SEO Keyword Research: A Beginner’s Guide

Last Updated: 18 Jul, 2023

Imagine you’re embarking on a grand new journey. You’ve got your gear ready, your spirits are high, and you’re eager to explore. But there’s one thing you need before you set off: a map. In the world of Search Engine Optimization (SEO), keyword research is that map. It’s also the compass that guides your strategy, the beacon that lights your path. It’s not just the first step in your SEO journey—it’s the most crucial one.

Keyword research is the foundation upon which all successful SEO strategies are built. It’s how you understand your audience, speak their language, and meet their needs. It’s how you get your website to appear when someone types a query into Google. It’s how you get noticed in the vast, bustling metropolis of the internet. So, if you’re a business owner, a blogger, or anyone looking to boost their online visibility, this keyword research guide is for you.

The ABCs of SEO and Keyword Research

SEO is optimizing your website to rank higher in search engine results. It’s like the secret sauce that makes your website more attractive to search engines like Google, Bing, and Yahoo.

But how do search engines decide which websites to show first? They use complex algorithms to crawl and index web pages, looking for signals that indicate the page’s relevance and authority. One of the most important signals? Keywords.

Keywords are the words and phrases that people type into search engines. Keywords bridge your website’s content and the people searching for it.

Let’s say you are operating a construction vehicle rental business in Singapore. One of your primary SEO objectives is to ensure your website surfaces when potential customers search for your services. But how do you pinpoint the best keywords to optimize your website? Should you focus on “truck rental service Singapore,” “rent a lorry crane in Singapore,” or perhaps “online tipper truck”? This is where the power of keyword research comes into play.

Conducting SEO keyword research establishes a solid groundwork for accomplishing the following objectives:

  • Understanding User Intent: Keywords give you insight into what your audience is looking for. You can tailor your content to meet their needs by understanding these search queries.
  • Improving Search Engine Rankings: Search engines reward relevance. By using keywords that match user queries, you increase your chances of higher rankings.
  • Driving Targeted Traffic: Using the right keywords can attract visitors interested in what you offer. This increases the likelihood of conversions.

Steps of Finding the Right Keywords

Finding the right keywords is like finding the right keys to unlock the treasure chest of search engine rankings. But how do you find these keys?

Start with Seed Keywords

Seed keywords are the foundation of your keyword research. They define your niche and identify your competitors. If you were a coffee shop owner in Tokyo, your seed keywords might be “coffee shop Tokyo” or “best coffee in Tokyo.”

Use Keyword Research Tools

Keyword research tools like Google Keyword Planner, SEMrush, and Ahrefs can help you find new keywords, check their search volume, and understand how difficult it would be to rank for them. These tools can also provide additional keyword suggestions and insights into the keywords your competitors are ranking for.

Explore Keyword Suggestions

They have ever noticed how Google and third-party keyword research tools offer suggestions when you start typing in the search bar? These are keyword suggestions and a goldmine for SEO keyword research. They’re based on real searches that people have done, making them highly relevant. For example, typing “vegan bakery” might suggest “vegan bakery near me” or “vegan bakery delivery.”

Dive into Long-Tail Keywords

Long-tail keywords are longer, more specific keyword phrases. They may get less search traffic but often have a higher conversion value as they’re more detailed. For example, “best organic coffee shop in New York” is a long-tail keyword.

Analyzing Keyword Metrics

Keyword research isn’t just about finding keywords; it’s about analyzing them to determine which ones are worth targeting.

  • Search Volume: This refers to how often a keyword is searched for in a given time frame. High search volume keywords can drive more traffic but are usually more competitive.
  • Relevance: This measures how closely a keyword relates to your content. A highly relevant keyword will likely satisfy the user’s intent to search for that keyword. If a keyword is relevant to your offer, users are likelier to stay on your site and convert after clicking on your listing.
  • Keyword Difficulty: This measures how hard it would be to rank for a particular keyword. The higher the keyword difficulty, the more effort you’ll need to outrank your competitors.
  • Search Intent: This refers to the ‘why’ behind a user’s search. It’s about understanding if users are looking to buy (transactional), doing research before making a purchase (commercial), seeking information (informational), or browsing (navigational). By aligning your content with the search intent, you can attract visitors more likely to engage with your site, enhancing your SEO performance.
Screenshot 2023 07 18 at 19.35.08 SEO Keyword Research: A Beginner's Guide
Google Keyword Planner provides the most accurate search volume data for chosen locations.

From Keyword Research to Content Creation

Armed with the results of your keyword research, you’re now ready to dive into the next phase: creating a content plan and crafting the content itself. This is where your research truly comes to life, shaping your content strategy and guiding your content creation efforts.

Crafting a Content Plan

A content plan is your roadmap, outlining what content to create when to create it, and how it aligns with your keywords. Here’s how to craft an effective content plan:

  • Identify Content Types: Based on your keyword research, determine what types of content will best serve your audience’s needs. This could range from blog posts and how-to guides to product pages and infographics.
  • Assign Keywords to Content: Assign your researched keywords to specific pieces of content. Consider search intent and ensure that the content type matches the user’s needs.
  • Create a Content Calendar: Outline when each piece of content will be created and published. This helps ensure a consistent content output, which is crucial for SEO and audience engagement.

Creating the Content

With your content plan in place, it’s time to create it. Here’s how to ensure your content is optimized for your keywords:

  • Focus on Quality: High-quality content is king. It’s what attracts and retains readers and what search engines love. Ensure your content is well-written, informative, and provides value to your audience.
  • Use Keywords Naturally: Incorporate your keywords naturally within your content. Avoid keyword stuffing, which can lead to penalties from search engines. Instead, use your keywords in a way that flows seamlessly with your content.
  • Optimize Meta Tags and Descriptions: Don’t forget to optimize your meta tags and descriptions with your keywords. These elements can influence click-through rates and are an important part of SEO.
  • Consider User Experience: Make your content easy to read and navigate. Break up text with headings, bullet points, and images. A positive user experience can lead to longer dwell times and lower bounce rates, positively impacting your SEO.

Conducting a Keyword Mapping for Existing Pages

Your meticulous keyword research results can be further effectively utilized in keyword mapping. This process involves assigning or ‘mapping’ the identified keywords to specific pages on your website, creating a roadmap for your SEO strategy. It’s a crucial step that enhances the relevance of your pages, prevents keyword cannibalization, and guides your content optimization, thereby improving your chances of ranking higher in search engine results.

To create an effective keyword map, start by auditing your website and listing all the pages. Next, assign the researched keywords to the relevant pages, ensuring each page targets a unique set of keywords that match the user intent.

Remember, this isn’t a one-time task. As your website evolves and new keywords are discovered, your keyword map should be updated accordingly. By mastering the art of keyword mapping, you’re leveraging your SEO keyword research to its full potential, paving the way to improved visibility and success.


SEO keyword research is the compass that guides your content toward visibility and success. It’s about understanding the language of your audience and using it to create content that meets their needs and resonates with search engines. It’s a journey of discovery, analysis, and adaptation. And like any journey, it’s not always easy, but it can certainly be rewarding with the right tools and strategies. So, are you ready to embark on your SEO keyword research journey?

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