Introduction:

As you may know, keyword research is one of the most important aspects of SEO. The right keywords can make or break your SEO campaign. The significance of keywords can be described in that choosing the right keyword can result in increased traffic and conversions while choosing the wrong keyword can lead to wasted time and money.

With the ever-changing landscape of search engines, it can sometimes be difficult to keep up with the latest trends and techniques. That’s why we’ve put together this advanced keyword research guide. This guide is designed to help you learn advanced techniques for keyword research so that you can choose the right keywords for your SEO campaign.

By the end of this guide, you should have a good understanding of how to conduct advanced keyword research.

What is Keyword Research?

Keyword research is basically the process of finding and analyzing the words or phrases that people are using to search for information on major search engines like Google, Bing, and YouTube.

As we stated in the beginning, keyword research is the first and most important step in any SEO campaign. No matter what type of website you have or what business you’re in, if you want to rank higher in search engine results pages (SERPs), attract more visitors to your site, and convert those visitors into customers, you need to start with keyword research.

Why? Because without keywords, there would be no way to tell search engines what your site is about, and therefore, no way for them to rank your site in search results. Likewise, without keywords, there would be no way for potential customers to find your site when they’re searching for products or services like the ones you offer.

In other words, keywords are essential for both SEO and PPC campaigns. And while there are a number of different types of keywords, we’re going to focus on two in particular:

  • Broad keywords: These are general terms that describe your products or services as a whole. For example, if you sell men’s shoes, some of your broad keywords might be “shoes,” “men’s shoes,” and “footwear.”
  • Niche keywords: These are more specific terms that describe the individual products or services you offer. Using our previous example, some of your niche keywords might be “men’s dress shoes,” “men’s running shoes,” and “men’s casual shoes.”

Why are keywords important?

Keywords are important because they allow you to target specific audiences with your marketing campaigns. By targeting the right keywords, you can make sure that your ads and website content are being seen by people who are actually interested in what you have to offer.

Not only that, but keywords can also help you to track the performance of your marketing campaigns. By tracking the keywords that generate the most clicks and conversions, you can adjust your strategy to focus on the keywords that are giving you the best results

Keyword research forms the foundations for SEO and forms the basis for any marketing strategy. It impacts every other SEO task, including finding content topics, email outreach, on-page SEO, and content promotion.

Before we dive into ins and outs of keyword research, we need to know a few specifics about why it is so important and a key term related to it.

How does keyword research contribute to growing a site’s traffic?

In every SEO campaign, researching keywords helps you understand your target audience and what they’re actually searching for. It also allows you to find out how much competition there is for each keyword, and what type of content is ranking on the first page.

For example, you can follow the steps in this guide to uncover a low-competition keyword. Now this keyword will be the key for you to begin your growth. Once you create a piece of optimized content centering around that keyword, it will give you a chance to rank in the top three or even the first page of Google for that keyword. Due to the lack of search competition for that keyword, it will easily rank highly, bring a saunter of targeted traffic to your website, and help you grow your business.

Search Volume:

How many people are searching for this keyword every month?

The higher the search volume, the more traffic you can get from ranking for that keyword. That’s why it’s important to target keywords with a high enough search volume to justify the time and effort required to rank for them.However, search volume is one of the worst metrics to look at.

 A high search volume is very misleading for the following reasons:
  • There could be a high number of searches for a keyword, but if there are already a ton of websites ranking for that keyword, the chances of you ranking are slim.
  • The search volume could be artificially high because of people misspelling the keyword. For example, if you are expressly looking at the keyword “bicycle,” the exclusive search volume will be much higher than if you are looking at the keyword “bike.” But in truth, both of these keywords are searches for the same thing.
  • The search volume could be high because people are searching for that keyword for different reasons. For example, the keyword “bicycle” could be searched for because someone is looking to buy a bicycle, or because someone is looking for information on how to fix their bicycle.
To get an accurate idea of the true search volume for a keyword:
  • The competition for the keyword. If there are a lot of people bidding on the keyword, then the search volume is likely to be higher.
  • The quality of the keyword. If the keyword is something that people are likely to search for when they’re looking to buy something, then the search volume is likely to be higher.
  • The relevance of the keyword. If the keyword is relevant to your product or service, then the search volume is likely to be higher.
When you’re looking at the competition for a keyword:
  • The number of people bidding on the keyword: If there are a lot of people bidding on the keyword, then the competition is likely to be higher.
  • The quality of the ads: If the ads are well-written and relevant, then the competition is likely to be higher.
  • The relevance of the landing page: If the landing page is relevant to the keyword, then the competition is likely to be higher.
  • The history of the keyword: If the keyword has a history of being competitive, then the competition is likely to be higher.

