What Is Keyword Research?

What is keyword research? Simple! A practice that marketers use to find the right keywords to improve search engine results. We’ll explain how.

After finding a niche keyword, marketers use their research to generate other keywords, aiming is to come up with as many terms as possible that are relevant to a certain keyword without being obvious. The result? A higher ranking page.

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Using the right keyword…

Using the right keywords could lead to the success or failure of a website. Proper keyword research makes it possible to use the right terms and phrases for search engine optimization. It also allows you to understand your target audience better and to respond to emerging trends and market conditions.

Without proper keyword research, you may end up getting a lot of the wrong visitors to your site. It may also be difficult for your visitors to find what they are looking for. The right keyword can help your business reach its goals.

If you can find out the websites that already rank for your keyboard, then you get to learn about the competition and what it would take for you to rank in the same keyword. You can decide to buy test traffic to find out how well it converts.

Using this data, it is possible to establish how much each keyword is worth. Long tail keywords tend to convert better. If for example, a person only searches ‘equipment’, they are probably just browsing and not really ready to buy. If, however, they search ‘best price for construction equipment’, then they are most likely going to buy.

It is, therefore, important for marketers to understand which keywords to target and how much effort they would need to put in place to get high rankings. The demand for different keywords and phrases is different and it is up to them to figure it out and analyze the ones that yield the best return on investment (ROI).

How To Research Keywords

  • Discovery

This involves looking for as many keywords as possible that can be used on your website. You can use online tools to find as many of them as possible fast. They also make it possible for marketers to find out which ones are the most popular

  • Return On Investment (ROI) Analysis

After you have found a number of keywords that can be used on your website, you need to find the ones that would be most beneficial. Return on investment is a performance measure to find out how effective an investment is. The investment, in this case would be your chosen keyword. If you want to yield really high returns on investment, go for phrases that offer accurate and specific descriptions of the qualities of a site. Generic keywords are great too but they do not always yield high returns.

  • Competitive Analysis

This involves using tools to find out the strength of competitors for your possible keywords. You need to find out how much attention competing sites pay to optimization issues and how many inbound links they have been able to get. It is advised to use keywords that are related, have low competition and can still yield high returns on investment. This gives your website a good chance of achieving a higher rank in search engines and therefore, to generate high web traffic.

However, if a website is optimized for keywords other than the main one, then it may not be very competitive. The keyword should be as closely related to the subject of the website as possible.

Keyword Research Tools

Google AdWords Keyword Planner

You can find free tools for keyword research on Google. Google AdWords Keyword Planner makes it possible to create new keyword using a combination of other keyword lists, to get estimates of search volumes for a keyword and to create new keyword variations from primary keywords. However, it has some limitations. Since it is only made for Adwords, it does not show long tail keywords which are very useful for search engine optimization. It generates keywords that are targeted to advertisers and not for search engine optimization.

Bing Ads Keyword Planner

This tool comes up with keywords and ad group suggestions and provides average search volume trends every month. It is able to multiply keyword lists to generate new keywords, to offer performance and cost estimates and to provide search volume data and trends. The limitations of Bing Ads Keyword Planner are that; it comes up with data that is useful to advertisers but not to publishers. The data from Bing Ads Keyword Planner may not be reliable since it only holds about 20% of the search engine market in the US.

Google Suggest

Google Suggest is used as a live feature. As a user types a search phrase into the browser, Google Suggest tries to predict their input before they finish typing. Suggested keywords appear below the search box and the user can just click on whichever they want and the results will be displayed. It makes search processes faster. These autocomplete predictions are derived from the input of other users using algorithm so there is no human involvement at all. Marketers can use Google Suggest since it contains many keywords that could be closely related to a full or partial keyword. It is great because there is no human involvement. It is completely automated and therefore has some great keyword ideas.

