google to find your content, you need to do some keyword research.

Your content strategy and overall marketing approach can benefit from the information you glean from analysing these terms. When doing research online, people typically utilise keywords to help them narrow down their options. So, you stand to receive more traffic if your content is successful in getting in front of our audience as they conduct searches on our platform.

It follows that you ought to direct your attention towards such queries. In addition, the inbound methodology emphasises producing content based on what readers are interested in learning about rather than what we want to impart to them. What this means is that the target demographic is actively seeking us out.

The Fundamentals of Keyword Research

Definition of Keywords

With online searches, users enter keywords to find specific articles, services, and items. Words and phrases like this are the foundation of search engine optimization (SEO), which is the process of enhancing a website’s visibility in search engine results (SERPs).

Pay-per-click (PPC) campaigns are one form of keyword advertising in which businesses compete to have their adverts shown to Internet users based on their bids for specified keyword phrases.

Keywords Fundamentals

Types of Keywords

  • Branded keywords are those that revolve around the name of a specific product or service. Advertisers use them to reach people who have already demonstrated an interest in a given brand or product. Such examples include “Coca-Cola” and “Nike sneakers.”
  • Brand-neutral keywords are those that don’t directly reference any particular company or item. They are aimed towards people who are looking for a generic service or good. Such as “soft drinks” or “running shoes.”
  • Short-tail keywords are search terms that are just a few words in length. High volumes of people are actively looking for them because of their broad applicability. Ranking for short-tail keywords is challenging due to the heavy competition. Some examples of such words include “shoes” and “soda.”
  • Long-tail keywords are phrases that are three words or more in length. They are less popular overall because of their greater specificity. Few people use long-tail keywords, thus they’re easier to rank for. As in women’s running shoes or diet soda.

Search Volume

What we mean by search volume is the total number of times a keyword is typed into a search engine within a given time frame. Because it indicates a keyword’s ability to bring people to a website, it is an essential metric for keyword research.


As part of its algorithm for determining which search results to display, Google takes into account how often visitors have clicked on similar pages in the past.

When processing a query like [cupcake], Google has to decide whether the user wants to learn about cupcakes in general, learn how to bake cupcakes specifically, or buy cupcakes.

Examining the additional links on a search results page can provide you insight into the user’s motivations. Every keyword you’re thinking about should have its own dedicated research phase, at least one element of which involves reviewing the results page of a query. Similarities exist between keyword importance and user intent.

The key is understanding the user’s intent behind the search. While this may be less of a problem for long-tail queries, it raises more questions about the intended use of the head keywords. Using social media marketing Keywords can increase relevancy for the business.

Keyword Intent

The intent of a user’s search query can be determined by the keywords they employ. In order to optimise content for search engines, it is essential to have a firm grasp of the meanings of certain keywords. This will allow you to better tailor your writing to each individual user’s wants, needs, and interests.

Keyword Difficulty

The difficulty of a keyword is measured by how many other websites are also trying to rank for that term (SERPs). In search engine optimization (SEO), it’s a crucial indicator for gauging how challenging it will be to rank for a certain keyword.

The amount of competing pages that already rank for the term, the domain authority of the currently popular pages, and the relevancy of the content to the search query are all elements that contribute to the difficulty. If a keyword has a high difficulty score, it will be more difficult to achieve a high search engine ranking for that term.

Types of Search Query

  • Search queries refer to the various ways in which people use search engines to find specific information. A search query might be either informational, navigational, or transactional.
  • Searches that aim to learn more about a specific subject are classified as informational queries. Such concerns may be general or narrow in focus. Examples include the greatest restaurants in New York City and how to build a cake.
  • Searches for a specific URL are examples of navigational inquiries. Such examples would be Facebook sign in or Amazon Prime video.
  • Intent to make a purchase characterizes a transactional query and branding Keywords for ranking are the most used in the case. They might be generic search terms like “buy” or “order” or “pricing,” or they can be more precise like “purchase” or “brand name of product.” You can use phrases like “purchase iPhone 13” or “top hotel discounts in Las Vegas” to find relevant results.

