How to do Keyword Research : The Beginner’s guide

Table of Contents

Definition of a Keyword

A keyword is a term used to search a particular topic on the internet. It is a term or a word used while writing content for the website for search engine optimization which enables to rank at the top in the search engine result page like google. Any single word or phrase when searched on search engines is referred to as the keyword.

Types of Keywords

There are 2 types of keywords:

1. Broad Keywords

Broad Keywords are also called short tail keywords which consist of 1-2 words and have huge search volume. There are chances of a huge bounce rate and low conversion rate with broad keywords as there might be so many topics under such keywords. Broad keywords are very difficult to rank in google. 

  • burger
  • chocolate cake
  • Job

2. Long tail Keywords

Long Tail Keywords are more specific and consist of 3-8 words. This type of keyword has a low bounce rate and higher conversion rate as people will find exactly what they were looking for. Long-tail keywords include several words which are specific to a situation.

  • Best burger shops near me
  • How to prepare the chocolate cake?
  • Digital Marketing jobs for freshers?

Long Tail Keywords are further classified as follows:

1: Informational

This type of long-tail keyword refers to a query or a question entered in the search tab. 

  • How to make pizza at home?
2: Transactional

This type of long-tail keyword is entered when a person wants to buy something.

  • Buy mobile phone online
3: General

This type of long-tail keyword is entered to research on a particular subject. 

  • What is digital marketing

Benefits of Keyword Research

1: Organic search ranking

Keyword research fetches you with a better ranking in the search engines. When the right keywords relevant to your niche are incorporated into your website, search engines like google will recognize your website and this enables organic ranking without any paid ads.

2: Engaged Audience

This is one of the important benefits of keyword research. Keyword research helps you to know the words or phrases which are more likely to be searched by the audience and also shows their topic of interest. When such keywords are present in your websites it is definite that the audience will find the website content they were searching for and this will keep them engaged.

3: Increases conversion rate

Researching the right keywords and implementing them in your website not only fetches website ranking and audience engagement but also attracts the right traffic which is likely to make a move. When content in the website is clear and meaningful to the audience as per their requirements the audience will be attracted and thus increases the conversion rate.

4: Saves your time

Keyword research enables to find the best-suited keywords that you must include in your website. When you already know the set of keywords that works for your business or niche, more content can be developed based on such keywords. This way you will not waste time on those keywords which is less likely to work and get more time to develop content using relevant keywords.

5: Spend money wisely

When you do keyword research you’ll find out the most effective keywords which can be used during PPC ad campaigns. Only when suitable keywords with huge search volume are used in such ad campaigns, you will get expected results which in turn helps to increase ROI.

How to do Keyword Research?

Step 1: Study your niche to find a seed word list

The first step in the keyword research process is to thoroughly understand your business or niche and its goals that enables you to find out the list of keywords relevant to your business or niche. This list of keywords are called seed word list which can be done by referring many other websites, using intuitions, google suggestions data, Wikipedia and others. 


If you want to create a website of your cafe business, then you need to refer website related to a cafe or similar and also to study your business to know what are the products and services in your business. This will give an idea on making a rough list of keywords like ice cream, burger, sandwiches, and so on. When you enter a word or phrase related to cafe, the google suggestions list at the bottom of the googles page will be displayed. This can also be considered as a first seed word list.

Step 2: Use Keyword research tools

Various free and paid keyword research tools provide a wide list of keyword ideas. Some of the keyword research tools are Ubersuggest, Googe keyword planner, Ashrefs, Semrush, etc. By entering the keywords in these tools, you’ll find more keyword ideas, the search volume, and the competition level. According to the data received from the keyword research tools, you can segregate the keywords as per your goals.


When you enter a keyword ‘burger shop’ or ‘burger cafe you’ll get a list of keyword ideas as well as the search volume and competition level.

Keyword Avg. monthly searches Competition (indexed value)
burger shop near me 9900 7
burger shops 260 13
zinger burger near me 40 9
burger cafe 590 2
the burger cafe 140 7

According to the data received on each of these keywords, you can segregate the keywords.

Step 3: Refine the keywords

After gathering the various keywords from the keyword research tool, it’s important to refine or narrow down the keyword list as per business goals. Develop a spreadsheet to put all the keywords by creating columns for entering the information of search volume and level of competition. Choose the ones with great search intent close to your business objectives. This can be done by entering the keywords in google and looking at the search result page. If any off-topic results appear that are unrelatable to your niche, then remove them from the list.


If you enter the keyword ‘Burger shop’ and if burger-making recipes appear then remove it from your keyword list.

Tools used to make Keyword List

1: Wikipedia

Wikipedia is a free access internet encyclopedia that consists of a large set of contents. Search any topic for which content needs to be written and go to Wikipedia. Keywords can be extracted from the ‘first paragraph’ of Wikipedia, ‘the content section’ in Wikipedia, looking at the ‘see also’ section, ‘references’ section, and the various linked words.

2: Google Keyword Planner

Google Keyword Planner is a free keyword research tool from Google. It is also referred to as an ad words tool. A specific keyword, multiple keywords, and website address relevant to a topic or niche can be entered which displays the list of keywords along with data. This includes information regarding competition level, search volume, and so on.

3: Uber Suggest

Uber Suggest is a great tool for discovering new keywords. It has a wide range of keyword suggestions to choose from. When you enter a particular keyword it displays the list of related keywords in different forms like questions, prepositions, and comparisons. It shows the metrics of such keywords as the search volume, average CPC, PPC competition, and SEO competition.

4: Keywords Everywhere

Keywords everywhere are the free browsing extension tool that allows finding the keywords when searching on search engines like google, youtube, bing, etc. The time you enter any term on the search tab the list of keywords with the search volume will be listed on the right side of the search result page automatically.

5: Google Search

Google Search is another easy-to-use free tool to find the list of keywords that are more likely to be searched by people. When a term or a keyword is entered in the google search tab, along with the search result many other sections will be displayed like ‘people also ask section’, ‘related searches’, and ‘google suggestion’. It includes many variants of the entered term or keyword, which can be considered as potential keywords.

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