Welcome to the ultimate guide on how to do keyword research on Google! If you’re serious about driving traffic, boosting rankings, and dominating the search engine results pages (SERPs), then keyword research is an absolute must.
In today’s digital age, Google is the go-to source for information, products, and services. With billions of searches happening daily, the potential to reach your target audience is enormous – but only if you know the right keywords to target.
That’s where this comprehensive guide comes in. We’ll dive deep into keyword analysis, covering everything from identifying seed keywords and discovering new keywords to analyzing search metrics, leveraging SERP features, and even spying on your competitors’ keyword strategies.
But we’re not just going to throw a bunch of dry tactics at you. Instead, we’ll break it down in an engaging, relatable way that makes conducting keyword research feel like a breeze. Say goodbye to feeling overwhelmed or lost in the world of Google’s keyword tools, and hello to a clear, actionable roadmap for success.
So, whether you’re an SEO pro looking to level up your game, a content marketer eager to create more targeted and impactful pieces, or a business owner ready to find keywords that drive real results, this guide has got you covered.
Step 1: Identify Your Topic Buckets and Seed Keywords
Before diving into the nitty-gritty of keyword research, you need to lay a solid foundation by identifying your topic buckets and seed keywords. These are the building blocks that will guide your entire keyword strategy.
1.1 Brainstorming broad topic buckets
Start by brainstorming the broad topics relevant to your business, products, or services. These topic buckets should be general enough to encompass a variety of related subtopics but not so broad that they become meaningless.
For example, if you run a fitness blog, your topic buckets might include:
- Weight loss
- Strength training
- Healthy eating
- Workout routines
1.2 Finding seed keywords within each bucket
Once you’ve identified your topic buckets, it’s time to find some seed keywords within each one. You’ll use These initial keywords as a jumping-off point for further keyword research.
To discover new keywords, you can:
- Consult with your customer-facing teams (sales, support, etc.) to understand the language your audience uses
- Analyze your existing website content and see what terms are already driving traffic
- Use a keyword tool like Google’s Keyword Planner or Ahrefs to get suggestions based on your topics
1.3 Characteristics of Good Seed Keywords
When choosing your seed keywords, look for terms that:
- Have a clear connection to your business and target audience
- Demonstrate a specific search intent (informational, navigational, commercial, or transactional)
- Strike a balance between search volume and competition
1.4 Tips for brainstorming and categorizing
- Don’t get too caught up in finding the perfect keywords right away – this is just the starting point
- Involve team members from different departments to get diverse perspectives
- Consider creating a spreadsheet or using a dedicated keyword research tool to stay organized
With your topic buckets and seed keywords, you’ll be ready to take your keyword analysis to the next level!
Step 2: Discover Relevant Keyword Ideas
Now that you’ve got your topic buckets and seed keywords lined up, it’s time to dive into the fun part – discovering new keywords! This is where the real magic of keyword research happens, and Google has some potent tools to help you out.
2.1 Using Google’s Keyword Planner tool
Your new best friend in the world of keyword research is the Google Keyword Planner. This free tool is designed primarily for advertisers running Google Ads campaigns, but it’s an absolute goldmine for anyone looking to find keywords and uncover valuable search insights.
To access the Keyword Planner, you’ll need a Google Ads account (don’t worry, you don’t have to run any ads). Once you’re in, you’ll have two main options:
- Discover new keywords: This is where you’ll enter your seed keywords or a specific website URL, and Google will spit out a massive list of related keyword ideas, complete with search volume data and other juicy metrics.
- Get search volume and forecasts: If you already have a list of keywords in mind, you can use this option to get more detailed information on competition levels and cost-per-click estimates.
2.2 Filtering and sorting keyword suggestions
One of the beauties of the Keyword Planner is its robust filtering capabilities. You can sort and refine your keyword suggestions based on criteria like:
- Search volume ranges
- Competition levels
- Geographic locations
- Language
- And more!
This allows you to zero in on the most promising keywords for your goals and audience.
2.3 Finding long-tail opportunities
While the Keyword Planner is great for generating ideas, it shines when uncovering those golden long-tail keywords. These are the more specific, often question-based phrases with higher search intent and less competition.
By analyzing the suggestions and keeping an eye out for promising long-tail opportunities, you can find keywords that drive highly qualified traffic to your site.
2.4 Evaluating Search Intent
Speaking of search intent, this is a crucial factor to consider as you’re discovering new keywords. After all, you want to ensure you’re targeting terms that align with what your audience is looking for.
The Keyword Planner can provide clues about intent through metrics like competition levels and suggested bids. Still, you’ll also want to do some manual analysis by searching for the terms yourself and evaluating the types of results.
With the Keyword Planner as your trusty sidekick and a keen eye for intent and opportunity, you’ll be well on your way to building a rock-solid keyword list that will set you up for success!
