Keyword research is a crucial step in creating an effective SEO strategy. In previous articles, we’ve discussed how to create content that not only attracts an audience but also optimizes your website’s positioning. Keywords are at the heart of this last point, which is essential for ensuring that online users find and know you.

Let’s delve a little deeper into this fundamental SEO element and see, in practice, how to find the right SEO keywords to best position a site and be found by its users.

1. What exactly are SEO keywords?

DEFINITION = Keywords for SEO (Search Engine Optimization) are words or phrases that users type into search engines to find information on a specific topic. Keywords are therefore key words that represent users’ interests and search needs.

For example, if a user wants to find information on “how to make mushroom risotto,” their keyword might be “mushroom risotto.” Researching these keywords is essential for SEO specialists because it allows them to identify the most frequently used keywords by users searching for information on a specific topic.

The goal of SEO keyword research is to identify the words or phrases that users use most often when searching for information about your website. Using these keywords in your website content increases your chances of ranking high on search engine results pages (SERPs) for user searches.

1.1 Why do careful keyword research?

It’s not enough to try to think about how a person might search for a certain topic online or try to type words into a Google query to understand what users are searching for on the web .

Keyword research is important because it helps you understand how people search for information on a given topic online. This is a fundamental aspect of SEO because it helps you identify the keywords people use to search for information online. By using the right keywords, you can optimize your content for search engines, increasing your website’s visibility and attracting more visitors.

Furthermore, keyword research allows you to better understand your target audience , their interests, and their needs, so you can create content that responds to their needs and questions . This way, you can improve the user experience on your website and increase their loyalty.

Finally, keyword research is also important for understanding your competition and identifying business opportunities. Knowing the keywords your competitors are using and understanding how to rank against them is key to developing an effective marketing strategy.

1.2 Characteristics of the best keywords

Now that you have a clearer overview of the definitions surrounding keyword research, it’s time to get down to business. Those new to keyword research often wonder what keywords they should be looking for . There are obviously no standard rules; it all depends on the industry you operate in, your audience, and your goals.

However, some features are essential when doing keyword research:

Relevance

Keywords should be relevant to the content of the website or specific page. If the keywords used are irrelevant, users may abandon your website and the bounce rate may increase, jeopardizing all your efforts to optimize your content.

Search volume

High-performing keywords should have significant search volume, meaning they’re used by a large number of users. This increases the chances of attracting qualified traffic to your website.

Competition

If keywords are highly competitive, it may be difficult to achieve good search engine rankings. It’s therefore important to choose keywords with low competition and good ranking potential. But we’ll talk more about this shortly.

Long-tail keywords

It’s a good idea to also include long-tail keywords in your content—more specific and detailed phrases used by users seeking very specific information. Using long-tail keywords could lead to higher conversions because users who use them are closer to making a purchase or taking the desired action. For example, you might find more buyers if you use “restaurant with singing dinners in Rome” as your main keyword rather than just “Restaurant in Rome.”

Geographic positioning

Finally, if your website has a local component, it’s important to use keywords that reflect your location and geographic location. This will help attract local, qualified traffic.

Now, let’s explain some basic concepts.

First, a keyword’s search volume refers to the number of times that specific word or phrase is searched for on search engines in a given period of time. For example, if the keyword “running shoes” has a monthly search volume of 10,000 searches, it means that the keyword is searched for approximately 10,000 times per month on search engines like Google.

Keyword difficulty, on the other hand, refers to its competitiveness . In other words, how difficult it is to rank on the first page of search engine results for that specific word or phrase. Difficulty depends on many factors, such as the number of websites already competing for that keyword and their authority in search engines.

A highly competitive keyword has many other companies or websites vying for it, making it more difficult to rank. Conversely, a low-competitive keyword has less competition, making it easier to rank.

These are the main parameters to consider when choosing high-performance keywords . But there’s an even more important aspect to consider.

I want to know more

2. The concept of search intent

Let’s introduce another very important aspect when conducting keyword research. Search intent refers to the reason why a person is performing a particular internet search. Search intent can be divided into three types :

1. INFORMATIONAL INTENT
Occurs when a user is looking for information on a particular topic. For example, they might search for “how to make pasta amatriciana” or “what are the symptoms of the flu.”

2. TRANSACTIONAL INTENT

Transactional intent occurs when the user is trying to purchase or perform a specific action. For example, they might search for “buy shoes online” or “book a flight to New York.”

2. NAVIGATIONAL INTENT Navigational intent means that the user is searching for a specific website or web page. For example, they might search for “Facebook” or “Amazon.”

