Are you looking to optimise your website for search engines and improve your rankings? Look no further than keyword research. In this comprehensive guide, we will walk you through the importance of search terms, how to conduct effective research, and how to choose the right keywords for your website. Whether you’re a beginner or an experienced marketer, this guide will provide valuable insights to enhance your SEO strategy.

What is keyword research?

Keyword research is the process of identifying and analysing search terms that people enter into search engines. It involves understanding the queries your target audience is searching for and using that data to optimise your website for those specific keywords. By conducting this research, you gain valuable insights into popular search terms, their ranking difficulty, and their relevance to your target audience.

The importance of researching your keywords cannot be overstated. It helps you understand what your audience is searching for, allowing you to tailor your content to their needs. By targeting the right keywords, you can drive more traffic to your website and increase your chances of ranking higher in search engine results.

Why is researching your keywords so important?

  1. Marketing trend insight: Effective search terms provides insights into current marketing trends. By understanding the search terms your audience is using, you can create content that aligns with their interests and needs. This helps you stay ahead of the competition and position yourself as a thought leader in your industry.
  2. Traffic growth: Targeting the right keywords can significantly impact your website’s traffic. When you optimise your content for relevant keywords, you improve your chances of ranking higher in search engine results. Higher rankings lead to increased visibility and more organic traffic to your website.
  3. Customer acquisition: Keyword research allows you to identify the queries your target audience is searching for. By creating content that addresses these queries, you can attract potential customers and guide them through the buyer’s journey. By providing valuable information and a clear call-to-action, you can convert visitors into leads and ultimately drive sales.

Now that we understand the importance of optimising your keywords, let’s dive into the elements of effective research strategy.

Elements of keyword research

When conducting your research, three main elements should be considered: relevance, authority, and volume.


Relevance is key when it comes to researching your keywords. Your content will only rank for a keyword if it meets the searchers’ needs. It’s important to understand the intent behind the keyword and ensure that your content provides the best possible solution. Google ranks content based on relevance, so aim to create high-quality, informative content that addresses the searcher’s query.


Google values authoritative sources and gives them more weight in search engine rankings. To establish yourself as an authority, focus on creating high-quality content that provides value to your audience. Promote your content to earn social signals and backlinks, which will help increase your authority in the eyes of search engines. Keep in mind that if you’re competing with well-established sources, such as Forbes or industry leaders, you may need to create exceptional content to stand out.


Volume refers to the number of times a keyword is searched per month. While it’s important to target keywords with high search volume, it’s equally important to consider the competition for those keywords. Sometimes, targeting keywords with lower search volume can be more beneficial if the competition is less fierce. Strike a balance between volume and competition to maximise your chances of ranking well.

Now that we’ve covered the key elements, let’s explore how to conduct effective research for your SEO strategy.

How to research keywords for your SEO strategy

Step 1: Make a list of relevant topics

Start by brainstorming a list of topics that are important to your business. Think about the products or services you offer and the interests of your target audience. These topics will serve as the foundation for your research. For example, if your business specialises in inbound marketing, your topic list might include:

  • Inbound marketing strategies
  • Content marketing
  • Social media marketing
  • SEO best practices

Step 2: Generate Keyword Ideas

Once you have your list of topics, it’s time to generate specific keyword ideas within each topic. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find keyword suggestions related to your topics.

Brainstorm variations, long-tail keywords, and phrases that your target audience might use when searching for information related to your topics.

Step 3: Analyse search volume and competition

After generating a list of keyword ideas, analyse their search volume and competition. Tools like Google Keyword Planner can provide insight into the average monthly search volume for each keyword. Look for keywords with a decent search volume and manageable competition.

This will help you identify keywords that are worth targeting and have the potential to drive significant traffic to your website.

Step 4: Consider search intent

Understanding the intent behind a search query is crucial for effective keyword research. Consider the different types of search intent, such as informational, navigational, and transactional. Tailor your content to match the intent of your target audience. This will help you create valuable, relevant content that aligns with their needs and increases your chances of ranking well.

Step 5: Research related search terms

Expand your keyword list by researching related search terms. When you enter a keyword into Google, scroll to the bottom of the search results page to find related search terms. These suggestions can inspire new keyword ideas and help you identify additional topics to explore. By including related search terms in your content, you can increase its relevance and visibility.

Step 6: Use research tools

Keyword research tools can provide valuable insights and help you refine your keyword list. Tools like SEMrush, Ahrefs, and Moz Keyword Explorer offer features like keyword difficulty analysis, search volume data, and competitor analysis. Utilise these tools to identify the most promising keywords for your SEO strategy.

Step 7: Analyse competitor rankings

Take a look at your competitors’ rankings for your target keywords. This can give you valuable insights into their strategies and help you identify opportunities for improvement. Analyse their content, backlinks, and social signals to understand why they are ranking well. By learning from your competitors, you can refine your own strategies and increase your chances of outranking them.

Now that you have a solid understanding of how to conduct effective keyword research, let’s discuss the best keywords for your SEO strategy.

Best keywords for SEO

Choosing the best keywords for your SEO strategy requires careful consideration. Here are some tips to help you select the most effective keywords:

Prioritise relevance and authority

Focus on keywords that are relevant to your business and align with your target audience’s needs. Choose keywords that have the potential to demonstrate your authority in the industry. By targeting relevant and authoritative keywords, you can attract the right audience and establish yourself as a trustworthy source of information.

Consider long-tail keywords

Long-tail keywords are longer, more specific keyword phrases. While they may have lower search volume compared to broad keywords, they often have higher conversion rates. An example of a long-tail keyword is “Best hiking trails near me for beginners“. By targeting long-tail keywords, you can attract highly targeted traffic that is more likely to convert into customers. These keywords also tend to have less competition, making it easier to rank for them.

Balance search volume and competition

Strike a balance between search volume and competition when selecting keywords. While high search volume is desirable, it often comes with intense competition. Look for keywords with a decent search volume and manageable competition. This will give you a better chance of ranking well and driving targeted traffic to your website.


Keyword research is an essential part of any effective SEO strategy. By understanding the search terms your audience is using, you can optimise your website and content to rank higher in search engine results. Through effective research, you can gain valuable insights into your target audience’s needs, boost your website’s traffic, and increase your chances of converting visitors into customers.

If you’re ready to take your SEO strategy to the next level, our team at Metal Potato is here to help. Click here to learn more about Metal Potato, or why not reach out to our team for a free quote, and we’ll reach back with your answer.