This is why it is important to pay attention to the following factors to commence an effective keyword research and further selection.

Search Intent: 

The first and foremost factor to consider is the search intent. It is important to match the keyword to the searcher’s intention.

Search intent helps to determine what type of keywords you should be targeting. If you’re a website that sells products, then transactional keywords are going to be more valuable to you than navigational or informational keywords. Search intent tends to narrow down and tailor your keyword research

LSI and synonyms:

LSI keywords are words and phrases that are related to your main keyword. They help Google understand the context of your content. For example, if you were writing an article about ‘SEO tools,’ some LSI keywords could be ‘best SEO tools,’ ‘SEO reporting tools,’ ‘free SEO tools,’ etc.

They are vital to tell the search engines what your content is about, since there can be multiple meanings to the same keywords. Lets take the word BUS. There are few different “buses” you could be talking about:

  • The large vehicle that carries people from one place to another
  • A group of connected electronic components on a computer motherboard
  • The activity of transferring data between two devices

If you wanted to target the keyword “bus,” you would need to specify which “bus” you’re talking about. You can do this by including LSI keywords in your content.

Google’s Hummingbird algorithm update placed more emphasis on LSI keywords and related terms, so it’s now more important than ever to include them in your content. To find LSI keywords, you can use Google’s related searches feature at the bottom of the SERP, or you can use a keyword research tool like semrush.com

Using synonyms in your content also helps Google understand the context of your article. For example, if you were writing an article about ‘SEO tools,’ you could use the synonyms ‘SEO software,’ ‘SEO platforms,’ ‘SEO tools,’ etc. You can find synonyms using a thesaurus or a tool like SEMrush.

Keyword ideas

But how do you actually go about finding these keyword ideas? It is pretty simple There are plenty of platforms and plenty of tools to simulate a list of topics and keywords.

  • Search intent: One of the most popular ways to narrow down a list is by using search intent:
  • Informational: The searcher is looking for information. These keywords are generally longer in length. For example, say you consider a product, the possible searches could be:
    • What is [product name]
    • How does [product name] work
    • How do I use [product name]
  • Navigational: The searcher is looking for a specific website. These keywords are generally brand names or website addresses.
  • Commercial Investigation: The searcher is looking to buy a product or service. These keywords are generally transactional in nature. Possible search questions could be:
  • Best price for/buy/purchase
  • Compare prices for/discount/deals on
  • Coupons for reviews of item
  • Transactional: The searcher is ready to buy a product. These keywords are shorter in length and more specific. Possible searches could be:
  • How much does [product name] cost
  • [product name] in [location]
  • Order [product name] online
  • [product name] near me
  • Affordable [brand name] [product name]

Searching for a list of topics is important to give yourself a set of potential keywords to choose from. Here are a few ideas:

  • Using “searches related to”: Searches related to is a great place to start keyword research. To do this, simply type in your seed keyword in Google and scroll to the bottom of the SERP. You’ll see a section called “Searches related to”. These are all potential keywords that you can use in your content.
  • Reddit: Another great place to find potential keywords is Reddit. Simply type in your seed keyword and see what people are talking about. You can also use the “new” tab to find the latest posts about your topic.
  • News: Checking the news is also a great way to find potential keywords.
  • Google and YouTube Suggest: Google and YouTube Suggest are also great places to find potential keywords. Simply start typing in your seed keyword and see what suggestions come up.
  • Forums: Forums are a great place to find potential keywords. Simply search for your seed keyword and see what people are talking about. For example, if you’re in the weight loss niche, you could search for “weight loss” on Reddit and see what people are talking about.
  • Wikipedia table of contents: The table of contents for a Wikipedia page is a great place to find potential keywords. For example, if you’re looking for keywords related to “SEO,” you might want to check out the table of contents for the Wikipedia page on SEO.
  • Google Trends: Google Trends is a great way to see what keywords are trending. For example, if you’re in the fitness industry, you may want to target keywords related to “fitness” or “exercise.” When you’ve found a potential keyword, you can use Google’s Keyword Planner to get more data on that keyword. When you’ve found a potential keyword, you can use Google’s Keyword Planner to get more data on that keyword.

