Keyword Research Fundamentals in SEO

Lecture: The Fundamentals of Keyword Research

What Are Keywords?

• Words and phrases people type into search engines when looking for information

• Essential for website optimization to be found by target audience

• Example: "handmade jewelry," "unique jewelry," "artisanal jewelry" for a jewelry store

• Foundation for successful SEO strategy

Importance of Keywords

• Help your website be found in search results

• Provide insights into target audience needs and preferences

• Enable content creation that meets audience requirements

• Form the foundation of effective SEO strategies

Types of Keywords

Based on Length

• Short-tail keywords:

  • Single words or short phrases (e.g., "shoes," "running shoes")

  • High competition due to broad coverage

  • Higher search volume

• Long-tail keywords:

  • Longer, more specific phrases (e.g., "men's running shoes," "how to lace running shoes")

  • Lower competition

  • More specific intent

  • Easier to rank for compared to short-tail

Based on SEO Classification

1. Target Keywords:

   • Specific words/phrases you want to rank for

   • Foundation of SEO strategy

   • Two approaches:

     • When business has predetermined topics: Find best keywords for those topics

     • When no clear direction: Research niche to find suitable keywords, then develop content strategy

2. LSI (Latent Semantic Indexing) Keywords:

   • Related terms that help search engines understand context

   • Example: For "healthy eating," LSI keywords might include "nutritious meals," "meal planning"

   • Help rank for multiple variations of target keyword

   • Make content more comprehensive

3. NLP (Natural Language Processing) Keywords:

   • Keywords used in voice search or natural human speech

   • Example: "what are some healthy foods to eat," "how can I eat healthy on a budget"

   • Help understand user search intent and questions

   • Important for voice search optimization

Keyword Research Process

1. Identify relevant target keywords for your business/audience

2. Use keyword research tools (Google Keyword Planner, SEMrush, SERanking)

3. Analyze competition for each keyword (using keyword difficulty scores)

4. Understand search intent behind keywords:

   • Buying intent?

   • Information seeking?

   • Looking for local business?

5. Create keyword map and strategy:

   • Visual representation of target keywords and attributes

   • Plan for keyword implementation across website

Keyword Research Tools

• Premium tools: SEMrush, SE Ranking, Keyword Surfer

• Free tools: Google Keyword Planner, Google Trends

• Tools provide data on:

  • Search volume (monthly searches for a keyword)

  • Competition level

  • Keyword difficulty

  • Related keywords

Practice Activity

• Think of a familiar website or business

• Identify 1-2 keywords people might use to find it

• Consider both short-tail and long-tail options

Lecture: Google Keyword Planner

Introduction to Google Keyword Planner

• Free tool designed for advertisers

• Requires Google Ads account (no spending necessary)

• Helps find and analyze keywords for SEO

Accessing the Tool

1. Search for "keyword planner" on Google

2. Click on "choose the right keywords to use" result

3. Sign in with Google/Gmail account

4. Select "Discover new keywords" option

Using the Tool

1. Enter word/phrase related to your business

2. Select language and country

3. Click "Get results"

4. Review keyword ideas list

Analyzing Results

1. Search Volume:

   • Shown as range (e.g., 10-100, 100-1000)

   • Indicates monthly searches

   • Shows changes in past 3 months and year-over-year

2. Competition:

   • Shows ad competition level (primarily for advertisers)

   • Indirect relation to SEO competition

   • Can indicate future SEO difficulty as advertisers' targets often become SEO targets

Creating a Keyword List

1. Export keyword ideas to spreadsheet

2. Select keywords to target based on:

   • Mix of short-tail and long-tail keywords

   • LSI keywords

   • Relevance to business

   • Search volume

   • Competition level

Practice Activity

1. Go to Google Keyword Planner

2. Enter a website URL or niche

3. Click "Get Ideas"

4. Review keyword ideas

5. Create list of 10 relevant keywords

Lecture: Search Volume of Keywords

Understanding Search Volume

• Indicates how often people search for a keyword monthly

• Important indicator of potential traffic value

• Varies by time of year, events, and other factors

Examples

• Online shoe store: High volume for "running shoes" suggests stocking variety

• Travel agency: High volume for "Hawaii vacation" indicates popular destination to promote

Tools for Checking Search Volume

• For single keywords: Keyword Overview Tool from Small SEO Tools

• For multiple keywords: Keyword Volume Tool from HOTH

• For country-specific volume: Searchvolume.io (allows CSV export)

• Premium options: SEMrush, SE Ranking, Ahrefs

Analyzing Search Volume Data

• Sorting keywords by volume reveals priorities

• Higher volume ≠ always better target

• Must be considered alongside other factors

Practice Activity

• Find search volume for keywords from previous activities

• Use recommended tools from resources section

Lecture: Keyword Difficulty

What is Keyword Difficulty?

