The Importance And Impact Of Keyword Research On SEO Results

The Importance And Impact Of Keyword Research On SEO Results

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The success of your content and SEO results depends directly on your keyword research.

So, if you’re wondering whether or not keyword research is actually that important – the answer is yes, very.

This process involves searching for relevant SEO keywords and terms your target users might be searching for on search engines. 

Regardless if you’re creating content, selling a product, or offering a service – the importance of proper keyword research cannot be understated.

Now, if you’re wondering how to actually conduct keyword research for maximum SEO results, be sure to read on.

Here’s what we’ll cover:

  • What is SEO keyword research and what does the process look like practically?
  • Why is keyword research so important for SEO? 
  • How to start doing keyword research for your brand now. 5-step guide.

What Is SEO Keyword Research And Does It Look Like In Practice?

Keyword research entails searching, analyzing, and using SEO words or phrases your target users will most likely enter on search engines like Google, Bing, DuckDuckGo, and so on.

Then, you incorporate these keywords into your content pieces or web copies as part of your SEO strategy to drive more traffic.

Simple, right?

When inserted strategically, you’ll have a greater chance of getting your site and content found online. 

And that can lead to a boost in customer engagement, lead generation, and sales conversion.

There are three main types of keywords you can find when doing SEO keyword research:

  • Head keyword usually consists of a single word, such as “SEO” as a perfect example. Also known as seed keywords, they have high search volume and competition.
  • Body keyword comprises two to three words like “SEO tactics.” These keywords are more specific, having lesser search volume and competition than head keywords.
  • The long-tail keyword has four or more phrases. “SEO tactics for digital marketers” is an example. These keywords are quite specific, making them less searched and competitive than the first two types.

Where to insert SEO keywords on your web page

Infographic on keyword placement for on-page SEO, including headers, URL, title tag, and meta description.

Keyword placement is as equally important as keyword research. 

What good are your SEO keywords if they are not inserted naturally and properly into your content? 

To maximize SEO results, you’ll want to include keywords from your SEO research into the following  on your web pages:

  • URL: It is the web address of your page showing up on the search engine results pages (SERP). Make sure to add a primary keyword to it.
  • Title tags: This HTML element specifies the title of your web page. Write it for humans, but optimize it for robots using primary keywords.
  • Meta description: It provides a summary of your web page. Incorporating some relevant keywords is best for SEO.
  • Heading: H1 is the section title of your article used for content formatting. Adding primary keywords to section titles is a good idea.
  • Subheading: H2 is a subtitle of your article, also employed for content formatting. Including primary keywords in them helps with SEO ranking.
  • Content Body: The body of your content should naturally include some primary and secondary keywords. However, avoid keyword stuffing—adding keywords excessively.
  • Image Alt attribute: As the name suggests, alt text describes a photo. Many site owners often overlook adding keywords to images, but doing so helps with your SEO.

But how do you conduct keyword research? 

To start with, you can use free SEO tools to do the job. But when doing so, consider three key elements:

  • Relevance: Keywords seek to reach your target market. As such, have the search intent in mind when crafting pieces of content. Remember, Google and other search engines rank them for relevance.
  • Authority: Incorporating keywords into your content is one thing; Creating authoritative content is another. Add keywords to attract audiences, but establish authority to keep them. In the end, Google provides more weight to content showing authority.
  • Volume: Monthly search volume (MSV) is a critical metric for measuring the number of times people search for a particular keyword per month. Examine the volume to check your competition and see if the keyword is worth using.

Or, depending on your budget, you can use bigger SEO tools such as Ahrefs or Semrush for your keyword research. Let’s take a look at why this is so important below.

SEO tool displaying keyword overview for 'link metrics' with volume, difficulty, and trend data

Why Is Keyword Research So Important for SEO? 5 Reasons To Consider

Keyword research is important because it lets you find relevant terms that your target audience will most likely enter into search engines. 

