Finding The Right Keywords For Your Content (Part 1)

As a search engine optimisation copywriter, I've spent countless hours traversing the wild terrain of keyword research, battling the mythical creatures known as search engine algorithms, and decoding the enigmatic language of the World Wide Web. But fear not, for I have returned with a treasure trove of insights to share with you.

All jokes aside, it’s not enough to have only a website nowadays. If you’re a brand or a business that wants to use your online presence to your advantage, you need to care about SEO too.

And if you care about SEO then you care about keywords.

In a previous blog post, I gave an introduction to search engine optimisation but that hardly scraped the surface of these internet incantations.

All this inspired me to create a three-part series about them. Welcome to the first instalment of Mastering SEO Content: Research, Writing & Beyond. Here’s what you can look forward to:

• Part One: You are here! Starting off strong with keyword research and all its intricacies.
  

• Part Two: You got your keywords, here’s what you’re going to do with them.

• Part Three: Spoiler alert, keywords are not a one-and-done kind of deal. It’s a cycle and here’s how to keep the wheels turning successfully.

Let’s get started then.

A Quick Recap On Keywords

Before you roll up your sleeves and forge on, let’s refresh the fundamentals.

At their core, keywords are the words and phrases that people type into search engines.

They serve as the linguistic bridge between searchers and the vast expanse of online content. Think fire station, high heels, plumbing services, and all the other wild, wonderful and weird things people use the internet for.

But don't be fooled by their seemingly simple nature: keywords possess immense power to shape the visibility and success of your website.

To better understand the landscape of keywords, it's essential to explore their different types and how they relate to search engine optimisation. Here are a few key categories:

1. Short-Tail Keywords: Brief and general terms that consist of one or two words. Examples include "copywriting," "SEO," or "digital marketing." Short-tail keywords have high search volumes but are also highly competitive. While they can attract a significant amount of traffic, it can be a challenge to rank well for them.
   

2. Long-Tail Keywords: Longer, more specific phrases that target niche topics or user intent. For instance, "SEO copywriting services for small businesses" or "best SEO copywriter in Johannesburg." These keywords have lower search volumes but offer greater opportunities for ranking higher in search results. They tend to attract more qualified traffic, as searchers using long-tail keywords typically have a clearer idea of what they're looking for.
   

3. LSI Keywords: Latent Semantic Indexing (LSI) keywords are conceptually related terms that search engines associate with a particular topic or keyword. They help search engines understand the context and relevance of your content. For example, if the main keyword is "SEO copywriting," related LSI keywords could include "keyword research," "content optimisation," or "on-page SEO." Basically, they're synonyms, similarities and variations. Jargon be damned.

How Keywords Relate To SEO

Now, let's connect the dots between keywords and SEO.

When you optimise your website and content for specific keywords (i.e. you use keywords in your website content), you increase the chances of search engines recognising your site as relevant to those search queries. It’s like holding a big sign saying, “I got what you’re looking for.”

By using specific keywords in your website's titles, headings, meta-descriptions, and content, you signal to search engines that your site is a valuable resource for users seeking that information.

Remember, keywords are not the sole determinant of SEO success (sadly). High-quality content, user experience, website performance, and other factors work together harmoniously to achieve that.

But keywords are part of the stairway that leads users to your digital doorstep.

Understanding Keyword Research

Now that you’re caught up to speed and jittering with excitement over keywords (just me?), it’s time to embark on our quest: conducting keyword research and finding the phrase that pays.

Purpose Of Keyword Research

Those outside the realm of online writing may think it’s the tapping of the keys that makes successful content. That’s actually a very small part of it. Perhaps the smallest.

First, let’s start with keyword research.

I am a huge advocate for researching more than you write and equal to how much you edit. By doing your dues, you’re already ahead of the competition. It's a process of uncovering the language of your target audience and aligning your words with their needs and desires.

But let's simplify it. Here’s why you need keyword research:

1. To Identify Relevant Keywords: Sure you know your business and you may have some insights into your industry, but you could be missing out on a whole whack of income opportunities and areas for connection. Keyword research gives you real data about what customers want, what they’re looking for and how you need to be positioning your brand. Data is what you should trust, not “I’m sure this is what they want.”
   