Keyword research tools:

There are a number of different keyword research tools available. Some of the most popular include Google AdWords Keyword Planner, KWFinder, and SEMRush.

Google AdWords Keyword Planner

The Google AdWords Keyword Planner is a free tool that allows you to research keywords for your campaign. To use the tool, you’ll need to have a Google AdWords account. Once you’re logged in, you can enter a keyword into the “Find new keywords” field. Google will then provide you with data on that keyword, including search volume and competition.

Ahrefs

Ahrefs is a paid keyword research tool that offers a 7-day trial for $7. Once you’ve signed up, you can enter a keyword into the “Keywords Explorer” to get data on that keyword, including search volume, difficulty, and related keywords.

Moz Keyword Explorer

Moz Keyword Explorer is a paid keyword research tool that offers a number of features, including keyword suggestions and competitor analysis. To use the tool, you’ll need to create an account and enter a keyword into the “Find keywords” field. Moz Keyword Explorer will then provide you with data on that keyword, including search volume and competition.

SEMrush

SEMrush is a paid keyword research tool that offers a number of features, including keyword suggestions and competitor analysis. To use the tool, you’ll need to create an account and enter a keyword into the “Find keywords” field. SEMrush will then provide you with data on that keyword, including search volume and competition.

Ubersuggest

Ubersuggest is a free keyword research tool that offers a number of features, including keyword suggestions and competitor analysis. To use the tool, you’ll need to enter a keyword into the “Find keywords” field. Ubersuggest will then provide you with data on that keyword, including search volume and competition.

Challenges

Keyword difficulty is one of the main challenges you’ll face when conducting keyword research. This metric measures how difficult it would be to rank for a particular keyword in search engines. The higher the keyword difficulty, the more challenging it will be to rank for that keyword.

Generally, keywords are divided into:

  • Head terms: These are short, one or two word keywords. They have a high search volume but are also very competitive.
  • Body keywords: These keywords are usually three to four words long. They have moderate search volume and are not as competitive as head terms.
  • Long-tailed keywords: These are keywords that are more specific and usually longer in length. They tend to have less search volume but convert better because they are more specific. For example, ‘how to do keyword research for SEO.’ This is a long-tailed keyword.

You should aim to target a mix of both short and long-tailed keywords. That allows you to get traffic from both high volume, general keywords and also from more specific keywords that convert better. The best way to find long-tailed keywords is to use a tool like Google Keyword Planner or Ubersuggest.

  • Keyword Difficulty on Keyword Research Tools: To measure keyword difficulty, you can use a tool like Moz’s Keyword Difficulty Tool. Similiarly, there is an entire tool dedicated to keyword difficulty called CanIRank. What this tool does is evaluates a keyword’s competition level relative to your website.
  • Authority of Sites on Google’s First Page: The next metric we look at is the authority of the sites that rank on page one of Google. In this case, we’re looking for two things: the MozRank and Domain Authority of the sites. MozRank is a metric created by Moz that shows how important a page is on the web. The higher the express MozRank, the greater importance of the page. Domain Authority (DA) is a metric also created by Moz that shows how important a domain is as a whole. The higher the Domain Authority, the more important the domain is.

Step-by-step guide on how to choose a keyword:

Now that we’ve gone over all of the metrics you need to consider when choosing a keyword, it’s time to put it all together in a step-by-step guide.

Step 1: Brainstorm a list of potential keywords

Start by brainstorming a list of potential keywords that you think would be a good fit for your business. If you’re not sure where to start, try thinking of words or phrases that describe what you do or what you offer.

Step 2: Research the competition for each keyword

Once you have a list of potential keywords, it’s time to do some research on the competition for each one. Start by searching for each keyword on Google and taking a look at the results.

Step 3: Consider the search volume for each keyword

Another important factor to consider when choosing keywords is the search volume for each one. This is the number of times people are searching for a particular keyword each month.

Step 4: Choose keywords that are relevant to your business

When choosing keywords, it’s important to make sure they are relevant to your business. There’s no point in ranking for a keyword that won’t bring you any traffic or customers.

Step 5: Organic click-through rate

The organic click-through rate (CTR) is the percentage of people who click on your listing in the search results. A higher CTR means that your listing is more relevant to the keyword, which can help you to rank higher.