Keyword Research For YouTube

If you want to create a YouTube video with a lot of views, then you need to invest time and effort into it. A good video can be useful in getting more visitors to your website and improving returns on investment. The video itself could be a great tool for marketing your goods and services. This means that you’ve got to come up with a really good video. The next step is to ensure that people actually get to see it. People can’t watch a video if they cannot find it. You can use keyword tools to ensure that they do. Keyword Tool

Keyword Tool is one such example. It can generate long-tail keywords which are usually the most effective keywords. It uses the autocomplete property of YouTube to make it easier for users to find videos. Once they start typing in a query, they receive suggestions that relate to the keyword. It uses algorithm that focuses on objective reasons such as the input of other users to rank different videos. This means that the title and description you use on your video must be specifically targeted to your audience. You can use keyword tool to find the right title and the right description for search engine optimization.

You may also do some research on your competitors to find out what kind of videos rank well in your niche.  Look at titles and meta tags to do so.

AdWords Keyword Planner

You can also sign up for AdWords keyword planner. It has been commonly used since YouTube’s own research tool became obsolete. AdWords is fast and free. It shows the search volume for certain keywords and therefore makes it possible for marketers to choose the ones with the highest searches. A marketer can simply input the URL of videos that rank really well. This way, they will be able to see what keywords the videos use.

Google Trends

Google Trends allows marketers to see search queries that are related to Y1ouTube. It is one of the most popular tools. It is possible to monitor the increase or decrease in popularity of certain keywords and to generate results that are specific to your location.

Keyword Keg

Keyword Keg makes it possible to use searches on YouTube to filter your data. If you are looking for very specific results, you can filter by language or country. Marketers can find out the search volume of every keyword, the keyword power and the worth of each keyword.


It is most suited for marketers who rely completely or almost completely on YouTube to increase visitors to their website. It does not focus on any other software packages but YouTube. The keyword ideas from YTCockpit are derived from the autocomplete feature of YouTube, Google Suggest and Google Ad Words. It can be used to research on competitors and to monitor the traffic trends of various keywords. It is really targeted so a lot of marketers prefer it.

Keyword Research For PPC

Any successful PPC campaign must focus on proper keyword research. By understanding what your customers are likely to click on, it is possible to tailor your keywords to work to your advantage. Your PPC keywords may include brand terms, competitor terms, related terms or generic terms. Marketers need to understand their customers before attempting keyword research. Using broad keywords and moving to specific ones also makes things simpler. For example; shoes-children’s shoes- children’s sports shoes- children’s black sport shoes. You can also include variations of the keyword. You may, for example, say tees instead of T-shirts. Alternative spellings work just as well. Long-tail keyword phrases are also highly effective as they target people who are actually interested in making purchases. They are cheaper and less competitive.

To keep your ad as relevant and specific as possible, you can add negative keywords that you do not wish to include in your keyword. This helps to keep your website from being associated with any irrelevant or offensive searches that could injure your brand. It also makes it possible to make your ad as clear as possible. It is important to explore negative keywords before you release your campaign.

A word about PPC

PPC keyword research is different from keyword research for SEO and should be treated as such.

For SEO keyword research, the goal is to find out the keywords that people frequently search for and to find out the keywords for certain topics.

For PPC, however, the goal is to find keywords to bid on and which keywords have the potential to make you more money per click. PPC keyword research, therefore, focus on profit or achieving certain goals.

The error margin for PPC keywords is not as large as for SEO because SEO does not cost fees per keyword and there is always a chance to adjust keywords that do not work. For PPC, every little error is money out of your pocket.

Good luck!

Our FREE ProfileTree knowledge archive… Our essential SEO and SEO Audit guides… Keyword Generator Guide | Negative Keywords | Keeping tabs on keyword ranking | Keyword Analysis | Keyword Research | Dynamic Keyword Insertion | Meta Keywords | Keyword Density | Long-Tail Keywords | Keyword Planner Tool | Principles of Optimisation One Using Longtail Keywords

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