2. To Improve Search Engine Visibility: Perhaps the most obvious benefit. By targeting the right keywords, you improve your website's visibility in search engine results pages (SERPs). When your content aligns with the keywords your audience is looking for, search engines are more likely to rank your website higher, driving organic traffic and increasing your chances of attracting potential customers.
   

3. To Inform Content Creation: Keywords have an unexpected benefit, they can guide your content. By seeing what your customers are searching for and how they’re searching for it, you get a cheat sheet of what you should be putting out on your website, social media channels, etc.
   

Benefits Of Targeting The Right Keywords

When you target the right keywords, magic happens. Here are some benefits of honing in on the perfect keywords for your business:

Increased Organic Traffic

Organic traffic is my favourite kind of traffic. This is when people are looking for a specific product, service or business, type it into Google and you pop up.

By appearing prominently in search results for those carefully selected keywords, you have a golden opportunity to attract users who are actively searching for exactly what you have to offer. It's like having a spotlight on your brand, expanding your reach to a wider audience and boosting your online visibility to new heights.

Improved Conversion Rates

Finding the right keywords isn't just about getting more visitors to your virtual doorstep — it's about attracting the right kind of visitors.

When you target keywords that resonate with your audience, you’re placing yourself in the best position to seal the deal. These leads are more than just curious passersby, they're genuinely interested in what you have to offer.

but more about conversion rates in Part Three.

Competitive Edge

Ah, the thrill of uncovering untapped opportunities and outsmarting your competitors. That's exactly what keyword research can do for you.

You gain a tactical advantage when you dive deep into the world of words. You get to peek behind the curtain and identify those gaps in your competitors' strategies. By targeting keywords they may have overlooked or underestimated, you can position your business as the shining star in your industry.

Enhanced Marketing ROI

Let's talk about the holy grail of marketing: return on investment.

Keyword research isn't just a shot in the dark. It's a strategic move that can supercharge your marketing efforts and boost your bottom line. By investing time and effort into understanding the keyword landscape, you can optimise your marketing budget with surgical precision. You'll know exactly which keywords offer the best bang for your buck — reasonable search volumes, lower competition, and high potential for success.

How To Do Keyword Research Step-By-Step

All these benefits may sound great to you, but the eternal question remains: how do you conduct keyword research?

Here’s how to find keywords for your website and content:

Step 1: Understanding Your Target Audience

First, you have to know who you’re writing for. As a brand, this should be obvious because it’s your ideal customer.

In a future blog post, I’ll explore this topic in depth. For now, think to yourself:

• What terms or problems/pain points would they be searching for?

• What platforms would they be on?

• What language (words/phrases) would they be using? Or not using?

Step 2: Brainstorming

Even if you had no internet connection, only knew the basics of SEO and needed to get a strategy whipped up fast, I would still bet you could find a couple of valuable keywords. I would also ask how you got into that situation…

You need to understand your marketing goals and your business/brand’s unique selling points (USP). From there you can pull very basic keywords to get started with.

As an example, let’s imagine a company that sets up eco-friendly gardens in apartments. Their USP is their hydroponic systems that use minimal water and space.

Their basic brainstorm could look like this:

• Apartment gardens

• Hydroponic gardening

• Water-friendly gardens

(Now, because I have grown attached to them, this company is called EcoGreen Apartment Gardens.)

Those are really basic keywords and they don’t know yet if there’s an opportunity to capitalise on them, but they have a place to start.

Step 3: Research

You have a starting point. Now to start mapping out the rest.

Keyword research can go deep, like deeper than the conspiracy iceberg. You could get your whiteboards and red string out, and look like a bad cop show. But, with SEO, I’ve learnt that mastering the basics always pays off.

Put your brainstormed keywords to the side and give your competitors a digital visit. With a keyword extractor like this one, you can ethically snoop on what they’re targeting. It gives you a good idea of what the questions are but not the answers.