Understanding this aspect is the first essential step in determining which keywords to select and what content to create to attract the right audience. For example, if a keyword has transactional intent, it might be useful to create a dedicated landing page that provides detailed information about the product or service offered and how to make a purchase.

On the other hand, if a keyword has an informational intent, it might be helpful to choose a format like a tutorial or a “how to” blog post.

Keywords should always reflect the search intent of your target audience online , so that they make your content searchable and easy to find.

What are the other steps of keyword research?

3. Understand your audience

First of all, it’s important to understand your target audience and the keywords they use to search for information about the products or services offered by your site. A good idea might be to conduct research on social media, forums, or discussion groups that your audience might frequent.

4. Use keyword research tools

There are numerous free and paid keyword research tools, such as Google Keyword Planner, Ahrefs, SEMrush, Ubersuggest, and many others . These tools can help you discover which keywords are most searched for, what the search volumes are, and which keywords are related.

Once you have identified the “seed” keywords, that is, the ones you want to start with, enter them into the program and it will provide you with other useful suggestions for completing your keyword list .

This list should include keywords that:

They have a high search volume , as many people search for that keyword;
They have low difficulty, because if you choose a keyword with high difficulty it will be more difficult to rank for that keyword in search engines;
They are relevant to your content
They are not overly competitive;
They are in line with the users’ search intent .

Your keyword list should definitely include long-tail keywords , more specific and detailed phrases that users use to find information that matches their expectations. They’re less competitive but can drive highly qualified traffic. For example, instead of using “shoes,” you could use “running shoes for women.

5. Analyze competitors

Analyze your competitors and see which keywords they’re using to get traffic. You can use tools like SEMrush or Ahrefs to find the keywords your competitors are ranking well for.

6. 3 foolproof tips for finding the right SEO keywords and 3 common mistakes

We conclude this content with 3 tips for finding the right keywords and 3 mistakes that all beginners make.

3 secrets to finding the right keywords

Always use a keyword related to your brand

Always use a keyword related to your brand, even if it’s not yet well-known. So, use your brand name as a keyword. People searching for these terms are familiar with your brand and are likely looking for you because they’re interested in purchasing. Don’t lose them!

Use complementary keywords

Also use complementary or alternative keywords. What does this mean? This may seem strange, but perhaps someone searching for jams or sweeteners will be interested in your product, namely the honey you produce. Keeping with our honey example, use keywords for complementary products, such as milk, cheese, etc.

Pay attention to the conversion rate

Pay attention to the conversion rate . A keyword’s conversion rate is the ratio between the number of times a user performs a desired action, such as purchasing a product or filling out a form, and the total number of times a web page containing that keyword is viewed. In other words, a keyword’s conversion rate measures the effectiveness of that keyword in generating desired user actions. The higher the conversion rate, the better the keyword.

3 mistakes in keyword research

Using too many keywords

Often, when you’re not an expert in keyword research, you tend to search for a large number of keywords , a pointless and time-consuming process. There’s no minimum or maximum number, but it’s best not to overdo the number of keywords you use.

Misusing your keywords

Maybe you’ve found great keywords but you’re using them poorly in your content: you’re too repetitive, you don’t include them in the title and meta description, you write low-quality and irrelevant content…

Limit your options

Don’t limit your options by focusing on a single keyword, or a small group of fairly repetitive keywords, as is often the case with keyword research beginners. Indeed, those who sell a single product or service often tend to search only for very similar keywords that contain the name of the product or service itself. If a user is looking for something detailed, they won’t settle for a too general selection. So vary your keywords, finding plurals and singulars, synonyms, and terms that may not be overly scientific or technical, but are more mainstream.

BONUS:
Beware of vanity words . These are words or phrases that people search on Google primarily to satisfy their curiosity or personal ego, rather than to find specific information or products. These words often have no real commercial relevance and are unrelated to the products or services a company offers. For example, if a person searches for “best Italian restaurant in Paris” and an Italian restaurant focuses on this keyword to drive traffic to their website, then this is a relevant keyword for their business. However, if a person searches for “best Italian restaurant ever,” this is a vanity keyword because there is no objective way to determine the best Italian restaurant ever. Using vanity keywords in SEO can be an option to increase website traffic ( slowly and steadily ), but it is not an effective long-term strategy because it does not target users who are genuinely interested in the company’s products or services.

Kashish Arora

SEO & GEO specialist.

Keyword SEO: how to find keywords that drive traffic and customers