Guide to keyword research

Keyword Research Guide

This detailed guide is aimed at giving you guidance on how to do in-depth and meaningful keyword research. Good keyword research enables you to unleash phrases, terms, questions and answers that are vital for your customers or your users and ultimately important to achieving your goals, be it increasing page views, getting leads or sale of products and services. Keyword Research helps you to build effective strategies for expanding and improving your content to get higher rankings and also to rank on a plethora of terms, and thus drive more relevant and organic traffic to your site.

What is Keyword Research?

Keyword Research is the process of finding all the plausible search engine queries which are relevant to your customers and to your business. It includes not only recognising these keywords but also sorting them and arranging them into logical and related groups which then help you know how you may change any existing pages on your site or even create any new content,

1.Why Keyword Research is Important for SEO?

Keywords and SEO
Understanding the Keyword Research for Search Engine Optimization.

Keyword Research is an important aspect not only for search engine rankings but also to understand the search intent behind any given query. As long as people search using the search engines like Google by typing a query into a search box or making a voice query on an “assistant”, it will be vital to understand the following:

  • What are those queries?
  • How important are they to your business?
  • How you might want to create the best content to answer the intent of the query.

Thus it is important to understand that even when trends do change if people are looking to answer something, keywords will play an important role.

Understanding Keyword Themes (Groups of Related Keywords)

Groups of Related Keywords are just individual keywords that have a similar need or intent by a searcher. Keyword Research is not a mere list of keywords, rather can be used to make segments or interrelated keywords.

2.How to do Keyword Research?

Keyword Research for SEO includes gathering all the possible variants and combinations that might be relevant to your current site, products or services and even relevant to your ideal customers but not directly related to what you are offering currently.

Once a list of all the possibly relevant keywords is generated, the list may have to be cut short as all the terms may not be truly relevant to you and you would want to keep only the relevant ones. Then the terms are to be grouped, sorted and then prioritized.

3.Keyword Research Tools

How to search keywords
Tools to use for keyword research.


After building the initial keyword list through analyzing, brainstorming, research, you may still not have all the keywords that may be relevant to your site. You can take any or all of the keywords you have found and input them into a variety of keyword research tools to expand your list.      

Google Ads

One of the most popular tools, Google Ads is not wholesome, but still very relevant- it has a lot of information on keywords and provides keyword variations that are relevant to you. You won’t get very good data on using Google Ads if you don’t spend a reasonable amount of money.

The Google Ads Keyword Planner Tool is pretty simple to use Go to the main Google Ads interface > Tools and Settings > Keyword Planner > Discover new keywords > input your keyword or keywords > Get Results.


Just put in your keyword and then select your region if you like, and then SeMrush will generate a list of keywords which you can modify to match type by broad, phrase, exact, or keywords. You can also choose individual keywords at this stage, and then export the list to excel to continue to build your initial organic keyword list.

Topic Research Tool

Another option provided by SEMrush is the Topic Research Tool. By putting in a particular keyword, the tool will give you a huge set of related topics and concepts in different formats.

There are many more tools that can help you get relevant tools for your website.

4.How to Evaluate Keywords?

Once you have the initial list of potentially relevant keywords all set, next you should analyse whether all those words are relevant to the site or users. This can be a time-consuming process, but you should get your keyword list right. There are several factors to consider that help you decide if the keywords are relevant or not.

  • Searcher’s Intent: You need to have a thorough understanding of a website, its content, products or services, the business needs, and the problems that its users are trying to solve. This is where your initial work in understanding your users and interviewing stakeholders becomes more valuable. You need to be able to look at a term and decide whether or not it is “important” or whether it is irrelevant and can be eliminated.
  • Match Keywords to Personas: If you have access to customer personas review them before evaluating your keywords. Run each keyword mentally through the filter of whether it is likely to solve the need or answer the questions of one of the site’s potential customers or users.
  • Client/Stakeholder QA of Initial Keyword List: Once you have gone through the whole list of keywords and flagged the ones you believe to be irrelevant, before proceeding with the rest of your keyword research strategy, you need to review the initial list with key stakeholders.


5.Classifying Keywords — Categorizing, Sorting, and Grouping Your Organic Keywords

Once you have decided on your list of keywords that you are sure are relevant for your site, you need to start putting some sort of value against those keywords beyond search query volume.

Low volume keywords may actually be more preferred to create content for than high volume keywords if the lower volume keyword is way more relevant or way more likely to lead to a conversion. Not all keywords are created equal.

Additionally, the way we optimize for keywords is evolving. It is no longer a one or two keyword to one-page strategy. Classify keywords into related themes and groups to look for the largest and most important opportunities, but also consider groups of related keywords for which one piece of content may be able to rank.


Ultimately it is important to periodically review and refine your keywords to keep them relevant and up to date as trends are constantly evolving and you need to keep up too.

Creating a comprehensive, relevant keyword list is one of the most important SEO related projects you can undertake. Keyword research must be one of the first tasks you initiate when starting a new SEO project as it is the basis for your on-page content optimization and new content creation. The next step would be putting that plan into action and creating the best of the best content to satisfy the search intent of each of your potential readers or customers. 

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