SEO: Keyword Research

Keyword research means the practice of finding relevant keywords and phrases that relate to what your business offers, and that people actually search for. So, selecting the right keywords helps improve search engine rankings and drive traffic from search results.

Identifying Long Tail and Short Tail Keywords

Two types of keywords to target include long tail and short tail:

Long tail keywords: These are phrases of 3-5 related words that have lower search volume but also lower competition. They tend to deliver more targeted traffic. Examples include “dog training techniques” and “healthy cat food recipes”.

Short tail keywords: These are 1-2 word terms that have high search volume but also high competition. Examples are simply “dogs” and “cats”.

Most brands combine both types of keywords in their content and SEO strategy.

Using Keyword Research Tools

Several free tools can help determine relevant keywords such as:

• Google’s Keyword Planner shows search volumes and difficulty for ideas you input.
• Ubersuggest shows related long tail keywords for your main terms.
• Answer the Public helps find question-based keywords people actively search for.

Analyzing Keyword Data

When analyzing keywords, look at the followings:

• Search volume – How often a term is searched shows demand.
• Competition – SEO difficulty level indicates term competitiveness.
• Relevance – How closely keywords match your business and offerings.
• Commercial intent – Whether searches have purchase or information intent.
• Keyword gaps – Areas with low competition you can target with new content.

Expanding with Related Keywords

After initial keyword lists, expand the research further by:

• Finding synonyms and variations of existing keywords.
• Using related keywords suggested by research tools.
• Checking keywords within competitor content and websites.
• Analyzing keywords in queries that lead to your website.

In summary, proper keyword research helps inform content, optimize websites and build SEO strategies that attract the right customers and clients for a business. Comprehensive, regularly updated keyword lists ensure marketing efforts tap into current search demand.