Website Keyword Research
Expert website keyword research for improving SEO.
Keyword research is a foundational aspect of search engine optimisation (SEO) that involves identifying the terms and phrases potential customers use when searching for products, services, or information related to your business. Effective keyword research helps you understand your audience’s needs, optimise your content, and improve your website’s visibility in search engine results pages (SERPs).
- Understanding User Intent
- Content Optimisation
- Competitive Analysis
- Improved SEO Performance
- Enhanced User Experience
- Increasing Website Traffic
- Generating Leads
- Boosting Sales
- Enhancing Brand Awareness
- Keyword Research
- Keyword Difficulty
- Click-Through Rate (CTR)
Website Keyword Elements
The list below are some of the key areas we investigate when conducting keyword research for your business website.
By identifying the keywords your audience uses, you gain insights into their needs, preferences, and search behaviours.
Keywords guide the creation of relevant and valuable content that meets the needs of your audience and search engines.
Analysing keywords used by competitors helps you understand their strategies and find opportunities to outperform them.
Targeting the right keywords increases your chances of ranking higher in SERPs, driving organic traffic to your website.
By providing content that matches user intent, you improve engagement and satisfaction, leading to higher conversion rates.
A measure of how difficult it is to rank for a keyword. Higher difficulty means more competition and longer time to rank in search results.
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Last Updated: 01/07/2024
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Understanding Website Keyword Research
Keyword research is a foundational aspect of search engine optimisation (SEO).
Effective keyword research is the cornerstone of a successful SEO strategy.
By understanding the search behaviour of your audience, identifying relevant keywords, and optimising your content accordingly, you can improve your website’s visibility, attract targeted traffic, and achieve your business goals. Remember to regularly monitor your keyword performance and adapt your strategy to stay ahead in the competitive landscape of search engine optimisation.
Keyword Research
Keyword research is crucial for several reasons.
Keyword Research Overview
Keyword research is crucial for several reasons
- Understanding User Intent: By identifying the keywords your audience uses, you gain insights into their needs, preferences, and search behaviours.
- Content Optimisation: Keywords guide the creation of relevant and valuable content that meets the needs of your audience and search engines.
- Competitive Analysis: Analysing keywords used by competitors helps you understand their strategies and find opportunities to outperform them.
- Improved SEO Performance: Targeting the right keywords increases your chances of ranking higher in SERPs, driving organic traffic to your website.
- Enhanced User Experience: By providing content that matches user intent, you improve engagement and satisfaction, leading to higher conversion rates.
Define Your Goals
Understand what you want to achieve.
Define Your Goals Overview
Before starting keyword research, clearly define your goals. Understanding what you want to achieve will guide your research process and help you select the most relevant keywords.
Common goals
- Increasing Website Traffic: Attracting more visitors to your site.
- Generating Leads: Capturing potential customer information.
- Boosting Sales: Driving purchases or conversions.
- Enhancing Brand Awareness: Increasing visibility and recognition of your brand.
Identify Seed Keywords
Seed keywords are the starting point of your keyword research.
Identify Seed Keywords Overview
Seed keywords are the starting point of your keyword research. These are broad terms related to your business, products, or services.
Identify seed keywords
- Brainstorm: Think about the main topics and categories relevant to your business.
- Customer Feedback: Use customer feedback and questions to identify common terms and phrases.
- Competitor Analysis: Look at the keywords your competitors are targeting by analysing their websites and content.
Use Keyword Research Tools
Several tools can help you expand your seed keywords.
Use Keyword Research Tools Overview
Several tools can help you expand your seed keywords into a comprehensive list of potential keywords.
Popular keyword research tools
- Google Keyword Planner: Provides keyword ideas, search volume data, and competition levels.
- Ahrefs: Offers extensive keyword data, including search volume, keyword difficulty, and click-through rates.
- SEMrush: Provides keyword suggestions, competitive analysis, and keyword difficulty scores.
- Moz Keyword Explorer: Offers keyword ideas, search volume, and SERP analysis.
- Ubersuggest: Generates keyword ideas, search volume, and competition data.
Analyse Keyword Metrics
Analyse keyword metrics to identify the most valuable ones.
