23% of the time Google searchers visit the web to find information or search for answers, they make use of autocomplete suggestions. Interestingly, these suggestions are a product of keywords that have been constantly fed into the search engine by other internet users.
So, while it’s easy for these users to search online, you as the content provider have to find ways to integrate necessary keywords to meet their needs. Hence, keyword research remains a cornerstone of successful SEO strategies. It determines how much people see your content and streamlines your target audience.
This article will guide you through 5 proven keyword research techniques that can help boost your SEO efforts in 2024. As search engines enhance their ability to deliver the best results, mastering keyword research will help you stay ahead of the competition.
Let’s dive in.
What is Keyword Research?
Keyword research is the process of identifying the words and phrases that people use when searching for information online. These words and phrases, known as keywords, are what you target in your content to make sure it appears in search engine results. When done correctly, keyword research helps you understand what your audience is looking for, so you can create content that answers their questions and meets their needs.
Imagine you have a blog about healthy eating. To attract readers, you need to know what topics they’re interested in. By researching keywords, you might discover that a lot of people are searching for "quick healthy breakfast ideas." You can then create a blog post with this title, making it more likely that your article will appear when someone searches for those terms.
"Keyword research is one of the most important, valuable, and high-return activities in the search marketing field." — Neil Patel, Digital Marketing Expert
The role of keyword research in SEO cannot be underestimated as it directly influences how well your content ranks on search engines like Google.
A skilled keyword researcher can create content that drives more traffic to your website, increases visibility, and ultimately drives more conversions or sales.
The Evolution of Keyword Research
Keyword research has changed a lot over the years. In the early days of SEO, the focus was primarily on finding a few high-volume keywords and stuffing them into content.
This approach was called "keyword stuffing," and it was meant to trick search engines into ranking a page higher. However, search engines quickly became smarter, and this tactic no longer works.
Since then, keyword research has shifted from just finding popular keywords to understanding the intent behind those keywords. This shift no doubt is highly welcomed because it helps create content that truly satisfies what users are looking for.
The Shift From Broad Keywords to Long-Tail Keywords
It is worth noting that initially, marketers focused on broad keywords like "shoes" or "fitness." While these keywords had high search volumes, they were also very competitive and didn’t always match the specific needs of users.
As a result, marketers began to focus more on long-tail keywords, which are longer and more specific phrases. For example, instead of targeting "shoes," a long-tail keyword might be "best walking shoes for women with flat feet."
Long-tail keywords tend to have lower search volumes, but they attract a more targeted audience. These users are usually far ahead in their buying journey and more likely to know what they want and convert.
"The future of search is about understanding user intent and providing the most relevant answers." — Sundar Pichai, CEO of Google
The Shift From Keywords to User Intent
The next major evolution in keyword research was the focus on user intent. User intent refers to the reason behind a search query. Are users looking for information, trying to find a specific website, or are they ready to make a purchase? This understanding of user intent allows you to optimize your content to meet the specific needs of your audience.
For example, if you identify that users searching for "how to start a blog" are looking for step-by-step guides, you can create a detailed tutorial that answers their questions. On the other hand, take a set of users searching for "best blog hosting services". You can tell they are ready to make a purchase, then you focus on creating comparison articles or reviews to help them make a decision.
Top 5 Keyword Research Techniques to Boost SEO
While there are multiple ways you can boost your SEO content, these top 5 keyword research techniques have been tested and proven. You can give them a trial right after reading and get satisfactory results.
1. Identifying Primary Keywords
Primary keywords are the foundation of any SEO strategy that involves keywording. They are the main terms or phrases that define the content of your webpage. For instance, if you run a travel blog, your primary keywords might include "best travel destinations" or "budget travel tips."
However, your content may be operating on non-fitting primary keywords, and you need to choose another working set. Choosing the right primary keywords starts with understanding your audience. What are they searching for? What problems are they trying to solve?
You want to select keywords that are relevant to your content and have a high search volume. As a tip, don’t just go for the most popular keywords. It’s important to find a balance between search volume and competition.
Tools for Identifying Primary Keywords
Several tools can help you identify effective primary keywords. For starters, Google Keyword Planner is a popular choice. It offers insights into search volume and keyword trends. Most researchers start with it, but others prefer to use SEMrush, which provides concise analytics on keyword difficulty and competition.
Using your instincts as a creator also works since you sometimes search for information on the internet. So, you may need to put yourself in the reader’s shoes, and settle on words that resonate with their immediate request.
2. Leveraging LongTail Keywords
Longtail keywords are longer, more specific phrases that users might type into search engines. While they have lower search volumes compared to broad keywords, they often convert better due to their direct pointers.
The need for longtail keywords is getting more intense in 2024 due to the constant advancements in search engine technologies. People are getting more conversational with their search entries and it's possible your content won’t rank without their terms. Not to fret though, there are ways around reading your audience's minds.
