Keyword research: the foundation of effective SEO

Thomas LAPORTE • 9 November 2023 • 30 min read
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  1. Understanding Keyword Research.
  2. The vital role of keyword research in SEO strategies.
  3. How keyword research impacts SEO techniques.
  4. The power of On-Page SEO:
  5. The relationship between keyword research and search engine rankings.
  6. The steps to effective Keyword Research.
  7. Do you know the relationship between branding and SEO?
  8. Do your seo and branding need a boost? 
  9. To sum up.

Ever wondered why some content just ‘clicks’ while others don’t? Why do some articles pop up on the first page of Google, while others are buried in the back? The secret sauce? Keyword research. 

When you are considering launching a new website, this is a game changer.

Why? It responds to the problem in how we connect with our audience and meet them exactly where they are in their online journey. 

Keyword research and on-page SEO are the compass that guides our content strategy, ensuring that our messages are not just seen, but also resonate and engage. 

Here, we’ll explore why it isn’t just important, it’s absolutely essential for your business. 

So, buckle up and let’s see the full potential of your content!

Understanding Keyword Research.

Let’s start by breaking down what we mean when we talk about keyword research. 

In its simplest form, it’s the process of identifying the words and phrases that your target audience uses to search for products, services, or information online. 

It’s like a treasure hunt, where the prize is a deeper connection with your potential customers.

But keyword research isn’t just about finding the right words: it’s about understanding the intent behind those words. 

What are people really looking for when they type a particular phrase into a search engine? 

Are they looking to make a purchase, gather information, or find a specific website? 

By aligning your content with the user’s intent, you’re leveraging SEO techniques and on-page SEO to not only rank higher on search engine results pages (SERPs) but also to convert visitors into customers.

how does it works keyword research

The vital role of keyword research in SEO strategies.

Now, you might be wondering, why is keyword research such a crucial component of any SEO strategy? 

Well, the answer lies in the way search engines work. 

Search engines like Google use complex algorithms to determine the relevance and quality of web pages. 

Keywords are one of the main factors these algorithms consider when ranking pages. 

In other words, if you want your website to show up when people search for terms related to your business, you need to ensure those terms are strategically incorporated into your content using SEO techniques.

But keyword research isn’t just about improving your search engine rankings, it’s also about understanding your market and your competition. 

By analyzing the keywords that are driving traffic to your competitor’s websites, you can identify gaps in your own content and find opportunities to create content that meets the needs of your target audience better than your competitors do.

In essence, keyword research is the foundation upon which effective SEO is built. 

So, if you’re serious about succeeding in this landscape and thrive, it’s time to start digging into the world of keyword research and SEO techniques.

How keyword research impacts SEO techniques.

seo keyword how to do it

To improve your website’s search engine rankings and overall online visibility, there are several SEO techniques that you can implement

As we said, one of the SEO Techniques is conducting keyword research to identify the most relevant and high-volume keywords for your content.

And remember, ensure that these keywords are naturally incorporated into your titles, headings, and throughout your content.

High-quality content is also paramount; aim to create informative and engaging content that addresses the needs and queries of your audience, keeping your content updated regularly. 

Now, let’s explore the impact of keyword research on various SEO techniques, including the pivotal role it plays in on-page SEO, and its relationship with search engine rankings.

If we need to resume the Key SEO techniques, we may include:

  • Conducting keyword research and optimizing content accordingly.

  • Regularly updating and ensuring the quality of content.

  • Implementing on-page SEO practices, including internal linking.

  • Organizing an off-page SEO strategy with backlinks.

  • Prioritizing technical SEO to improve website structure and security.

The power of On-Page SEO:

On-page SEO involves optimizing individual web pages to rank higher in search engines and earn more relevant traffic. 

Keyword research is fundamental to this process, as it helps to identify the terms and phrases that should be incorporated into your content, meta tags, and URLs to make them more aligned with what your audience is searching for.

When we dive deep into the world of on-page SEO, we see a lot of elements that can be optimized, from title tags and meta descriptions to headings and content

What are the core elements of On-Page SEO?

Diving into on-page SEO, we’re discovering a lot of opportunities to enhance our website’s visibility on search engine results pages (SERPs). 

But it’s not just about climbing the ranks, it’s about creating a seamless, enjoyable experience for your visitors. 

This is where the magic happens, transforming your website from just another drop in the digital ocean to a lighthouse guiding your most relevant audience straight to your shores. 

seo on-page how to do

To understand what is On-Page SEO, here’s a breakdown of what it involves:

  • Content quality and optimization:

    • Creating valuable and informative content.