Analyse Keyword Metrics Overview
Once you have a list of potential keywords, analyse their metrics to identify the most valuable ones.
Key metrics to consider
- Search Volume: The number of searches a keyword receives per month. Higher search volume indicates greater interest but also more competition.
- Keyword Difficulty: A measure of how difficult it is to rank for a keyword. Higher difficulty means more competition.
- Cost Per Click (CPC): The average cost advertisers pay for a click on a paid ad for the keyword. Higher CPC often indicates commercial intent.
- Click-Through Rate (CTR): The percentage of searchers who click on a search result for the keyword. Higher CTR suggests more engaging content.
Consider User Intent
Understanding user intent behind keywords is crucial.
Consider User Intent Overview
Understanding user intent behind keywords is crucial for selecting the right ones.
User intent can be categorised into four main types
- Informational Intent: Users are looking for information or answers to questions. Example: "how to bake a cake."
- Navigational Intent: Users want to find a specific website or page. Example: "Facebook login."
- Transactional Intent: Users are looking to make a purchase or take a specific action. Example: "buy running shoes online."
- Commercial Investigation: Users are researching products or services before making a purchase. Example: "Best smartphones 2024."
Ensure your keyword choices align with the intent of your target audience to create relevant and effective content.
Group and Organise Keywords
Organise your keywords into groups based on themes or topics.
Group and Organise Keywords Overview
Organise your keywords into groups based on themes or topics. This helps streamline content creation and ensures that related keywords are targeted within the same content pieces.
Grouping keywords
- Topic Clusters: Creating clusters of related keywords around a central theme or topic.
- Content Types: Categorising keywords based on the type of content they will be used in, such as blog posts, product pages, or landing pages.
Create a Keyword Map
A keyword map is a document that outlines keyword targeting.
Create a Keyword Map Overview
A keyword map is a document that outlines which keywords will be targeted on specific pages of your website.
This helps avoid keyword cannibalisation (multiple pages targeting the same keyword) and ensures that each page has a clear focus.
Create a keyword map
- Assign Keywords: Assign primary and secondary keywords to each page based on relevance and search intent.
- Optimise Pages: Ensure each page is optimised for assigned keywords by incorporating them into the title, headings, meta descriptions, and content.
Monitor and Update Your Keywords
Keyword research is not a one-time task.
Monitor and Update Your Keywords Overview
Keyword research is not a one-time task. Regularly monitor your keyword performance and update your strategy as needed.
Use tools like Google Analytics and Google Search Console
- Keyword Rankings: Monitor how your pages are ranking for target keywords.
- Organic Traffic: Track the amount of traffic each keyword is driving to your site.
- Conversion Rates: Measure the effectiveness of keywords in driving conversions or achieving other goals.
Tools for Keyword Research
Effective keyword research relies on various tools.
Tools for Keyword Research Overview
Effective keyword research relies on various tools that provide insights into keyword performance, competition, and trends.
Essential tools for keyword research
Google Keyword Planner
Google Keyword Planner is a free tool provided by Google Ads. It offers keyword ideas, search volume data, and competition levels. Key features include:
- Keyword Ideas: Generate keyword suggestions based on seed keywords.
- Search Volume: View average monthly search volumes for keywords.
- Competition: Assess the level of competition for each keyword.
- CPC Estimates: Get cost-per-click estimates for paid search campaigns.
Ahrefs
Ahrefs is a comprehensive SEO tool that provides extensive keyword data, including search volume, keyword difficulty, and click-through rates. Key features include:
- Keyword Explorer: Discover keyword ideas and analyse their metrics.
- Keyword Difficulty: Assess the difficulty of ranking for a keyword.
- Click-Through Rate (CTR): View estimated CTR for keywords.
- Competitor Analysis: Analyse the keywords your competitors are ranking for.
SEMrush
SEMrush is another powerful SEO tool that offers keyword suggestions, competitive analysis, and keyword difficulty scores. Key features include:
- Keyword Magic Tool: Generate keyword ideas and group them into clusters.
- Keyword Difficulty: Evaluate the difficulty of ranking for a keyword.
- Competitive Analysis: Identify the keywords your competitors are targeting.
