SEO keyword research: how to choose the best keywords to fight for your results on Google.

Keyword research is the study that determines which keywords are important to your business. When searching for keywords, you can create a content strategy to improve your site’s overall position and track your ranking on Google.

What is it and how does it work?

 It is a document that shows in practice what your audience is looking for in your market and what keywords you should focus on.

In optimization

The starting point of an SEO strategy is to identify the words you want to fight with. Even older sites that receive a lot of links cannot compete for all terms related to business.

For sites that are just getting started, that fact is even worse. Therefore, it is important to choose the search terms that you want your site to appear in the top Google search results for, and then determine a strategy to achieve this.

The importance of keyword research in digital marketing

Today, when you want to know something or even do something, it is very common for you to turn to the largest search engine in the world, Google.

The rectangular page allows you to quickly enter keywords or search terms. In less than a second, you will have a set of pages to visit as a result of your search.

The truth is that Google uses these search terms to determine which content on the Internet can best serve you. Therefore, anyone who has a website, institution, blog or online store needs to think hard about keyword research to produce content that meets what people are looking for on the Internet.

In short, you need to state what organic searches people are doing on your channel to generate your content from there.

The good news is that there are step-by-step steps you can take to perform great keyword research that will help you produce the best content for your audience and position yourself in the top search results. Google

Understanding some of the variables associated with a keyword.

There are many ways to find a keyword, either by following a different process or by using a different tool.

It depends on the complexity and depth of research you want to do, how to combine additional variables, and think about certain algorithms in addition to prioritizing these other processes.

Next, let’s talk about some of the variables that we think are most relevant for effective keyword research:

volume;Difficulty;chance;Purchase intention;Current position.

volume

This is a variable that represents the monthly search volume for the term specified on Google.

This is an extremely important variable because it is essential to ensure that more people are effectively searching for the keywords you want to compete with.

Remember: Whenever you use the tool to find search traffic, be sure to check if you are doing a search by filtering only the searches performed in Brazil.

Difficulty

There are site-survey terms that are relevant and well-rated by Google, while others still have enough scope for new sites to appear in the first results very quickly.

Because of this, it is very difficult to get your site to the top for certain terms, and this should be evaluated when determining your keywords.

High difficulty means that the top ranked sites have high authority and make it more difficult to rank.

The point is, don’t confuse general difficulties with competition on Google Ads.Competition shows that many companies are buying certain words and not necessarily that they are very problematic.

chance

This variant is used very little. But they are very relevant when deciding to invest with keywords.

Do you know when you search on Google and what other elements will appear in addition to organic search results, such as search results, videos, photos, local businesses, maps, ads, etc.?

All of these elements lead to a lower organic result click rate because it “draws” the user’s attention to these elements.

Therefore, the more special elements there are, the less chance for a specific vocabulary.

Purchase intention (Channel step)

This is a variable to help you decide on a term. For example, words related to your product or service are considered high purchase intent words, for example: “Financial management software”

The words in your market that indicate finding a problem solved by your product can be considered low purchase intent, such as: “Organize accounts payable” etc.

Current position

Shows the current position of your business website for the given term.

Through this analysis, you can see which pages you can optimize to improve your position or which pages you don’t have to rank with and which need to generate content.

 In practice: how is your keyword research done?

Here, we’ll present a step-by-step guide to simple but effective keyword research. For this, we will examine the variables that we initially thought to be important.

To support this walkthrough, we recommend that you use the spreadsheet template we created to help you.

Search for business keywords (keywords)

The first step is to search for keywords, which are considered to be those with the highest search volume and will result in long words the size of kites.

These are often the first words we look for on Google when looking for a solution.

It turns out that, instinctively, we are used to thinking about the keyword at the bottom of the funnel, that is, it refers to the product that is selling more, and we are not thinking about the problems that come back in the purchase path.

Tools you can use:

Buy Journey Generator

Google Analytics internal search report

SEMRush Keyword Magic

By using the three tools above, you will have a vocabulary related to your business that you can explore. But before you start implementing these requirements, stay tuned for the next steps.

Remove words that don’t make business sense.

You should now have a spreadsheet that already contains the relevant vocabulary. It turns out that there may be some words that don’t make sense.

Therefore, at this stage, we recommend creating a filter to remove duplicate and questionable words for your business.

Find the word with the long tail of a kite.

With keywords in mind, it’s time to search for the long-tail term. That is, more specific terms and usually less search volume and less competition.

Recommended tools:

Keywordtool.io

To learn more, read our article How to use long-tail keywords to attract more people to your site.

Discover the search volume for each word.

Until now, all the work has been to find the relevant words for the search. Now, the idea is to find the rest of the data in the spreadsheet, starting with the organic search volume for each term.

Tools you can use:

RD Station

SEMRush

Keyword Planner

Find out if your company’s website is already positioned on Google.

With the two tools mentioned below, you can find your site’s current ranking for each term.

This will be important for some later decisions, such as deciding what to do with each keyword – whether producing content, optimizing existing pages, building links, etc.

Tools you can use:

RD Station Marketing

SEMRush

Discover the difficulties, opportunities and potential of each term.

Now that you know your keyword’s search volume and current position, it’s time to find the last three variables.

Tools you can use:

Moz

The Moz tool has a feature called Keyword Explorer that displays a report with information about each word entered. You can export this report to update your spreadsheet.

Put the pieces together

Summary of the process:

Search by business keywords (keywords);

Remove words that don’t make sense for the company.

Find long-tailed words

Discover the search volume for each word.

Make sure your company’s website is positioned on Google for each term.

Discover the difficulties, opportunities and potential of each term.