How to do Keyword Research — a comprehensive guide

Keyword research is one relegated tool in generating traffic to a site. Many bloggers and web owners do not take full cognizance of this tool and how it can boost the organic lead of their site.

Also, people fail to understand that there is no guess work in growing your site. You must follow certain procedures and processes to get to the point you desire. There are so many advantages attached to a “healthy” site especially for businesspersons. Hence, you must put in quality efforts to generate the kind of sales you want.

However, some website procedures are dependent on another while some are independent. You must also know the necessary procedures needed for your site. But that can only be possible when you have identified the issues or problems with your site. Some are very important, some are less important. Just know which one you need.

Furthermore, it’s usually a pretty time-consuming task and involves a lot of effort to pour through details, numbers, and comparing long lists of keywords. But it’s incredibly important to do it well. A thorough keyword research will be the foundation of your SEO strategy and content development.

Keyword research

This article will serve as a comprehensive guide to help you master the best ways to go about keywords research. Which will help you to drive the right traffic to your site and increase your SEO ranks.


A keyword or keyphrase is a word or sentence people use to look for contents in search engines.
The main aim of SEO is to also make your content appear on the top list of search engine when people search for keywords related to your business. This can increase your brand awareness if done appropriately.


This is the process used to identify popular phrases and those frequently searched for by Target audience. Marketers use this to also analyze their sales strategy.
Keyword research is an important part of any organic search marketing workflow. It helps you understand your audience: their questions, needs and choices.


Here are some steps that we recommend to help build a strong keywords research strategy.

  • Study your niche
  • Think about keywords topics
  • Define your goals
  • Prepare your keyword analysis
  • Create a keyword research template
  • Know what to do with your keyword research
  • Create a paid keyword strategy (SEM)
  • Keyword problems to avoid
  • Start your keyword research.


Before you dive into figuring the best keywords for your page, it is necessary that you run a background study on your niche. Learn about your area of specialty. By learning, you can get better ideas. These ideas will help you discover other parts to your marketing and SEO strategy that you were not aware of before now.

Here are some few tips on how to study your niche properly:

  • Communicate with already existing customers. Talk to them, get to know them better, get to know about their preferences. Also, try to find out how they describe your brand, product or service. Get to know their impression about your business.
  • Always think from the angle of a potential customers. Ask yourself questions, rhetoric questions won’t harm you. If you were a potential customer, how will you like to be treated by your business? Don’t stop asking questions.
  • Increase your involvement in your business online communities. Participate in their online forums and social media networks. Read from colleagues, identify their issues and how they solved them.


Your keyword research begins with knowing little keyword topics. You can identify seed keyword topics, which are broad terms that explain topics that are useful to your audience. First, you start by brainstorming. Think about the most interesting topic related to your brand or business. It could be one to two words.

Also, when starting, avoid starting with keywords that are too cloche. Think broadly and then get more specific as your research progresses.

You can use Competitor Keyword Matrix as your keyword research tool to search for broad seed keywords.
Input your site name and any other mine competitors in the same business as yours. Select keyword clusters tab to view a map of the keyword topics that are generating traffic to your site and competitors.

After you have gotten a list of broad topics that are useful to your brand and audience, dive into those categories. Think of other subtopics within those broad topics. Also, think of services or products that you want to find keywords for. You must know the kind of product or narrative you are producing before concluding your list.


This step is not easy or difficult either. Remember that you will come across multiple terms and phrases to use in your strategy. To help you with making a choice, you must have a certain goal. That way you can choose which keywords to focus on or ignore. Different keywords produce different results. Having a goal will help you determine your ideal keywords.

Furthermore, your goals could revolve around improving brand awareness, driving more traffic, attracting customers or generating sales.


In addition to defining your goals, these keyword research tips will help you prepare your analysis, and identify relevant terms.

  • Know the various types of keywords.
  • Also, know your audience.
  • Identify your competitive power.
  • Get familiar with keywords that bring traffic to your site.


This step will help you organize you’re your keyword findings, plan your content creation, track performance and monitor the increase or decrease of your sales. There is no specific tool to use, you can use your favorite tool to build your keyword research template.

Keyword research


Put your list of keywords to work. Come up with a strategy to use the keywords for SEO or SEM. Remember that the keywords have different functions. Finding keywords for SEO is different from finding keywords for SEM. Also, they both require different processes and produce different results. It is necessary that you know what to do with keywords for SEO and paid SEM rallies. You must not mix them up.

