What is the purpose of keyword research?

Keyword research is the process of finding and analyzing the search terms that people enter into search engines with the goal of using that data for a specific purpose, often for search engine optimization (SEO) or general marketing.


research is the process of finding the keywords for your company and understanding how you are ranking or could rank for these keywords on Google.

Keyword research

provides valuable information about the questions, problems, and solutions your target audience is looking for. This analysis should be the basis of your SEO efforts, helping to inform your content and your organic strategies.

Targeting the right keywords with effective research is the first step to successful SEO. Keyword research identifies the words that best describe the content of your page or publication and helps you rank well in the searches that people perform every day. However, the strategy involves more than simply matching words and phrases. If you have a Google account and, better yet, an ad account, I suggest that you sign in to them once you access the Google Ads keyword tool for better results.

You can get an idea of this by searching for each of these keywords one by one and comparing the search results. Do your best (not everyone is an expert researcher) to determine what information people are looking for when they search for that keyword. If your post is long, you might have several target keywords, but your main keyword will be in the title, URL, meta description, and text. But what about a keyword like “arabica coffee”? Do search engines want information or do they want to buy one? In SEO, we call this studying search intent.

Prioritizing your keyword list and deciding where you should invest your efforts first is probably the least simple and extremely “individual” part of the keyword research process. If you're researching keywords for an established website, you might find that you've already covered most of your competitors' keywords. And even if you ranked for that keyword, the search engine might not convert, because it's looking for something else that's only tangentially related to you because of the generality of the keyword. In some cases, your job will be to get as much traffic as possible as quickly as possible, which boils down to finding high-volume, low-difficulty keywords.

When choosing keywords to use and optimize them, look for clues that can tell you what stage of the buyer's process the user might be at. While search demand for most keywords stays roughly the same from month to month, your CPC can change at any time as more companies show ads about them. If you already have a product or business that you want to promote online, it's easy to find initial keywords. To give you an idea, I searched social media when I wasn't logged in to my account and received 100 keyword ideas.

If you look closely at the two screenshots above, you'll see that the highest page of the “sales page” is ranked on Google with 55 keywords (see the “Organic Keywords” box). You're looking for an industry-related keyword that isn't too specific or too popular and that converts traffic to your site and into customers. You'll also see the top ten sites ranked for each keyword, each with its domain authority and the number of root domains that link to it. .