Keyword Research & Consumer Search Demand Mapping in 2021
A step by step guide on how to develop a comprehensive and relevant keyword list for your website
Background
Before we start, let’s consider the following…
Objective
The main objective of keyword research is to find the most relevant keywords your potential customers are typing into Google to research products and services within your niche. This exercise can be done for both organic search and/or Google Ads campaigns. At the end you should have developed a list of different keywords based on search volume, cost per click, competitiveness and consumer search intent.
Search Intent
Consider the relevance of each keyword in relation to your website and potential customer search intent. Some keywords might only provide awareness for your website but hold very little to no conversion potential. When you built your keyword list bucket keywords into the following 3 main intent groups (see graph below)
Consider the relevance of each keyword in relation to your website and potential customer search intent. Some keywords might only provide awareness for your website but hold very little to no conversion potential. When you built your keyword list bucket keywords into the following 3 main intent groups (see graph below)
The 4 Steps
My keyword research can be broken down into the following 4 simple steps:
1. Initial Research
Research the most promising keywords based on relevance (website, business, niche) search volume, competitiveness and cost per click.
4. Monitor and Track
Last but not least you want to track the ranking progression of your keywords in organic search. You can do this on a monthly or bi-monthly bases via a keyword tracking tool.
2. Refine Keywords
You can’t focus on everything
so refine your initial research based on the most promising and relevant keywords (depending on the size of your website and niche ideally somewhere between 50-300 keywords)
3. Keyword Mapping
Now you want to map out your keywords into groups based on themes and search intent. You’ll also want to add search volumes to see what groups have the highest traffic potential.
1. Initial Research
Research the most promising keywords based on relevance (website, business, niche) search volume, competitiveness and cost per click.
2. Refine Keywords
You can’t focus on everything
so refine your initial research based on the most promising and relevant keywords (depending on the size of your website and niche ideally somewhere between 50-300 keywords)
3. Keyword Mapping
Now you want to map out your keywords into groups based on themes and search intent. You’ll also want to add search volumes to see what groups have the highest traffic potential.
4. Monitor and Track
Last but not least you want to track the ranking progression of your keywords in organic search. You can do this on a monthly or bi-monthly bases via a keyword tracking tool.
Tools
Here is a list of the most popular SEO tools to conduct keyword research and track them on an on-going basis.
Google Keyword Planner The simplest option with a few basic features. Its functionality is painful but it’s the most accurate source of keyword data (Google 1 st party data) on the market.
KWFinder If you want an easy-to-use keyword research tool that brings comprehensive search features I’d go with Keyword Finder. With this tool you’ll also be able to track your keywords on an on-going basis.
SEMrush Probably the most comprehensive SEO tool in the market. It not only lets you conduct a keyword research and track keywords it also provides you with search terms that your competitors are already ranking for.
Keyword Tool If you are looking for a comprehensive keyword research tool (no tracking options) this is probably the best alternative to Googles keyword planner.
1. Initial Research
Collect keyword that are relevant to your website. These initial search queries will be the base of your keyword research.
Internal
Products & Services
Looking at the products/services you offer provides you with a great source to find initial keywords.
Website Taxonomy & Structure
You can also review your website structure and see if you can spot any relevant keywords.
Search Console Data
Google Search Console lets you view a list of search query’s your website is already ranking for on. The tool is free so if you haven’t signed up for it yet, do it now!
External
Keyword Research Tool
The best way to find relevant keywords for your website. When conducting a keyword search you’ll also be provided with many related queries.
Competitor Website
Your competitors don’t have to be your enemies. Review page URLs, title, meta and heading tags to discover relevant keywords.
Google Suggest
The Google autocomplete function also known as Google Suggest provides you with a list of search queries that best match the entered term.
Quantity
At the initial research stage quantity is your main focus. Keep most keywords you find as they might be very valuable
Quality
Don’t worry too much about the quality of keywords at this stage as you’ll filter and refine them in the next step.
2. Refine Keywords
Evaluate and refine your keywords to determine which are the most relevant (primary keywords) ones for your website and business.
The Factors
A good way to refine keywords is by using below factors in context to your website.
Relevance
Consider the context of each keyword in relation to your website, business, products, services and niche.
Location
Refine keyword data based on your audience and business location.
Monthly Search Volume
Only add popular keywords based on monthly Google searches.
Variation
Add a mix of short and long tail queries as well as questions.
Competitiveness
Understand how competitive a keyword is used.
Cost Per Click
Identify keywords with a high conversion value.
Google Trends
Compare similar search terms in Google trends to identify popularity over time.
Negative Keywords
Exclude words you do not want to be associated with.
2. Refine Keywords
Evaluate and refine your keywords to determine which are the most relevant (primary keywords) ones for your website and business.
The Factors
A good way to refine keywords is by using below factors in context to your website.
Relevance
Consider the context of each keyword in relation to your website, business, products, services and niche.
Location
Refine keyword data based on your audience and business location.
Monthly Search Volume
Only add popular keywords based on monthly Google searches.
Variation
Add a mix of short and long tail queries as well as questions.
Competitiveness
Understand how competitive a keyword is used.
Cost Per Click
Identify keywords with a high conversion value.
Google Trends
Compare similar search terms in Google trends to identify popularity over time.
Negative Keywords
Exclude words you do not want to be associated with.
3. Keyword Mapping
Map your keywords by categorizing them into groups based on their theme and search intent.
Theme & Category
- Category 1
- Category 2
- Category 3
- Product 1
- Product 2
- Product 3
Search Intent
- Informational & Navigational
- Research & Discovery
- Purchase
4. Monitor Keywords
Add your final list to a keyword ranking tracking tool. Periodically update irrelevant keywords and add more optimal ones.
Adding Keywords
Repeat the keyword research process if you want to add new keywords to your list. Certain steps might not be necessary based on the complexity of your research.
Adding Tags
Repeat the keyword research process if you want to add new keywords to your list. Certain steps might not be necessary based on the complexity of your research.
Updating Keywords
Periodically evaluate your primary keywords for outdatedness as some search queries may need to be removed or replaced.
That’s it!
Now you know all the critical steps involved in
conducting a comprehensive keyword research.
To help you get started we have also created a free
keyword research template which you can download below