What is keyword research?
What is keyword research? Complete guide 2021.
Many people are asking: What is research into keywords? What are the advantages of analysis on keywords?
The complete answer to (What is keyword research?) is here.
Keyword research is a practice used by search engine optimization (SEO) experts when searching for products, resources, or general knowledge to identify and research search words that people type into search engines.
To obtain better rankings in search engines, search engine optimization practitioners first study keywords and then match web pages with these keywords.
When a niche keyword is discovered, they build on it to find related keywords. Keyword recommendation tools typically support the process, such as the Google Advertising Keyword Planner, which provides thesaurus and alternate keyword recommendations.
Google’s first-party data also supports this study by Google Autocomplete or People Query.
Importance of keyword research
The objective of keyword research is to generate, with good precision and recall, a large number of terms that are highly relevant yet non-obvious to the given input keyword.
The process of keyword research involves brainstorming and the use of keyword research tools. To achieve the best SEO results, it is important to optimize a website’s content as well as backlinks for the most relevant keywords.
It is good practice to search for related keywords that have low competition and still a high number of searches. This makes it easier to achieve a higher rank in search engines which usually results in higher web traffic.
The downside of this practice is that the website is optimized for alternative keywords instead of the main keyword; main keywords might be very difficult to rank for due to high competition.
There are three essential concepts to consider when conducting keyword research.
- Good keywords are closely related to the subject of the website. Most search engines use an internal quality system to check website relevance related to possible keywords, a non-relevant keyword is unlikely to rank well for a website.
- Good keywords that are highly competitive are less likely to rank at the top. Keywords that have no monthly searches are believed to generate little to no traffic and therefore of little value for SEO.
- Keyword stuffing on a web page should be avoided.
Types of keywords
Keywords are divided into two primary groups based on search volume.
- Short-Tail Keywords: Short-Tail Keywords are the most commonly searched 20% of keywords. These are typically extremely competitive.
- Long-Tail Keywords: Long-Tail Keywords consist of the other 80% of search traffic. They are more likely to consist of phrases and typically have far fewer average searches per month.
A very popular and highly competitive keyword on Google search engine is “making money.” It has 4,680,000,000 –last update 02-Dec-2020– search results, meaning that billions of websites are relevant or competing for that keyword.
Keyword research starts with finding all possible word combinations that are relevant to the “making money” keyword. For example, the keyword “acquiring money” has significantly fewer search results, only 200,000,000 –last update 02-Dec-2020-, but it has the same meaning as “making money.”
Another way is to be more specific about a keyword by adding additional filters. For example, the keyword “making money online from home in Canada” is less competitive on a global scale and therefore easier to rank for.
Furthermore, keywords also have various intents which can affect whether the marketer would want to target that keyword. Multiple tools are available (both free and commercial) to find keywords and analyze them.
Keyword research tools
There are many keyword research tools that help you answer the question What is keyword research? and get the most out of it.
Google Ads Keyword Planner
The first on the list is Google keyword planner, Google offers free tools to do some basic keyword analysis. All the results are based on data from the Google search engine.
Google recently released an update to the Google keyword planner and changes some of its policies by which the first campaign must be set in order to get the keyword planner back. This is a type of Google Ads account that is used by agencies and consultants to manage many different advertising accounts.
Features of Google Ads Keyword Planner:
- Search for new keywords: Allows you to type in a phrase, website, or category to generate new ideas.
- Multiple keyword lists: Combines two separate lists that you’ll input to create new keyword combinations.
- Get search volume and trends: Shows the historical trending and search volume data of keywords.
- Get click and cost performance forecasts: Gives you performance projections for your keyword lists based on average bids and your budget.
Limitations of Google Ads Keyword Planner:
- Hides long-tail keywords data as the tool is made for Google Ads and not for SEO purposes.
- Keywords generated by the device may not produce good results as the tool is targeted towards advertisers and not SEO.
- The search volume displayed is limited, Google started limiting the output options to advertisers (or accounts) with lower or no monthly spending.
Google Suggest was introduced in the US in 2008 and in Germany in 2009. The advantage is that the user reaches the desired search result faster, without having to do a new search.
Google Suggest uses the organic search input of billions of users and try to “guess” that way what a user might be searching for even before he completed entering the query or all the words of a keyword phrase.
This makes Google Suggest a relevant source for keyword research, it contains a large number of organic keywords very closely related to a full or partial keyword and can be used to find additional most searched appending keywords that make the whole keyword less competitive.
Google Suggest can be researched through the Google Search website or through a compatible browser for a small number of keywords but also on large scale using free scraper tools.
Bing Ads Keyword Planner
The Bing Ads Keyword Planner provides keyword and ad group suggestions and shows average monthly search volume trends, relative competition, and suggested bids.
Features of Bing Keyword Planner:
- Get search volume data and trends.
- Get performance and cost estimates.
- Multiply keyword lists to get new keywords.
Limitations of Bing Ads Keyword Planner:
- Bing holds only 20 percent of the U.S. search engine market share, the data provided may not be reliable at least not for optimizing websites for Google search engine.
- Similar to Google Ads Keyword Planner, data furnished by the tool is for helping advertisers and not publishers.