Keyword Research for SEO Full Guide (2020)

keyword research

You probably know that keyword research is one of the essential SEO tasks. But you may ask: How do I find keywords? And what to do once I find them? In this ultimate guide, we’ll take you through the whole process step by step. Enjoy!

What are keywords?

Keywords (sometimes referred to as “SEO keywords”) are any words or phrases that a user types into the search engine to find certain information on the internet. The keyword is a gateway that leads people to the organic search results and ultimately, to the website where they find what they’re looking for.

That is why finding the right keywords is so important in search engine optimization. It helps you to discover the phrases people use when looking for the information so that you can optimize your website to appear in the search results for the right keywords.

What is keyword research?

Keyword research is an SEO practice of finding, analyzing and using the phrases people use to search for information on the internet.

In other words, it is about getting to know the language of your potential visitors and using this knowledge to optimize your content.

WHY to do keyword research?

Because it is one of the most important SEO tasks and a great way to reach more people with your content.

WHEN to do keyword research?

Keyword research is usually the first step of search engine optimization of any website.

Most often, it is needed when you’re:

  • looking for a new niche
  • looking for new content ideas
  • optimizing your existing content

A very brief history of keyword research

The way people do keyword research has evolved over time.

In the 2000s, the whole process was often reduced to visiting Google Keyword Planner, finding keywords with the highest search volume and stuffing them into the website text.

As many people misused it, Google responded with several algorithm updates over the years. The goal of these updates was to understand what the users want and serve them with the best possible results.

The most important algorithm updates that influenced the way we do keyword research:

  • Panda – has penalized thin, low-quality content and duplicate text
  • Penguin – has penalized unnatural usage of keywords
  • Hummingbird – has improved semantic search and focus on search intent

Today, it is much more than finding the “right” keywords and putting them into “right” places.

Google is becoming better and better at understanding what people look for. Its main goal is to offer the content that satisfies their needs the best.

In other words, keyword research is becoming more and more topical. It is no longer about finding one ideal keyword. It is about understanding the audience and covering the topic in a complex way.

Stages of keyword research

For the purpose of this guide, I have divided the whole process into 3 main steps:

  1. Finding the keywords
  2. Analyzing the keywords
  3. Using the keywords

How to find keywords

It allows you to have a deeper understanding of the sub-topics and recurring themes in your niche.

Let’s say you have a blog about hiking. You don’t need to be a genius to know that one of the keywords you want to rank for is “hiking” or “hiking trails”.

The issue with these keywords (sometimes called fat head keywords) is that they naturally have very high competition.

But if you dig deeper into the niche, you’ll notice that people interested in hiking may also use keywords like:

  • GPS watch with heart rate monitor”
  • best android app for geocaching”
  • “how long does it take to walk the Appalachian trail”
  • “how many calories does hiking burn”

All of these are the so-called long-tail keywords. A typical long-tail keyword has these properties:

  • Consists of 4 or more words
  • Has lower search volume but usually also lower competition
  • Is more specific = has higher engagement and conversion rates

As you can see in the image, the visitors coming through long-tail keywords may represent a significant share of all search traffic you get.

Internet is a place to give information, answer the questions and solve the problems.

Your content strategy should aim at answering all the questions one can have about your niche. Long-tail keywords are a great way to find them.

Pro tip: Long-tail keywords represent specific sub-topics within your niche. It does not mean that your content should always follow the pattern 1 long-tail keyword = 1 blog post

Google Keyword Planner

Google Keyword Planner (GKP) had long been a go-to free keyword tool for many people.

Over time, keyword research has become more complex. Nowadays, most SEOs replaced GKP with more advanced tools.

To use the tool, you need to create a Google Ads account (it will take you a couple of seconds if you have a Google account already).

After the signup, go to Tools – Keyword Planner for Keyword Research

google keyword planner start

Select Find new keywords and enter the seed keyword(s) to get the suggestions.

KGP keyword search

After that, you’ll see a list of keywords sorted by the relevance to the seed keyword.

keyword planner competition

GKP is a great tool that offers many valuable data for PPC campaigns (you can check our beginner-friendly guide in SEOpedia).

For SEO, it provides hundreds of keyword ideas but does not fully replace a professional tool.

It can still be a useful tool, as long as you remember two things:

  1. The search volumes are very often grouped based on the close variant keywords. Also, you’ll only see search volume ranges (e.g. 1K – 10K) unless you spend enough money in Google Ads.
  2. GKP is part of Google Ads (formerly Google AdWords). Its competition column does not reflect the organic difficulty, only the competition in the

Keyword research tools

The most common way to find plenty of ideas is to use a keyword research tool. There are many tools on the market – KWFinder, KeywordTool, Long Tail Pro, to name a few…

You may ask – should I pay for a keyword research tool?

Of course, the answer depends on many things, but my recommendation is this:

“If your website or blog brings you money in any way, keyword research tool
(or an SEO toolset in general) is a great investment that will return value.”

The main advantages of using a professional keyword research tool:

  • It saves you a lot of time (you get hundreds of keywords ideas literally in one click)
  • It offers data you wouldn’t get elsewhere (like keyword difficulty, search volume, SERP data)
  • It gives you a competitive advantage (against those who don’t use any tool)

I mentioned that any keyword research usually consists of three main steps: FINDING, ANALYZING and USING the keywords. With a good tool, you’ll cover both the first and the second step.

