How to Find the Right Keywords

Introduction

Keyword research is one of the most critical aspects of SEO. Choosing the right keywords ensures that your website ranks higher on search engines, attracts the right audience, and ultimately drives conversions. But how do you find the right keywords for your business?

This guide will walk you through the essential steps of keyword research, helping you identify high-impact keywords that will boost your online presence.

Why Keywords Matter in SEO

Keywords are the foundation of search engine optimisation (SEO). They help search engines understand what your content is about and match it to users' search queries. By targeting the right keywords, you can:

• Increase organic traffic to your website

• Improve search engine rankings

• Attract potential customers who are actively looking for your products or services

• Stay ahead of competitors in your industry

Step 1: Understand Your Business and Audience

Before diving into keyword research, it's essential to understand your business goals and your target audience. Ask yourself:

• What products or services do you offer?

• Who is your ideal customer?

• What problems does your business solve for them?

• How do customers search for solutions online?

By answering these questions, you can create a clear strategy for finding relevant keywords.

Step 2: Brainstorm Seed Keywords

Seed keywords are the foundation of your keyword research. They are basic terms related to your business and industry. For example, if you own a digital marketing agency, seed keywords might include:

• Digital marketing

• SEO services

• Social media marketing

• Content marketing

These keywords will help you expand your research and find more specific terms.

Step 3: Use Keyword Research Tools

There are several keyword research tools that can help you find the best keywords for your business. Some of the most popular ones include:

• Google Keyword Planner (Free) – Great for finding keyword ideas and search volume data.

• Ahrefs (Paid) – Provides detailed keyword metrics, competitor analysis, and backlink insights.

• SEMrush (Paid) – Offers keyword research, competitive analysis, and SEO recommendations.

• Ubersuggest (Freemium) – Helps discover keyword ideas and trends.

• Google Search Console (Free) – Shows the keywords that bring traffic to your website.

Keyword Research Tools Comparison

When it comes to keyword research, there are several tools available that cater to different needs and budgets. Below is a comparison of five popular options, highlighting their pros, cons, pricing models, and ease of use:

Google Keyword Planner

• Cost: Free (requires a Google Ads account)

• Pros:

  • Completely free to use

  • Provides reliable search volume data straight from Google

  • Good starting point for basic keyword ideas

• Cons:

  • Limited competitor analysis features

  • Data can be less detailed compared to paid tools

• Beginner Friendly: Yes – its straightforward interface makes it easy for beginners to get started.

Ahrefs Keyword Explorer

• Cost: Paid (some trial options may be available)

• Pros:

  • Offers in-depth keyword metrics and comprehensive data

  • Robust competitor analysis and backlink insights

  • Extensive keyword suggestions with detailed difficulty scores

• Cons:

  • Pricey for small businesses or beginners on a tight budget

  • The wealth of data can be overwhelming for newcomers

• Beginner Friendly: More suited for intermediate to advanced users, though there are plenty of tutorials to help beginners learn the ropes.

SEMrush

• Cost: Paid (free trial available)

• Pros:

  • Comprehensive keyword research combined with competitor insights

  • Provides a range of SEO recommendations and performance metrics

  • Integrates with other marketing tools for a holistic approach

• Cons:

  • Higher pricing might be a barrier for small businesses

  • Interface and data can be complex for beginners

• Beginner Friendly: Moderately friendly – while it offers powerful features, beginners might need some time to adapt to its detailed interface.

Ubersuggest

• Cost: Freemium (free version available; paid version for advanced features)

• Pros:

  • User-friendly and accessible for those new to SEO

  • Affordable pricing with a range of basic to advanced features

  • Provides both keyword suggestions and SEO tips

• Cons:

  • Data accuracy may not match that of premium tools

  • Some limitations in search volume metrics and keyword depth in the free version

• Beginner Friendly: Yes – its intuitive design makes it a great option for beginners.

Moz Keyword Explorer

• Cost: Paid (free trial available)

• Pros:

  • Clean, easy-to-navigate interface

  • Reliable keyword metrics and “Priority” scores that simplify decision-making

  • Seamlessly integrates with other Moz SEO tools

• Cons:

  • Limited in the volume of keyword suggestions compared to more extensive tools

  • May seem less comprehensive for very advanced keyword research needs

• Beginner Friendly: Yes – its simplicity and guided features make it ideal for beginners and intermediate users.

Step 4: Analyse Keyword Metrics

Not all keywords are created equal. When selecting the best keywords, consider the following metrics:

• Search Volume – The number of searches a keyword receives per month.

• Keyword Difficulty (KD) – A score indicating how hard it is to rank for a keyword.

• Cost Per Click (CPC) – If you plan to run ads, CPC tells you how much advertisers pay for a keyword.

• Search Intent – Understand why users search for a keyword. Are they looking for information, products, or services?

Step 5: Identify Long-Tail Keywords

Long-tail keywords are longer and more specific keyword phrases that usually have lower competition and higher conversion rates. For example:

• Short-tail keyword: "SEO services"

• Long-tail keyword: "affordable SEO services for small businesses"

Long-tail keywords help target users with specific search intent, making them valuable for lead generation and conversions.

Step 6: Analyse Competitor Keywords

Studying your competitors’ keywords can give you valuable insights. Tools like Ahrefs and SEMrush allow you to see which keywords your competitors rank for. Identify gaps and opportunities where you can outperform them by targeting untapped keywords.

Step 7: Group and Prioritise Keywords

Once you have a list of potential keywords, group them into categories based on search intent:

• Informational Keywords – "How to improve website SEO"

• Navigational Keywords – "Moz SEO tools"

• Transactional Keywords – "Buy SEO services online"

• Commercial Investigation Keywords – "Best SEO agency for small businesses"

Prioritise keywords that align with your business goals and have a balance of search volume and competition.

Step 8: Implement Keywords in Your Content Strategy

After selecting your keywords, integrate them into your content strategy:

• Website Content – Optimise landing pages, product pages, and service pages.

• Blog Posts – Create informative content that targets long-tail keywords.

• Meta Tags – Use keywords in title tags, meta descriptions, and headers.

• URL Structure – Keep URLs clean and include relevant keywords.

• Internal Links – Link to other pages on your site using keyword-rich anchor text.

Step 9: Monitor and Adjust Your Keywords

SEO is an ongoing process. Use tools like Google Analytics and Google Search Console to track your keyword performance. If certain keywords are not driving traffic, tweak your strategy and test new keyword variations.

Conclusion

Finding the right keywords for your business is crucial for SEO success. By understanding your audience, using the right tools, analysing competition, and strategically implementing keywords, you can improve your search rankings and drive quality traffic to your website. Keep refining your strategy, stay updated with SEO trends, and watch your business grow!

Need help with your SEO? Check out our SEO services here. We would love to help you on your SEO journey.