• Measures how hard it is to rank for a specific keyword

• Scored between 0-100 (100 being most difficult)

• Functions as competition score

Calculation Factors

• Number of backlinks to ranking pages

• Number of websites targeting the keyword

• Quality of websites ranking for the keyword

Examples

• "Best running shoes" (KD 81/100): High competition, difficult to rank

• "Best places to visit in Europe in December" (KD 45/100): Moderate competition, easier to rank

Tools for Checking Keyword Difficulty

• SEMrush

• SE Ranking

• Small SEO Tools Keyword Difficulty Checker

Importance for Strategy

• Helps identify worthwhile target keywords

• Indicates required effort for ranking

• Guides prioritization of SEO efforts

Practice Activity

• Check difficulty score for 2-3 keywords using Small SEO Tools

• Compare different keywords' difficulty scores

Lecture: Search Intent of Keywords

Four Types of Search Intent

1. Informational Keywords

   • Used when seeking information on a topic

   • Early stage of buyer's journey

   • Examples:

     • "how to write a research paper"

     • "best hiking trails in Yosemite"

     • "symptoms of flu"

   • Users not yet decided on purchase

2. Navigational Keywords

   • Used when looking for specific website/webpage

   • Usually brand-based or location-based

   • Examples:

     • "Nike.com" or "Nike website"

     • "Axis bank account login"

     • "coffee shop near me"

     • "romantic restaurants in New York"

   • Users know what they're looking for

3. Commercial Keywords

   • Used during research phase before purchase

   • Include terms like "best," "reviews," "comparison," "top"

   • Examples:

     • "best running shoes for flat feet"

     • "hair straightener reviews"

     • "top gaming laptops"

   • Users almost decided but need more information

4. Transactional Keywords

   • Used when ready to make purchase/take action

   • Include words like "buy," "purchase," "checkout"

   • Examples:

     • "buy designer handbags online"

     • "purchase fitness equipment"

     • "join a gym"

   • Users at bottom of sales funnel, ready to convert

Important Considerations

• Keywords can have multiple search intents depending on context

• Intent categories are not mutually exclusive

• Understanding intent helps create relevant content

• Subtleties between commercial and transactional can be challenging

Practice Activity

• Review your keywords from previous activities

• Classify them by search intent (informational, navigational, commercial, transactional)

Lecture: What Keywords to Target for SEO

Targeting by Website Type

1. Service/Product Websites

   • Need targeted, converting traffic, not just volume

   • Target transactional keywords on service/product pages

   • Include 5+ content pages targeting commercial keywords

   • Create two-stage funnel:

     • Attract users one step away from purchase

     • Help them make final decision

   • Examples:

     • "Coffee subscription service" on subscription page

     • "Buy whole bean coffee online" on product pages

2. Affiliate Websites

   • Need balance between traffic volume and conversions

   • Target commercial keywords on comparison/review pages

   • Use informational keywords for news/update content

   • Offer email/social media subscriptions to build trust

   • Examples:

     • "Fitness tracker reviews"

     • "Best travel rewards credit card"

3. Ad Revenue Websites

   • Focus on high volume keywords

   • Prioritize informational keywords for maximum traffic

   • More visitors = more ad impressions and clicks

   • Examples:

     • "How to brew coffee"

     • "Best workout routine"

Considering Keyword Difficulty

• New websites (DA < 30): Target easy/possible difficulty keywords

• Medium authority (DA 30-50): Target up to 75 KD

• High authority (DA > 50): Can target more competitive keywords

Search Volume Guidelines

• Transactional keywords: 100+ searches is decent

• Commercial keywords: 500+ searches is decent, 100 is low

• Informational keywords: 1000+ searches is decent, 100 is very low

Practice Activity

• Categorize your website type

• Review keywords from previous activities

• Identify which keywords match your website type and goals

Lecture: Creating Buyer Personas

What Are Buyer Personas?

