A Deep Dive Into the Process of Keyword Research and Its Importance in SEO

SEO | 17-01-2024 | Jennysis Lajom

keyword research important

A solid SEO plan is more crucial than ever in today's digital world due to the intense competition for online exposure. Whether you're a marketer trying to increase organic traffic or a business owner trying to expand your online presence, knowing the basics of search engine optimization is crucial.

Websites may get better search engine results, more organic traffic, and more conversions when they choose keywords relevant to their target audience.

To help you develop an effective SEO content strategy, we'll define terms, discuss their significance, and walk you through the steps of doing keyword and content research.

What Is Keyword Research?

The term "keyword research" refers to the steps used to identify and evaluate search engine queries made by your target audience. Focus your content strategy on the most successful keywords.

People use keywords, which are collections of words or phrases, to help them locate what they're looking for online. For instance, you may use the search term "food for puppies" on Google to get puppy food.

However, without keyword research, you may focus on terms that no one is using or avoid targeting any keywords.

Why is keyword research important?

With all the many aspects of search engine optimization (SEO), it's easy to stray from keyword research despite its critical importance in content production and SEO.

Understanding search volume is crucial for Search Engine Optimization. It can be done using third-party clickstream data employed by software businesses. Failure also determines the number of searches made for various themes and keywords, resulting in a missed opportunity to get the most web traffic.

Here are the factors to bear in mind while creating fresh content or establishing an SEO campaign:

Increased Traffic and Visibility

Enhancing visibility and increasing traffic are important objectives of SEO. Through keyword research and optimizing their content, companies can enhance their website's position in search engine results pages. Hence, increasing its visibility to prospective consumers actively seeking information about their product or service.

A website with a better ranking in search engine results pages (SERPs) is more likely to attract clicks and visits, resulting in increased traffic and possible sales or leads.

By strategically selecting relevant keywords, marketers may effectively draw in visitors who are highly inclined to be interested in their product or service, greatly enhancing the probability of conversion.

Better User Experience

A website's User Experience (UX) is impacted by its usability, design, content, and functionality. Through enhancement, firms may enhance engagement, diminish bounce rates, and attain improved conversion rates.

By providing light on the search intent of businesses' target audiences and empowering them to provide content that meets those needs, keyword research contributes significantly to UX improvement. Businesses may provide their helpful audience with instructive and relevant material if they choose the correct keywords.

Competitive Advantage

Conducting keyword research is crucial for gaining a competitive advantage in any field. It enables brands to identify deficiencies in the market and provide content that satisfies the demands of their audience, thus addressing those deficiencies and establishing themselves from the competition.

Businesses with a competitive edge might concentrate on augmenting their market dominance, enticing a more extensive clientele, and enhancing their financial gains and profitability. Keyword research is crucial in this context, as it enables individuals to discover fresh prospects, generate interesting content, and enhance their online visibility for search engines and users.

The Elements of Keyword Research

When performing research on keywords, three primary elements should always be considered.


Google examines the relevancy of content to determine its ranking. The idea of search intent is relevant in this context. The material you create will only get a high ranking for a particular keyword if it effectively fulfills the requirements and expectations of the individuals searching.

Furthermore, your material must be the most superior and comprehensive resource for the inquiry. Ultimately, Google needs more incentive to prioritize your material above others if it offers inferior value compared to online information.


While your website can appear on the top page of search results for a specific term, if there is no demand for that keyword and people do not actively search for it, it will not generate any traffic. Similar to establishing a business in an abandoned town.

Volume is quantified using MSV (monthly search volume), the frequency at which the term is searched every month by all audiences.


Google will prioritize sources it considers authoritative. Therefore, you need to exert maximum effort in establishing yourself as a credible source by enhancing your website with valuable and informative material and actively marketing that content to get social signals and backlinks.

If you want more influence in a particular industry or if the search engine results pages (SERPs) for a given phrase are controlled mainly by highly regarded websites that you cannot compete with, such as Forbes.

In that case, your chances of ranking high are limited if your material is extraordinary.

Effective Ways to Conduct Keyword and Content Research

Now that you know why it's beneficial to do keyword and content research, here's how to do it:

Set your goals

Before developing an effective content strategy, you must establish its overarching objectives. Do you want more people to visit your website, learn more about your brand, become leads, or get helpful information from your audience? To be more deliberate while creating targeted content, think about your goals.

Choose your target audience.

Determining your target audience is a crucial aspect of doing content research. It entails understanding preferences and requirements, identifying their habits, and determining the most effective means of communication using their preferred content formats and styles.

By doing so, you may enhance the customization of your products and content, increasing their influence on audiences.

List a broad topic that is relevant to your business.

Before generating content, it is advisable to construct a spreadsheet and populate it with overarching classifications for the keywords you want to get high rankings for.

These topics might pertain to product or service categories or other subjects that may capture the attention of your target audience. Ensure that the list remains relevant to your company to maintain focus.

