Keyword Research & Planning | The Beginner’s Guide to SEO

-Rohan Tiwary

Keyword research is the most important search marketing process. It is absolutely the first item you need to address before anything else. The power of keyword research lies in better understanding your target market and how they are searching for your content, services, or products.

Keyword research provides you with specific search data that can help you answer questions like:

•What are people searching for?

•How many people are searching for it?

•In what format do they want that information?

Discovering Keywords

  1. You will have a few keywords that you want your website to rank upon. These will be mostly related to your products, services, or any topics you want to focus on.
  • You can enter those keywords into a keyword research tool to discover search volumes and similar high performing keywords.

Let’s take the example of a florist that specializes in weddings.

Typing “wedding” and “florist” in research tools, may attract more search and traffic. You may discover high relevant, highly searched for related terms, such as:

  1. Wedding bouquets
  2. Bridal flowers
  3. Wedding flower shop

Uncovering Search Volume

Effort is typically required to reach higher rates than the larger search amount for a given keyword or keyword expression. This is also recognized as keyword complexity and rarely includes SERP features, such as the clogging of a keyword outcome page with several SERP features (such as fragments, information index, carousels). Big marketers also use the top 10 results in terms of large volume keywords, and if you launch the Internet and pursue the same keywords, it takes years to combat the upward struggle for the rating.

Understanding the long tail

The usage of keywords of 50 thousand searches a month or even 5 thousand searches a month is amazing, but in fact, these common search terms represent just one part of a search on the Site. Indeed, key terms with very wide search volumes may also suggest an uncertainty which may jeopardize you in attracting traffic to your website, the aims of which do not correlate to the material of your website.

Concurrent keywords

Perhaps a lot of keywords should be collected. How do you first know what to do? It may be a smart move for the rivals to consider high volume keywords. On the other side, you will even see what keywords your rivals already rate and prioritize in your chart. The first is nice to take advantage of lost chances by your rivals, whilst the other is an offensive tactic that lets your rivals fight for keywords.

Tools for determining the value of a keyword:

  1. Moz Keyword Explorer – Input a keyword in Keyword Explorer and get information like monthly search volume and SERP features (like local packs or featured snippets) that are ranking for that term. The tool extracts accurate search volume data by using live clickstream data. To learn more about how we’re producing our keyword data, check out Announcing Keyword Explorer.
  • Bonus! Keyword Explorer’s “Difficulty” score can also help you narrow down your keyword options to the phrases you have the best shot at ranking for. The higher a keyword’s score, the more difficult it would be to rank for that term.
  • Google Keyword Planner – Google’s AdWords Keyword Planner has historically been the most common starting point for SEO keyword research. However, Keyword Planner does restrict search volume data by lumping keywords together into large search volume range buckets. To learn more, check out Google Keyword Planner’s Dirty Secrets.
  • Google Trends – Google’s keyword trend tool is great for finding seasonal keyword fluctuations. For example, “funny Halloween costume ideas” will peak in the weeks before Halloween.
  • AnswerThePublic – This free tool populates commonly searched for questions around a specific keyword. Bonus! You can use this tool in tandem with another free tool, Keywords Everywhere, to prioritize ATP’s suggestions by search volume.
  • SpyFu Keyword Research Tool – Provides some really neat competitive keyword data.

Future of Keyword Planning

We addressed how emerging developments affect the way work has been done in our recent article on keyword analysis patterns. Digital assistants including Cortana and Siri empower people to browse by expression and alter the way questions are entered radically.

Other technologies like augmented computing, wearables, and virtual reality have the same complementary impact by requiring people to adjust the way they look. The way we interact with search engines will soon be changed by new types of interfaces (and even smaller screens).


Keyword work will evolve and does not live indefinitely in its present shape. We are undergoing a steady and iterative shift to an entirely different web analysis method, focused primarily on the most innovative innovations and emerging search patterns. Over the next decade, you should brace yourself for any major shifts.