This blog will help you with all the basics – what keywords are, how they are researched, how to use them, and why they are relevant and necessary for your marketing efforts.

But first, what are keywords and how do they work?

Keywords are the words and phrases that people use to search for information online. They are the foundation of search engine optimization (SEO). By including relevant keywords in your content, you can help your website rank better in search engine results pages (SERPs).

Keywords match the words and phrases people type into search engines with the content on your website. When someone searches for a keyword, Google (or other search engines) will look for websites that have that keyword in their content. The more relevant and frequently the keyword appears on your website, the higher your website will rank in the SERPs.

Check out our comprehensive ‘beginners guide to digital marketing‘ to dive deeper into this essential topic

What Is Keyword Research?

Keyword research is the process of identifying the words and phrases that people use to search for information online. It is an essential part of any SEO (search engine optimization) strategy. By understanding the keywords that your target audience is using, you can create content that is more likely to be found by them.

Here is an example of how you would use keyword research for SEO for travel agency

Let’s say you own a travel agency that specializes in family vacations to Mexico. You could use keyword research to find keywords that families are searching for when they are planning a vacation to Mexico. For example, some keywords you might find include:

  • Mexico family vacation packages
  • all-inclusive family resorts in Mexico
  • best family-friendly things to do in Mexico
  • Mexico family travel tips

You could then use these keywords in your website content, blog posts, and social media posts. You could also use them in your paid advertising campaigns, such as Google AdWords and Facebook Ads.

By using keyword research and SEO, you can help your travel agency rank higher in search engine results pages (SERPs). This will make it more likely that people will find your website and book their next vacation with you.

Why Is Keyword Research Important?

Keyword research is important because it helps you to understand what people are searching for online. By understanding the keywords that your target audience is using, you can create content that is more likely to be found by them. Let’s see some benefits of keyword research.

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In the world of digital marketing, keyword research is the cornerstone of successful SEO, ensuring your content resonates with the needs and interests of your target audience.

How to Do Keyword Research for SEO


Keyword research can also help you to:

  • Choose the right keywords for your content: When you are creating high quality content, you want to choose keywords that are relevant to your target audience and have a high search volume. This will help you to attract more visitors to your website.
  • Track your results: By tracking the keywords that are driving traffic to your website, you can see what is working and what is not. This will help you to improve your keyword research and SEO strategy over time.
  • Increase website traffic: When you use the right keywords in your content, you can help your website rank higher in search engine results pages (SERPs). This means that your website will be more visible to potential customers, which can lead to increased website traffic.
  • Improve SEO rankings: Keyword research can help you to improve your SEO rankings by helping you choose the right keywords for your content and optimize your website for search engines.
  • Increase brand awareness: When you use the right keywords in your content, you can help to increase brand awareness by ensuring that your website is visible for relevant search queries.
  • Improve customer experience: By using the right keywords in your content, you can help to improve the customer experience by ensuring that your website provides the information that users are looking for.
  • Increase sales: Keyword research can help you increase sales by helping you target the right customers with the right content.

Keyword research plays a pivotal role in optimizing various facets of SEO, including on-page, technical, and off-page strategies.

In the realm of on-page SEO, meticulous keyword research ensures that your website’s content aligns with the phrases and terms your target audience uses, allowing you to create relevant, engaging, and keyword-rich high-quality content.

Technical SEO benefits from keyword research by helping you structure your website with the right keywords in mind, enhancing site architecture and indexing.

In off-page SEO, knowing which keywords are relevant helps you tailor your backlink and outreach strategies effectively, connecting with high-authority sites and increasing your online visibility.

In essence, keyword research serves as the essential that harmonizes these three SEO components, enabling you to establish a strong online presence and drive organic traffic to your website

What Are The 4 Types Of Keywords?

The type of keyword you choose will depend on your goals and the target audience you are trying to reach. There are majorly 4 types of keywords:

1. Short-Tail Keywords:

Short-tail keywords are single words or short phrases that are commonly used in search queries. They are often very competitive, but they can also be very effective at driving traffic to your website. Some examples of short-tail keywords include:

  • “Keyword research”
  • “SEO”
  • “Digital marketing”

2. Long-Tail Keywords:

Long-tail keywords are longer, more specific keywords that are less competitive than short-tail keywords. They are often more difficult to rank for, but they can be more effective at targeting your ideal audience. Some examples of long-tail keywords include:

  • “How to do keyword research”
  • “Best SEO tools”
  • “Digital marketing strategies for small businesses”

3. Question Keywords:

Question keywords are keywords that are phrased as questions. They are often used by people who are looking for information or help. Some examples of question keywords include:

  • “What is keyword research?”
  • “How do I improve my SEO?”
  • “What are the best digital marketing strategies?”

