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How to Do Keyword Research Like a Pro (Even Though You’re Not)

Table of Contents

What is Keyword Research?

Keyword Research Toolkit

Keyword Research Workflow

Unraveling the Mysteries of Long-Tail Keywords

Conquering Keyword Research Challenges

The Adventure Continues

Super Bonus Tip

Kurt Fischman
Founder, Growth Marshal

𝌞 Published: Jul 24, 2024

Hey there, local business owner! If you're looking to conquer the vast and ever-changing landscape of organic SEO, you've landed in the right spot. And let me tell you, keyword research is your trusty compass on this thrilling adventure. It's the secret sauce that can catapult your website to the top of Google's search results, driving a flood of organic traffic your way.

Now, you might be thinking, "Keyword research? Sounds like a tedious task reserved for SEO wizards." But fear not, dear reader! I'm here to demystify this crucial process and empower you with the knowledge and tools you need to become a keyword research maestro. So, grab your metaphorical magnifying glass, and let's embark on this quest to uncover the hidden treasures of search intent!

Quest for the Holy Grail: What is Keyword Research?

Before we dive headfirst into the nitty-gritty, let's take a moment to define our mission. Keyword research, in the realm of SEO, is the art and science of identifying the words and phrases (aka keywords) that people use to search for information, products, or services online. It's about understanding the language your target audience speaks and aligning your content with their search queries.

Think of it like this: You wouldn't go fishing without knowing what kind of fish you're trying to catch, right? Similarly, you wouldn't create content without knowing what keywords your audience is searching for. Keyword research helps you cast your net in the right waters, ensuring that your content reaches the people who are actively looking for it.

Why is Keyword Research So Important?

Let me share a little story to illustrate the power of keyword research. Imagine two local bakeries in a small town, both vying for the attention of online cake enthusiasts. Bakery A, let's call them "Sweet Delights," hasn't bothered with keyword research. They simply create content about their delicious cakes, hoping for the best.

Bakery B, on the other hand, is run by a savvy baker named Sarah. Sarah understands the importance of keyword research. She spends time researching what people are searching for in her area, discovers that "custom birthday cakes near me" is a popular search term, and optimizes her website and content accordingly.

Guess what happens? Sweet Delights languishes on page 10 of Google, while Sarah's bakery claims the coveted top spot for the coveted keyword. Her website traffic skyrockets, and her custom cake orders go through the roof. All thanks to the magic of keyword research!

Keyword Research Toolkit: Your Arsenal of Awesome

Now that you understand why keyword research is essential, let's equip you with the tools of the trade. There's a whole arsenal of keyword research tools available, both free and paid. Here are a few of my favorites:

• Google Keyword Planner: This handy tool is part of Google Ads, but you don't need to run ads to use it. It provides valuable data on keyword search volume, competition, and suggested bid prices.

• AnswerThePublic: This tool visualizes search queries in a mind-map format, revealing questions people are asking about your topic.

• Google Trends: This tool shows you the popularity of search terms over time and in different locations, helping you identify trending topics.

• Ubersuggest: This tool offers keyword suggestions, search volume data, and competitive analysis, all in a user-friendly interface.

Free Keyword Research Tools:

Keyword Research Workflow: A Step-by-Step Guide

Alright, adventurer, let's put those tools to work! Here's a step-by-step guide to conducting keyword research like a pro:

1. Brainstorm Seed Keywords: Start by brainstorming a list of broad topics related to your business or niche. For example, if you're a personal trainer, your seed keywords might include "fitness," "personal training," "weight loss," etc.

2. Expand Your List with Keyword Research Tools: Use your chosen keyword research tool to expand your list with related keywords and phrases. Look for keywords with a decent search volume (indicating demand) and low to moderate competition (indicating opportunity).

3. Analyze Search Intent: Not all keywords are created equal. Some keywords indicate that the searcher is looking for information (informational intent), while others indicate they are ready to buy (transactional intent). Understanding search intent is crucial for tailoring your content to meet the needs of your audience.