There are two basic methods to approach the research:

  1. Search based on a seed keyword
  2. Competitor-based research

1. Search based on a seed keyword

As suggested in the name, this method starts with a seed keyword. This can be any phrase that describes the topic.

If you want to create content about coffee machines, just enter the term coffee machines into the tool.

The suggestions are based on the topical relevance as well as autocomplete feature – terms containing the seed keyword + other word(s).

Besides the suggestions, a quality tool offers SEO metrics that will help you analyze and pick the right terms.

Search based on a seed keyword in KWFinder

You can quickly check the exact search volume, the difficulty and the search results page (SERP).

We’ll talk about the meaning of these metrics and the ways to look at them in the next chapter.

2. Competitor-based keyword research

Competitor keyword research is one of the most valuable features of paid tools.

Why? Because finding what your competitors rank for manually is a super-tedious work. You would literally have to go page by page and guess the phrases your competitors focus on.

But it is a matter of few clicks with a proper tool.

There are two basic ways to do it:

a) Check your competitor’s domain to get new topic ideas

By checking the terms your competitor ranks for, you can discover new interesting topic ideas you can cover with your website.

In the example below, I have entered the domain of a popular blog about coffee homegrounds.co. The tool shows a list of hundreds of keywords this website is ranking for.

As simple as that.

keyword research by domain

b) Check specific URL to get keyword ideas for a specific topic

This technique is usually used if you already have a topic in mind. Let’s say you want to write an article about “pour over coffee” for your coffee blog.

Just enter the term into the search bar and see who ranks for it. If it’s not you, it’s your competitor 🙂

cofee SERP

Once you found the competitor, just enter the URL of his article and you can see other phrases the article ranks for. All of them are closely connected to your main topic.

keyword research by URL

In the screenshot, you can see that one article about “pour over coffee” ranks for other related terms such as:

  • “pour over coffee temperature”
  • “pour over filter”
  • “pour over coffee instructions”
  • “what is pour over”

You can use all of them in your own piece of content.

Pretty cool, right?

Google suggestions

Google offers many suggestions directly in the search to help people get the most relevant results.

Let’s take a look at the 3 features you can leverage to discover new keyword ideas:

Autocomplete

You probably noticed that the search engine tries to suggest related search queries directly in the search form. As these are based on real searches by people, they can serve as a source of inspiration for you.

Google autocomplete

Start by typing your seed term into the search bar and add letters (or numbers) to see the suggestions.

Google Autocomplete suggestions

We can try various combinations:

  • Email marketing a, b, c…
  • Email marketing ab, ac, ad…
  • Email marketing 0, 1, 2…
  • Best email marketing…

People also ask

One of the features you’ll see in the search results is the so-called “people also ask” snippet. It appears mostly for question queries and suggests other related questions.

People also ask

These can serve as an inspiration for long-tail question-type terms.

Pro tip: If you click on one of the questions, more related questions will appear. This way, you can load the “infinite” number of questions.

People also ask more questions

Searches related to…

This feature is very similar to autocomplete, but the suggestions are at the bottom of the results page.

searches related to

Pro tip: Besides Google, almost all the other search engines offer their own suggestions and related terms. You may not get many terms you wouldn’t find in Google, but it is worth the shot. You can try Bing, Yahoo or DuckDuckGo.

AnswerThePublic

Even easier way to extract the autocomplete suggestions is to do it automatically. One of the tools that do it for free is AnswerThePublic.

Just enter your seed keyword and it generates the autocomplete suggestions from Google and Bing for each letter in the alphabet.

AnswerThePublic

The feature I like the most is generating suggestions based on:

  • Question words (when, how, where, what, can, will…)
  • Prepositions (for, without, to, with,…)
  • Comparison words (like, versus, and, or,…)

Suggestions for “air purifier” based on comparison words (click to enlarge).

Pro tip: If you are not a big fan of the default circle visualizations, you can download the data as a list too.

AnswerThePublic 3

YouTube suggestions

YouTube is the second-largest search engine in the world.

There are thousands of searches behind the most popular topics. There is a high chance that popular search terms from YouTube will have high search volumes in general too.

Let’s take an example.

If we search for “water filter” on YouTube, we’ll find an obvious keyword idea in the title of one of the video results – “diy water filter”.

Youtube KWFinder

A quick check of the search volume tells us that the phrase is really popular in Google search too.

Another way is to use YouTube Autocomplete feature. When looking for videos on YouTube, people usually use search queries that are more “practically” oriented.

If you compare Google and YouTube autocomplete suggestions, you can see they are different.

Google autocomplete vs. YouTube autocomplete

There are some useful tools such as YouTube Keyword Tool that scrapes the autocomplete results automatically.

Pro tip: You can import the YouTube keywords to a keyword tool to see the search volumes and KD values.

YouTube KWFinder

Google Search Console

A great way to find highly relevant terms is to check what you already rank for in Search Console.

Here are 2 ways to identify keywords with the best potential:

1. Check keywords with high impressions but low number of clicks

Keywords with a high number of impressions and a very low number of clicks may indicate that there is a big traffic potential but you are not ranking high enough (or you were ranking for a short period of time and not anymore).

Note: This applies to phrases you rank for on a 2nd or lower SERP. If you rank on the 1st SERP, but the clicks are very low, it is an issue with low click-through rate.

Go to your Search Console and select Search results in the Performance section.

You can check all the keywords you rank for with the domain (default Queries setting).

Or you can go to Pages, select a specific URL and then click back to Queries to see keywords you rank for with that specific URL.

