Keyword Research: A Beginner’s Guide

Once you have looked into the technical issues, and added Google Analytics code and Google Webmaster code, the next step is to select the right keywords. Keywords are basically the search terms that users or visitors type on search engines like Google to find a solution. So, can we select any keyword for ranking on SERP? The answer is NO.

Keyword Selection is an important part of SEO as it will help you achieve your goal and bring in good sales. Picking the wrong keyword might only increase your time and effort to achieve your goal.

You must follow a strong keyword research strategy to rank higher on Google on terms that bring you an audience. It has the power to make or break your SEO campaigns.

Understanding Keyword Research

Before we dive into the specifics of keyword research, it’s important to understand what it is and why it’s essential for SEO. Keyword research is the process that helps you identify and analyze the words and phrases that most people use when looking for information online. This information is then used to optimize your website’s content and improve your search engine rankings.

Why is Keyword Research Important?

Keyword research is crucial for SEO because it helps you understand what your target audience is searching for online. By identifying the keywords and phrases that people are using to find information related to your business or industry, you can create content that is relevant and helpful to them. This, in turn, can help improve your search engine rankings and drive more organic traffic to your website.

In simple terms, with proper keyword research, you can find the best keywords related to your business to target. It will give you insightful information about the Google searches that your target audience is actually making. The insights will further help in content strategy and other parts of your marketing strategy.

Here are a few benefits of performing Keyword Research:

• Traffic Growth – Choosing the right keyword for your content will help you rank higher in search results. This will in turn attract more traffic to the website.
• Marketing Trend Insight – With effective keyword research, you can also attain insights into the latest market trends and generate relevant content from them. It further helps you choose terms your audience is in search of.
• Customer Acquisition – If your company offers the information that other business professionals are seeking, you may satisfy their wants and give them a call to action that will take them through the buyer’s journey from the basic stage to the point of purchase. 

You may address the issues that the majority of your audience is interested in by studying keywords for their popularity, search volume, and general intent.

Types of Keywords

When conducting keyword research, it’s essential to understand the different types of keywords that exist. These include:

–       Short-tail Keywords – Short-tail Keywords are highly competitive and include hardly one or two words in terms of length. Ranking on these terms is quite challenging for most users.

–       Long-tail Keywords – These may have lower search volume as they use longer phrases and are more specific. Ranking on these terms can be easier and also can drive good traffic to the website.

–       Branded Keywords – These search terms are used for building brand awareness and mostly include brand names or variations. Driving targeted traffic is not a big challenge with branded keywords.

These keyword types can be further classified into different categories based on their purpose. Let’s take a deeper look so that you can better understand it.

Informational, Navigational, Commercial, and Transactional are the different purposes for which users create a keyword. Depending on the purpose, you can choose to create short, long, and branded keywords as listed above. However, learning the purpose behind the user’s search is essential.

• Informational – When a user wants to find some information.
• Navigational – When a user wants to find a specific page or site.
• Commercial – When a user wants to find out more about brands, services, or products.
• Transaction – When a user wants to make a purchase or complete an action.

A user’s search intent can make the keyword analysis process simpler for you. 

1.Informational

Informational Keywords often start with search terms – how to, what, why, etc., with the purpose of learning something. You can even call it question keywords. Featured snippets are short answers that are frequently included in Google’s informational search results. Most businesses target these search terms because the marketing funnel is usually high. 

Informational keyword typically has a lower conversion rate as a result. However, it can aid in increasing brand awareness.

2. Navigational

Navigational search terms are the ones with a brand name or when a user wants to go to a specific page or site. YouTube, Flipkart Sale, and Semrush Blog are a few examples of it. Generally, a user knows about the brand or product when searching for these terms on Google. It is the best option for sites that are popular.

3. Commercial

Commercial Search terms are used to look for deals, compare products, or read reviews. It is mostly used when you are looking for a particular product or service. These keywords can be targeted with comparison, list, review, or how-to articles. These keywords indicate someone’s future intent to purchase something or engage in some other kind of business action. In order to assist you in connecting with top-tier prospects.

4. Transactional

Transactional Keywords are best when you want to buy or demand instant service. Paid advertisements and product sites that have been expertly optimized can target these keywords. or different landing pages where visitors can act right away on a website. 

These searches may take place after someone has already done some research, made a decision, and is ready to carry out a particular activity or make a purchase. Common transactional keywords include “buy,” “subscribe,” and “for sale.”

Search Intent plays a key role in deciding the right keyword. When preparing the list make sure to type the selected keyword in Google Search and look for results showing at the top. Check if the results are showing informational or commercial search results. 

Based on it, make alterations and create a list that has good search volume and assists in bringing more leads in the future.

Also, if you have multiple service pages on your website, make sure to create a set of keywords for each section and organize them in a structured manner later. Keyword Categorization is the next step and helps you target the right keyword to the right page.

In the next blog, we will discuss the steps to choose the right keyword for SEO.

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