Step 3: Analyze Search Metrics
Alright, you’ve got your topic buckets defined, your seed keywords primed, and a shiny new list of keyword ideas courtesy of Google’s Keyword Planner. But before you dive headfirst into optimizing your content or launching that new ad campaign, there’s one crucial step you can’t afford to skip: analyzing search metrics.
3.1 Key metrics to analyze
When conducting keyword research, there are a few key metrics you’ll want to keep a close eye on:
- Search volume: This is the estimated number of times a particular keyword is searched for each month. Higher volumes generally mean more potential traffic but also more competition.
- Competition: This metric reflects how many other advertisers bid on a given keyword in paid advertising. For SEO purposes, it’s a valuable proxy for judging how difficult it might be to rank organically.
- Cost-per-click (CPC): Primarily used for paid search, but can also give you insight into a keyword’s commercial value and intent.
- Search trends: Tools like Google Trends allow you to see how search interest for a keyword has changed over time and spot any seasonal patterns or emerging trends.
3.2 Determining ideal difficulty and search volumes
No one-size-fits-all answer for a “good” keyword regarding difficulty and search volume exists. It depends on your industry, business goals, and available resources.
As a general rule of thumb, you’ll want to find keywords that strike a balance between:
- Having enough search volume to make your efforts worthwhile
- Not being so competitive that you have no realistic chance of ranking or driving clicks
3.3 Prioritizing keywords based on goals and intent
Beyond just the raw numbers, it’s crucial to prioritize keywords based on their alignment with your specific goals and search intent.
For example, if you’re running a lead generation campaign, you’ll want to focus on keywords that demonstrate high commercial intent (e.g., “buy [product],” “pricing for [service],” etc.).
Conversely, if your goal is to build topical authority and drive overall brand awareness, you might prioritize more informational keywords related to your industry or niche.
3.4 Balancing head terms and long tails
As you analyze search metrics, maintain a healthy balance of head terms (shorter, more general keywords) and long-tail variations (longer, more specific phrases).
Head terms tend to have higher search volumes but are more competitive, while long tails offer more accessible opportunities for quick wins. An effective keyword strategy leverages both.
With a solid grasp of these crucial search metrics, you’ll be equipped to make data-driven decisions about which keywords to prioritize – setting yourself up for success in the subsequent phases of your keyword research journey.
Step 4: Research Competitor Keywords
You’ve identified your topic buckets, generated a robust list of keyword ideas, and analyzed all the key search metrics. However, you must focus on one more crucial step in keyword research: researching your competitors’ keywords.
4.1 Importance of Competitor Analysis
Understanding what keywords your competitors are targeting is vital for a few key reasons:
- It helps you identify gaps and opportunities in the market that you can exploit.
- It allows you to gauge the difficulty and competition levels for specific keywords.
- It can inspire new keyword ideas you may have missed.
After all, your competitors have likely invested significant time and resources into their keyword research. Why not learn from their efforts and insights?
4.2 Finding competitor keywords
How do you uncover the keywords your competitors are targeting? Here are a few effective methods:
- Use tools like Ahrefs, SEMrush, or SpyFu to get detailed reports on your competitors’ organic rankings and paid ad campaigns.
- Analyze your competitors’ website content, meta tags, and other on-page elements for clues about their target keywords.
- Pay attention to the ads and organic listings when you search for relevant terms in Google.
4.3 Evaluating competitor rankings and ads
Once you have a list of your competitors’ keywords, it’s essential to evaluate their performance for those terms. Are they ranking on the first page of Google’s search results? Are their ads prominently displayed and getting a lot of visibility?
This competitive analysis can help you identify low-hanging fruit opportunities – keywords where your competitors may be dropping the ball, giving you a prime opportunity to swoop in and claim those valuable rankings or ad positions.
4.4 Identifying gaps and opportunities
As you comb through your competitors’ keyword strategies, look for potential gaps or areas they may be overlooking. There may be a specific long-tail variation or related subtopic that none of your competitors focus on.
These gaps can represent golden opportunities for you to find keywords and capture untapped search demand before your competitors catch on.
4.5 Branded vs. non-branded competitor keywords
Finally, separating your competitors’ branded keywords (those containing their company or product names) from their non-branded, industry-focused terms is essential.
While branded keywords can undoubtedly provide valuable insights, the non-branded ones are often more relevant and transferable to your keyword research efforts.
By thoroughly researching your competitors’ keyword strategies and identifying areas where you can gain an edge, you’ll be well-positioned to craft a comprehensive, effective keyword plan that helps you stand out in even the most crowded markets.
Step 5: Leverage SERP Features
You’ve put in the hard work – identifying your topic buckets, discovering new keywords, analyzing search metrics, and even spying on your competitors’ strategies. But there’s one more crucial piece to the keyword research puzzle that can take your efforts to the next level: leveraging Google’s search results features.
5.1 Optimizing for SERP features
When you search for a term on Google, you’ll notice that the search results often include more than just the standard list of web pages. You might see featured snippets, knowledge panels, image carousels, and other rich results that aim to provide users with quick, relevant information right on the SERP.
