Keyword Research Guide For SEO

by Nov 26, 2020Local SEO

Your target audience is searching for the products or services you offer online. Targeting these keywords in your content will help your small business website rank higher on search engine result pages, and make them more visible to your audience.


Different Types Of Keywords

Keywords can be divided into two groups based on length and search volume:

  • Short-tail keywords are usually one or two words long and have the highest search volume. This often makes it difficult to rank for because there is a lot of competition for them. “ Shoes” or “ women’s shoes’ are good examples of short-tail keywords.
  • Long-tail keywords are longer, more specific versions of short-tail keywords. Fewer people search for these terms and there is less competition for them.
    Here’s an example, “Affordable women’s shoes online” is a long-tail version of “women’s shoes”.

These types can be further divided based on their purpose:


  • Navigational keywords help searchers find a specific web page. For example, someone might search for “Nikon” to find the website for the Nikon brand.
  • Informational keywords help searchers find information on a topic. Someone looking for information on landscape photography might search for “landscape photography tips” or simply “landscape photography.”

Transactional keywords are used by searchers looking to buy something online.
“Buy textbooks online” and “online clothes shop” are examples of these keywords.
Being familiar with these keyword types can help you determine which one is appropriate to use for your website and your target audience.


What Defines A Good Keyword

Just because you’re running an e-commerce site that sells shoes doesn’t make “Shoes” a good keyword for your online marketing campaign. You need to keep four major factors in mind when deciding which keywords to use in your website content and online ads:

  • Relevance: Choose keywords that are relevant to your products, services, and content. Your keywords need to describe your content accurately, or your visitors will simply skim your website and leave because they can’t find what they’re looking for.
  • Buyer Intent & Conversion: Many of the keywords you find through keyword research can generate a lot of traffic for your website, but that doesn’t guarantee you’ll see an increase in sales or conversions as well. Choose keywords that appeal to visitors who are most likely going to buy your products or services.
  • Search Volume And Competition: Choose relevant keywords that you know you can compete for in the market. It can be tempting to focus solely on keywords with the highest amount of searches, but you should also remember that these are keywords everyone else is trying to rank for.

By definition, a good keyword is one that is relevant, targeted, and has a combination of good conversion and search volume. Newer sites will benefit from choosing what digital marketers often refer to as “low-hanging fruit” ( or targeted, long-tail keywords with lower competition and search volume) because they’re easier to rank for. You can always add more competitive phrases as your site continues to grow.


Keywords To Avoid

When going through your keyword research, you need to know which keywords you should avoid using in your campaigns. This quick list can tell you which keywords to eliminate from your campaigns:

  • Poorly Targeted Keywords:
    Failing to choose general keywords based on your target audience can increase your website’s non-targeted traffic. This means more people will visit your site, but your chances of making a sale are low.


  • Keywords With Little To No Search Volume:
    Choosing keywords that nobody searches for often means you won’t get any traffic, and not having any traffic means you won’t get any sales.
  • Irrelevant Keywords:
    You will naturally avoid using keywords that have absolutely nothing to do with your business, but those aren’t the only keywords you can consider irrelevant.” Do not waste your time and resources using related keywords that don’t accurately represent your product, services, or offers. For example, don’t use the word “discount” in your keywords if you’re not actually offering products at discounted prices.
  • Broad Keywords:
    Keyword selection doesn’t stop with choosing the best ones based on the four major factors listed in the previous section. Creating groups of related keywords allow you to increase your website’s relevance for those keywords, improve your click-through rates (CTR), and improve your Quality Score if you’re running pay-per-click (PPC) ads on Google. Start creating groups by choosing your main keywords. The main keyword is the highest priority and most competitive keyword in the group. It serves as the “root’ for the other keywords its group includes.


For example: The website you’re choosing keywords for features a South Carolina-based dental clinic that specializes in affordable dental extractions procedures. Your main keywords might include “dental extractions in SC”

Once you have chosen your main keywords, choose your supporting keywords.
These are long-tail keywords that include the main keyword.

For Example, The group with “dental extractions in SC” as the main keyword can include “affordable dental extraction in SC”, “ cheap dental extractions in SC”, and “low-cost
dental extractions in SC”.


Keyword Research Process

  • Create a list of relevant topics: We use your products and services to start the process and then branch out further into your industry in general to create ideas for topics.


  • Identify Keywords For Each Topic:
    Each topic will get its own list of keywords derived from the topic.


  • Find Related Keywords Or Phrases:
    We use tools to generate keyword and phrase variables to add to our list.


  • Group Keywords: This process helps us focus our campaigns by identifying the main keywords and supporting keywords.


  • Check Competition And Cut Down Your List
    We establish the relationship of demand to the competition which is the estimated
    global search impression divided by the number of exact match search results.



An effective keyword strategy can elevate the success of all your online marketing campaigns and in some instances, the success of your campaigns totally relies on your keyword strategy. It’s an important element in your marketing strategy that should be given the correct amount of investment in time and effort.