SEO Guide Part 2: Keyword Research

Getting Started

SEO requires a well-thought-out strategy. Over the course of this series we’ll explore the process in details and go through useful tips for your website! One of the most important aspects of this strategy is keyword research. Basically, it means building out your content topics according to what your customers are searching for as well as what your competitors are already offering. It helps to follow a process we’ll outline in this article. If you haven’t checkout part 1, have a read of it here.

1- Personas for Keyword Research

Keeping your clients in mind goes a long way here. What are your users looking for? What do they search for? By developing a persona we can get into the mindset of the audience we want to reach. Market research can help us uncover the goals, pain points and general situation.

We also need to keep in mind where in the funnel the customer is. Are we just trying to get them on the site or are we trying to get them to buy? Should we guide them to the shop page or are we more interested in building loyalty?

2- Brainstorm Keywords

If you’re starting with a broad subject like ‘SEO’ it’s easy to gather a lot of ideas quickly. To keep track of the different topics it’s a good idea to have a spreadsheet ready. 

  1. Now go to Wikipedia. 
  2. Search for your term (SEO in this case). 
  3. Find related terms in the text and click on them. 
  4. Add each of the terms to the spreadsheet and go down another level of terms. 
  5. This means you can easily fill out 20 rows easily. 

To break down the gathered terms more, go to google and enter the term like “Seo checklist”. Google autocomplete should tell you what people are searching for eg. SEO checklist 2022. This is super handy for getting long-tail keywords. 

Tools to check how valuable the terms are…

Ubersuggest: to find valuable terms and their click-through rates. Also goes through the monthly volume of each keyword. Another handy tool for getting recommended many many more terms. 

Another tool for brainstorming:

Quora: Here you can find what real people are asking. Offering an article with the answers is a good way to get eyes on your website. 

Brainstorming is a key part of Keyword Research. Make sure to keep expanding. You will later narrow down to the most relevant topics

3- Narrow Down your Keyword Research

We can do this by checking the Search Volume and Cost per Click of each of the keywords. There’s a few tools out there to use but in our experience, the best of these is Google Keyword Planner. This tool comes under Google AdWords but is also useful for measuring prospective keywords. It’s also super handy for generating more terms. These new terms tend to be closely linked to the search so we still recommend using the Wikipedia brainstorming technique if you need broader topics. 

After searching for your term you can see all of Google’s recommendations plus the level of competition, the cost per click and the volume searching the term. All of these show which is widely used. While it might be tempting to go for the most searched term it’s not a great idea. The more searched for the term the more competition you need to climb over to get to number 1. Instead, consider adding more words to the keyword to create a long-tail keyword. For example: 

  1. ‘SEO’ will be ultra-competitive so expect to place outside the top 100. 
  2. ‘SEO checklist’ will be less competitive but still hard to beat. 
  3. ‘SEO ultimate checklist’ will have fewer searches but also fewer competitors, so the chances of appearing top of the list ae much higher. 
An example of in action. It's used quite a lot in keyword research gives us 750 varations on the search term SEO

Next in the Series...

We’ll look at how we can use the keyword research to make content optimised for search engines. 

This includes heading tags, slugs and meta descriptions. Don’t worry, it’ll make sense after we go through it, we promise.