Businesses and websites can improve their search engine rankings and visitor engagement by catering to specific sorts of search inquiries.

How To Do Keyword Research


The process of searching for keywords entails coming up with and selecting the best possible set of keywords to use for a piece of content or a website. Researching the competition, using keyword tools like Google Keyword Planner, SEMrush, and Google Trends, and analysing the results may all help you select the most effective terms to optimise for.


A website’s search engine visibility and traffic can be increased by choosing and using low-competition, high-volume keywords in hashtags in the site’s content and metadata. Non Keywords for ranking can also be a tactic to attract a larger audience.

Competitor Analysis

Keyword research isn’t complete without considering the competition. Examining the terms your rivals are using might help you see holes in your own keyword strategy and unearth untapped opportunities to outrank them.

Finding your primary rivals through competitor analysis is the first step in analysing them. The next step is to use keyword research tools to examine the phrases these companies are using to attract customers to their content and websites.

If you want to outrank the competition, you need to find keywords with high search volume and low levels of competition.

Use Keyword Research Tools

There is no way to find the ideal keywords to use in your content without using Keyword Research Tools. You need to start by analyzing search terms and in the vast world of keyword research, some of the most well-known tools are:

  • Google’s free Keyword Planner will help you find the best keywords to use in your ads and provides information on how often those keywords are searched for, how competitive they are, and how much it will cost you to get clicks.
  • Ahrefs is a premium and best Keyword research tool tool for conducting in-depth keyword research, yielding insights into the competitiveness of a certain niche, the number of times that niche is searched for online, and more.
  • Google Trends is a free service that gives historical data on a keyword’s popularity alongside a list of similar search terms and topics.

To learn more about the most common search keywords, simply type a keyword into Google’s search bar and examine the related searches and autocomplete recommendations.

Use these free tools to generate a list of questions and inquiries relating to a keyword so you can write content that addresses frequently asked questions and meets the informational demands of your target audience.

Analyze Data and Choose Keywords

In order to choose the ideal keywords to use in your article, you’ll need to analyse the information gleaned from your keyword research tools.

Think about how well they fit into the context of your material, how popular they are, how much competition there is for them, and what your users want when making your final decision. If you want to rank higher for keywords that are actually relevant to your site’s content and audience, you should focus on long-tail keywords with lesser competition.

After compiling a list of prospective keywords, you may divide them into groups based on subject matter and purpose for more efficient use throughout your site or content. Think about using these keywords in the Title tag, Meta description, Header tags, and the main content of your website or blog entries.

Keep an eye on how your targeted keywords are faring over time, and make any required revisions. If you want more people to visit your site, you should use analytics software to monitor your current keyword strategy and see how it fares in search engine rankings.

Keyword Implementation

On-Page Optimization

  • The Meta title is a vital part of on-page optimization for search engines. The title is what the user will see in the search engine results page (SERP). Increase your website’s click-through rate (CTR) with a Meta title that draws in readers. You should include your target keyword in the first 60 characters of the Meta title.
Keyword implementation
  • The Meta description is the brief synopsis that displays under the Meta title on search engine results pages (SERPs). It needs to have the main keyword and an enticing CTA to get people to click on to your site. The optimum length for a Meta description is 155 characters.
  • Header tags are used to categorize and label sections of text on a web page (H1, H2, H3, etc.). You should only use one H1 tag each page, and it should feature your focus keyword. Divide the text into more manageable chunks using the H2 and H3 heading tags.
  • To optimize content, a website must include material that is both educational and interesting to its visitors. The focus keyword and secondary keywords should appear naturally throughout the text. Paragraphs, bullet points, and graphics should all play a role in making the text easy to read and digest.

