How to properly conduct keyword research

Keyword Research

What is keyword research?

What’s the point of a webshop or blog post that’s not visible to your targeted audience? 

Keyword research is fundamental in your SEO strategy, and you’ve got you covered on how to do it excellently.

Definition of keyword research and its importance and digital marketing

  • Keywords are the words and phrases users type into search box of a search engine, such as Google, to find what websites that match what users are looking for
  • “Keyword research is one of the most important valuable and high return activities in the search marketing field. Ranking for the “right” keywords can make or break your website” -MOZ.COM
  • Keyword research is performed to identify the keyword phrases that one targets for any SEO and digital marketing campaigns.

Keyword research is like when you are looking for a toy to buy and you want to make sure you get the best one. Just like you search for the toy's name, website owners/admins search for words or phrases that people use the most when they are looking for something on the internet. This helps them make their website easier for people to find when they search for those words or phrases. 

Upgrade Fluid Intelligence

It's like a treasure hunt for the best words to use    so more people can      find their website and learn about their toys (or whatever they are offering).

Factors to Choosing a Keyword/Phrase

Identify the right keyword phrases to increase rankings, traffic and ROI.

  1. Generate a list of topics that are related to your business
  2. Create buyer persona to comprehend your target audience's needs
  3. Informational Keywords
  4. Buyer Intent Keywords

Establish keywords/topic focus. The SEO keywords will inform our content creators the direction they should go. In order for it to be relevant and easily searchable.

Importance keyword relevance, popularity, and competition in keyword selection

Types of keywords

Short tail vs Long tail keywords

There are two main types of keywords: long-tail keywords and short-tail keywords. They differ from core terms and modifier terms, which are also important in SEO and digital marketing.

Enhance Your Emotional Intelligence

Long-tail keywords are longer, more specific phrases that target a narrower, more focused audience. They typically contain three or more words and can help rank for less competitive search queries. On the other hand, short-tail keywords are shorter, more general phrases that target a wider audience. They are usually one or two words long and are more competitive.

There are several reasons why optimizing for long-tail keywords can be beneficial for your website or digital marketing efforts: 

  1. Increased specificity: Long-tail keywords are often more descriptive and provide a more detailed description of your products or services, leading to increased relevance for your target audience.
  2. Higher conversion rates: Users who search for long-tail keywords are often further along in the purchasing process and therefore more likely to convert into customers.
  3. Lower competition: Long-tail keywords are generally less popular and less competitive, making it easier to rank for these keywords and drive targeted traffic to your website.
  4. Better alignment with search engine algorithms: As search engines continue to evolve, they are placing greater emphasis on long-tail keywords over exact match head terms to determine the relevance of websites for different topics. By optimizing for long-tail keywords, you can stay ahead of the curve and improve your visibility in search results.
  5. Improved targeting: Long-tail keywords can help you reach specific niche markets and audiences, allowing you to target your efforts more effectively and reach potential customers more efficiently.

Core terms and modifier terms

Core terms and modifier terms are used together to form a specific search query. Core terms describe the main theme or topic of a website or piece of content and are usually broad and generic. Modifier terms, on the other hand, refine the core terms by adding specific elements, such as geographical locations, brand names, or product features, to the search query.

Core terms: Main keywords that describe a website's content and theme, usually broad and generic. Example: "shoes," "running shoes," "women's running shoes."

Modifier terms: Keywords or phrases that refine core terms and make search query specific. Example: "best women's running shoes for flat feet," "women's running shoes on sale," "women's running shoes for wide feet."

Read this specific paragraph in the article SEO Basics from Wordstream to learn more how to utilize both core term and  modifier terms for your rankings.

Core Term


Running Shoes

Women's Running Shoes

Modifier Terms:

Modifier Term



Running Shoes for Flat Feet

On Sale

Women's Running Shoes for Wide Feet

Effective On-Page Optimization

Unique but effective keyword research tactics

Don't play the guessing game.  Use keyword research to understand your audience's search behaviour.

Upgrade Fluid Intelligence

1. Find newly published posts with traffic

2. Google autocomplete

3. Site: (site colon) search

4. Competitors low competition topics

Best practices for optimizing content for keywords

After gathering your keywords, use them in the right places: introduction, title, URL Meta tags Header Tags in conclusion, do not forget to prioritize long-tail keywords in your content.

Enhance Your Emotional Intelligence

Unlock your digital marketing potential with a special gift from us and Semrush. Click the link to access a free premium keyword research tool and take your marketing strategy to the next level.

Video Tutorial: 3-Step Process (for Beginners & Pros)

Restricted Content

This content is available for members only. Sign up for free and explore the world of digital marketing with Grow With Groove.


Let us help you grow

Book Free 30-Minute Strategy Session