A Guide to Keyword Research for SEO

Search engines like Google decide whether or not to rank your website on their results page based primarily off of words and text use on your site.  

The aim of keyword research is to find out what your audience is searching for and what words or phrases they use to search for these topics. You then want to find ways to provide the information they’re searching for in your content, using a mix of the identified keywords and phrases. Make sure to incorporate your keywords and phrases in a natural and understandable way. Some people focus on using keywords a certain number of times throughout a page or post and end up with difficult to read content. This is known as keyword stuffing.  

In this example, we can see that the paragraph becomes repetitive and frustrating to read.  

Source: FusionSEO 

The keywords and phrases your audience are using can differ depending on what stage of the customer journey they’re currently in.  

Types of Keywords 

There are several keywords types that you can use, for example: 

  • Short-tail keywords 
    These are keywords that are comprised of 1-2 words. They are generic and relate to broad topics, e.g., ‘cakes’. 
  • Long-tail keywords 
    These are keywords with 3 or more words that are more detailed. They are easier to rank for than short-tail keywords because they are less competitive. 
    E.g., ‘paw patrol kids birthday cake’ 
  • Branded keywords 
    These keywords and phrases include your brand name. 
  • Non-branded keywords 
    These keywords don’t include your brand name. SEO mainly focuses on non-branded keywords more than branded keywords because they attract users who don’t already know your brand.  

Keyword Research:

Step 1. Write down what you know 
Think of at least five topics that are relevant to your business. Think about the type of topics you would like your business to come up for in a Google search. For example, a cake shop in Athlone might choose topics like birthday cakes, cupcakes, wedding cakes, character cakes, personalised cakes.  

Step 2.  Get more specific 
Now you can start coming up with more specific keywords and phrases that relate back to the topics you previously picked out. This is where you really want to put yourself into the shoes of your potential customers.  

Sticking with our cake shop example some possible keywords for the topic of ‘wedding cakes’ might include: 

  • Wedding Cake Design 
  • Luxury Wedding Cakes 
  • Bespoke Wedding Cakes 
  • Cakes for wedding 
  • Gluten-free wedding cakes 
  • Wedding cakes Westmeath  

Write down every phrase or keyword that comes to mind for each of your topics. If you’re stuck you can always Google one of your topics or keywords and take a look at Google’s suggested related searches.  

Step 3. Use SEO tools 
If you’d like help coming up with more keywords there are many extremely SEO tools out there that you can use, such as SEMrush, Moz, or Ubersuggest. Many of these tools also offer free trials.  

One of the most useful free tools for keyword research is the Google Search Console. It allows you to track which keywords your pages are ranking for, positions, clicks, and impressions. 


Share on facebook
Share on twitter
Share on linkedin

You might be interested in

Linking to Improve Your SEO

Linking – Links to boost your SEO Linking for SEO involves work on link building. Link building is an important and powerful tactic in boosting your SEO (what is SEO?) and ranking your website higher in Google’s search results. What is A Link? A link is a clickable element – a hyperlink. A hyperlink points to a whole page or to a specific element within a page. It can be

Read More »
SEO on laptop

How to Improve Your Website Ranking on Google

SEO is the key to improving your website ranking on Google’s Search Engine Results Page (SERP). SEO stands for search engine optimisation. Now that’s a mouthful, and you’re probably wondering what does that even mean? Basically, it’s all about having your website ready and optimised so search engines like Google, Yahoo and Bing can find you.What do I mean by ‘find’ you, you say, “am I not already online?” Unfortunately,

Read More »

Digital Marketing Tactics That You Need to Know

Do you need to increase your visibility online? Do you feel your business needs help with becoming more competitive? Or do you just want to increase leads and your bottom-line? Then you need to know 5 digital marketing tactics that will work for you. Here are 5 digital marketing tactics you need to know about. When used together they form the backbone of an effective digital marketing strategy. Your 5 Digital Marketing

Read More »

The Many Advantages to Mobile First Web Design

Mobile first Web design for improved customer experience Why Mobile First Web Design? Mobile first is a process used to design mobile device focused sites. A web designer will plan, design and develop a website that suits users who browse your site on the go. Increasingly we are using mobile devices to research, browse, book, and purchase online. Statistics on user behaviour using various devices shows an ever-increasing move to

Read More »
target audience pie chart on laptop

You Can’t Target Everyone: How to Define a Target Audience

What is a target audience? A target audience is a group of people who are most likely to be interested in a company’s products or services. They share similar traits like age, gender, location, interests, goals, problems and more. To put it simply, your target audience is the people more likely to buy from you. Though you can sell to everyone, you can’t target everyone. Defining your target audience enables

Read More »