Search Console

Next, sort the results by the number of impressions. You should look for terms that could be relevant for your content but have low number of clicks.

In the example below, you can see the results for our SEO guide for beginners.

We can see terms like:

  • “seo basics”
  • “how to seo”
  • “how to do seo”
  • “ultimate guide to seo”

They are all relevant but the post clearly doesn’t rank well for them – they have a high number of impressions but a low number of clicks.

Search Console impressions vs clicks

What can we do?

Analyze the keywords to see whether they are worth the effort (especially in terms of search volume and difficulty – see the third chapter).

If they do, we can improve the optimization of the article for these terms.

2. Check what you rank for on the 2nd or 3rd SERP

By checking the average position for the queries, you can see that you rank on the 2nd or 3rd SERP for keywords that were not the main focus of the article and yet, bring you impressions and clicks.

All you need to do is to select the Average position in the Performance section (it is not displayed by default). Then sort the queries by this dimension.

Search Console position

Although it is by no means the most accurate way to see your rankings, it will help you find low-hanging fruit among the keywords you already rank for.

Let’s say you wrote an article about different types of coffee machines.

In Search Console, you’ll see the term “4 cup coffee maker” with an average position around the 2nd or 3rd SERP.

Since the keyword is relevant and has a solid search volume, it could be a great source of the search traffic for your blog.

KWFinder search volume

There are two things you can do:

  1. You can improve the current article to put more emphasis on the keyword. (However, you probably don’t want to cover such a specific subtopic in a general article.)
  2. You can write a new post focused on “best 4 cup coffee makers” and link it from the main article.

With a quality article dedicated to the topic, you have a high chance of ranking on a better position than with the general post.

Tip: If you’re new to GSC, check out our simple Google Search Console guide and learn all the basics.

Reddit

Reddit is one of the biggest online communities that cover almost any topic you can imagine. As such, it can be a great place to meet people interested in your niche and discover the topics they discuss.

Let’s say your niche is aquascaping (I discovered this niche when writing this guide and I think I found my retirement hobby).

Firstly, search for subreddits related to your niche. As you can see, even a specific niche such as aquascaping has thousands of followers in various subreddits.

Reddit keyword esearch

You can select a specific subreddit and look at the most popular posts. Alternatively, you can search for question-type posts within the subreddit.

The search terms you can use:

  • “question”
  • “how can I”
  • “how do you”
  • “suggestions”
  • “tips”

You’ll find various questions related to the niche. They can be an inspiration for your next piece of content based on what people discuss online.

reddit keyword ideas

In the screenshot above, you can see possible topic ideas for the aquascaping niche.

Pro tip: You can use a free tool called Keyworddit to extract the frequently used phrases from a subreddit of your interest.

Reddit keyword tool

Quick and practical, right?

Quora

Quora is another popular platform focused on questions of any kind. As I mentioned before, every frequent question can be treated as a long-tail keyword.

Here’s how to find the most popular questions for a specific niche:

Let’s say your niche is email marketingFirst, you need to find the topic page on Quora. Just type in your main keyphrase and select the appropriate result.

Quora topics

You’ll get to the topic page – over 750k followers, quite good. In the right panel, you’ll see a list of related topics, which might be useful to explore the niche further.

Although it’s not possible to rank the questions by popularity on Quora, you can click on three dots and select “All Questions”.

Quora all questions

A list of all the questions within the topic will appear. Now you can browse through them and look for the ones with the highest number of followers/answers.

In the example below, we see that the question “What are the best practices for sending cold emails?” has 246 followers. You just found quite popular topic within your niche.

Quora best questions

Of course, you don’t have to focus on the most followed questions only.

“What is marketing funnel?” is a great example of a query that serves as a question and a keyword at the same time.

There are hundreds of queries like this.

Just dive into Quora and start discovering them.

Niche forums

Although forums are not as popular as they were in the past, various forms of narrow-oriented niche forums have survived.

You can use these search queries to find forums related to your topic:

  • keyword forum”
  • keyword” + “forum”
  • keyword” + “forums”
how to find niche forum

Here’s an example of an active forum in the board games niche:

Niche forum keyword ideas

Tip: Look at the number of posts/comments and the last post dates to identify whether the forum is active or not.

By diving into a specific category, you’ll discover a lot of threads and ideas based on the topics people actively discuss.

Niche forum keyword ideas 2

If you see a niche forum that looks like it came straight from the 90s, with thousands of threads and last post from an hour ago, you’ve found a gem.

Amazon

Did you know that Amazon has its own search engine called A9?

Similarly to Google and YouTube, it collects data about popular search queries and offers automatic suggestions.

You can search for them manually or use one of many free tools that do that automatically.

Amazon autocomplete

The relevance of the suggestions is based on the product conversion rate and buying behavior.

These keywords may be especially useful for the content with transactional intent.

Are you an affiliate marketer? An e-commerce store owner?

Don’t forget about Amazon.

Wikipedia

Wikipedia is a great source of keywords too. Thanks to its nested structure, you can go from a broader topic to narrow sub-topics.

Here is an example of the search going from a broad term to a very specific topic through tables of contents and sub-chapters:

Exercise (main topic) – Fitness (subtopic) – Physical fitness (article) – Aerobic exercise (article) – Types of aerobic exercise (chapter) – Indoor rower (article) – Indoor rowing techniques (chapter)

I got from a wide topic such as exercise to a specific sub-topic like indoor rowing techniques within minutes.