Optimizing your content to appear in these SERP features can be a game-changer for visibility and click-through rates. After all, who doesn’t want their website to be the one that Google features front and center?
5.2 Finding “People Also Ask” Opportunities
One SERP feature particularly ripe for opportunity is the “People Also Ask” box. This section surfaces common questions about the original search query, providing a goldmine of potential keyword ideas and content topics.
By identifying relevant “People Also Ask” questions and creating high-quality content to address them, you can increase your chances of earning those coveted featured snippet positions and driving more qualified traffic to your site.
5.3 Targeting question-based keywords
Regarding questions, Google has been increasing its emphasis on surfacing results that directly answer standard queries. This means that targeting question-based keywords (e.g., “What is keyword research?” “How do I conduct keyword research on Google?”) can be an effective strategy for boosting your visibility and establishing your brand as a trusted source of information.
5.4 Understanding search intent for SERP features
Of course, not all SERP features are created equal. The key is understanding the search intent behind each one and crafting your content accordingly.
For example, a featured snippet that defines a term or provides a brief overview might best suit top-of-funnel, informational keywords. On the other hand, a knowledge panel highlighting your local business’s products and services would be more aligned with commercial or transactional intent.
5.5 Content implications of SERP features
By taking the time to understand and leverage Google’s search results features, you can make strategic decisions about the types of content you create and how you structure and optimize it.
This approach helps you earn those coveted SERP features and ensures that your content delivers maximum value and relevance to your target audience.
So, as you continue refining your keyword research and content strategy, keep an eye on the ever-evolving SERPs and the opportunities they present. After all, in digital marketing, staying ahead of the curve is critical to achieving long-term success.
Step 6: Group Keywords into Silos
You’ve put in the hard work – discovering new keywords, analyzing search metrics, researching competitors, and identifying opportunities in Google’s search results. But there’s one final step that can take your keyword research efforts to new heights: grouping your keywords into logical silos.
6.1 Explaining keyword silos/topic clusters
A keyword silo (also known as a topic cluster) is a strategic way of organizing your keywords and content around specific themes or topics. Rather than treating each keyword as an isolated entity, you group related terms together, creating a cohesive structure.
This approach helps search engines better understand the context and relevance of your content and enhances the user experience for your audience by providing a more logical, focused journey.
6.2 Mapping keywords into keyword groups
The process of creating keyword silos starts with mapping out your keywords into logical groups or content clusters. You might group them based on the following:
- Product or service categories
- Stages of the buyer’s journey
- Specific topics or subtopics within your niche
For example, if you run a fitness website, you might have silos for “weight loss,” “strength training,” “healthy recipes,” and so on, with each silo containing a collection of relevant keywords and content pieces.
6.3 Maintaining topical relevance and hierarchy
Within each keyword silo, it’s essential to maintain a clear hierarchy and topical relevance. You’ll typically have a central “pillar” page or piece of content that covers the broad topic, with supporting pages and keywords diving into more specific subtopics and long-tail variations.
This structure helps search engines understand the relationships between your content and creates a better user experience by allowing visitors to navigate and explore related topics in depth easily.
6.4 Tips for Effective Keyword Grouping
As you’re grouping your keywords into silos, keep these tips in mind:
- Be thorough in your research to ensure you’re not missing any relevant terms or subtopics
- Use tools like spreadsheets or dedicated keyword mapping software to stay organized
- Consider both user intent and search volume when determining silo priorities
- Regularly review and update your silos as your content and keyword strategies evolve
6.5 Role of Keyword Mapping in SEO
Effective keyword mapping and silo creation isn’t just a nice-to-have – it’s an integral part of a successful SEO strategy. By organizing your content and keywords logically and user-friendly, you increase your chances of ranking well for relevant searches, driving qualified traffic, and ultimately achieving your business goals.
So, take the time to properly group and map out your keywords, and you’ll be well on your way to keyword research mastery and long-term online success.
Conclusion
You’ve made it through this comprehensive guide on how to do keyword research on Google like a pro. By now, you should have a solid understanding of the entire process, from identifying your topic buckets and seed keywords to discovering new keywords using powerful tools like the Google Keyword Planner.
You’ve learned how to analyze crucial search metrics, uncover your competitors’ strategies, leverage SERP features to your advantage, and group your keywords into logical, SEO-friendly silos. Armed with these skills and insights, you’re well-equipped to conduct adequate keyword research that drives actual results for your business.
But don’t stop here! Keyword research is an ongoing process, and it’s essential to regularly review and refine your strategies as search trends, user behavior, and industry landscapes evolve. Monitor emerging keyword opportunities, monitor your performance, and continuously optimize your approach.
Remember, keyword research is just one piece of the digital marketing puzzle. To maximize your online success, pair your keyword efforts with a strong content strategy, technical SEO best practices, and a commitment to delivering an exceptional user experience.
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