What Is Keyword Research?

Keyword research is one of the most important aspects of search engine optimization (SEO). It involves finding and analyzing the actual search terms that people enter into search engines like Google. The goal is to identify popular keywords and phrases that are relevant to your website, products or services. This information can then be used to optimize your web content, ensuring it shows up prominently in search results for those targeted keywords.

Why is keyword research so critical?

The majority of web traffic comes from search engines. If your site is not optimized for the right keywords, you are essentially invisible to people searching for terms related to your business. Proper keyword research allows you to craft content that directly answers searchers’ queries. It enables you to understand the language your target audience uses so you can communicate in a way that resonates with them.

There are several key components to effective keyword research:

Search Volume

How many people are searching for a particular keyword each month? The higher the volume, the more potential traffic. This provides insight into the potential traffic and exposure you can gain by optimizing your content for that term. Keywords with high search volumes generally offer greater opportunity to reach an expanded audience. Striking the right balance between search volume and competition is key to selecting keywords that will effectively drive qualified traffic.


How many other sites are trying to rank for the same keyword? High competition makes it difficult to rank well for ultra-popular keywords. By analyzing the competitiveness of various keyword options, you can identify terms where there is a reasonable balance between search volume and the number of competing sites. This allows you to focus your SEO efforts on keywords where you can feasibly attain a prominent position, rather than spinning your wheels trying to outrank major competitors for ultra-competitive terms. Factoring competition into your keyword research process improves your odds of selecting phrases that can deliver meaningful search traffic.


How closely is the keyword related to your business? You want to target terms that accurately reflect your offerings. Through relevance analysis, you can identify keywords that speak directly to your value proposition and differentiators. This enables you to craft content that precisely matches user intent and provides helpful information that encourages further engagement. Aiming for terms with spot-on relevance is key to driving qualified visitors who convert into satisfied customers.

Long-tail keywords

While one-word “head” keywords have the highest search volumes, most traffic comes from more specific long-tail phrases. These offer more relevant and qualified traffic. Long-tail keywords are longer, more specific keyword phrases that tend to have lower search volumes but higher relevance compared to shorter, more generic “head” keywords. Long-tail keywords represent more targeted searches with clearer user intent. Rather than going after highly competitive head keywords, smart keyword research identifies and targets clusters of specific long-tail phrases to steadily build search visibility and audience. Long-tail keywords are an essential piece of a holistic SEO strategy focused on attracting the right visitors.

Incorporating Your Keyword Research

There are a number of tools and techniques that can help you conduct thorough keyword research and select the best targets. Once you have identified your primary keywords, you can incorporate them into page titles, meta descriptions, body content, image alt text and more. Over time, this strategic targeting will help increase your rankings and drive more qualified traffic to your site.

Whether you are starting a new website or have an existing one, investing the time into proper keyword research is essential for SEO success. It lays the foundation for speaking the same language as your prospective customers. You want to know what terms potential customers use when they search online for things related to your business. The goal is to align your website content and SEO tactics with terms people are searching for. Are you ready to take your website to the next level?  Contact our team of experts today.

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About The Author

I'm KT and I'm the face behind Trulove Webworks. I live in Montgomery, TX with my husband and 3 beautiful daughters. I love design and business strategy but the real reason I do what I do is because I want to see more small businesses thrive.


- Katelyn Trulove
Full service marketing team in Houston

Serving Montgomery, TX, Magnolia, TX, Conroe, TX, Tomball, TX, The Woodlands, and all of The Greater Houston Area

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