Step 6: Difficulty

The difficulty score is a measure of how hard it is to rank for a particular keyword. The higher the difficulty, the more difficult it will be to rank for the keyword.

Step 7. CPC

The CPC (cost per click) is the amount that you would pay for a single click on an ad for the keyword. This is a measure of how competitive the keyword is for paid advertising.

Step 8: Searches per month

The number of searches per month is a measure of the keyword’s popularity. The more searches that are performed for a keyword, the more popular it is.

Step 9: Business Fit

The business fit score is a measure of how well the keyword fits your business. The higher the score, the better the keyword will fit your business.

Step 10: SERP Features

SERP features are the different types of results that can appear on a Google search results page. The SERP features that are most relevant to your keyword will be displayed here.

Based on all the above factors and using the suggested keyword research tools, you can make your optimum list of keywords to begin your SEO campaign.

Tips:

Source: DemandJump

Optimize content around synonyms and related keywords: 

Google is good at understanding the relationship between words, so you don’t need to stuff your content with every single keyword on your list. Instead, focus on using a variety of related keywords and synonyms throughout your content to give Google a better understanding of what your page is about. This means that your content is more likely to show up in search results for a variety of different keywords, rather than just the one you’re targeting.

Shoulder keywords:

In addition to your main keywords, you should also include what are called “shoulder keywords” throughout your content. These are similar keywords that are related to your main keyword, but they’re not an exact match. For example, if you were writing a blog post about the best hiking trails in the Pacific Northwest, your main keyword might be “hiking trails” and some of your shoulder keywords could be “hiking”, “trails”, “Pacific Northwest”, and “outdoors”.

Using a combination of main keywords and shoulder keywords will help you cast a wider net and attract more readers to your content.

Analyze content based on searcher intent:

If you want your content to rank highly in Google, it’s not enough to just stuff it full of keywords. You need to make sure that your content is relevant to what people are actually searching for.

This is where searcher intent comes in.

Searcher intent is basically the reason why someone performs a particular search. When somebody types a query into Google, they’re looking for something specific – whether that’s information, a product, or a service.

If you can figure out what searcher intent is behind a particular keyword, you can create content that’s much more likely to rank highly in Google.

Advanced SEO Strategies:

Barnacle SEO:

The term “barnacle SEO” was first coined by Will Scott, and it refers to the process of piggybacking off of the authority of a well-established website.

The basic idea is to find popular, high-authority websites in your niche and get your content featured on them. This will help to boost your own authority and improve your chances of ranking highly in Google. The biggest advantage is that it doesn’t take much time or effort to get started with barnacle SEO.

To find good opportunities, just Google your main keywords + “guest post” or “write for us.” For example, if you want to write about SEO, you could search for “SEO guest post” or “write for us SEO.”

Once you find a website that accepts guest posts, study their content to get an idea of what they’re looking for. Then, pitch them a guest post that’s in line with their interests.

If your guest post is good, there’s a good chance it will be accepted and published. And once it’s published, you can start reaping the benefits of barnacle SEO.

GSC Research:

Google Search Console is a free tool, which allows you to expressly see how your website is overall performing in Google’s search results.

To use GSC, simply enter your website’s URL into the search bar. Then, click on the “Search Traffic” tab. From there, click on “Search Analytics.” This will bring up a list of the keywords your website is ranking for. You can then use this exclusive information to improve your website’s SEO.

Ahrefs content Gap:

Ahrefs content gap is a great way to find out what topics you should be writing about.

To use Ahrefs content gap, enter your competitor’s URL into the search bar. Then, click on the “Content Gap” tab. This will bring up a list of the topics your competitor is ranking for that you are not. You can then create content around these topics to try and rank for them.

Conclusion:

Keyword research is a crucial part of SEO. By doing keyword research, you can find out what keywords you should be targeting to improve your website’s SEO. There are a variety of methods you can use to conduct keyword research. In this guide, we’ve covered some of the most popular and effective methods.

We hope this guide has been helpful in teaching you how to do advanced keyword research. If you have any questions, feel free to approach to ask questions. Our web developers at Pixel Street will be happy to answer them.

Thank you for reading!

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Khurshid Alam
Founder

Khurshid Alam is the founder of Pixel Street, a web design company. He aspires to solve business problems by communicating effectively digitally. In his leisure, he reads, writes, and occasionally plays a game of table tennis.