It is becoming general knowledge that SEO is the sure-fire way to improve the visibility of web pages.

If you want to learn how to do SEO like a professional, then you must be good at keyword research.

The driving force behind SEO is the keywords with which web pages are optimized. The keywords capture the attention of the search engine and show the webpage to everyone who searches a query with those keywords.  

In order to efficiently utilize keywords, you need to understand your audience and how they would be conducting a search using these keywords.

Why Is Keyword Research so Important for SEO?

With proper keyword research, you would gain access to vital information about the following important points:

  • What your audience is searching for.
  • The number of people searching.
  • How the audience wants the information.

It is important to ensure that the keywords used in the content of your webpage apply to your target audience, else, despite a good rank in search results, conversions will remain the same.

One thing to strive for is to ensure you are providing content that addresses the issues the audience intended to find a solution for.  

Keywords are often taken at face value, however, one keyword may have a few separate issues attached to it.  And if you carelessly use these keywords in your content, you may be bringing in the wrong audience and not solving anything for them.

The first step to SEO research is to gather relevant topics based on the business in question. 

Try to assume the role of the buyer, what would a potential buyer search for? Each topic/ keyword you come up with has to be checked for their monthly search volumes in order for you to get a more accurate impression of how well the keywords will perform. Once you’ve selected the highest performing relevant keyword,  it is time to try to come up with other topics related to the topics at the top. 

Next, you need to identify the keywords your page is already showing up for. You can use website analytics software such as google analytics. One shortcut to finding relevant keywords is by viewing the competition, the websites offering the same service as you, at the top of the page probably have all the right keywords, you can view these websites to get a better idea of what they are doing right. 

How to Find Related Search Terms

Once you have found the most relevant keywords, you need to find related search terms. You can do this by doing the following:

  • Go to and view the “people also search for” when you enter a relevant search query.
  • Use these keywords to come up with ideas on other keywords you would like to use.
  • Then go the extra mile by finding related search terms for the related search terms you found earlier.

It is important to know the difference between head terms and longtail keywords. Head terms are more generic and shorter, usually just a few words. Longtail keywords are usually comprised of several words or even a phrase.

The relevance of this knowledge is that you need to mix head terms and longtail keywords for a well-balanced keyword strategy.

Now that you’ve compiled a list of keywords for which you want your page to rank, you can use Google Trends, and Google Keyword Planner to find out the best performing keywords and embed them in your content.