Keyword Research and How to Do It


It’s easy to forget a little thing called Keyword Research is the foundation of SEO with all the talk about content and social signals in the SEO world.

Keyword research for SEO is the practice of using keywords to find and research search terms that users enter into search engines. The knowledge of these search terms can help improve the market strategy.

Keyword research is one of the most important, impactful, valuable and high return activities in the field of search marketing. In fact, using the right words can make or break your web page.

I’m not even exaggerating when I say that without keyword research there is no such thing as SEO.

You can learn which phrases and terms to target with search engine optimization and learn more about your customers by researching your market’s keyword demand. It is not always about getting traffic for your website, but about getting the right kind of traffic.

The usefulness of this activity can’t be overstated; you can predict shifts in demand, respond to changing market conditions, and make the services, products, and content that people are actively looking for. In marketing history, there has never been a lower barrier to entry in understanding consumers’ motivations.

Keywords are like a compass for your search engine optimization campaigns, they tell you where you have to go and if you are making progress. They also help you know the thoughts, fears, and desires of your targeted market. In fact, keyword research is market research for the 21st century.

How to research keywords


First step: Make a list of relevant and important topics based on your business.

To start this process, think of the topic you want as generic buckets. You will think about 5-10 topic buckets that are important to your business, and then you will use the topic buckets to help think about some specific keywords later.

Second step: Fill those topic buckets with keywords.

When you have some topic buckets you want to focus on, you have to identify keywords that fall into the topics. These are keywords you think are good to rank for in the search engine results pages because your targeted customer is probably searching for those specific terms.

Third step: Look up some related search terms.

This is a step you probably have already thought of when doing some keyword research. If not, it’s a really great way to fill those lists out.

If you are having some problems thinking of more keywords, you can go to and look at the related search terms that appear when you write a keyword. When you type your phrase and scroll all the way to the bottom of Google’s results, you will notice suggestions for related search terms to your original phrase. These keywords might spark some ideas for other keywords you may want to considerate.

Fourth step: Check for a combination of long-tail and head term keywords in each individual bucket.

Head terms are keywords phrases that are usually more generic and shorter, they are generally just one to three words long depending on who you ask. On the other hand, long-tail keywords are longer phrases typically containing three or more words.


Fifth step: See your competitors ranking of keywords.

Just because your direct competitor is doing something doesn’t mean you have to. The same applies to keywords. If a keyword is important to your competitor, it doesn’t mean it’s also important to you.

Still, understanding what keyword your other competitors are trying to rank for is a good way to help you give your keyword’s list another evaluation.

Sixth step: Use Google AdWords Keyword Planner to cut your list of keywords down.

Now that you have the right combination of keywords, it’s time to cut down your lists with some quantitative data. You have tons of tools to do this, but let me tell you about my favorite method.

With HubSport, you can easily narrow down your list within the Keywords App. Data on rank, difficulty, visits, historical performance, and how your competitors are doing is accessible within the tool where your keywords live.