Keyword Research: A Step By Step Guide To Choose The Right Keywords

Keyword Research: A Step By Step Guide To Choose The Right Keywords

Keyword research continues to play a crucial role as the foundation for success. Far beyond being just a tool, it functions as a guiding compass for content creators, SEO specialists, and marketers navigating the complexities of the online realm. In this intricate interplay between the virtual sphere and digital strategists, keyword research emerges as a potential ally, enabling the crafting of content that not only resonates with the intended audience but also ascends the rankings on search engine results pages (SERPs)

Let’s explore the profound significance of keyword research and its impact on shaping the contemporary digital marketing landscape.

Understanding Keyword Research:

Even amid the dynamic shifts brought about by Google’s algorithm updates, keyword research remains a fundamental pillar of inbound marketing strategy. It stands as an essential step in the process of optimizing websites for search engines.

Advantages of Selecting Appropriate Keywords in 2024:

User-Centric Approach: In the ever-evolving landscape of Google’s algorithm updates, prioritizing user experience is paramount. Keyword research remains a crucial tool for marketers to comprehend the language and intent of their target audience. This insight empowers them to craft content that not only ranks well but also resonates with users by providing valuable information or addressing their concerns effectively.

Competitive Analysis: The insights derived from keyword research extend to understanding the keywords targeted by competitors. This competitive intelligence aids marketers in identifying market gaps and opportunities. It enables them to uncover underserved niches or approach popular keywords from unique angles, enhancing their strategic positioning.

Content Creation: Crafting high-quality, relevant content is facilitated by integrating the right keywords. Whether in the form of blog posts, articles, videos, infographics, or product descriptions, keyword-optimized content significantly improves the likelihood of achieving higher rankings on search engine results pages (SERPs).

Long-Term Strategy: Effective keyword research is not solely focused on immediate gains; it plays a pivotal role in building a sustainable, long-term SEO strategy. Marketers can identify evergreen keywords and develop timeless content that withstands the test of time.

Local SEO: Local keyword research is essential for companies that have a physical location. It allows marketers to target users seeking products or services in specific geographic areas, which is especially crucial for small businesses aiming to attract local customers.

Semantic SEO: As search engine algorithms advance, keyword research has expanded to include semantic search. Understanding the semantic relationships between keywords is vital for modern SEO, where related terms and phrases impact ranking.

Voice Search Optimization: The prevalence of voice-activated devices and virtual assistants has transformed search behavior. Keyword research now includes conversational and long-tail keywords aligning with voice search queries.

Monitoring and Adaptation: Keyword research is an ongoing process, requiring continuous monitoring of keyword performance, adaptation to search trends, and timely content updates.

Measurable Results: Keyword research provides measurable results, allowing marketers to track rankings, organic traffic, and conversions associated with specific keywords. This data-driven approach facilitates continuous improvement and optimization.

Also read: Keyword Optimization: 10 Tips For Crafting Your SEO Success Story

Elements of Keyword Research in 2024:

Keyword research entails a systematic exploration of search phrases used by individuals in search engines aimed at gathering valuable data for SEO and broader marketing strategies. This process involves identifying specific search queries, evaluating their popularity, assessing ranking competitiveness, and extracting other relevant insights.

Relevance: The primary focus in keyword research should be on relevance, as Google’s ranking algorithms prioritize content aligned with users’ search intent. To rank well, content must precisely address audience needs and offer a superior resource compared to competitors.

Authority: Establishing website authority is crucial for higher rankings. Consistently creating and promoting valuable content, coupled with gaining social signals and backlinks, enhances authority. Exceptional content is essential when competing with authoritative sources.

Volume: While relevance and authority are crucial, they must be balanced with volume. 

The Monthly Search Volume (MSV) measures the monthly frequency of keyword searches across all audiences. Targeting keywords with reasonable search volume ensures meaningful traffic to the website, avoiding the pitfalls of optimizing for keywords with no search volume.