4. Intent Keywords:

Intent keywords are keywords that are classified based on the user’s intent behind the search query. There are four types of intent keywords:

  • Informational Intent: The user is looking for information.
  • Navigational Intent: The user is looking for a specific website or page.
  • Commercial Intent: The user is interested in buying a product or service.
  • Transactional Intent: The user is ready to buy a product or service.

Intent keywords are the window into the minds of your audience, revealing their desires, questions, and problems. Embrace them to create meaningful connections.

How to Do Keyword Research for SEO
How These Generative AI Ad Tools Can Help Your Digital Marketing Agency:


Some examples of intent keywords include:

  • Informational intent: “How to cook an egg”
  • Navigational intent: “”
  • Commercial intent: “Best laptops under $500”
  • Transactional intent: “Buy iPhone 13”

How To Do Keyword Research For SEO?

Keyword research helps you identify the right keywords and phrases to target, ensuring that your content is relevant and visible to your target audience. Here’s a comprehensive guide on how to do keyword research for SEO, incorporating the points you mentioned:

1. Google Autocomplete:

Your SEO toolkit should include Google Autocomplete. To harness its power, simply enter a relevant keyword or phrase into the Google search bar. As soon as you start typing, Google Autocomplete starts to work, producing a carefully curated list of search terms that are related to what you just typed. These recommendations provide a wealth of potential keywords that you can zero in on while optimizing your content.

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Google Autocomplete is the digital oracle that anticipates your thoughts and intentions, making the search experience faster and more intuitive.

How to Do Keyword Research for SEO


By tapping into the collective search behaviors of Google users, you gain insights into the terms and phrases they commonly seek, guiding you toward optimizing your website for maximum visibility and relevance in search engine results.

2. Google Related Searches:

Discover more about keyword research by exploring “Google Related Searches.” This feature, which is conveniently located towards the bottom of the search results page, acts as an abundant supply of additional keyword concepts that are closely related to your original search query. You’ll come across this part as you scroll down the results because it offers a variety of words and phrases associated with your topic.

Google Related Searches are the breadcrumbs of curiosity that lead you deeper into the digital forest of information, revealing the interconnectedness of knowledge.

How to Do Keyword Research for SEO
How These Generative AI Ad Tools Can Help Your Digital Marketing Agency:


These related searches present an opportunity to diversify your keyword approach and increase the audience appeal of your content. By including these closely related terms in your SEO strategy, you can enhance the search engine visibility of your website and draw in a wider range of users looking for useful information.

3. Keyword Research Tools:

Utilise effective keyword research tools to strengthen your SEO approach. Leading tools like Ubersuggest, Ahrefs, Moz Keyword Explorer, and Google Keyword Planner provide a plethora of insights. These tools are your compass in the vast realm of online search. They go beyond simply suggesting keywords; instead, they analyze them, offering data regarding keyword difficulty, search traffic, and a variety of other indicators.

This information is your guide to distinguishing valuable keywords from the noise. Armed with these precise metrics, you can refine your content strategy, targeting the keywords most likely to drive traffic and conversions, thus ensuring the efficacy of your digital marketing efforts.

4. Online Forums & Communities:

Investigate Online Forums and Communities that relate to your industry or niche to gain insights. These online communities, which include forums, message boards, and social media groups, act as digital gold mines for keyword research. As you spend time in these online communities, pay attention to the words, expressions, and inquiries that people use when discussing relevant subjects.

These linguistic hints frequently result in the identification of profitable long-tail keywords. These user-generated conversations can also inspire creative content ideas, enhancing your content strategy with subjects that appeal to your target audience and supporting your SEO initiatives.

5. Competitor Analysis With SEMRUSH:

Leveraging competitor analysis with SEMRUSH can completely transform your SEO efforts. When you employ tools like SEMRUSH, you gain a comprehensive view of your competitors’ online presence. Examine their websites to discover the terms for which they are successfully ranking and to identify the content that is bringing visitors to their domains. This tactical reconnaissance yields a wealth of insightful information.

