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How to do SEO Keyword Research

pwd staff OLIVER WOOD
Oliver Wood

|5th April 2019

Search Engine Optimisation (SEO) is the process of optimising a website or web page to rank higher in search engine results pages. One of the key aspects of SEO is keyword research, which involves identifying and analysing the words and phrases people use when searching for a particular topic. In this article, we’ll discuss SEO keyword research in more detail and provide a step-by-step guide on how to do it effectively.

How to do SEO Keyword Research

What is SEO Keyword Research?

SEO keyword research involves finding and analysing keywords using keyword research tools that are relevant to your website or business and have a high search volume. These keywords will be used in your website content, meta tags, and other on-page factors to increase your chances of appearing in search results when people search for those specific terms.

One of the main goals of SEO research is to find keywords with high search volume and low competition. This means that many people are searching for the keyword, but not many websites are utilising it, making it easier for your website to rank higher in search results.

Step-By-Step Tips for Your SEO Keyword Research

1. Get to Know Your Audience

Before starting your SEO research, it’s essential to have a clear understanding of your target audience. Who are they? What are their interests and pain points? Do you have a specific geographic location in mind? Why are they searching for your product or service? These questions will help you create a list of possible search terms and phrases that your audience is using to find products or services like yours.

2. Consider Search Intent

Understanding search intent is a crucial aspect of SEO research. Google categorises search intent into three main categories: informational, navigational, and transactional. Here’s a breakdown of each type:

  • Informational. The user is looking for information on a specific topic or question. For example, “how to bake chocolate cupcakes.” The important thing to understand about informational keywords is that your business service pages will never rank for these types of keywords. If you search for anything that Google considers “informational”, such as “best cupcakes” or “cupcake recipe”, you’ll likely see blog posts, magazine articles, and other non-transactional pages. This is why it’s so important for your website to have a blog. You can use blog articles to optimise your website for informational search terms, which will boost your overall organic traffic and give your website’s domain authority a considerable boost.
  • Navigational. The user is searching for a specific website or brand. For example, “Sprinkles Cupcakes official website.” In these cases, the person searching already knows what they’re looking for, and they’re just trying to get there quickly.
  • Transactional. The user is ready to make a purchase or take an action. For example, “order cupcakes online.”  These are the keywords that you want your business service pages to rank for. The goal is to attract potential customers who are ready to convert into actual paying customers or take some other desired action on your website.

Keep in mind that the majority of search queries fall under informational intent, so it’s important to have a well-rounded SEO research strategy that includes both informational and transactional keywords.

3. Brainstorm Topics

It’s time to start brainstorming topics related to your business or industry. These can be general topics that your target audience would be interested in or more specific topics that directly relate to your products or services.

For example, if you’re a fashion blogger, some broad topics could include “fashion trends for fall,” or “sustainable fashion tips.” More specific topics could include “10 affordable fall boots under $50” or “how to style a little black dress.”

To come up with these topic ideas, you can use various methods such as:

  • Google auto-suggest. When you start typing a query into Google, it will automatically suggest popular search terms related to what you’re typing. Use this as inspiration for potential topics during your SEO research.
  • Social media listening. Monitor conversations and hashtags related to your industry on social media platforms like Twitter, Facebook, and Instagram. This can give you insight into what topics are currently trending or being discussed by your target audience.
  • Answering questions. Look at online forums and Q&A sites like AnswerThePublic to see what questions people are asking about your industry. This can give you ideas for blogs, allowing for a more well-rounded content strategy.

4. Perform SEO Keyword Research

With a few topic ideas in mind, you can now perform some keyword research and identify the related keywords to target in your content.

You’ll need a keyword research tool for this step, and luckily, there are plenty of free keyword research tools available. Google Keyword Planner is one of the most popular free keyword research tools on the market – you’ll need to use a Google Ads account to access it.

If you want to use a more comprehensive paid keyword search tool, some popular options include:

  • SEMrush
  • Ahrefs
  • Moz Keyword Explorer
  • Ubersuggest 

It’s important to include long-tail keywords in your SEO research strategy. These are more specific and longer phrases that people use when using search engines. They usually have a lower search volume and keyword difficulty, meaning they can be highly targeted and have a higher chance of conversion. For example, instead of using the broad term “bakery,” you could use long-tail keywords like “best cupcake bakery near me.”

5. Analyse Your Competitors’ Keywords

It’s important to look at your competitor’s websites and see what keywords they are ranking for. This will give you insight into their SEO strategy and help you identify potential gaps in your own keyword list.


You can also use tools like SEMrush or Ahrefs to analyse your competition. Look for common themes and popular keywords related to your main topic, as well as any unique or niche keywords that your competitors are targeting.

6. Don’t Forget About Local Keywords

If your business has a physical location or serves a specific local area, be sure to include local keywords in your SEO keyword search. This will help you attract customers searching for businesses like yours in their specific geographical area. For example, if you own a bakery in Perth, your local keywords may include “Perth bakery,” “bakery near me,” and “best bakery in Perth.”

Need Help with Your SEO Research?

SEO keyword research is an essential aspect of any successful SEO strategy. If you can identify the right keywords to target, you can attract more qualified leads and traffic to your website – ultimately improving your search engine rankings.

Contact us at PWD today to learn more about how we can help with your SEO strategy.