    • Incorporating relevant keywords naturally.
  • Title tags, headings, and meta descriptions:

    • Crafting descriptive and keyword-rich titles, headings, and meta descriptions.
  • Image optimization:

    • Using alt text with relevant keywords for all images.
  • URL structure:

    • Ensuring URLs are clear, concise, and include relevant keywords.
  • Internal linking:

    • Linking to other relevant pages within your website to create a cohesive content network.
  • Technical aspects:

    • Improving page load speed.

    • Ensuring the website is optimized for mobile users.

Each of these elements is an opportunity to strategically include keywords that will enhance the page’s relevance and, in turn, its search engine ranking.

But, remember this: this is about finding the right balance avoiding keyword stuffing and ensuring that the keywords are woven into your content naturally and adds value to the reader. 

The relationship between keyword research and search engine rankings.

When you conduct thorough keyword research, you gain insights into the exact terms and phrases that your target audience is using to search for products or services like yours. 

This information is invaluable, as it allows you to tailor your content to meet the needs and expectations of your audience.

By incorporating these keywords into your content in a strategic and natural way, you improve your chances of ranking higher on search engine results pages (SERPs). 

And when you rank higher on SERPs, you’re more likely to attract more visitors to your website, ultimately driving more conversions and revenue for your business.

The steps to effective Keyword Research.

keyword research guide

Starting with this task might feel like you’re lost. 

It’s a vast topic, a little intimidating, and you know there are tons of paths you could take. 

Our job here is to give you a clear map and a solid path to walk on.

By breaking down the process into clear steps, we’re going to help you find the most valuable tips that’ll guide your on-page SEO strategy in the right direction.

So, let’s start this together! Step by step, we’ll walk you through how to pick the right tools, find the best keywords, and make sure you’re set up for success.

1) Identify your goals and audience

Start by outlining your business objectives and understanding your target audience. Ask yourself: What are you aiming to achieve with your on-page SEO strategy? Who are you trying to reach? Use Google Analytics: This tool can help you understand your audience better through demographic and behavioral data. It can also help you track your business objectives through goals and conversions.

2) Create a list of relevant topics

Based on your goals and audience, brainstorm a list of topics that are pertinent to your business and industry. Think about the subjects your audience is interested in and what information they’re seeking. You can use BuzzSumo: it can help you identify trending topics in your industry, which can be useful for brainstorming relevant topics.

3) Generate seed keywords

From your list of topics, identify seed keywords. These are the core terms that define each topic and will serve as the foundation of your research. We recommend using AnswerThePublic: it provides graphic and content ideas that can help you identify seed keywords based on the topics you’ve brainstormed.

4) Use Keyword Research tools

Leverage tools such as Google Keyword Planner, Ahrefs, SEMrush, and Moz Keyword Explorer to generate a list of related keywords. These tools will provide valuable data on each keyword’s search volume, competition, and relevance. One of the best tools you can use is SEMrush: This tool can provide you with a list of related keywords, along with data on search volume, competition, and keyword difficulty.

5) Analyze the competition

Investigate the keywords your competitors are ranking for. This can offer insights into the terms that are valuable in your industry and help you identify gaps in your own keyword strategy. In order to do it, use Ahrefs: This tool is great for competitor analysis. You can see which keywords your competitors are ranking for and where there might be opportunities for you.

6) Look for long-tail keywords

In addition to seed keywords, focus on identifying long-tail keywords. These are longer, more specific phrases that may have lower search volumes but are less competitive and often more relevant to your audience. How? Here you can use Ubersuggest: it’s effective for finding long-tail keywords that are less competitive but still relevant to your audience.

7) Evaluate keyword relevance and intent

Assess the relevance of each keyword to your business and content. Consider the search intent behind each term. Is the user seeking information, looking to make a purchase, or something else? You want to discover it? Use Google Trends: This tool can help you understand the popularity and relevance of keywords over time, and may provide insight into the intent behind certain search queries.

8) Prioritize and organize keywords

Once you have your list of keywords, prioritize them based on their relevance, search volume, and competition. Organize them into categories or themes that can be used to structure your content.

9) Monitor and adjust your strategy

You have to regularly monitor the performance of your keywords and adjust your strategy as needed. Keep an eye on changes in search trends and update your list accordingly. How can you monitor? Seobserver offers a rank tracking feature to monitor your keyword rankings over time and adjust your strategy accordingly.

Do you know the relationship between branding and SEO?

The relationship between branding and SEO is often overlooked, but the two are deeply interconnected and can significantly impact each other. 

