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The Ultimate Guide to keyword research for SEO

Lets start by thinking about your content & your content’s objectives. You may have heard that content is king but what exactly does that mean . Well ultimately if your content is good , relevant and clear for your offering then you have passed the biggest hurdle in SEO.

Search engines algorithms are designed to find good and relevant content for the keywords users are searching for. If your content is good the chances of being found are much better.

When we refer to Keywords we refer to content for SEO, we are referring to the words and information on a web page that can be read by the search engine bots , indexed and then retrieved.

It’s important to think about how well your content that you provide on your web page satisfy the searcher’s needs.

Creating content can be hard but you can use strategies that you can use to create content that serves your users while improving your visibility in search.

Good content begins with keyword research. Keyword Research is the process of researching the actual search terms or keywords that are entered into the search engine by your potential customer.

Keyword research is the first essential step because the search engine reads, indexes and then retrieves the information using keyword as an anchor. That’s why you will want to centre your content around the keywords that matters to you and to your users.

Before we start our keyword research lets see how the keywords are broken down. As you can probably guess there some keywords that are extremely popular while others are less common.

Actually the number of very popular keyword is relatively small while there is very long list of keywords that don’t get searched often. We refer to the keyword distribution as long tail distribution.

Popular keywords that have large search volumes are called Head Keywords.

Head keywords tempt to be generic and broad and are typically between one and three words. Head keywords tempt to attract high volume because they are so popular but they represent only a small percentage of keywords and since they are searched so much it’s competitive to rank for on the search engine results pages.

Another set of keywords live in what we call Long Tail or just Tail Keywords or they are more unique and specific keywords.

These keywords are typically 3 or more words gets searched for less often. Keep in mind as popular as head keyword tempt to be they only make up about 30% of the searches performed on the web.

This means the other 70% are tail keywords which are more unique. Although tail keywords may not be as popular as head keywords individually they make majority of search volume of about 70%.

Tail keywords are more specific and describe what you offer exactly. Throughout your keyword selection process you need to balance keywords that are important to your business and keywords your potential customers are actually using with keywords that have search volumes.

You do this with a combination of head keywords and tail keywords. Lets break it down by taking a look at our company page.

Gestureminds offers best in class digital marketing and website development solution to startup and medium sized businesses. As a marketer for their service you must make sure that when people think about digital marketing service and search for any number of keyword or phrases they land on Gestureminds Website.

The hope is that potential customers find your page if they happen to search for and generic terms such as digital marketing for small business, best digital marketing agency, digital marketing companies, etc.

When it comes to keyword there’s one more thing to keep in mind and that’s the difference between Branded and Non Branded keywords.

Branded Keywords are what they sound like. Keywords focused on your brand and either contain your companies name or some variation of it.

Branded keywords example in our example context include Gestureminds Keywords  such as Gestureminds digital solution, Gestureminds website agency, Gestureminds web marketing agency on the other hand non branded keywords include keywords like best digital marketing agency for small business, best web designing company in bhopal etc that do not contain the brand name but instead are used to describe what the company does or sells more broadly.

For the purpose of building your strategy to rank highly, non-branded keyword is an important step in improving your sites visibility in search engines because your target potential buyer is early in the buying journey and may not be aware of your brand.

In the awareness stage searcher will likely to use broad generic keyword search terms.

If you are ranked highly for non- branded keywords you increase your potential to obtain new visitors to your site otherwise may not have known about your product or service.

Users searching for branded keyword on the other hand showing clear interest in your company and may already be familiar with your products or services. This means they are closer to the action stage of the customer journey and likely closer to take an action like making a purchase.

When considering your keyword strategy the key take away is to remember that the strong keyword strategy should relate to your marketing objectives. Diversifying between the mix of head and tail keywords as well as branded and non branded keywords.

Keyword discovery:

Finding an initial list of keywords for your product, service or offering. The second step will involve evaluating and focusing that keyword list.

Your keyword list is a great start to create content for your site. To begin keyword discovery we will start by identifying key topics for which you would like to optimise your content.

Once you are settled in the direction you want to make you will brainstorm a list of relevant keywords that fit your theme.We call this the “ Theme Keyword List” .

You should make this list quiet broad and narrow it down to the list of targeted keywords.

You should not proceed with a broader list as it becomes hard for the optimization efforts.To compile your targeted keyword list its a good idea to look back to your targeted persona .

Targeted persona is fictional representation of your core target audience.

Keyword Tools:

There are many keyword tools out there some are free some aren’t. Keywords tools like Google Keywords planner are mostly build for the purpose of finding keywords you will target in a paid search campaign but can be used to target keywords for your web page SEO as well.

Then we have Ubersuggest. It helps in keyword discovery step and provides metric to find strength of the keyword. Ubersuggest helps you finding keyword that may be relevant to your targeted persona.

You can start with a few keywords of your own and the tool also suggests you valuable keywords . So here we are in the key word tool from Neil Patel.

First we start with basic keyword research or theme keyword list. After successful search we get to see the various kinds of results in front of us.

The keyword overview shows the amount search volume, the SEO difficulty, Paid Difficulty and Cost per click. We can also see the volume of the particular searched keyword desktop and mobile environment.

The Ubersuggest tool also shows the suggestion on more related keyword ideas with volume search difficulty. It’s important to note that the minimum the search difficulty the greater is the chance of getting ranked for.

Click on ” View All Keyword Ideas “. It shows keyword ideas based on the number of searches along with volume and also shows the website that is already ranking on top SERP results for that particular keyword.

You can select the desired keyword that you want to include in your SEO campaign and export to csv format.


I hope this guide helped you realize that search engine optimization isn’t optional anymore.

While it doesn’t take a lot of effort to get a few basics right, it might kill your online presence if you don’t. Don’t worry if you’ve already made some SEO decisions in the past that might not have been the perfect choices.

Just commit to getting started today as it can take you 6 months to a year to see results.

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