Guidelines for Researching Keywords in Your SEO Strategy

SEO Tactics

Step 1: Develop a Roster of Key, Pertinent Topics Anchored in Your Business Expertise

To kick off this procedure, reflect on the fundamental subjects crucial to your business in the current landscape of 2024. Envisage these as expansive topic categories you aspire to rank for. Typically, you should pinpoint around 5-10 of these overarching subject areas that hold significance for your business. These subject categories will lay the groundwork for generating specific keywords in the subsequent phases of this process.

If you regularly produce blog content, these topic categories align with the themes you frequently delve into. Alternatively, they might be the subjects dominating your sales conversations. Put yourself in the shoes of your buyer personas—contemplate the types of topics your ideal audience would search for and that you’d want your business to be discovered for. For example, if your company is comparable to HubSpot and specializes in marketing software (with notable SEO tools, but let’s stay focused), your general topic categories might include:

  • Inbound Marketing (21,000 monthly searches)
  • Blogging (19,000 monthly searches)
  • SEO (214,000 monthly searches)
  • Marketing Automation (8.5K monthly searches)

Take note of those figures in parentheses next to each keyword. They denote their monthly search volume. This data serves as a valuable indicator of how significant these topics are to your audience and the extent to which you may need to create content on various sub-topics to align with that keyword effectively.

Also read: Types of Digital Marketing 101: Holistic Approach for Business Success

Step 2: Populate Those Subject Categories with Keywords

SEO Optimization

Now that you’ve identified a set of subject categories to focus on, it’s time to identify specific keywords that seamlessly fit within these thematic areas. These keywords are crucial for securing a prominent position in the SERPs (Search Engine Results Pages), considering that your ideal customers are likely to conduct searches using these precise terms.

For example, if we consider the subject category “marketing automation” for a company specializing in inbound marketing software in 2024, the next step is to brainstorm a range of relevant keyword phrases. Some potential keywords could include:

  • Marketing automation tools
  • Marketing automation: What is it?
  • How do I determine if I require software for marketing automation
  • How to use marketing automation software
  • Email marketing automation
  • Top automation tools

Continue this brainstorming process until you’ve compiled an extensive list of keyword phrases that prospective customers might use when searching for content related to the specific subject category. It’s important to note that the goal here is not to finalize your list of keyword phrases. Instead, aim to create a comprehensive collection of potential phrases that can later be refined to a more manageable size.

Furthermore, even though search engines like Google are encrypting a growing amount of terms, figuring out which keywords are already bringing visitors to your website is a useful way to come up with new keyword ideas. You’ll need website analytics tools, like HubSpot’s Sources report or Google Analytics, which you can access through the Traffic Analytics tool, to accomplish this. Examine the sources of traffic to your website; in particular, look into the area pertaining to traffic from organic searches. You can now see the keywords that visitors use to find your website.

Repeat this process for each of the subject categories you’ve identified. Remember that if you encounter difficulty generating relevant search terms, you can seek input from your customer-facing colleagues, such as those in Sales or Service, who can provide insights into the terms commonly used by prospects and customers, along with the typical questions they pose. These inputs often serve as excellent starting points for your keyword research.

Step 3: Understanding the Significance of User Intent in Keyword Research and Crafting a Tailored Analysis for 2024

User intent has become a critical component in search engine optimization and has become increasingly important in order to rank highly, especially on search engines like Google.

It is essential for your webpage to not only incorporate the keywords used by searchers but, more importantly, to effectively address the specific problems users aim to solve. This shift in focus from mere keyword inclusion to addressing user intent has profound implications for your approach to keyword research.

While it may be tempting to accept keywords at face value, the truth is that they often conceal layers of meaning beneath the surface. Given the significant influence of user intent on ranking potential, it is crucial to interpret chosen keywords with precision.

Think about this hypothetical situation: Assume you are doing research for an upcoming article on the topic of “how to start a blog” using the keyword. A “blog” could refer to a single blog article or to the full blog website.  

Deciphering the searcher’s intent behind this keyword becomes paramount in shaping the direction of your article. Are they seeking guidance on launching a single blog post, or do they intend to learn how to establish an entire blogging website? If your content strategy primarily caters to the latter, understanding the precise intent behind the keyword is imperative before committing to it.