A strong brand can enhance a website’s on-page SEO efforts, and conversely, effective on-page SEO can help to build and strengthen a brand. Here’s how:

  1. Brand Recognition and Search Volume: A strong brand often results in higher search volume for branded keywords. As more people recognize and search for a brand, search engines begin to see the brand as an authority in its industry, which can improve rankings for non-branded keywords as well.

  2. Branded Searches and Click-Through Rates (CTRs): When users search for a brand, they are more likely to click on that brand’s website, resulting in higher CTRs. Higher CTRs are a positive ranking signal to search engines, which can improve the website’s overall search engine rankings.

  3. Brand Mentions and Link Building: A well-known brand is more likely to be mentioned by others online, and these brand mentions can act as a form of natural link building. Search engines see links as a vote of confidence, and they can improve a website’s domain authority and rankings.

  4. Consistency and User Experience: A strong brand typically has a consistent message and image, which contributes to a better user experience. A consistent and positive user experience is another factor that can improve a website’s rankings.

  5. Social Signals: A strong brand often has a more significant social media presence, which can result in social signals such as likes, shares, and follows. Social signals can indirectly affect a website’s search engine rankings.

  6. Local SEO: For local businesses, a strong brand can enhance local SEO efforts. Positive reviews and ratings, along with consistent business information across online directories, contribute to improved local search rankings.

Branding in SEO: a case study from Grammarly.

grammarly seo

Everyone knows Grammarly, but have you ever wondered why? The answer lies in the effective use of branding in their SEO strategy, where branded keywords play a pivotal role.

Grammarly’s strategy is an effective example of the power of branded searches, driving a whopping 38.6% of its organic search traffic from queries containing the term “Grammarly.” 

This not only brings a substantial amount of traffic to their homepage but also highlights the importance of maintaining a strong brand presence online.

Furthermore, Grammarly’s commitment to high-quality, search-optimized content is evident in its blog, which contributes an impressive 50.3% of its overall organic search traffic. 

With 1,699 pages out of 2,468 dedicated to blog posts, Grammarly has successfully leveraged its blog as a vital tool in its SEO arsenal. 

These blog posts predominantly cover grammatical terms, a strategic move considering the high monthly search volume these topics attract. 

This focus on high-demand topics, combined with their strong brand, has propelled Grammarly’s blog to rank #1 for over 21,000 keywords.

But the story doesn’t end there. Grammarly’s data-driven approach is reflected in the distribution of traffic across its pages, aligning with the Pareto principle, where 15.1% of blog posts generate 83.6% of blog traffic. 

This further demonstrates the impact of a small number of highly optimized, branded pages in driving significant traffic. 

Moreover, the longevity and updating of blog posts as part of Grammarly’s SEO strategy underscore the value of a well-maintained and ever-evolving content base.

Do your seo and branding need a boost?

make headlines with Getfluence gain backlinks

As we said, the first step is understanding your keywords. Once you’ve identified your target keywords, you need to optimize your website accordingly. 

But how do you do that? There are two main ways: branding and off-page SEO with backlinks

And that’s where Getfluence comes in. Getfluence is the first global marketplace dedicated to sponsored content campaigns, connecting brands and agencies with influential digital media to boost your visibility and awareness. 

With Getfluence, brands can easily purchase sponsored articles, crucial for obtaining valuable SEO backlinks, thereby enhancing their backlink profile and overall SEO performance

Have you seen the case study of Grammarly? Their strategic use of branded searches in their SEO strategy drove a whopping 38.6% of organic search traffic from queries containing the term “Grammarly.”

These sponsored articles are crucial for obtaining valuable SEO backlinks to your website. 

The best part? Access to Getfluence is free, with charges and conditions varying based on the media’s proposals. 

To sum up.

Keyword research is the first step when you want to launch your online business, because it steers your content towards relevance and visibility. 

SEO is not a complicated matter, but we must not underestimate its difficulties.

It acts as the golden thread that binds together various strategies, from on-page optimization (on-page SEO) to solidifying your brand’s presence in the digital realm (brand SEO).

A brand, serves as a beacon of trust and recognition amidst the vast ocean of online content. 

It is not just a logo or a tagline, but the embodiment of your business values and promises made to your audience. 

When this is firmly rooted in the bedrock of effective SEO practices, it shines brighter, reaching customers to your website.

So, let the roots of your brand delve deep into the SEO and keyword research, and watch as your online presence blossoms into a mighty oak, standing tall and proud in the forest of the internet.

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