Wikipedia keyword research flow

For some big topics, you can find a comprehensive table of related subtopics at the bottom of their Wikipedia page. This can give you a great insight into the structure and depth of the topic.

Wikipedia topic overview

Last but not least, you can use a free tool (like this one by Karooya) that will scrape the topic ideas from Wikipedia for you:

Wikipedia keyword tool

Quite a huge source, right?

Feedly

Another way to get a lot of topic ideas is to set up an RSS feed to get updates on new content from the best blogs from your industry.

The whole process won’t take you more than 5 minutes.

Just register a free account at Feedly, create a new feed and follow the industry leaders and competitors.

You can start by entering your topic and following the best blog within the niche:

Feedly topics

Every day, you’ll see a digest of the new content published on the blogs you’ve been following.

Feedly keyword ideas

Each post title can serve as a separate source to find content ideas you can focus on with your own website.

Of course, there are many other places that can be a source of inspiration. Just look for places people from your niche gather online. It could be:

  • Twitter threads
  • Facebook groups
  • Content curation platforms
  • etc.

New topic ideas can be found everywhere. But not all keywords were created equal.

How to analyze them to identify the ones worth targeting?

Select the focus keyword

Select one focus keyword that represents the topic.

Don’t overuse it. The best practice is to use the exact-match wording in:

  • The title (both H1 and title tag)
  • Meta description
  • One of the first paragraphs of the text
  • At least one subheading
  • A couple of times in the text (naturally)

What about LSI keywords?

Latent semantic indexing is a term that refers to a specific natural-language processing method. It is used by search engines to identify which keywords are semantically related.

The problem is, that many “SEO experts” claim that you should “use LSI keywords” without even knowing what they actually are.

Bill Slawski describes LSI keywords as one of the biggest SEO myths:

“I have heard some people suggest that what they mean by “LSI Keywords” is a matter of just adding synonyms or semantically related words to a page. It does not mean that at all. LSI Is a process which uses the underlying (or latent) structure of a page to understand the semantics of how words might be related to each other.”

So there’s no such thing as “LSI keywords” when it comes to content optimization. 

And when it comes to synonyms or semantically related phrases, be careful and use them only if it fits into the text naturally. Trying to optimize for every variation of a phrase can be harmful the same way as keyword stuffing.

Write long-form content

Various researches have proven that on average, a long-form content (over 1500 words) ranks better than short articles.

The advantages of long-form content:

  • In a long text, keyword variations are used naturally, which increases the topical relevance
  • Long-form content usually has higher engagement as it answers the user’s question (or solves the problem) in a comprehensive way
  • It naturally attracts more links than short, mediocre articles
  • It improves the image of your brand as an authority in the field

The question is: How to use the keywords in a long-form content?

As I mentioned in the previous point, you don’t have to use every single related keyword. You may actually rank for phrases you didn’t even use in the text.

Look at this example:

You most likely know that keyword analysis is among the important web optimization duties. However chances are you’ll ask: How do I discover Keyword? And what to do as soon as I discover them? On this final information, we’ll take you thru the entire course of step-by-step. Take pleasure in!

What are keywords?

Keyword (generally known as “web optimization key phrases”) are any phrases or phrases {that a} consumer sorts into the search engine to search out sure data on the web. The key phrase is a gateway that leads folks to the natural search outcomes and finally, to the web site the place they discover what they’re on the lookout for.

That’s the reason discovering the suitable Keyword is so vital in SEO. It lets you uncover the phrases folks use when on the lookout for the data to be able to optimize your web site to look within the search outcomes for the suitable key phrases.

What’s keyword analysis?

Key phrase analysis is an web optimization apply of discovering, analyzing and utilizing the phrases folks use to seek for data on the web.

In different phrases, it’s about attending to know the language of your potential guests and utilizing this data to optimize your content material.

WHY to do keyword research?

As a result of it is among the most vital web optimization duties and an effective way to achieve extra folks together with your content material.

WHEN to do keyword research?

Key phrase analysis is normally step one of SEO of any web site.

Most frequently, it’s wanted while you’re:

  • on the lookout for a brand new area of interest
  • on the lookout for new content material concepts
  • optimizing your current content material

A really transient historical past of keyword analysis

The way in which folks do key phrase analysis has advanced over time.

Within the 2000s, the entire course of was usually decreased to visiting Google Key phrase Planner, discovering Keyword with the very best search quantity and stuffing them into the web site textual content.

As many individuals misused it, Google responded with a number of algorithm updates through the years. The objective of those updates was to grasp what the customers need and serve them with the absolute best outcomes.

An important algorithm updates that influenced the way in which we do key phrase analysis:

  • Panda – has penalized skinny, low-quality content material and duplicate textual content
  • Penguin – has penalized unnatural utilization of key phrases
  • Hummingbird – has improved semantic search and concentrate on search intent

As we speak, it’s rather more than discovering the “proper” key phrases and placing them into “proper” locations.

Google is changing into higher and higher at understanding what folks search for. Its foremost objective is to supply the content material that satisfies their wants the perfect.

In different phrases, key phrase analysis is changing into increasingly topical. It’s now not about discovering one preferrred key phrase. It’s about understanding the viewers and overlaying the subject in a posh means.

Phases of keyword analysis

For the aim of this information, I’ve divided the entire course of into three foremost steps:

  1. Discovering the Keyword
  2. Analyzing the Keyword
  3. Utilizing the Keyword

How you can discover keywords

It lets you have a deeper understanding of the sub-topics and recurring themes in your area of interest.

