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Everyone wants their website to rank well on the search engine results pages for relevant keywords. But which keywords are really relevant? What keywords should you choose? What influences this choice? You must choose the keywords which:


  • Are relevant to your target audience

  • On which your website could really position itself

  • Have commercial value

  • Are frequently searched.


After reading this article, you will be able to search for the right keywords. Keyword research is the first step in the process of incorporating it into your website. The next step is to decide which keyword will be placed on which page. The result of this process is a good keyword strategy, but we will talk about this in a future article.


Keywords, keyword combinations and search queries


Before delving into the issue of keyword research, we need to clarify its terminology. A search query includes one or more words typed in search engines. Keywords are incorporated into your content.


Keyword research process


The keyword research process consists of several steps:


  • Brainstorming

  • Make a list of keywords you can find

  • Expand the list of keywords with long tail phrases


To explain it with an example. Imagine having an e-commerce store where you sell luxury TVs. Your business is going well, you still want to double your income in one year. To achieve this objective it is essential to increase organic traffic.


Step 1: Brainstorming


In the first step of the keyword research process, think about:


  • What keywords should you find?

  • How is your business different from others?

  • Who is your target audience?

  • Who are your competitors?


What keywords should you find?


Make a list of all the keywords you should be able to find. Instead, choose general expressions, specific keywords, we will choose them later.


How is your business different from others?


Make a list of everything that makes your business unique. Why do your customers choose your store over those of your competitors? This will tell you a lot about your target audience. It is also important to incorporate all the points that make you unique in the keyword strategy.


Who is your target audience?


Who is your target audience? Describe your target audience using imaginary characters - personas. You must include their age, profession, ambitions, wealth, reasons for making a purchase or choosing a service, etc.


Who are your competitors?


Write a list of your competitors. Now go back to the list of keywords that you created at the start of the first step. Type them into your favorite search engine. Examine the results and add them to the list of competitors. It is very likely that you will discover new competitors this way.


Step 2: List the keywords you can find


Keywords on which you can be found


To find the keywords you are currently finding on the organic results page you can use either Google Search Console or Bing webmaster tools.


Google Search Console


Google Search Console, previously known as Google Webmaster Tools, is an application for website owners that provides site information. If you are optimizing your website for Google, it is essential to use this tool.


How to find out for which keywords your website can be found in organic Google results:

  • Log in to Google Search Console

  • Choose your website (if you haven't yet verified ownership of your site, do so now)

  • Go to "Search traffic"> "Search analysis"

  • Configure this report to show keywords from the past 90 days

  • Click the "Download" button in the lower-left corner.


Bing tools for webmasters


Bing tools for webmasters is a Bing tool comparable to Google Search Console. It was created to give information about websites to their owners. If you are optimizing your website for Bing, it is essential to use this tool.

How to export keywords for which your website can be found in Bing organic results:

  • Log in to Bing webmaster tools

  • Choose your website (if you haven't yet verified ownership of your site, do so now)

  • Go to "Reports and data"> "Search by keywords"

  • Configure this report to show keywords from the past 6 months

  • Click the "EXPORT" button in the upper left corner.




SEMrush is an online marketing tool used to analyze the online presence of your competitors. With SEMrush you can find out for which keywords they can be found, in which positions they are placed and for which keywords they use paid campaigns. SEMrush counts "visibility". It is a metric indicating the dominance of online websites.

You can also use SEMrush to find out what your visibility is in organic search results:

  • Connect to SEMrush

  • Choose "Organic Search" for the type of report and type the name of your domain

  • Select a good market using a flag at the top

  • Click on the "Export" button on the right, below the visibility table.


Even though SEMrush is a paid tool, it gives some data for free and also offers a free trial period.


Keywords used for paid search results


If you already have a paid SEO campaign in Google or Bing, use this data. They give you an overview of useful keywords for your business, combinations of the words people use, etc.


How to export keywords from Google AdWords :


  • Connect to Google AdWords

  • Choose an account

  • Click on the "Keywords" table

  • Configure this report so that it shows the keyword data for "All Period" using the date picker in the upper right corner. The report should include an interaction rate and conversion data.


Extend the list of keywords with long-tail words


In this step, you should look for keywords that look promising while keeping in mind all of the necessary features that we explained in the step. Look for interesting combinations of these keywords. You will usually find a lot of phrases with low or medium monthly search volume. Nevertheless, all these combinations put together to have a large search volume, comparable to that of the generic keywords which are not so numerous, but each of them has a large search volume. This is called the long tail principle.




Imagine, for example, that you sell more than 400 different types of televisions (for the moment we do not take into consideration storage problems, etc.). The 20 best-selling televisions represent 50% of all revenues. The remaining 380 TVs also represent 50% of revenues. They are not widely sold individually, but together they have the same income as the 20 best-selling TVs. In this example, the 380 TVs represent the long tail, in the table below it is the yellow space. The 20 televisions are shown in green.



There are several tools available to you. They can be divided into two categories:


  • Those requiring manual control: you must enter the keywords manually and you cannot export the results.

  • Those that support groups of keywords: do not enter expressions individually, you can enter a group.


Those who require manual control


The following tools require manual control:


  • Google Suggest



  • Google Trends



  • Google query searches (bottom of the results page)



Those who support groups of keywords


Tools that support groups of keywords:


  • UberSuggest, a free service that uses Google Suggest


  • AnswerThePublic


Last step: Organize and expand the list of keywords


The last step is to organize and extend the keywords collected in the previous step:


  • Repeat part of step 4: delete duplicate keywords, unnecessary keywords and divide the remaining words into categories.

  • Repeat step 5: find information on the attractiveness of the keywords.


You are now ready for the next phase: the keyword strategy. This phase will consist in deciding which keywords will be placed on which pages. You may find that you have more keywords than you can use. That means there is always a task to be done: create more content and add more products.


Keyword research - An Ultimate Guide

07 April 2021


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