4. Prioritize Keywords: Not all keywords are worth targeting. Prioritize keywords that align with your business goals, have a decent search volume, and are achievable based on your website's authority and resources.

5. Map Keywords to Content: Once you have your prioritized list of keywords, map them to specific pages or pieces of content on your website. This will help you create targeted content that ranks well for those keywords.

6. Optimize Your Pages: Optimize your website's title tags, meta descriptions, header tags, and content with your chosen keywords. But remember, always prioritize natural language and readability over keyword stuffing.

7. Track Your Progress: Keyword research is not a one-and-done task. It's an ongoing process that requires constant monitoring and adjustment. Track your rankings for your target keywords and make necessary changes to your content and SEO strategy as needed.

Unraveling the Mysteries of Long-Tail Keywords

In the realm of keyword research, there's a hidden treasure trove of opportunity known as long-tail keywords. These are longer, more specific keyword phrases that typically have lower search volume but higher conversion rates. Think of them as the niche interests of your target audience.

For example, instead of targeting the broad keyword "shoes," you might target the long-tail keyword "best running shoes for flat feet." This long-tail keyword might have lower search volume, but the people searching for it are more likely to be ready to buy.

Long-tail keywords are often easier to rank for because they are less competitive. So, if you're a startup or a new website, focusing on long-tail keywords can be a smart strategy.

How to Find Long-Tail Keywords:

• Use Keyword Research Tools: Many keyword research tools have features that allow you to find long-tail keywords. Look for "related keywords" or "keyword suggestions" to discover long-tail variations of your seed keywords.

• Look at Google's "Searches Related To" Section: At the bottom of Google's search results page, you'll find a section called "Searches related to." This is a goldmine of long-tail keyword ideas.

• Use Question-Based Keywords: People often use questions when searching online. Tools like AnswerThePublic can help you discover question-based keywords that you can target with your content.

Conquering the Keyword Research Challenges

Keyword research is not without its challenges. Here are a few common obstacles you might encounter and how to overcome them:

• Keyword Difficulty: Some keywords are highly competitive, making it difficult to rank for them. If you're a new website or have limited resources, focus on less competitive keywords and build your authority over time.

• Search Intent Mismatch: If your content doesn't align with the searcher's intent, it won't rank well. Always consider the searcher's intent when creating content and optimizing your website.

• Changing Search Trends: Search trends are constantly evolving. What's popular today might not be popular tomorrow. Stay up-to-date with the latest search trends by using tools like Google Trends and monitoring industry news.

Congratulations, intrepid SEO’er! You've completed your crash course in keyword research. You now possess the knowledge and tools to uncover the hidden treasures of search intent and drive a flood of organic traffic to your website.

But remember, the journey doesn't end here. Keyword research is an ongoing process that requires constant vigilance and adaptation. As search trends change and your business evolves, so too must your keyword strategy.

So, keep exploring, keep experimenting, and never stop learning. With the power of keyword research by your side, you're well on your way to achieving SEO greatness!

Your Keyword Research Adventure Continues

Super Bonus Tip: Consider Working with SEO Experts!

Keyword research is a critical part of any SEO-driven growth marketing plan. And taking the time to learn it will help put your site on the path to glory. But therein lies the rub. Time!

If you don’t have the bandwidth to get into the weeds, consider working an SEO professional.

At GrowthMarshal, we help founders get world class results from their SEO efforts. Contact us today to see how we can help.

Happy keyword hunting!

Kurt Fischman is the founder of Growth Marshal and is an authority on lead generation and startup growth strategy. Say 👋 on Linkedin!

Growth Marshal is the #1 SEO Agency For Startups. We help early-stage tech companies build organic lead gen engines. Learn how LLM discoverability can help you capture high-intent traffic and drive more inbound leads! Learn more →