How to do keyword research for your site?

keyword research

While writing the SEO guide for beginners, with references to all our articles on SEO, we realized that there was a lack of useful and necessary information: keyword research.

Basically, keywords are the basic weapon of all SEO and content creation specialists. They are the most important component of a site’s optimization process. It’s like the foundation of a building: without it, everything would collapse.

In the case of a website, this collapse would result in: lowering your position in Google on page 3 or even worse. Yes, there are people who navigate to page 3 of Google and I am one of them

Choosing the right keywords is about understanding how your potential customers or readers think. If this choice and implementation are done correctly, you will attract more traffic and you will have more chances to increase your conversion rate on the site.

(This post contains some affiliate links. Should you click an affiliate link and make a purchase I may receive a small commission at no extra cost to you.)

Embrace the Power of Competitive Intelligence

If you are new to SEO and content creation, then let’s get started.

What are keywords?

Keywords are those words, phrases that people search for on Google or other search engines. These words respond to people’s needs and intentions, which can be:

  • information;
  • purchase.

Depending on the relevance of the topic and the use of those keywords in the text of a webpage, Google chooses to display that page faster for visitors to find. Therefore, choosing the right keywords can bring you more organic traffic and sales.

Types of keywords

First of all, to know how to choose them, you must first find out how many keywords can be and in what context to use them. It is very important to classify the keywords that you identify, so as not to accidentally attract visitors who want to buy on the blog pages or visitors who are just looking for information on the sales pages.

#1 Short tail keywords

Usually, they consist of 1-2 words and are very general, they have different meanings.

#2 Investigation Keywords

People tend to get informed most of the time when they use search engines. Here are some examples of investigative words:

  • the best software
  • car tires price
  • Samsung  opinions
  • menu of the day 
  • car insurance broker
  • PVC tile factory
  • top fiction books

Although some of these words may lead us to think of a possible sale (eg ‘Samsung opinions’ or ‘best software’), we still notice that the structure of these words does not allow them to be used directly on the sales pages of traders.

People often look for other people’s opinions, reviews, niche forum discussions, news or just to find out where they can eat cheap or what books they read in 2021

#3 Education keywords

Information is power. Therefore, the most commonly used keywords online are those that involve finding information, not a product. After all, that’s why the internet was invented, isn’t it? 

  • newborn photos
  • how to eat healthily
  • who won the champions league final
  • red cultivation tips
  • indoor plants toxic to cats
  • beginner content marketing guide
  • how to make a blog
  • how to choose a hosting
  • peasant omelet recipe
  • how much a house project costs

The examples can go on. Most of the time, these words are long tail, in the sense that they are made up of more than 2 words and are more specific. If you identify such words, one strategy is to develop blog posts around them or lists of frequently asked questions to attract directly interested traffic to your site.

#4 Commercial Keywords

We finally got to sales. This is the main need of any online store or website of a service provider. Therefore, they can be both short tail and long tail, depending on how well potential customers know what they want.

Commercial words short tail:

  • iPhone
  • car tires
  • professional cultivators
  • digital camera
  • web design
  • wedding photographer

Long-tail trade words:

  • iPhone 12 price
  • cheap winter car tires
  • Nikon d5300
  • web design agency 
  • wedding and christening photographer

In the first list, we mentioned the short tail words, shorter and general, which let Google choose what results to display. In the second list, we mentioned the long tail variants of these words, which give Google more information about the search intent.

If your question is what keywords to use, the recommendation is both, as long as your site has multiple pages of categories and products.

The more general your page is – say, the “Mobile Phones” category, the more general the keyword assigned to it. 

The more specific your page is – say, the product page for the iPhone 10 Plus 32 GB, the more specific the keyword used.

Simply try to start from the page structure of your site and the information you want to be presented on each.

However, how do you find these keywords for your site? Let’s see next.

How do we choose the right keywords? Keyword research

To choose your keywords, you simply need to start with the purpose of each page on your site. This purpose dictates what information you will display on that page. 

Therefore, if your goal is to sell, then use a commercial keyword. If your goal is to inform, use the keyword of education or investigation. 

If your goal is to present a list of options for visitors to choose from – a transition page such as a homepage or category page, use a short tail keyword.

Hopefully is clarified this for you.

The choice of keywords is made according to:

  • relevance to the page you want to assign them to;
  • user intention;
  • the average number of monthly searches;
  • competition (small, medium, or large).

Keyword research tools:

SE Rankings: 100% accurate keyword rank tracking. Real-time ranking positions of your website’s keywords across major search engines. Track your rankings on a country/region/city level as frequently as you want.

SEMRUSH: knows a lot about your market and website. It gives you access to the world’s largest database of 20 billion keywords, 310 million ads and 17 billion URLs crawled per day.

AIO SEO: All in One SEO is perfect for business owners, bloggers, designers, developers, photographers, and basically everyone else. If you want to optimize your WordPress SEO, then you need to use All in One SEO Pack.

But you get more than just numbers. Semrush analyzes the data for you and gives you instant recommendations on SEO, content marketing, and advertising that can help you improve your online visibility in days.

Keywords Everywhere: is a Chrome and Firefox extension that shows you the average number of monthly searches, competition, and other similar keywords that users search for each time you search on Google.

Google: Just start searching for something on Google, and you’ll see that you’re getting some keyword suggestions. After searching, navigate to the bottom of the page and notice that you have received at least 8 similar suggestions.


Finally, we chose to stop here with the list of tools, although, with a simple search on Google, you will find much longer lists than here.

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