Analyze competitors

One way to get a feel for what does and does not work in a particular sector is to examine your rivals' content. It will help you shape your content strategy.

As part of this process, you should investigate your rivals' keyword rankings, website traffic, customer interaction, and other relevant metrics. It would help if you also looked at customer reviews, your rivals' web presence, and more.

Verify search intent

Nowadays, satisfying users' search intent is more vital than ever. It is possible to offer value to your website by producing material that provides solutions to problems that a searcher is attempting to solve or answers to questions that a searcher is searching for.

To explore ideas and get inspiration about user pain points and issues, just input the relevant term into a search engine and observe the often-appearing results. These inquiries may consist of interrogatives or keyword expressions, such as the functioning mechanism of something, the purchasing location of an item, or the many types of remedies available for a specific condition they are facing.

Ensure the shown content closely aligns with your intended production and company objectives.

Monitor the trends

Pay close attention to specific patterns and developments that affect your industry within the proper market is advisable. It lets you remain up-to-date with current news, delivering relevant and timely information for your intended audience.

Search engines prioritize the importance of up-to-date content, and having new content on your website will undoubtedly enhance its worth.

Efficient keyword research includes:

  1. Using keyword research tools to develop concepts.
  2. Evaluating search traffic and competition.
  3. Discovering long-tail keywords and semantic variants.

By adhering to this systematic procedure and employing tools such as Google Keyword Planner as well as SEMrush, you can formulate a robust keyword plan and enhance your website's search visibility.

Best Keyword Research Tools

All of the following keyword research tools have free versions for you to begin using.

Google Keyword Planner

The first keyword tool has changed over the years, although it continues to be considered one of the most exceptional free keyword tools. It is an excellent starting point for discovering primary keywords and generating keyword concepts.

The Google tool is synchronized with Google Ads. Hence, the data is biased towards paid advertisements, yet it remains helpful for research purposes.

To use the functionality, you need an account with Google Ads. Even though Google requires that you create an active campaign to access the account, you may access the account without one.

Although the tool's suggested keywords will only show you restricted search volumes in ranges when no campaign is active, they are helpful. Google will provide the monthly search volume if your campaign is active.

You may run competitor URLs through the tool to discover the keywords they are targeting, and you can input up to ten seed keywords to get a list of recommended keywords. It is an excellent first step When compiling a list of potential keywords.

Google Search Console

Google Search Console is also one of the significant tools for determining the keywords you are currently ranking for and obtaining precise data on the number of clicks and impressions they generate in Google Search.

Additionally, you can combine it with your Semrush account and establish a connection with your Google Analytics data, enabling you to get vital website information conveniently consolidated in a single location.

Answer The Public

Answer The Public is a potent tool that extracts data from Google Autocomplete and links a primary term with many modifiers to provide a comprehensive list of variations.

In addition, Answer The Public will promptly furnish a compilation of recommendations, mainly derived from inquiries, which you can use as an unprocessed inventory for subsequent evaluation.

Google Trends

Using data derived from actual search queries, Google Trends provides insights. However, the data in Google Trends may be compared with real search volumes from other tools, allowing you to get a comparative idea of the actual volumes. Although it does not offer search numbers, it does provide comparisons.

Trends excel at identifying popular subjects and categories within a particular field and discovering geographical search patterns in a particular region. Trends will suggest relevant terms that are presently seeing a surge in popularity.

Therefore, implementing a keyword strategy allows you to identify areas where you should allocate resources and determine the optimal time to discontinue investing in specific phrases.


For those seeking a more sophisticated solution, Semrush provides a wealth of keyword data, facilitates further exploration of topics such as search engine results page (SERP) elements, and presents results at a granular level.

Semrush also provides many keyword research tools, such as content-driven keyword research, competitive keyword gap analysis, and the usual suspects like search volume and traffic statistics.

Additionally, Semrush has many features that make it stand out. These include a Keyword Magic Tool, Keyword Manager, and Organic Traffic Insights. Once you connect it to your Google Analytics or Search Console account, it can even uncover those notoriously tricky "not provided" keywords.

Final Thoughts

In an era where online presence has immense significance, the crucial role of doing keyword research in search engine optimization (SEO) cannot be emphasized enough. Keyword research is essential for businesses striving to surpass their competitors and get better rankings on search engine results pages.

However, keyword research has a purpose beyond achieving a better position in search engine rankings. The goal is to enhance the user experience by delivering meaningful and relevant information that satisfies the requirements of your intended audience. The intent is to achieve a competitive advantage in your sector by detecting and addressing gaps with distinctive and relevant content.

Moreover, understanding the significance of keyword research and integrating it into your web-based marketing plan is an excellent first move toward establishing your business for triumph in the digital era.

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Jennysis Lajom

Jennysis Lajom is an IT graduate and a former chemist. Her passion for digital marketing led her to a career in graphic design, editing, and social media marketing. She is also one of the resident SEO writers from Softvire, a leading IT distributor. Follow her at Softvire Global Market now!