To validate a user’s intent for a specific keyword, it is advisable to input the keyword into a search engine personally and assess the types of results that surface. Ensuring that the content aligns closely with your intended focus for that particular keyword is a proactive approach that refines your keyword selection, thereby enhancing the effectiveness of your SEO endeavors in 2024.

Step 4: Uncover Additional Search Terms with a Creative Approach

Introducing a touch of creativity to your keyword research process can significantly enrich your strategy. An effective method for expanding and diversifying your keyword lists involves exploring associated search terms.

If you find yourself in need of brainstorming additional keywords within a specific topic, Think about looking at the associated search phrases that show up in Google when you enter a keyword.

After entering your chosen phrase and reviewing Google’s search results, navigate to the bottom of the page. There, you will find suggestions for searches closely associated with your original query. These related keywords can serve as inspiration for identifying other valuable keywords to include in your research.

As a bonus tip, extend your exploration by inputting some of these related search terms into Google and examining the associated search terms that emerge for them. This iterative process has the potential to unveil a wealth of keywords and provide valuable insights into the diverse facets of your chosen topic in 2024.

Step 5: Utilize the Potential of Keyword Research Tools

In the realm of keyword research, the choice of tools holds immense significance. These tools play a pivotal role in generating a plethora of keyword ideas and offer insights into exact match and phrase match keywords based on carefully crafted concepts. As of 2024, numerous keyword research and SEO tools are available for your use:

1. Ahrefs

A comprehensive SEO tool encompassing keyword research, backlink analysis, and site auditing capabilities. A popular choice among digital marketers.

2. SE Ranking

A suite of SEO tools providing functionalities like keyword research, competitor analysis, and website ranking tracking.

3. SEMrush

A versatile SEO and digital marketing tool known for its features in keyword research, competitive analysis, and content optimization suggestions.

4. Ubersuggest

A user-friendly keyword research tool offering keyword ideas, search volume data, and content suggestions.

5. Google Keyword Planner

An integral part of Google Ads, offering keyword ideas and search volume data directly from Google’s search engine.

6. SECockpit

An SEO tool providing in-depth keyword research, competition analysis, and rank-tracking features.

7. Keywords Everywhere

A browser extension enhancing keyword research by providing search volume, CPC (Cost Per Click), and competition data on the search engine results page.

Step 6: Fine-Tune Your Keyword Selection Using Google Keyword Planner

Google Keyword Planner continues to be a valuable tool for streamlining the keyword selection process in 2024. It furnishes essential data such as search volume and traffic estimates for the considered keywords. To augment your keyword strategy, complement Keyword Planner insights with information from Google Trends.

Leverage Keyword Planner to identify terms with excessively low or high search volume, flagging them for further scrutiny. Before dismissing any keywords, delve into their trend history and future projections using Google Trends. This step allows a nuanced evaluation, determining whether low-volume terms possess future potential value, justifying immediate investment.

If faced with an extensive list, Google Trends aids in pinpointing keywords experiencing upward trends in popularity, warranting heightened attention in your strategy.

Step 7: Prioritize Achievable Targets

In your keyword strategy, prioritize keywords aligning with your website’s authority and presenting realistic ranking opportunities. While prominent corporations typically target high-volume keywords, strategic consideration of keywords with minimal competition can provide a chance to secure a prominent position.

Consider keywords with minimal competition, especially if they lack competing articles, offering an opportunity for a default prominent position.

Step 8: Assess Monthly Search Volume (MSV)

Understanding actively searched-for topics is crucial for resonating with your audience. Examining Monthly Search Volume (MSV) for chosen keywords guides your content creation efforts.

MSV reflects how often a search query or keyword is entered into search engines monthly. Tools like or Google Trends assist in identifying frequently searched keywords and aligning content creation with topics capturing online searchers’ interest.

Step 9: Factor in SERP Features in Keyword Selection

Google SERP features significantly impact content visibility and effectiveness. Informed keyword choices necessitate considering how these features influence search results. A detailed breakdown of various SERP features and their implications:

Image Packs:

– Organic search results are displayed as a horizontal row of images.

