What is Keyword Research

What is Keyword Research – How do I work with the keywords I have found?

Keyword research is when you find the word or phrases that people are using and take it to the next level.  You need to investigate the best way to take these phrases and add them to your website or blog so that it can be found.

You know what a keyword is and how to find hundreds of different variations, but how can you check what is the best option to use and determine what is the best fit for you and your website.

If you are not sure how to find hundreds of different variations, then I recommend that you step back and read my earlier post.

What is a Keyword?

Why is keyword research still important?

Keyword research is still important today and perhaps is even more important because once we discover these keywords we can research the best wording to use and decide how and where to present them to gain traffic.

Research is not just about finding the words to use, it is working out the best place to use them.

What are long-tail keywords and are they helpful?

Long-tail keywords are phrases of 3 or more words and can be more specific to a user’s enquiry.  With a newer website, we should target long-tail keywords even though they have less traffic.  It can be easier to write targeted content when considering a smaller topic.

How to use keywords

You have found keywords but what do you do with them? We cannot be 100% certain that every tool we use is giving us exact data, so we need to use the results as a guide and research further and decide where we should place them.

Aside from deciding which one to use as your target keyword, you then need to consider these points.

  • Create a blog post or posts with the content relating exactly to the keyword.
  • Use related keywords as relevant within the post.
  • Drive traffic to our website using related keywords.
  • The main, targeted keyword can be used for Search Engine Optimization.
  • Keywords need to make sense.

Create a blog post or posts with the content relating exactly to the keyword.

Select two or three major topic keywords and consider a couple of different angles that you can write posts about.  This will allow you to either have

a) related content that you can link to or

b) similar content that will attract different users because of the different search terms.

Use related keywords as relevant within the post.

You can use related keywords as headers and topics within your post so that you can be thorough and answer all aspects of the topic in relation to the search enquiry. This will help provide quality content and improve user experience.

Drive traffic to our website using related keywords.

Keywords can be used on Pinterest and other social media platforms to drive traffic to your website or post.  This is where you take your original keyword research and take it that step further.

We can use keyword variations and related keywords and add them to social media posts linking to our website.  We can also use keywords in hashtags, descriptions and within the posts themselves’ We can use them as descriptions and alt tags on images created for the sole reason of driving traffic to our website.

The main, targeted keyword can be used for Search Engine Optimization.

Once we decide on our targeted keyword, we ensure that we optimize our post so that the search engines understand exactly what our content is about.  This allows them to categorize it correctly.

Keywords need to make sense.

It is more important than ever to make sure that the keywords we use make grammatical sense.  The search engines look for good grammar and will automatically improve the grammar within search.  Today, with the use of speech this is even more important as most people will speak more directly and to the point of their enquiry instead of short-cutting the search enquiry as they do when typing.

Ways to use keywords

Do you have lots of keywords on the same topic and are unsure how to use them?

You can, if relevant, create 3 or 4 posts with slightly different titles but different headers and structures together with different wording to capture different search terms.

As long as each post is an exact content match to the title, and the information is not internally linked and created over time, then you may very well simply increase your potential audience.  This is especially helpful if the niche is large. However, with a very small niche, if you end up with multiple posts with too similar content, it could work against you.

Most users do look for answers to their immediate questions rather than follow bloggers post by post.  There may be some exceptions of course, but beginners are likely to attract the former so duplicate posts in a large niche can be helpful if carefully created over time.

However, we need to ensure that the search engines don’t decide that our posts are duplicate content. I believe it can be a balancing act. We need to show lots of information on the topics we choose to show we are authoritative, yet need to ensure we are not producing duplicate content in the eyes of the search engines.

Keywords help us get targeted traffic.

Keywords are to help the search engines categorize our content and they can also help us get targeted traffic.

Pinterest and YouTube are search engines and we can use keywords to target our audience through these platforms.

YouTube – has video content, descriptions and thumbnails that provide opportunities for adding keywords.  Often Google will present YouTube videos to users for keywords with large volume.

Pinterest – has boards, pin descriptions and you can place keywords on the pins themselves.  Sometimes Google will bring up pins within the images search, and the images you create can also be searched by other Pinterest members within the platform itself.  This is done through the search bar and buttons in the Home tab.

For this reason, many bloggers love Pinterest and use it to drive traffic to their blog.

Keywords and other social media platforms.

If you are active within Facebook, Twitter and Instagram and it suites your niche, you may find using keywords in your content may help you gain followers and therefore potential traffic to your blog.  Some people have great success, others not so.  To date, I have not had much success with these platforms.

