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How to find the right keyword and importance of keyword research?

How to find the right keyword and importance of keyword research?

September 04, 2018

Whether you are aware of the essentials of SEO or not but you must be conscious that SEO and content marketing are closely related to each other. One cannot be done without the other aspect. Currently, more than 50% of the content marketing jobs demand the skills of SEO and likewise the post of SEO is also filled by the candidate who knows SEO.

Key factor

One main factor upon which both the above mentioned skills depend is Keywords. Selection of right keyword can make or break a strategy and can be the difference between 100 readers and 10000 readers. It has been noticed that a number of website owners and businesses have enhanced their followers, boosted conversions and are able to drive quality traffic just by the right usage of keywords in the content, simply changing the keyword and by using keyword density checker.

Coming up with the right keywords can be difficult in the beginning. However if your strategy is right, you are aware of the marketing technology and have followed expert’s advices then you the usage and research of right keyword can be your biggest asset. It will definitely drive heavy traffic to your site.

Let’s get started with one of the main questions that people ask or what’s spinning in your head right now

How to Do Keyword Research

Before learning the technique of keyword research, you need to come up with a clear framework. A framework that enables you a clear strategy of what your content is about, how it is and what keyword are you going to target and why. We at suggest you the following framework.

The third item mentioned (evaluation of keyword) can sometimes prove to be the most difficult for content marketers. Which keyword is the best and which one to select? So, we have come up with some strategies that can be beneficial for you in this regard.

Selecting a Keyword for your content

Almost all SEOs and content marketers that are in the field operate by using the SEO technology; it assists them in keyword research. Now it’s easy to find out the monthly search volume of a keyword and tools that have made the job convenient are easily available like Google’s Keyword Planner etc.

The monthly search volume or MSV shows how many times a specific keyword has been searched every month on Google. It also allows you to find out which keyword is suitable for your content and product/service.

As you choose a keyword, I should be evaluated on the items explained below

  1. Search Volume
  2. Competition
  3. Search intent

Search Volume

Before selecting a specific keyword, you need to figure out its search volume and how often it is searched. For your content, you will always want to select keywords that are high in volume. However a forced keyword strategy for your content for a high volume search won’t be a good suggestion.

For instance if the content produced by you doesn’t match with the search queries of the person looking for a thing on Google, then it’s quite difficult for you to drive traffic to your site or rank it. Also, you need to check keyword density in the content because it is a significant matter that should not be taken easy.

While doing keyword research you will come across many keywords that might align perfectly with your content. You may be attracted to the one that has the highest volume keyword but you need to consider other factors as well like what content ranks for that specific keyword.

These factors can turn out be quite beneficial which guide you better when you are in process of looking for the right one for your content. Other factors are


Another important thing to consider while selecting a keyword is that how competitive it is. This allows you to know whether you are up against leading and large websites and great amount of paid advertisements in the SERPs (search engine page results).

It may be possible that some keywords with high competition might not be in accordance with your content. For this, you need to enter your keyword into a search engine and see the results for yourself. Then you should check whether the content that you have written has a chance of ranking or not.

One important thing to reflect on is that your content is in competition with all other things on that page for that desirable number 1 rank and also to gain the attention of the searcher. This means that if there are a number of other authoritative websites and a lot of paid ads in the search engine result pages then your content will have less chances to be ranked the highest. You need to make sure that you avoid keyword stuffing even if you aren’t getting desired results in the initial parts. 

Elements to Look Out For on the SERP

In the SERP image below, we have mentioned some important elements that you need t be careful of while performing the SERP analysis. As in this SERP, the first commonly find sort of result can be seen in the middle of the page. That clearly shows that even if your content is such that it can be ranked on the number 1 position still the visitor may have to scroll down halfway through the page and find your link and content. 

Although you should not be discouraged by any element from targeting a certain keyword, but still you need to be conscious of which keywords are there on the SERPs for the specific keyword that you are working on.You should not lose hope in case the SERPs are loaded with content from authoritative sites and paid contents. There are keywords that are related to the main high ranked ones which you can work on and that have less crowded SERPs.

Search Intent

Another main question that you need to ask yourself before strategizing is that what the searcher is actually after when they enter a certain type of keywords in the search engine. Does it align with your content?

One fact to note that behind every keyword there are number of people who are after some sort of information. Now it depends on you to decide what information they are after when they intend to put your keyword in the Google. According to the SEOs, ‘this is what search intent is’

You need to study the SERPs related to your query carefully and figure out what content is ranking for a specific keyword. Things to find out include whether the pages that are ranking tactically, instructional pieces of content? Whether they are based on fresh content and are they product pages?

By simply studying about the SERPs, you can find out a lot about search intent. One simple thing to understand is that the content that is present on the first page of SERPs is liked and valued the most by Google and also the users. This liking and valuing of the content is based on search intent.

You can easily figure about the user intentions and needs based on what is already being ranked by SERPS through a keyword. 

Be creative with keyword research

You need to be a bit creative when it comes to dealing with keywords. If a keyword doesn’t have a high monthly search volume (MSV) and you want to work on it, don’t worry about its MSV. Think out of the box and may reap the rewards.

Do you have a keyword having less volume and competition?

The content of yours has high chances of being ranked higher if you are conscious about the choice of your keyword. The content needs to be informative and well aligned with the demands of the reader. You need to take help from a reliable anti-plagiarism software for creating quality content. Even if dong research about the keywords and SERPs is the reason for delaying your publishing date, you should still research bout them.  


Using the Buyer’s Journey to Evaluate Keywords

How can you benefit from the buyer’s journey when it comes to choosing a keyword? The answer to it is that there are some hints on how s keyword is structured and it will show you where the searcher stands in the buyer’s journey.

The following example can be helpful. Suppose a keyword starts with ‘how to’, this clearly portrays that the searcher is in the beginning stages of the buyer’s journey. It depicts that they are in search of basic info and also they may not be willing to purchase the product/service.

Now if the keywords start with ‘best’, then they clearly illustrate the searcher is a potential buyer and is more likely to purchase. For instance

Whenever you are in the stage of choosing a certain keyword, make sure that you sniff any hints and clues that lead you to the stage of the buyer’s journey. From here, you can make out whether your content is aligned with the requirements or not.

Because if you are curating content for the potential buyers who are in the beginning stages of their buying journey then you will have to use keywords intended for early stage. Never forget to take the help of a plagiarism checker if you want to create content that strikes the visitor.


A number of SEO experts and content marketing specialists always select a SEO technology that categorize your keywords into stages based on the buyer’s journey. If you are looking for a reliable and well known resource well acquainted with the intricate of this step and SEO, then is the go to site for you.

It allows access to keyword research and also categorizes keywords into stages that too completely free of cost. But one thing to remember here is that the journey is long. Although now you know the keyword research is done, the next phase demands another tough ask which is to integrate the keyword within your content.