• Fictional representations of ideal customers

• Include demographics, behavior patterns, motivations, goals

• Help understand target audience for better content creation

Creating Buyer Personas

• Conduct market research: surveys, interviews, customer data

• Use Google Analytics for visitor insights (if available)

• For new sites: learn from client about customer demographics

• AI tools like ChatGPT can help generate sample personas

Importance for SEO

• Without clear understanding of audience:

  • Resources wasted on ineffective marketing

  • Products may not meet audience needs

  • Potential sales opportunities missed

• Helps tailor SEO strategy to target audience

• Example: Coffee shop targeting busy professionals

  • Pain point: Limited morning time

  • Keywords to target: "quick coffee options," "coffee near me"

Lecture: Create & Refine Buyer Personas for SEO with ChatGPT

Three-Step Process

Step 1: Initial Engagement

• Start with open-ended prompt:

  • "Describe a person who might be interested in [product/service]. What could be their interests, lifestyle, and potential needs or pain points?"

• Helps identify basic characteristics

Step 2: Deep Dive Dialogue

• More specific scenario-based prompts:

  • "As [buyer persona], you're seeking [product/service]. What specific aspects attract you, and what potential concerns might you have?"

• Places AI in persona's position for deeper insights

Step 3: Analysis and Refinement

• Extract recurring themes, attitudes, preferences

• Use intelligence to refine personas

• Align closer to target audience reality

Tips for Effective Prompts

• Request bullet points for concise responses

• Use responses to build on subsequent prompts

• Combine multiple personas for comprehensive understanding

Lecture: How to Use Buyer Personas

Practical Applications

1. Target the Right Keywords

   • Identify keywords your personas are searching for

   • Example: Fitness enthusiast persona → "athletic wear," "fitness clothing"

   • Drive more targeted traffic to site

2. Create Resonant Content

   • Address persona pain points, interests, needs

   • Example: "5 tips for comfortable workout outfits"

   • Provide relevant value to target audience

3. Promote Content Effectively

   • Share content where personas spend time

   • Example: Instagram for younger audiences

   • Run targeted ads on appropriate platforms

4. Optimize Website Structure

   • Match design to persona technical abilities

   • Example: Advanced features for tech-savvy users vs. simple navigation for others

   • Choose colors/fonts that appeal to personas

5. Target Local SEO

   • Optimize for locations where personas are based

   • Example: "best clothing store in Los Angeles"

   • Rank higher in local search results

6. Optimize for Voice Search

   • Understand how personas use voice search

   • Create FAQ sections for common questions

   • Focus on natural language long-tail keywords

   • Ensure mobile-friendly, fast-loading site

Benefits

• Better marketing campaigns

• Increased conversions

• Improved customer satisfaction

Practice Activity

• Conduct market research for a familiar business

• Create detailed buyer persona based on findings

Lecture: Sample SEO Strategy

Example: Coffee Shop on Wall Street

Buyer Persona Analysis

• Persona: Busy Wall Street professionals

• Pain Points: Limited time to wait in line

• Needs:

  • Convenient location

  • Comfortable workspace

  • Fast, quality coffee

• Interests:

  • Coffee trends

  • Productivity

  • Networking

  • Stylish environment

Keyword Strategy

• Think from customer perspective:

  • "coffee shop in Wall Street"

  • "best coffee near Wall Street"

  • "coffee near Wall Street subway"

• Analyze competition using appropriate tools:

  • SEMrush/SE Ranking for large areas

  • Mangools for specific cities

• Target long-tail variations:

  • "best cappuccino on Wall Street"

  • "organic coffee near Wall Street"

Content Implementation

• Map keywords to existing pages:

  • "best coffee near Wall Street" → homepage

  • "best cappuccino in Wall Street" → product page

• Create new content for low-competition keywords

• Include keyword variations in:

  • Page titles

  • Meta descriptions

  • Subheadings

  • Alt tags

  • Body content

Local Content Strategy

• Highlight proximity to landmarks:

  • "Steps Away from the Stock Exchange"

  • "Refuel After a Busy Day at the NYSE"

• Encourage social sharing and testimonials

• Maintain fresh, keyword-optimized content:

  • Coffee trends

  • Promotions

  • Events