After that, google some of your and your competitor’s keywords to see what results rank and where. Does your competition pop up on the first page? What else pops up? Are you there?

Now that you have a basic understanding of the keyword and SERP landscape, it’s time to start building your plan of attack.

I use Answer The Public (premium version) and Google Keyword Planner (free) the majority of the time unless I feel like venturing out. (Keep reading for free keyword research tools.) On these two platforms, put in your basic keywords and see what pops out. Take note of search volume, difficulty and competitors — I’ll be chatting about these later.

An example of the results from Answer The Public

Let’s take a look at EcoGreen Apartment Gardens’ current keyword list:

• Apartment gardening

  • Compact gardening solutions

  • Indoor gardening

  • Apartment garden design

  • Gardens for a small space

  • Urban gardening

  • Apartment garden installation

• Hydroponic gardening

  • Vertical planters

  • Soilless gardening

  • Indoor hydroponics

  • Hydroponic setup

• Water-friendly gardens

  • Sustainable gardening

  • Water-efficient gardening

  • Low-water gardening

  • Eco-friendly irrigation

The next step is to take some of those keywords and plug them into a Google search. It may seem simple but there’s a wealth of knowledge to be found in the related searches and people also ask sections.

Relates searches example from Google

"People also ask" example from Google

Example of related topics from Google

Now EcoGreen knows people are researching balcony-related questions and want more information about growing vegetables in apartment gardens.

From this new list, they need to start adding long-tail keywords. Here’s how they could expand on their current short-tail keywords:

• Apartment gardening ideas for small spaces

• Best hydroponic systems for apartments

• Sustainable apartment gardening tips

• Urban gardening solutions for limited space

• Eco-friendly indoor gardening techniques

• Small-space hydroponic gardening options

• Water-efficient plants for apartment gardens

• Step-by-step guide to setting up an eco-friendly apartment garden

• Vertical gardening inspiration for urban dwellers

• Apartment gardening services near me

Gather as many keywords as you feel necessary, keeping in mind to record important data like cost per click and difficulty.

Step 4: Refining

Not every keyword will be the hero you want.

The truth is, you can’t rank for everything. And I always suggest starting with a focused plan and expanding when you have the data.

You can refine your list by looking at your marketing strategy.

Which keywords are the most aligned with your brand’s goals? What are your main products or services? What search results will best connect with desired customers/target audience?

For EcoGreen, the short-tail keywords like “eco-friendly irrigation” and “urban gardening” aren’t hitting the mark. And some long-tail options like “step-by-step guide to setting up an eco-friendly apartment garden” and “eco-friendly indoor gardening techniques” would make brilliant content ideas, but not primary keyword phrases.

This is the time you can also start Frankenstein-ing some keywords.

For example, “hydroponic gardening for apartments” ticks multiple boxes. Add some specifics about your audience, their budget, their pain points, etc; think of words/phrases like “cheap”, “for university students”, “easy installation”, and “next-day delivery”. These “hang-ons” can be attached to any relevant keyword if it makes sense, doubling up your efforts.

This is also the time to think about local searches for those users googling “eco-friendly gardening solutions near me”.

Don’t forget to refer back to the data as you go to see if a keyword is worth keeping. You don’t have to discard the keywords that don’t make the cut, but don’t keep unnecessary baggage that will weigh down your strategy.

Step 5: Creating A Keyword Document

I’m not one to do tedious things unnecessarily. I don’t read the Terms & Conditions and I have a habit of letting the dishes “soak” too long. But I always make a keyword doc.

A keyword doc is the culmination of your hard work. It’s your content cheat sheet. It serves as your reference guide, helping you stay organised and ensuring consistency across your platforms and marketing efforts.

It’s also massively convenient in the beautiful circle called SEO.

Take your refined keywords, create a spreadsheet (I highly recommend a spreadsheet over something like a Word doc) and include any critical data you want.

Remember your keyword doc should be relevant to all your marketing actions so even though you might not rank high in the SERP, it could be valuable somewhere else.

And you’re done! You have completed your keyword research and are ready for the world!