How to Find LongTail Keywords
Finding longtail keywords can be simple with the right tools. The best start is by using AnswerThePublic. It is an optimized tool that generates questions and phrases people are asking related to your primary keywords.
Another useful method is using Google’s autocomplete feature. It’s practically the same way your target audience sources information. So, it’s more or less using their powers against them, which is super cool actually. Type your primary keyword into the search bar and see what suggestions pop up – these are often great longtail keywords to target.
3. Competitor Keyword Analysis
The final aim for any content creator is to kick the competition and rank higher on search engines. One of the most effective ways to do this is by analyzing what your top competitors are doing and improving on them. You can identify gaps in their content, build upon them, and ensure you outrank them after analysis.
Analyzing competitors gives you insights into what works in your industry. It helps you discover keywords that you might have overlooked and gives you a better understanding of the competitive landscape. However, avoid plagiarizing any part of their content to maintain your originality.
Tools and Techniques for Competitor Analysis
Tools like Ahrefs and SpyFu are highly effective in analyzing competitor keywords. These platforms allow you to enter a competitor’s URL and discover the keywords they rank for, along with their positions on search engine results pages (SERPs) and the traffic generated from those keywords.
For instance, if you’re competing with another blog in the fitness niche, Ahrefs can help you identify keywords they rank for that you haven’t targeted yet. By creating content around these keywords, you can capture some of their traffic and enhance your visibility.
4. Focusing on User Intent
User intent refers to the purpose behind a search query. When you understand the user intent during research, finding the right keywords isn’t a problem anymore. You can then create content that meets your audience's needs. There are three main types of user intent:
Informational intent: Users are looking for information or answers to questions. For example, "how to train for a marathon."
Navigational intent: Users are trying to find a specific website or page. For instance, "Nike official site."
Transactional intent: Users are ready to make a purchase or take action. For example, "buy running shoes online."
Taking these types into consideration, your keywords matched to user intent ensures that your content aligns with what users are looking for. In turn, you improve your ranking and engagement rates.
How to Align Keywords with User Intent
To align keywords with user intent, start by reviewing the search results for your target keywords. Look at the type of content that ranks on the first page. Is it a blog post, a product page, or a video? This will give you clues about the user intent behind the keyword.
For example, if you notice that the top results for "best running shoes" are all product review pages, you’ll know that users are likely looking for product recommendations. So, your content won’t be focused on just general information about shoes.
This insight can help you tailor your content to better meet user expectations. It is also a life hack you should take seriously and implement whenever you can.
5. Utilizing Google Trends for Seasonal Keywords
Google Trends is a powerful tool for identifying seasonal keyword search trends—those keywords that experience a spike in search volume at specific times of the year. By analyzing these trends, you can update your website with timely content that resonates with current user interests. Leveraging Google Trends allows you to anticipate shifts in search behavior, optimize your content strategy, and stay ahead of your competition.
How Google Trends Works
Google Trends shows how often a particular search term is entered relative to the total search-volume across different regions of the world. Its usefulness in identifying seasonal trends and predicting future trends based on past data is impressive and worthy of every researcher’s time. However, having good knowledge of how to use the tool is important for the best results.
How to Use Seasonal Keywords from Google Trends
To find seasonal keywords, enter your primary keyword into Google Trends and set the time frame to one or more years. You’ll see when search interest peaks and falls, which can help you plan your content calendar. For example, if you run a gardening blog, you might find that searches for "planting spring flowers" peak in March and April. You can then create and promote content around this time to attract more readers.
Popular content trends that have been updated recently are also displayed based on settings and you can tweak the keywords to your taste. It is important to note that Google Trends would not provide topics for you, but combined with other resources, you can generate the best piece.
Final Thoughts
Dating to the inception of Google and other search engines, keyword research is a dynamic process that plays a quality role in the success of your SEO strategy. To many creators, it may seem like a tasking job to do, but techniques make the process easy.
To be candid, there are so many keyword research techniques on the net, but this article has streamlined the lot to the best few. Hence, by identifying primary keywords, leveraging longtail keywords, analyzing competitors, focusing on user intent, and using Google Trends, you can significantly boost your SEO in 2024.
The general aim is to think like your target. These techniques allow you to do that seamlessly. Interestingly, these methods not only help you target the right audience but also ensure that your content remains relevant and competitive.
Frequently Asked Questions (FAQs)
1. Can I use social media platforms to enhance my keyword research?
Absolutely! Social media is a goldmine for discovering trending topics and popular hashtags. Tools like BuzzSumo and Twitter Trends can help you monitor conversations and identify new keywords that resonate with your audience.
2. Does voice search play any role in keyword research today?
Yes, voice search is increasingly important as more people use smart devices to search the web. Voice searches tend to be longer and more conversational, which means you should focus on long-tail keywords to capture this growing audience.
3. How often should I revisit and update my keyword research strategy?
It's a good idea to revisit your keyword strategy every 3-6 months, depending on your industry. If you're in a rapidly changing field, you might need to update even more frequently to stay ahead of trends and ensure your content remains relevant.
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