Sometimes, I believe there may be differences depending on the niche and whether it supports photos to promote the keyword.  Hashtags are a major factor in these platforms and should be targeted if they relate to your niche.

Keyword Competition – are all the keywords taken?

Possibly, unless you are targeting a brand new product or language term.  However, this does not mean that you cannot use the same keywords and become successful.

We need to use Google to check the first SERP for each keyword and evaluate the competition.  Do this for some of the large volume keywords as well as the one you plan to use.

First see if the results are all major, long-established websites.  We want to see some blogs in the results so that we can compete.  It is extremely difficult to compete with the likes of news websites and Wikipedia.

Look through all the posts presented and consider:

  1. If any titles or headers match keywords on your list and if more than one site uses these.
  2. If any headers use different phrases that you may have missed and check them with the search tools.
  3. Inspect the images and see whether they have further instructional screenshots or video or other factors that you will need to consider adding to your post.
  4. Check the length of their posts to give you an idea of the word count you need to do to compete.
  5. Look at the comments and see what people like and if there were any specific questions readers may have asked that had not been answered.  You can then ensure your content does answer these as well.

Keyword Research is not just about finding a keyword and writing about it.

Research is about finding everything you can, evaluating your competition, covering the best Search Engine Optimization tactics, ensuring your content matches your title exactly and ensuring your content is thorough and helps the searcher so that they don’t need to search elsewhere for the answer.

Analyse your competition

When you have content ideas and keywords to work with, it is advisable to research your competition and see what content they are producing.  We should never copy the content, but we can make sure that we have covered every point as it relates to our audience. 

We can also look at what keywords others are ranking for and evaluate the style of website or blogs that are favoured.  Consider the elements within the content such as videos, how-to instructions, charts and images.  Again, the idea is not to copy but to ensure that our content is bigger and better so that we can eventually rank high.

Ubersuggest also has a feature that allows you to see which keywords other websites are ranking for.

Where do keywords go on a website?

Keywords are part of the overall search engine optimization and should be used as part of your strategy. 

Your target keyword should be in the title, H1 header, where relevant within the content, in the Meta Title and Description, within an Image Alt-Tag and must be the subject-matter the post is about. 

That is, the content must be about the target keyword.

Related Keywords can be used for headers within the post as long as the following content relates to this and it compliments the overall topic.  The Key Word here is related.

Should you use every keyword combination you find?

I would not try and say the same thing in a different way just to cover every phrase combination.  This will simply bore your reader and decrease the overall quality and user experience.

Is Keyword Research Hard?

Keyword research is not hard but it is time-consuming. 

If we use the tools available to find a lot of keywords to start with, then deciding on the best is really about deciding what keywords describe the topic you are writing about.

The good things in life don’t come easy, so building an online business will take time and effort. 

Researching keywords is part of the time and effort required.

Don’t kid yourself.  90% of online attempts fail in the first 12 months, some people argue that this is closer to 4 months, so how do you avoid becoming a statistic?

You need to dedicate time and effort to your website as well as to your research.  If it was quick and easy, everyone would be able to do it.

Will the Search Engines present my exact keyword match?

Just because your post tile is exactly the words a searcher is looking for, it may not be presented within the SERP results whereas non-exact matches are.  Why is this?
It is simply because there are many other factors in play.  Search Engine Optimization is not just about matching the exact wording, there are over 200 factors that the search engines use and we can only guess which factors they deem most important from website to website.

However, with time and lots of good quality informative posts using quality keyword research, our website is likely to eventually be considered.  In the meantime, we need to use our researched keywords to drive traffic to our website.

The search engines will see this traffic and observe whether readers stay or immediately hit the back button.

If there are very big players in our niche, we will not become authoritative with our content alone.  This is where other factors do matter.  If we are not considered ‘an expert’ we will have difficulty.  It does not mean we cannot, with research, identify a smaller niche where we can eventually dominate.


If we ever want to hit the top of our niche, we need to produce well researched, quality keywords and posts from the very beginning.

We need to find a range of keywords, target one and incorporate as many relevant ones as possible in our post but only if it makes sense to do so.

Keywords can be used to help us answer all the questions a user may have about the topic they are seeking information on.  Stuffing irrelevant keywords into our post can be harmful to the overall quality of the post.

I hope you found this information helpful.  I would really appreciate a social media share, you can find share buttons on the bottom of this post.

Have a great day


kerry ann:


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