The Ins And Outs of Keyword Planning And Utilisation

So that’s all?

Well, not quite.

Finding Keywords For Social Media & Beyond

Hashtags are just keywords in fancy dress.

Finding keywords for social media and pretty much any other platform follows all the same steps. The only difference is that I would run the keywords through the platform search function as well.

You can 1.) see how much content (i.e. competition) gets regularly uploaded to that hashtag, and 2.) it could give you related ideas that get searches specifically on that platform.

Here’s an example of TikTok:

Analysing Search Volume, Competition and Difficulty

Let’s discuss the terms I keep mentioning: search volume, competition and difficulty.

Here's an example from Answer The Public

Search Volume Analysis

Search volume refers to the number of times a particular keyword is searched for within a specific time frame. It indicates the level of demand and interest in a given keyword.

Analysing search volume helps you understand the potential reach and visibility of your content:

• High Search Volume: Indicates a significant number of people searching for those terms. Targeting these keywords can potentially drive more traffic to your website. But high search volume often comes with increased competition.
  

• Low Search Volume: Indicates niche or less popular topics. While these keywords may have less competition, they may also attract lower levels of organic traffic. Don’t be afraid to embrace niche keywords that work for your brand either.

Competition Analysis

Keyword competition analysis refers to the number and quality of websites competing for visibility for a particular keyword.

• High Competition: Typically have many well-established and authoritative websites vying for top positions. It may be challenging to rank well for these keywords, especially if your website is relatively new or has lower domain authority. However, high-competition keywords often indicate high search intent and potential for valuable traffic.
  

• Low Competition: Present opportunities to target niche topics or less competitive search queries. These keywords may have a lower search volume but can offer a higher chance of ranking well and attracting targeted traffic.

Difficulty Analysis

Difficulty assesses the level of challenge in ranking organically for a particular keyword. It considers various factors, like the competitiveness of the search results, the authority of the ranking websites, and the quality and quantity of backlinks they have.

• High Difficulty: Typically dominated by authoritative websites with strong backlink profiles. Ranking well for these keywords requires substantial effort and investment. Consider targeting these keywords in the long term as you build your website's authority and reputation.
  

• Low Difficulty: Present opportunities for easier ranking. These keywords often have less competition and may offer a more realistic chance of achieving higher search engine rankings. While the search volume may be lower, they can still attract valuable traffic and contribute to your overall SEO efforts.

As you could probably tell, SEO is a balancing act. I encourage you to mix in some keywords you don’t think you’ll rank for, like ones with high competition. Once you have the data, you could tweak it as necessary.

As I’ll discuss in Part Three, it’s important to have data to work from.

Free Tools for Keyword Research

I have used a few SEO keyword research tools in my life — both paid and free versions. My final verdict is that no one size fits all. As long as they give you valuable and accurate data, I say use a website/platform/app/witchcraft spell that speaks to you.

Here are some free keyword research tools that come highly recommended (although I haven’t used all of them myself):

1. Google Keyword Planner
   

2. Google Trends
   

3. Ubersuggest
   

4. Answer the Public
   

5. Keyword Surfer
   

6. Moz Keyword Explorer
   

7. WordStream

Remember, while free tools offer valuable insights, they may have limitations. If you have more specific or extensive keyword research needs, consider investing in premium tools that offer additional functionality and comprehensive data analysis.

Side note: don’t forget about location-specific searching. Many of these tools allow you to search by country or city.

Final Thoughts About Keyword Research

Keyword research, much like assembling furniture, isn’t as complicated or as obscure as it seems.

It’s actually more word-smarts than witchcraft. But either way, the results are magical.

Whether you’re a local plumbing service, an international banking app or a personal brand trying to get seen by the right eyes — SEO is your ticket to the good place.

But before you think that our journey together is over, we still have a lot of ground to cover.

Even though that might have been a lot to digest, grab an anti-acid because there’s more coming in Part Two: Writing Compelling SEO Content and Part Three: Analysing Your Keyword & Content’s Performance.

Until then, I’m Sam — your friendly neighbourhood SEO copywriting, content writer and keyword nerd.

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