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Competitor analysis with SEMrush is like holding a magnifying glass to your competition’s strategy, revealing the hidden gems that can elevate your own digital efforts.

How to Do Keyword Research for SEO


By identifying the keywords your rivals are capitalizing on, you can discover lucrative keyword opportunities to enhance your own content strategy. In addition, it highlights any weaknesses in your plan, giving you the chance to make adjustments and gain a competitive edge in the rapidly changing digital environment.

6. Use Specific Questions:

Use focused questions that match user intent to take advantage of specificity in your SEO strategy. Take, for example, searches like “how to do keyword research for SEO.” These particular searches reflect how users frequently formulate their questions. By addressing these queries directly, you not only cater to users seeking in-depth information but also increase the likelihood of your content ranking prominently in search results.

Google’s ‘People Also Ask’ feature is like having a conversation with the world, where questions lead to answers, and curiosity fuels knowledge.

How to Do Keyword Research for SEO
How These Generative AI Ad Tools Can Help Your Digital Marketing Agency:


This strategy aligns your content with the precise needs and queries of your audience, guaranteeing that it remains highly relevant and visible to those seeking detailed insights into your niche or industry. You can use keyword tools like Answer the Public or also check what kinds of questions are asked in the Google People Also Ask section.

Which Is The Best Tool For SEO Keyword Research?

The best tool for SEO keyword research can vary depending on your specific needs and budget. Several tools are highly regarded in the SEO industry, and the choice often comes down to personal preference and the features that align with your objectives. There are free and paid tools available when it comes to keyword research.

Let’s first look at

Free Keyword Research Tools:

1. Google Keyword Planner:

Google Keyword Planner, an integral component of Google Ads, emerges as an indispensable resource for keyword research. Google Ads keyword research tool helps advertisers create extremely effective ad campaigns by giving them detailed data on keyword search volume and competition. It excels at helping marketers identify keywords with high search volume so they can successfully target terms that appeal to their audience.

Additionally, it provides vital information on bid competitiveness, enabling marketers to optimize their budgeting. Google Keyword Planner’s reliability and integration with Google Ads make it an essential tool for advertisers aiming to maximize the impact of their online advertising efforts.

2. Google Auto Suggest (Google Autocomplete):

Google Auto Suggest, often referred to as Google Autocomplete, stands out as an invaluable asset for keyword research. This user-friendly and complementary tool functions by instantly generating suggestions as users input their queries in the search bar. It is the perfect ally for content creators, bloggers, and SEO enthusiasts because of its real-time suggestions, which reveal a treasure chest of well-liked and contextually relevant long-tail keywords.

By utilizing this tool, you can effortlessly remain updated on the always-changing user intent and search trends, ensuring that your content is in line with what your target audience is actively looking for and increasing the visibility and relevancy of your website in search engine results.

3. AnswerThePublic:

AnswerThePublic is a standout tool when it comes to keyword research due to its distinctive and captivating approach. It stands out because of its aptitude for visually appealing keyword data presentation. It provides a thorough understanding of user intent by curating questions, prepositions, and comparisons related to your primary keyword. This insight is invaluable for content creators seeking to craft highly relevant material that directly addresses the queries and concerns of their audience.

AnswerThePublic transforms keyword research into an interactive journey, allowing you to tap into the collective curiosity of users and tailor your content strategy to precisely meet their informational needs and preferences.

4. Soovle:

Soovle is a versatile keyword research tool that distinguishes itself by consolidating autocomplete suggestions from various search engines like Google, Bing, and Amazon. This feature-rich tool is essential for discovering a variety of keyword variations and spotting new trends across various online platforms. With its holistic approach, it is especially well suited for people working in e-commerce who are creating comprehensive online marketing campaigns.

By harnessing Soovle’s capabilities, users can gain a holistic understanding of the keywords that matter most across different search engines, helping them fine-tune their content and advertising efforts to reach a broader audience and stay ahead in the ever-evolving digital landscape.

5. Keyword Surfer:

Keyword Surfer, a Chrome extension, seamlessly intertwines with Google search results, simplifying the keyword research process. This powerful tool provides customers with immediate access to key keyword parameters such as search volume and CPC (cost per click) directly from the search page interface. By eliminating the need to navigate to separate tools or websites, Keyword Surfer streamlines the research process, enhancing efficiency and productivity.