– Winning placement requires image-rich content relevant to the search query.

– Optimize content with high-quality images and descriptive alt text.

Paragraph Snippets:

– Concise text snippets at the top of search results.

– Quick answers to common search queries.

– Secure placement by understanding the searcher’s intent and providing clear answers.

List Snippets:

– Designed for step-by-step instruction posts, often associated with “How To” searches.

– Win placement with content featuring direct, well-structured instructions.

Video Snippets:

– Short videos displayed at the top of search query pages.

– Secure placement by posting videos on platforms like YouTube, tagged with targeted keywords.

Step 10: Maintain a Balance Between Head Terms and Long-Tail Keywords

Crafting a well-rounded keyword strategy requires balancing head terms and long-tail keywords in each keyword bucket. As of 2024:

Head Terms: Shorter, generic phrases with higher search volume, often more competitive.

Long-Tail Keywords: Longer, more specific phrases with less search volume, attracting qualified searchers.

Striking a balance involves incorporating head terms for broader visibility and long-tail keywords for attracting qualified leads. For instance:

– “How to write a great blog post” (long-tail)

– “blogging” (head term)

While “blogging” may have a higher search volume, the long-tail keyword indicates more specific search intent, making it a valuable target.

Step 11:  Refine Your Keyword Strategy Through Competitor Analysis

Understanding how competitors approach keyword rankings provides valuable insights. Here’s a detailed approach:

Competitor Analysis:

– Don’t blindly follow competitors; keyword relevance varies.

– Use competitors’ choices as reference points.

– Identify unexplored opportunities for untapped market share.

Identifying Competitor Keywords:

– Conduct incognito searches for relevant keywords.

– Utilize SEO tools like Ahrefs to access reports revealing competitor keywords.

Choosing Keywords:

– No universally “best” keywords; context-dependent.

– Consider relevance, authority, and search volume.

– Balance competitive terms with realistic success paths.

Maintaining and Evolving Your Strategy:

– Regularly reassess your keyword list.

– Expand the keyword portfolio as authority grows.

Analyzing competitor rankings, strategic keyword selection, and ongoing refinement contribute to a robust keyword strategy, ensuring both short-term gains and sustained SEO success.


The significance of keyword research extends beyond being a mere checkbox in the realm of digital marketing strategies—it serves as the pulsating core that sustains and propels campaigns forward. 

This practice empowers content creators by enabling them to communicate effectively with their audience, guides SEO specialists in optimizing for optimal visibility, and equips marketers to make informed decisions grounded in data. Acting as a steadfast compass, it navigates them through the ever-evolving digital landscape of 2024, ensuring that their endeavors resonate with the target audience and reach the pinnacle of success on Search Engine Results Pages (SERPs). 

In a digital era where online dominance is paramount, keyword research stands as the pivotal tool to unlock doors leading to visibility, relevance, and triumph in the fiercely competitive online arena.


What is keyword research, and why is it crucial in 2024?

Keyword research involves identifying and selecting terms or phrases relevant to your content. In 2024, it remains essential for optimizing content visibility in search engines, ensuring your material aligns with current search trends.

How do I start the keyword research process in 2024?

Kick-off by understanding your target audience and industry trends. Find high-ranking keywords by using tools such as Google Keyword Planner, and make sure they fit your content goals and appeal to your target audience.

What role do long-tail keywords play in 2024 keyword research?

Long-tail keywords, comprising specific phrases, enhance the depth of your keyword strategy. They cater to niche audiences and contribute to improved search engine rankings. Consider integrating them for a more targeted approach.

Are there any emerging trends in keyword research for 2024?

Yes, staying updated on emerging trends is crucial. Voice search optimization, natural language processing, and understanding user intent are gaining prominence. Keeping abreast of these trends ensures your keyword strategy remains effective.

How often should I revisit and update my keyword strategy in 2024?

Regular reviews are essential to adapt to evolving search patterns. Aim for quarterly assessments or when significant industry changes occur. This ensures your keyword strategy remains dynamic, aligning with the current digital landscape.

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