Keyword research is the process of identifying relevant keywords and phrases that people use to search for content related to a particular topic. By performing keyword research, you can better understand the language that your target audience uses to find information online and use these keywords to optimize your content for search engines.
What is a keyword?
A keyword is a term or phrase that is used to represent a specific idea, topic, or concept in a document, website, or search engine. Keywords help to make content easily searchable and can be used for search engine optimization (SEO) purposes.
In addition to identifying relevant keywords, keyword research can also help you understand the search intent behind each keyword. This can be particularly useful when creating content that is tailored to specific stages of the customer journey, such as informational content for users who are just starting to research a particular topic, or transactional content for users who are ready to make a purchase.
Types of keywords
Keywords are usually classified in several ways, the most common ones are by search intent and by the number of words that make up the keyword.
According to search intent
“When someone searches for a particular topic or information on a search engine, their search query is often driven by a specific goal or purpose. This purpose is what we refer to as the search intent. Understanding the search intent behind a user’s search query is crucial for creating relevant and useful content that meets their needs.
By understanding the search intent behind a user’s search query, you can tailor your content to meet their needs and provide them with the most relevant information or solution. This can help increase your website’s visibility and attract more targeted traffic to your site.”
Informational: What the user is looking for is to satisfy a need for knowledge about a specific topic and is not interested in making a purchase or taking an action.
Navigational: It is called navigational because the user is not looking for information, they simply want to go directly to the website or local site of interest. An example is when a user types brands like “Twitter”, “Facebook”, “YouTube” into the search engine.
Transactional: Transactional keywords, also called commercial keywords, are used by the user when they want to make a purchase, a hiring, or simply want to find and compare services or products in order to make a transaction.
Some examples of transactional keywords are: “Buy wireless headphones”, “White size L t-shirts”, “Comfortable running shoes deals”, among others. All these keywords aim to make a transaction.
Also included in this section are action keywords, which are searched with the aim of taking an action that is not strictly monetary: “Download app that counts steps”, “download YouTube videos”, etc.
Mixed keywords: Mixed keywords are those that involve more than one search intent. They are usually those that combine commercial and informative search intentions.
For example, when a user searches for “The best watch brands for under 200 euros” or “The best action movies on Netflix”.
According to length
As a general rule, the shorter a keyword is, the more traffic it will have, but it will have much less conversion potential. Conversely, a keyword with many words will have less search volume but much higher conversion potential.
We can divide the keywords in:
Short-tail keywords:
Short-tail keywords are brief and general search terms, usually consisting of one or two words.
They are very unspecific, and although they have a much larger volume, they are very difficult to monetize. The SERPs (page that shows the results) are usually very mixed, and it is very difficult for search engines to understand what the user really wanted to find.
In the following example, when searching for the keyword “car”, the search engine doesn’t know what we are referring to.
Do we want to buy a car? Do we want a toy car?
As a result, the conversion rate for these types of keywords is very low.
Medium-tail keywords:
Medium-tail keywords are more specific than short-tail keywords, usually consisting of two or three words.
The search volume is lower, but the possibility of generating conversions increases, since they are already more specific.
Long-tail keywords:
Long-tail keywords are longer and even more specific search terms, usually consisting of four or more words.
Long tail keywords are excellent keywords to include in keyword research and target on your website, as they are much easier to rank and can gradually generate traffic and authority for you.
Do not underestimate them even if they have less search volume compared to medium and short tail keywords.
Why do keyword research?
Keyword research is done in order to identify the words and phrases that people use to search for information on a particular topic. By understanding what keywords are being searched for, businesses and individuals can optimize their content and improve their search engine rankings, making it more likely that their content will be seen by their target audience.
In addition to improving search engine rankings, keyword research can also help businesses understand what their target audience is looking for and what their needs and desires are.
This information can be used to create content that is tailored to their audience’s needs, which can lead to increased engagement, conversions, and customer loyalty.
Keyword research is also important for businesses that are looking to stay competitive in their industry. By keeping up with the latest trends and search terms, businesses can stay ahead of the competition and attract more customers.
Overall, keyword research is an essential part of any digital marketing strategy. It helps businesses understand what their target audience is looking for, optimize their content for search engines, and stay ahead of the competition.
When to do keyword research?
Keyword research is typically done at the beginning of a search engine optimization (SEO) or pay-per-click (PPC) campaign. It helps identify the words and phrases that people use to search for products or services related to the campaign, and informs the creation of content and ad targeting.
However, keyword research is not a one-time activity. It should be an ongoing process to ensure that the keywords being targeted are still relevant and effective. As search trends and user behavior change over time, it’s important to stay up-to-date with the latest keywords and search terms.
In addition, keyword research can also be done when creating new content or expanding an existing website. By conducting keyword research, businesses can ensure that their content is optimized for search engines and that they are targeting the right audience.
Ultimately, keyword research should be done whenever businesses want to improve their visibility online or create content tailored to their target audience’s needs. By understanding the language that their audience uses to search for information and products, businesses can improve their search engine rankings, attract more customers, and stay ahead of the competition.