- Position Tracking: Monitor your keyword rankings over time.
Moz Keyword Explorer
Moz Keyword Explorer provides keyword ideas, search volume, and SERP analysis. Key features include:
- Keyword Suggestions: Generate keyword ideas based on seed keywords.
- Search Volume: View average monthly search volumes for keywords.
- SERP Analysis: Analyse the top-ranking pages for a keyword.
- Priority Score: Get a combined metric that considers search volume, difficulty, and CTR.
Ubersuggest
Ubersuggest is a free keyword research tool that generates keyword ideas, search volume, and competition data. Key features include:
- Keyword Suggestions: Generate keyword ideas based on seed keywords.
- Search Volume: View average monthly search volumes for keywords.
- Competition: Assess the level of competition for each keyword.
- Content Ideas: Discover content ideas based on popular keywords.
Focus on Long-Tail Keywords
Long-tail keywords often drive more targeted traffic.
Focus on Long-Tail Keywords Overview
Long-tail keywords are longer, more specific phrases that typically have lower search volume but higher intent and lower competition.
Examples include "best running shoes for flat feet" instead of just "running shoes."
Long-tail keywords often drive more targeted traffic and higher conversion rates.
Analyse Competitors
Understand what keywords your competitors are targeting.
Analyse Competitors Overview
Competitive analysis helps you understand what keywords your competitors are targeting and identify gaps in your strategy.
Use tools like Ahrefs, SEMrush, and Moz
- Identify Competitor Keywords: Discover the keywords your competitors are ranking for.
- Analyse Top Pages: Review the top-performing pages on competitor sites and the keywords they target.
- Find Content Gaps: Identify keywords and topics that your competitors are covering but you are not.
Prioritise User Intent
Always prioritise user intent when selecting keywords.
Prioritise User Intent Overview
Always prioritise user intent when selecting keywords.
Ensure that the keywords you choose align with what users are actually searching for and the type of content they expect to find.
This improves user satisfaction and engagement, leading to better SEO performance.
Use Keyword Variations
Incorporate variations of your primary keywords.
Use Keyword Variations Overview
Incorporate variations of your primary keywords to capture a broader range of search queries.
This includes synonyms, related terms, and different word orders. For example, if your primary keyword is "digital marketing," also target variations like "online marketing," "internet marketing," and "digital advertising."
Optimise On-Page Elements
optimise your on-page elements to improve relevance and rankings.
Optimise On-Page Elements Overview
Once you've identified your target keywords, optimise your on-page elements to improve relevance and rankings.
Key on-page elements
- Title Tags: Include your primary keyword in the title tag, ideally near the beginning.
- Meta Descriptions: Write compelling meta descriptions that incorporate your primary and secondary keywords.
- Headings (H1, H2, H3): Use headings to structure your content and include keywords naturally.
- Content: Ensure your content is high-quality, relevant, and incorporates your target keywords naturally.
- URLs: Use descriptive URLs that include your primary keyword.
Monitor and Adapt
It is important to monitor your keyword performance.
Monitor and Adapt Overview
SEO and keyword trends change over time, so it's important to monitor your keyword performance and adapt your strategy as needed.
Regularly review your analytics and make adjustments
- Keyword Rankings: Track your rankings for target keywords and identify any changes.
- Organic Traffic: Monitor the amount of traffic each keyword drives to your site.
- Conversion Rates: Evaluate how well your keywords are converting visitors into customers or achieving other goals.
Avoid Keyword Stuffing
Keyword stuffing can harm the user experience.
Avoid Keyword Stuffing Overview
While it's important to include keywords in your content, avoid keyword stuffing, which is the practice of overloading a page with keywords in an unnatural way.
Keyword stuffing can harm user experience and lead to search engine penalties. Instead, focus on creating high-quality content that naturally incorporates your target keywords.
Leverage Local SEO
Prioritise local SEO by targeting location-specific keywords.
Leverage Local SEO Overview
If your business serves a local market, prioritise local SEO by targeting location-specific keywords.
This includes keywords that include your city, region, or neighbourhood (e.g., "plumber in London").
Local SEO helps you attract customers in your geographic area and improves your visibility in local search results.
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