Let’s say you’ve got a weblog about mountain climbing. You don’t must be a genius to know that one of many Keyword you need to rank for is “mountain climbing” or “mountain climbing trails”.

The difficulty with these Keyword (generally referred to as fats head Keyword) is that they naturally have very excessive competitors.

However should you dig deeper into the area of interest, you’ll discover that individuals concerned with mountain climbing may use key phrases like:

  • GPS watch with coronary heart charge monitor”
  • finest android app for geocaching”
  • “how lengthy does it take to stroll the Appalachian path”
  • “what number of energy does mountain climbing burn”

All of those are the so-called long-tail key phrases. A typical long-tail key phrase has these properties:

  • Consists of four or extra phrases
  • Has decrease search quantity however normally additionally decrease competitors
  • Is extra particular = has increased engagement and conversion charges

As you may see within the picture, the guests coming by way of long-tail key phrases might signify a major share of all search visitors you get.

Web is a spot to provide data, reply the questions and resolve the issues.

Your content material technique ought to intention at answering all of the questions one can have about your area of interest. Lengthy-tail key phrases are an effective way to search out them.

Professional tip: Lengthy-tail key phrases signify particular sub-topics inside your area of interest. It doesn’t imply that your content material ought to all the time comply with the sample 1 long-tail key phrase = 1 weblog publish

Google Keyword Planner

Google Key phrase Planner (GKP) had lengthy been a go-to free key phrase instrument for many individuals.

Over time, key phrase analysis has turn out to be extra advanced. These days, most SEOs changed GKP with extra superior instruments.

To make use of the instrument, you must create a Google Advertisements account (it can take you a few seconds if in case you have a Google account already).

After the signup, go to Instruments – Keyword Planner.

google keyword planner start

Choose Discover new keywords and enter the seed keyword(s) to get the strategies.

KGP keyword search

After that, you’ll see an inventory of keywords sorted by the relevance to the seed key phrase.

keyword planner competition

GKP is a superb instrument that gives many invaluable knowledge for PPC campaigns (you may verify our beginner-friendly information in SEOpedia).

For web optimization, it offers tons of of key phrase concepts however doesn’t absolutely exchange an expert instrument.

It may nonetheless be a great tool, so long as you bear in mind two issues:

  1. The search volumes are fairly often grouped based mostly on the shut variant key phrases. Additionally, you’ll solely see search quantity ranges (e.g. 1K – 10Ok) until you spend sufficient cash in Google Advertisements.
  2. GKP is a part of Google Advertisements (previously Google AdWords). Its competitors column doesn’t replicate the natural issue, solely the competitors within the

Keyword analysis instruments

The commonest method to discover loads of concepts is to make use of a key phrase analysis instrument. There are various instruments available on the market – KWFinder, KeywordTool, Lengthy Tail Professional, to call a couple of…

It’s possible you’ll ask – ought to I pay for a key phrase analysis instrument?

In fact, the reply relies on many issues, however my advice is that this:

“IN CASE YOUR WEB SITE OR WEBLOG BRINGS YOU CASH IN ANY MEANS, KEY PHRASE ANALYSIS INSTRUMENT
(OR AN WEB OPTIMIZATION TOOLSET GENERALLY) IS A SUPERB FUNDING THAT CAN RETURN WORTH.”

The principle benefits of utilizing an expert key phrase analysis instrument:

  • It saves you plenty of time (you get tons of of key phrases concepts actually in a single click on)
  • It provides knowledge you wouldn’t get elsewhere (like key phrase issue, search quantity, SERP knowledge)
  • It provides you a aggressive benefit (in opposition to those that don’t use any instrument)

I discussed that any key phrase analysis normally consists of three foremost steps: FINDING, ANALYZING and USING the key phrases. With instrument, you’ll cowl each the primary and the second step.

There are two fundamental strategies to strategy the analysis:

  1. Search based mostly on a seed key phrase
  2. Competitor-based analysis

1. Search based mostly on a seed keyword

As steered within the title, this methodology begins with a seed key phrase. This may be any phrase that describes the subject.

If you wish to create content material about espresso machines, simply enter the time period espresso machines into the instrument.

The strategies are based mostly on the topical relevance in addition to autocomplete function – phrases containing the seed key phrase + different phrase(s).

In addition to the strategies, a top quality instrument provides web optimization metrics that can provide help to analyze and decide the suitable phrases.

Search based mostly on a seed key phrase in KWFinder

You may shortly verify the precise search quantity, the issue and the search outcomes web page (SERP).

We’ll discuss concerning the that means of those metrics and the methods to have a look at them within the next chapter.

2. Competitor-based keyword analysis

Competitor key phrase analysis is among the most dear options of paid instruments.

Why? As a result of discovering what your opponents rank for manually is a super-tedious work. You’d actually should go web page by web page and guess the phrases your opponents concentrate on.

However it’s a matter of few clicks with a correct instrument.

There are two fundamental methods to do it:

a) Test your competitor’s area to get new subject concepts

By checking the phrases your competitor ranks for, you may uncover new fascinating subject concepts you may cowl together with your web site.

Within the instance under, I’ve entered the area of a preferred weblog about espresso homegrounds.co. The instrument reveals an inventory of tons of of key phrases this web site is rating for.

So simple as that.

keyword research by domain

b) Test particular URL to get key phrase concepts for a selected subject

This system is normally used if you have already got a subject in thoughts. Let’s say you need to write an article about “pour over espresso” in your espresso weblog.