 Off-Page Optimization

  • Building links is the method of attracting inbound links from other websites. You will appear more credible to search engines if other reputable websites link back to yours. Link development strategies range from guest blogging to fixing broken links to creating resource pages.
  • Off-page optimization with social media marketing plan can be quite effective. Facebook, Twitter, and LinkedIn are all great places to share your content and drive people to your website. Connecting with your target demographic on a more personal level is another benefit of using social media keywords to spread your message.
  • The term “local SEO” refers to the process of enhancing a website’s visibility in local search engine results. When someone conducts a search for a product or service in their area, local search results are what they will see. If you want to rank higher in local search results, you need a Google My Business page, a website that’s been tweaked for local keywords, and a presence in local directories and review sites.

Measuring and Analyzing Keyword Success

Measuring & Analyzing

Using Analytics Tools

  • To analyze data, you can use Google’s free service, Google Analytics. Visitor activity, usage patterns, and conversion rates are all monitored.
  • It tells you how many people are visiting your site, what pages they’re looking at, and how long they’re staying there. By analyzing your website’s traffic, Google Analytics may show you where changes can be made to make it more useful to your visitors.
  • When it comes to search engine optimization and marketing insights, SEMrush is a premium tool that delivers. It has the ability to monitor keyword positions, examine competing sites, and reveal information about link profiles. You may reach out to your target audience with ease by using SEMrush’s content marketing tool.
  • The Google Search Console is a free service that Google offers to website owners so they can track how their sites are doing in Google’s search results. Information such as search terms, backlinks, crawl problems, and more are all made available. If your website isn’t showing up where you want it to in Google’s search results, you may use Google Search Console to find out why.
  • In order to find out what others are asking about your topic, you can use Answer the Public, a free service. Make your content more targeted and helpful to your audience by using Answer the Public to compile a list of questions and phrases connected to your keywords.

Tracking Metrics

What is meant by the term “organic traffic” is the amount of people who find your website by way of a search engine.

Knowing how well your site is doing in search engines and the results of your SEO efforts may be gauged by monitoring the volume of organic traffic you receive.

The position of your website in search engine results for particular keywords is known as its keyword ranking.

By monitoring your keywords’ positions over time, you can gauge the success of your SEO tactics and make adjustments as necessary.

Conversions are defined as any step a site visitor takes that brings them closer to completing a desired activity, such as making a purchase or submitting an enquiry form.

If you want to know how well your website is doing at producing leads or sales, tracking conversions is a great way to get that information and find out where you can make improvements in your conversion rate optimization (CRO) plan.


You now have a list of keywords that can be used to target the most profitable areas of your business. You should reevaluate your keyword choices every few months; quarterly is a reasonable rule of thumb, but some companies prefer to do it more frequently.

In order to keep up with the demand for your services and expand into new markets, you’ll need to expand the number of keywords you’re optimizing for.

Maintaining visibility and authority in the ever-evolving digital ecosystem requires constant keyword research. Some of the many benefits of doing ongoing keyword research include the following.

Always be Ahead of the Curve: Search Patterns and Popularity are Ever-Evolving. To keep up with changes in search behavior, user language, and industry jargon, conducting keyword research on a consistent basis is essential.

Maintaining an active keyword research programme is crucial to the success of any SEO campaign. Maintaining a competitive edge and relevance in your industry requires constant attention to search trends, user behavior, and the language used by your target audience through consistent keyword research. Suggestions for efficient keyword investigation are as follows.

Employ Many Different Tools such as Google’s Keyword Planner, SEMrush, and Ahrefs are just a few of the many keyword research tools accessible. Understanding search patterns and user habits requires the usage of multiple technologies.

Use Long-Tail Keywords in SEO Instead of Short-Tail Keywords Since long-tail keywords are more precise, they also have less competition. If you want to rank higher in search results and get more qualified visitors, you should prioritize long-tail keywords.

Always evaluate your progress, as keyword research is not a one-and-done deal. You may optimize your SEO approach and reach your business goals by always keeping an eye on the success of your keywords.

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