Additionally, it provides keyword ideas to help users find relevant terms and broaden their search strategy. This integration makes it a valuable resource for SEO professionals and digital marketers seeking to make data-driven decisions while conducting keyword research within the familiar Google environment.

Paid Keyword Research Tools:

No matter how valuable and efficient the free keyword research tools are, paid ones are always going to have more exclusive features. So, let’s look at some of them.

1. Ahrefs:

Ahrefs is a formidable and all-encompassing SEO suite that serves as an essential for digital marketers. Its feature-rich arsenal includes strong keyword research capabilities that dive deep into the world of search optimization. Within Ahrefs, you’ll find an endless number of insights, including extensive keyword data such as search traffic, keyword difficulty, and click-through rates.

Ahrefs’ competitive edge is a unique feature as it gives you the ability to analyze your rivals’ keyword strategies and backlink strategies to develop a game plan for outperforming them. By making use of Ahrefs’ multifaceted toolkit, you gain the means to fine-tune your keyword strategy, enhance your content, and ascend the ranks of search engine results pages with precision and confidence.

2. SEMrush:

SEMrush is a versatile, flexible, and indispensable tool for keyword research. Its multifaceted capabilities encompass not only keyword research but also comprehensive competitor analysis and a wealth of other features. SEMrush acts as an indicator for insight into both organic and paid search, enabling customers to find high-performing keywords, meticulously track search engine rankings, and refine their content strategy.

This tool excels in offering a holistic view of your digital landscape, providing data-driven recommendations that enhance your online visibility, boost organic traffic, and sharpen your competitive edge. SEMrush is the compass guiding your journey towards digital marketing success.

3. Keywords Everywhere:

Keywords Everywhere, an adaptive browser extension, seamlessly integrates with major search engines like Google, revolutionizing the keyword research process. Its real-time functionality shows crucial keyword information, such as search volume, CPC (cost per click), and competition metrics, right on search results pages. As users browse search engine results, our integration streamlines and simplifies keyword research by providing them with quick insights into the possibilities of various terms.

With the help of Keywords Everywhere, digital marketers and content creators can decide for themselves which keywords to focus on, thereby optimizing their content and advertising strategies for increased visibility and increased ROI.

4. Long Tail Pro:

The specialized tool Long Tail Pro was created to meet the peculiar requirements of long-tail keyword followers. It excels at finding those high-impact, low-competition keywords that have the potential to draw highly targeted traffic. The tool goes beyond its core purpose of offering long-tail keyword suggestions to also provide a thorough competition analysis. This feature empowers users to evaluate the competitive landscape, making informed decisions about which keywords to target.

Long Tail Pro also offers rank tracking, allowing users to keep track of the progress of their keyword performance over time. These combined features make Long Tail Pro an invaluable tool for content creators and SEO experts aiming to tap into the lucrative world of long-tail keywords.

5. KeywordTool.oi:

A flexible keyword research tool with a wide audience, supports a number of search engines, including Google, YouTube, Bing, and more. Due to its strong keyword idea generation capabilities, it is a useful tool for a variety of web platforms. The tool excels at providing a broad range of keyword variations and long-tail ideas, all supported by insightful data on search traffic and competition.

This systematic strategy ensures that users can uncover highly relevant keywords, customize their content strategies, and make data-driven decisions to improve their online visibility and competitiveness across a multitude of search engines and platforms.

Keyword Research Checklist

Keyword research sets the base on which you build your content, optimize your website, and connect with your target audience. To ensure you don’t miss any essential steps in the process, here’s a comprehensive keyword research checklist:

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Don’t embark on your keyword research journey without a checklist; it’s the tool that keeps you organized, focused, and ahead of the competition.

How to Do Keyword Research for SEO



In conclusion, a strong online presence is built on a solid foundation of keyword research. It serves as your compass in the competitive and dynamic digital world, enabling you to effectively interact with and understand your audience. By meticulously selecting and optimizing keywords, you not only boost your website’s visibility but also enhance the overall user experience. The process of conducting keyword research is constant and demands flexibility and a strong awareness of emerging trends. As a result, you must make use of keywords whenever necessary, refine your strategy, and watch as your online visibility grows. With a well-researched keyword strategy, you’re firmly on your way to reaching and engaging your target audience, and ultimately, achieving your digital marketing goals. 

If you want to learn and practice keyword research and Google Sites SEO, you can create a simple Google Site and try it out for yourself. Google Sites is a free and easy-to-use website builder that anyone can use