Simply enter the time period into the search bar and see who ranks for it. If it’s not you, it’s your competitor 🙂

cofee SERP

When you discovered the competitor, simply enter the URL of his article and you’ll see different phrases the article ranks for. All of them are intently related to your foremost subject.

keyword research by URL

Within the screenshot, you may see that one article about “pour over espresso” ranks for different associated phrases akin to:

  • “pour over espresso temperature”
  • “pour over filter”
  • “pour over espresso directions”
  • “what’s pour over”

You need to use all of them in your individual piece of content material.

Fairly cool, proper?

Google suggestions

Google provides many strategies immediately within the search to assist folks get probably the most related outcomes.

Let’s check out the three options you may leverage to find new key phrase concepts:

Autocomplete

You most likely seen that the search engine tries to recommend associated search queries immediately within the search type. As these are based mostly on actual searches by folks, they will function a supply of inspiration for you.

Google autocomplete

Begin by typing your seed time period into the search bar and add letters (or numbers) to see the strategies.

Google Autocomplete suggestions

We will attempt varied mixtures:

  • E mail advertising and marketing a, b, c…
  • E mail advertising and marketing ab, ac, advert…
  • E mail advertising and marketing 0, 1, 2…
  • Greatest electronic mail advertising and marketing…

Individuals additionally ask

One of many options you’ll see within the search outcomes is the so-called “folks additionally ask” snippet. It seems largely for query queries and suggests different associated questions.

People also ask

These can function an inspiration for long-tail question-type phrases.

Professional tip: In case you click on on one of many questions, extra associated questions will seem. This fashion, you may load the “infinite” variety of questions.

People also ask more questions

Searches associated to…

This function is similar to autocomplete, however the strategies are on the backside of the outcomes web page.

searches related to

Professional tip: In addition to Google, virtually all the opposite search engines like google and yahoo provide their very own strategies and associated phrases. It’s possible you’ll not get many phrases you wouldn’t discover in Google, however it’s definitely worth the shot. You may attempt Bing, Yahoo or DuckDuckGo.

AnswerThePublic

Even simpler method to extract the autocomplete strategies is to do it mechanically. One of many instruments that do it without spending a dime is AnswerThePublic.

Simply enter your seed key phrase and it generates the autocomplete strategies from Google and Bing for every letter within the alphabet.

AnswerThePublic

The function I like probably the most is producing strategies based mostly on:

  • Query phrases (when, how, the place, what, can, will…)
  • Prepositions (for, with out, to, with,…)
  • Comparability phrases (like, versus, and, or,…)

Recommendations for “air air purifier” based mostly on comparability phrases (click on to enlarge).

Professional tip: In case you are not an enormous fan of the default circle visualizations, you may obtain the information as an inventory too.

AnswerThePublic 3

YouTube strategies

YouTube is the second-largest search engine on the earth.

There are millions of searches behind the preferred matters. There’s a excessive probability that common search phrases from YouTube could have excessive search volumes generally too.

Let’s take an instance.

If we seek for “water filter” on YouTube, we’ll discover an apparent key phrase concept within the title of one of many video outcomes – “diy water filter”.

Youtube KWFinder

A fast verify of the search quantity tells us that the phrase is basically common in Google search too.

One other means is to make use of YouTube Autocomplete function. When on the lookout for movies on YouTube, folks normally use search queries which might be extra “virtually” oriented.

In case you examine Google and YouTube autocomplete strategies, you may see they’re totally different.

Google autocomplete vs. YouTube autocomplete

There are some helpful instruments akin to YouTube Keyword Tool that scrapes the autocomplete outcomes mechanically.

Professional tip: You may import the YouTube key phrases to a key phrase instrument to see the search volumes and KD values.

YouTube KWFinder

Google Search Console

A good way to search out extremely related phrases is to verify what you already rank for in Search Console.

Listed below are 2 methods to establish key phrases with the perfect potential:

1. Test keywords with excessive impressions however low variety of clicks

Key phrases with a excessive variety of impressions and a really low variety of clicks might point out that there’s a massive visitors potential however you aren’t rating excessive sufficient (otherwise you have been rating for a brief time period and never anymore).

Be aware: This is applicable to phrases you rank for on a 2nd or decrease SERP. In case you rank on the first SERP, however the clicks are very low, it is a matter with low click-through charge.

Go to your Search Console and choose Search outcomes within the Efficiency part.

You may verify all of the key phrases you rank for with the area (default Queries setting).

Or you may go to Pages, choose a selected URL after which click on again to Queries to see key phrases you rank for with that particular URL.

Search Console

Subsequent, kind the outcomes by the variety of impressions. It’s best to search for phrases that could possibly be related in your content material however have low variety of clicks.

Within the instance under, you may see the outcomes for our SEO guide for beginners.

We will see phrases like:

  • “search engine optimization fundamentals”
  • “the right way to search engine optimization”
  • “the right way to do search engine optimization”
  • “final information to search engine optimization”

They’re all related however the publish clearly doesn’t rank properly for them – they’ve a excessive variety of impressions however a low variety of clicks.

Search Console impressions vs clicks

What can we do?

Analyze the key phrases to see whether or not they’re definitely worth the effort (particularly when it comes to search quantity and issue – see the third chapter).

In the event that they do, we are able to enhance the optimization of the article for these phrases.