  • Create an organic keyword strategy (SEO)

This include creating SEO content like a blog post or landing page, which is optimized and used to rank for a specific keyword. Also, you can create a content calendar to help you plan and organize your schedule. Then you can use various writing tips to create content for SEO. You must also endeavor to Target keywords that are regularly searches for but within your competitive niche.

  • Create content that aligns to search intent

Analyze your keywords properly and create content for them. Your content should be strictly based on search intent of the term. As we earlier said, intent is the motive behind the search, why people search for the keyword. The search intent could be informational (user who wants to get general information or need an answer to a question). It could be transactional (the user is probably looking to buy something). It could also be navigational (user is looking for information about a particular brand or product).

Furthermore, consider your marketing funnel and how these list fits into customers’ journey. Identify your topics and make sure they correspond to customers necessity at every point in time.

  • Optimize content for keywords

For each content, insert one target keyword ad make sure to optimize the content for that term. To help your content stand a chance of ranking high, you must optimize every new page of content for on-page SEO.

  • Check for proper on-page SEO

Make use of an SEO checker to ascertain if your properly optimized your page for the focus keyword.

  • Check overall SEO of your site

Endeavor to check your site’s overall SEO to enable you rank high for focus search keywords. Also, scan your entire site to identify SEO problems or optimization opportunities, that are related to technical SEO.

  • Find related keywords

Related keywords are search terms and phrases that are relatively close to your seed keywords. You can target these keywords in new posts or pages, or use them as LSI keywords in existing posts.


After listing out your keywords, you can set up a paid keyword strategy. This strategy can include pay-per-click (PPC) or search engine marketing (SEM) campaigns. You must select the best keywords and pay for placement on search engine result pages (SERPs). You can follow these tips to help you:

  • Focus on the best paid keyword opportunities: Go for keywords that are within your budget. Consider how much you can gain from such campaign. Choose phrases and terms with high conversions. Those that readily lead to sales. Also, choose keywords that appeals to your target audience. Something that makes them visit your site often.
  • Optimize these campaigns: Optimization comes after choosing your pay-per-click keywords, and creating landing pages for your campaign. Make sure you optimize them for quality result. Google must rate you high for you to gain relevance in the market. Also, note that ads with high score gets higher ad rankings and lower cost per click. In order to boost your score, ingrain focus keywords in both your advertisement copy and landing page. This will constantly send signals to AdWords that your advert and destination URL are properly aligned to the searcher’s motive.


As good as keyword researching sounds, there are also problems attached to it. It is one thing to know the theory part of keyword research. And it is another thing to know what to do at some point in time and what not to do. It’s necessary to that you avoid errors as much as you can while you go through the keyword research process. Also, avoid mistakes that can jeopardize your efforts, or even lead to search engine penalties. Some mistakes to avoid include:

  • Avoid keyword stuffing

This is a tactic employed by some sites where they bombard a page with several focus keywords with the aim of ranking high. It is not just disgusting to users, it is also unattractive to search engines. And your site could receive a punishment for engaging in such. To avoid such issues, do not stuff your content with keywords, be flexible. Go for at least 2% keyword density in your copy.

  • Avoided keyword cannibalization

This occurs when numerous pages on a website accounts for the same keyword. Some people think that optimizing multiple pages for the same keyword generates traffic to their site. Additionally, cannibalization has an adverse effect on your site, be careful not to fall a victim. If search engines scan a site and sees multiple pages with similar keywords, they can’t determine not to rank the site at all because which page is top page. You can avoid this completely by focusing on one keyword per page on your website. Also, do well to fix issues from previously published content.

  • Not doing keyword research

Running your site based on assumptions is wrong and a total waste of time. You can miss valuable keyword opportunities by claiming you know it all. Put effort into ranking for competitive keywords, that gives you a better edge in your niche. Also, focus on your keywords that are appealing. Identify the value in keyword research, and begin your SEO work with the strategies listed in this article.


Now that you know how to do keyword research, put these strategies to work. Don’t dull or procrastinate because the earlier to get to work, the higher your chances of ranking high.

In summary, the functionality of these strategies depends largely on how much work you put in. And consistency plays a big role too. To stay relevant and drive traffic, put in your best. That is the only thing that will distinguish you from other sites. Also, the SEO keywords will tell you the direction of your content. It will ensure that the content produced will be useful and easily searchable on Google. And that is, in summary, what keyword research is all about.

Also read: Top 12 seo ranking factors for your website

About the author

Agim Amaka is a writer at With vast knowledge in writing, she creates quality content and articles for blogs, websites, and posts for various social media platforms. As an extraordinary writer, she is very much concerned about her audience; readers and clients.