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How To Do Keyword Research in SEO?

How To Do Keyword Research in SEO?

Keyword research helps to find the most relevant and high-traffic keywords that can be targeted by a website to attract potential customers. With this post, we’ll explore the art and science of keyword research and also, provide you with a step-by-step method to assist you select the suitable keywords for your SEO strategy.

Table of Contents

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What is Keyword Research in Digital Marketing?

Keyword research is a strategic process in digital marketing that identifies and analyzes the precise words and phrases that internet users type into search engines while seeking information, goods, or services. It is an important part of Search Engine Optimization (SEO) and pay-per-click (PPC) advertising operations. 

Keyword research provides digital marketers with insights into their target audience’s language and behavior, allowing them to efficiently optimize their online content, websites, and advertising campaigns to correspond with user intent.

The fundamental purpose of keyword research is to find relevant keywords that have a high search volume yet low competition. Marketers may improve their visibility on search engine result pages (SERPs) and attract organic website traffic by targeting these keywords. 

Furthermore, keyword research aids in the comprehension of the competitive environment, the discovery of new market prospects, and the overall efficacy of digital marketing initiatives.

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Why Keyword Research is Important?

For numerous reasons, keyword research is critical in the area of digital marketing. Let’s get into the complexities of why keyword research is so important and how it may significantly affect the success of a digital marketing campaign.

Why Keyword Research is Important?

Understanding User Intent

Keywords are a direct representation of user intent – what people are searching for when they search. Keyword research allows marketers to acquire significant insights into their target audience’s language, requirements, and aspirations. 

Understanding user intent allows marketers to adjust their content and products to what consumers are looking for. This alignment improves the user experience, boosts engagement, and raises the chances of turning visitors into clients.

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Competitive Advantage 

In today’s competitive digital world, keyword research is a strong technique for acquiring a competitive advantage. Marketers may assess the search environment and discover regions with minimal competition by analyzing keywords. 

Finding niche or long-tail keywords with low competition but high search traffic enables marketers to target certain parts of their audience and capitalize on unexplored market possibilities. This strategic approach might be especially advantageous for smaller organizations or those operating in oversaturated industries.

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Targeted Advertising Campaigns

Keyword research is essential in pay-per-click (PPC) marketing efforts. By locating keywords that are extremely important to those goods, marketers may create customized ad campaigns that appear when consumers search for phrases that are highly related to their items. 

Precision targeting improves the chances of getting quality leads and maximizing the return on investment (ROI) of advertising spending. Furthermore, keyword research assists marketers in identifying negative keywords (irrelevant keywords to omit from campaigns), allowing them to further optimize their ad targeting.

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Continuous Monitoring and Adaptation

Keyword research is not a one-time event; it needs ongoing monitoring and adaptation. Over time, search patterns, user behavior, and industry dynamics change. Marketers may keep updated about developing terms, changing user intent, and changing market demands by doing keyword research regularly. 

Marketers may update their keyword strategy, optimize their content, and keep their competitive edge in the digital marketplace by remaining proactive and sensitive to these developments.

Content Optimization 

High-quality, relevant content is the foundation of effective digital marketing. Keyword research assists marketers in understanding the themes, problems, and worries that their target audience is searching for. With this insight, marketers can produce content that directly targets these demands and gives relevant answers. 

Marketers may increase their chances of ranking better in SERPs by naturally and strategically adding target keywords throughout their content. This, in turn, boosts the visibility and exposure of their material to the desired audience.

In the given image, the content is optimized as per the keywords generated by the SurferSeo tool. The green ones are optimized as per the requirement by SEO while the red ones indicate the need for modification of content to increase the performance of the content.

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Best Keyword Research Tools

There are several keyword research tools on the market, each with its own set of features and capabilities. Let’s look at some of the top keyword research tools accessible and what makes them unique.

Best Keyword Research Tools

Google Keyword Planner

Google Keyword Planner is a free keyword research tool that helps businesses uncover relevant terms for their industry, estimate search traffic, and analyze the competition. The tool gives essential keyword success metrics such as average monthly searches, competition level, and cost per click (CPC). 

The keyword planner also finds related keywords and gives historical data on keyword performance, helping marketers appropriately optimize their content and advertising campaigns.

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SEMrush is a comprehensive SEO tool that offers robust functionality for conducting keyword research. This tool proves to be valuable for advertisers as it facilitates thorough competitor analysis, enables tracking of keyword rankings, and assists in identifying new keyword possibilities. One of the notable features of SEMrush is its keyword difficulty score, which assesses the level of difficulty in achieving a high ranking for a specific term. Additionally, SEMrush provides insights into search volume, trends, and related terms. Due to its advanced reporting and analytics capabilities, SEMrush has gained popularity among digital marketers and remains their tool of choice.


Ahrefs is a comprehensive SEO tool that includes capabilities for keyword research, backlink analysis, and website auditing. The program provides a large keyword database as well as performance information such as search volume, keyword difficulty, and traffic potential. 

By analyzing competitor keywords and content gaps, Ahrefs also enables marketers to follow keyword ranks and uncover new keyword possibilities. Ahrefs is a sophisticated tool that gives profound knowledge of keyword performance and allows marketers to create efficient SEO and content marketing strategies.

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Moz Keyword Explorer

Moz Keyword Explorer is a simple tool for doing keyword research, with a plethora of features to help you find relevant phrases and assess their effectiveness. This thorough tool delivers significant information on a variety of topics, including keyword difficulty, search traffic, and possible prospects. Users may optimize their keyword strategy by utilizing precise data.

Moz Keyword Explorer has additional capabilities like organic CTR (click-through rate) calculation, which estimates the click-through rate of search results that are organic according to ranking position and page attributes. The platform also has a keyword prioritization feature, which helps marketers identify high-potential terms for their campaigns.

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Keyword Tool

The Keyword Tool is a no-cost keyword research tool that offers a range of functionalities to explore long-tail keywords and enhance content optimization for search engines. This software generates keyword suggestions by leveraging Google’s autocomplete feature, along with a comprehensive list of related long-tail terms. With its extensive capabilities, the tool proves invaluable in identifying relevant keywords and improving search engine visibility for optimized content strategies.

Keyword tool gives statistics on search volume, CPC, and competition level for each phrase, allowing advertisers to properly prioritize their keywords. The program also includes options for spotting keyword trends and analyzing rivals’ keywords.

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To summarize, understanding the art of keyword research is critical for SEO success. Understanding your target audience’s language and purpose allows you to identify the most relevant and useful keywords for optimizing your website and content. You may select keywords with high search volume and low competition by using numerous tools and strategies, such as Google Keyword Planner, SEMrush, or Ahrefs. Stay ahead of the competition and attract organic traffic to your website by constantly modifying your keyword approach to changing trends.

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About the Author

Content Team Lead- Digital Marketing

As a professional Content Team Lead in Digital Marketing, Shailesh Bhagat brings over 8 years of dynamic experience in the Edtech sector. With 5 years of team leadership and 2 years of specialized SEO expertise, he excels at executing comprehensive Digital Marketing strategies. A proven track record showcases Shailesh’s adeptness at managing diverse content teams.