2. Test what you rank for on the 2nd or third SERP

By checking the typical place for the queries, you may see that you just rank on the 2nd or third SERP for key phrases that weren’t the primary focus of the article and but, convey you impressions and clicks.

All you must do is to pick out the Common place within the Efficiency part (it’s not displayed by default). Then kind the queries by this dimension.

Search Console position

Though it’s on no account probably the most correct method to see your rankings, it can provide help to discover low-hanging fruit among the many key phrases you already rank for.

Let’s say you wrote an article about various kinds of espresso machines.

In Search Console, you’ll see the time period “four cup espresso maker” with a mean place across the 2nd or third SERP.

For the reason that key phrase is related and has a strong search quantity, it could possibly be an awesome supply of the search visitors in your weblog.

KWFinder search volume

There are two issues you are able to do:

  1. You may enhance the present article to place extra emphasis on the key phrase. (Nonetheless, you most likely don’t need to cowl such a selected subtopic in a normal article.)
  2. You may write a brand new publish targeted on “finest four cup espresso makers” and hyperlink it from the primary article.

With a top quality article devoted to the subject, you’ve got a excessive probability of rating on a greater place than with the final publish.

Tip: In case you’re new to GSC, take a look at our easy Google Search Console guide and study all of the fundamentals.

Reddit

Reddit is among the greatest on-line communities that cowl virtually any subject you may think about. As such, it may be an awesome place to fulfill folks concerned with your area of interest and uncover the matters they focus on.

Let’s say your area of interest is aquascaping (I found this area of interest when scripting this information and I feel I discovered my retirement pastime).

Firstly, seek for subreddits associated to your area of interest. As you may see, even a selected area of interest akin to aquascaping has 1000’s of followers in varied subreddits.

Reddit keyword esearch

You may choose a selected subreddit and take a look at the preferred posts. Alternatively, you may seek for question-type posts throughout the subreddit.

The search phrases you should utilize:

  • “query”
  • “how can I”
  • “how do you”
  • “strategies”
  • “suggestions”

You’ll discover varied questions associated to the area of interest. They are often an inspiration in your subsequent piece of content material based mostly on what folks focus on on-line.

reddit keyword ideas

Within the screenshot above, you may see attainable subject concepts for the aquascaping area of interest.

Professional tip: You need to use a free instrument referred to as Keyworddit to extract the often used phrases from a subreddit of your curiosity.

Reddit keyword tool

Fast and sensible, proper?

Quora

Quora is one other common platform targeted on questions of any variety. As I discussed earlier than, each frequent query will be handled as a long-tail key phrase.

Right here’s the right way to discover the preferred questions for a selected area of interest:

Let’s say your area of interest is electronic mail advertising and marketingFirst, you must discover the subject web page on Quora. Simply sort in your foremost keyphrase and choose the suitable end result.

Quora topics

You’ll get to the subject web page – over 750ok followers, fairly good. In the suitable panel, you’ll see an inventory of associated matters, which is likely to be helpful to discover the area of interest additional.

Though it’s not attainable to rank the questions by recognition on Quora, you may click on on three dots and choose “All Questions”.

Quora all questions

An inventory of all of the questions throughout the subject will seem. Now you may flick thru them and search for those with the very best variety of followers/solutions.

Within the instance under, we see that the query “What are the perfect practices for sending chilly emails?” has 246 followers. You simply discovered fairly common subject inside your area of interest.

Quora best questions

In fact, you don’t should concentrate on probably the most adopted questions solely.

“What’s advertising and marketing funnel?” is a superb instance of a question that serves as a query and a key phrase on the similar time.

There are tons of of queries like this.

Simply dive into Quora and begin discovering them.

Area of interest boards

Though boards should not as common as they have been up to now, varied types of narrow-oriented area of interest boards have survived.

You need to use these search queries to search out boards associated to your subject:

  • key phrase discussion board”
  • key phrase” + “discussion board”
  • key phrase” + “boards”
how to find niche forum

Right here’s an instance of an energetic discussion board within the board video games area of interest:

Niche forum keyword ideas

Tip: Take a look at the variety of posts/feedback and the final publish dates to establish whether or not the discussion board is energetic or not.

By diving into a selected class, you’ll uncover plenty of threads and concepts based mostly on the matters folks actively focus on.

Niche forum keyword ideas 2

In case you see a distinct segment discussion board that appears prefer it got here straight from the 90s, with 1000’s of threads and final publish from an hour in the past, you’ve discovered a gem.

Amazon

Do you know that Amazon has its personal search engine referred to as A9?

Equally to Google and YouTube, it collects knowledge about common search queries and provides computerized strategies.

You may seek for them manually or use one in every of many free tools that do this mechanically.

Amazon autocomplete

The relevance of the strategies is predicated on the product conversion charge and shopping for habits.

These key phrases could also be particularly helpful for the content material with transactional intent.

Are you an affiliate marketer? An e-commerce retailer proprietor?

Don’t neglect about Amazon.

Wikipedia

Wikipedia is a superb supply of key phrases too. Due to its nested construction, you may go from a broader subject to slim sub-topics.

Right here is an instance of the search going from a broad time period to a really particular subject by way of tables of contents and sub-chapters:

Train (foremost subject) – Health (subtopic) – Bodily health (article) – Cardio train (article) – Kinds of cardio train (chapter) – Indoor rower (article) – Indoor rowing methods (chapter)

I acquired from a large subject akin to train to a selected sub-topic like indoor rowing methods inside minutes.

Wikipedia keyword research flow

For some massive matters, yow will discover a complete desk of associated subtopics on the backside of their Wikipedia web page. This can provide you an awesome perception into the construction and depth of the subject.

Wikipedia topic overview

Final however not least, you should utilize a free instrument (like this one by Karooya) that can scrape the subject concepts from Wikipedia for you:

Wikipedia keyword tool

Fairly an enormous supply, proper?

Feedly

One other method to get plenty of subject concepts is to arrange an RSS feed to get updates on new content material from the perfect blogs out of your trade.

The entire course of received’t take you greater than 5 minutes.

Simply register a free account at Feedly, create a brand new feed and comply with the trade leaders and opponents.

You may begin by getting into your subject and following the perfect weblog throughout the area of interest:

Feedly topics

Daily, you’ll see a digest of the brand new content material revealed on the blogs you’ve been following.

Feedly keyword ideas

Every publish title can function a separate supply to search out content material concepts you may concentrate on with your individual web site.

In fact, there are lots of different locations that may be a supply of inspiration. Simply search for locations folks out of your area of interest collect on-line. It could possibly be:

  • Twitter threads
  • Fb teams
  • Content material curation platforms
  • and so on.

New subject concepts will be discovered in all places. However not all key phrases have been created equal.

How you can analyze them to establish those price concentrating on?

Choose the main focus key phrase

Choose one focus key phrase that represents the subject.

Don’t overuse it. The most effective apply is to make use of the exact-match wording in:

  • The title (each H1 and title tag)
  • Meta description
  • One of many first paragraphs of the textual content
  • At the least one subheading
  • A few instances within the textual content (naturally)

What about LSI key Keyword

Latent semantic indexing is a time period that refers to a selected natural-language processing methodology. It’s utilized by search engines like google and yahoo to establish which key phrases are semantically associated.

The issue is, that many “web optimization consultants” declare that it’s best to “use LSI key phrases” with out even understanding what they really are.

Invoice Slawski describes LSI keywords as one of many greatest web optimization myths:

“I’ve heard some folks recommend that what they imply by “LSI Key phrases” is a matter of simply including synonyms or semantically associated phrases to a web page. It doesn’t imply that in any respect. LSI Is a course of which makes use of the underlying (or latent) construction of a web page to grasp the semantics of how phrases is likely to be associated to one another.”

So there’s no such factor as “LSI key phrases” in terms of content material optimization. 

And in terms of synonyms or semantically associated phrases, watch out and use them provided that it suits into the textual content naturally. Making an attempt to optimize for each variation of a phrase will be dangerous the identical means as key phrase stuffing.

Write long-form content material

Numerous researches have confirmed that on common, a long-form content material (over 1500 phrases) ranks higher than brief articles.

The benefits of long-form content material:

  • In a protracted textual content, key phrase variations are used naturally, which will increase the topical relevance
  • Lengthy-form content material normally has increased engagement because it solutions the consumer’s query (or solves the issue) in a complete means
  • It naturally attracts extra hyperlinks than brief, mediocre articles
  • It improves the picture of your model as an authority within the subject

The query is: How you can use the key phrases in a long-form content material?

As I discussed within the earlier level, you don’t have to make use of each single associated key phrase. You may very well rank for phrases you didn’t even use within the textual content.

Take a look at this instance:

In case you search “the right way to make sturdy espresso”, the primary result’s an final information by a espresso weblog Take pleasure in Java.

Coffee SERP

A fast take a look at the article will reveal that it’s a well-written, complete publish with a ton of helpful data, suggestions and movies.

With the phrase depend of 2780 phrases, it’s a typical long-form article overlaying the subject from A to Z.

The ultimate guide example

If we run the publish by way of a key phrase analysis instrument, we’ll see that in addition to the unique time period we looked for (“the right way to make sturdy espresso”), it ranks within the first SERP for one more 18 key phrases within the US.

KWFinder URL search

Now, let’s search for the looks of those phrases within the article. I looked for the precise match within the article.

All in all, 14 out of 19 key phrases the article ranks for within the first SERP should not even talked about within the precise type in the entire textual content!

I checked the supply code – the key phrases should not current within the meta or alt tags both.

The creator of the information might write three separate articles with these focus key phrases (however it will be a silly factor to do):

  • sturdy brewed espresso
  • which espresso is strongest
  • sturdy espresso beans

As a substitute, he wrote an final information that covers the entire subject of “sturdy espresso” and he ranks for all these key phrases (and plenty of extra) naturally.

Coffee SERP

A quick look at the article will reveal that it is a well-written, comprehensive post with a ton of useful information, tips and videos.

With the word count of 2780 words, it is a typical long-form article covering the topic from A to Z.

The ultimate guide example

If we run the post through a keyword research tool, we’ll see that besides the original term we searched for (“how to make strong coffee”), it ranks in the first SERP for another 18 keywords in the US.

KWFinder URL search

Now, let’s look for the appearance of these terms in the article. I searched for the exact match in the article.

All in all, 14 out of 19 keywords the article ranks for in the first SERP are not even mentioned in the exact form in the whole text!

I checked the source code – the keywords are not present in the meta or alt tags either.

The author of the guide could write 3 separate articles with these focus keywords (but it would be a stupid thing to do):

  • strong brewed coffee
  • which coffee is strongest
  • strong coffee beans

Instead, he wrote an ultimate guide that covers the whole topic of “strong coffee” and he ranks for all these keywords (and many more) naturally.

Keyword Research

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