You can then use these keywords in your content or site as part of your SEO strategy. 

When people search online, there’s a greater chance for your content or website to appear on the Search Engine Results Page (SERP). 

Then, you optimize your page based on keyword research to try and rank for that specific topic.

And the way Google’s algorithm works is that they want to give relevant results to people looking for specific keywords. Someone looking for SEO tools, obviously, is going to get listicles of the different options.

SERP snapshot showing lists of 'best SEO tools' from various marketing blogs

In short, keyword research can help boost your search engine ranking. 

Then, here’s how this translates into direct benefits for your business:

  • Earn marketing insights. Keyword research allows you to identify words and phrases people in your industry use when searching online. However, it goes beyond this by letting you discover consumer needs, marketing trends, and industry competition. These insights will help optimize your strategies and achieve your marketing objectives.
  • Reach your target market. Keyword research isn’t just unraveling relevant words or phrases. Its ultimate goal is to align your marketing content with your customer needs. Incorporating the right keywords can help you connect with potential and existing customers.
  • Increase your SERP rankings. Keyword research is one of the first few steps you must take for your SEO. The right keywords let your content and site rank high on SERP and appear right before your customers’ eyes. Learn how our white hat link building with keyword integration increased our client’s organic traffic by 1200%.
  • Drive traffic to your website. Keyword research helps with keyword integration for your content creation and might boost your SEO ranking. The higher your SERP ranking for relevant searches is, the more traffic your website will get. This means more and more relevant users will visit your site from SERP.
  • Generate leads and convert sales. Keyword research is only the first step to many opportunities for your business. A boost in online visibility and website traffic can go a long way. It can go as far as helping generate leads and convert sales for your business.

Now, let’s take a look at how to actually perform keyword research for your blog.

How To Perform Keyword Research For Maximum SEO Results

Keyword research is now easier than ever, thanks to SEO tools.

Keep in mind, however, that keyword research has to be strategic. As mentioned, you must consider its relevance, authority, and volume. On top of that, you need to ensure that you’re creating quality content your users want to see.

Looking to get started? Here’s how to do keyword research: 

1. Create a list of topics relevant to your business or niche

To get started with keyword research, create about ten topic ideas relevant to your business.

These can be topics, keywords, or angles related to what you sell. Whether it’s a product, service, or some other solution.

For now, keep them broad, because we’ll narrow them down in the next steps when doing keyword research.

As an example, if you’re running a travel blog, your related keywords might include:

  • Travel tips.
  • Camping.
  • Backpacking.
  • Destinations.
  • Best travel products.
  • Where to stay.
  • And so on.

2. Come up with related keywords for each topic

The next step is to identify some keywords that fall under each topic. 

The trick of the trade is to wear your target customers’ shoes when doing research.

What terms do you think they’ll enter into search engines when looking for information online?

Continuing with the above example, related keywords during the research step might include:

  • Travel tips when backpacking.
  • What to bring when camping.
  • Travel planning.
  • Budget backpacking
  • And so on.

Note: This isn’t your final list. The idea is just to come up with relevant keyword phrases. Then, you can narrow down the list later.

3. Dig in further for related search terms

Now, you can unravel more search terms related to your topic. 

Fret not, as Google can be your friend, especially if you struggle to add more keywords to your list. 

But how do you continue keyword research here?

Given the formulated list of topics and keywords you’ve done earlier, type in your phrase and:

  • Analyze what kind of topics are ranking.
  • What people also ask.
  • What are some other, related searches when you scroll down.
Google SERP for 'solo camping tips' with related queries and 'People also ask' section

4. Factor in user intent when doing keyword research

When it comes to keyword research, this should be on top of mind: user intent.

Simply put, it refers to why users search online in the first place. 

Are they looking for answers to their questions? To buy products or hire services online?

Generally speaking, there are 4 main types of user intent:

  • Informational: When the reader wants questions answered on a specific topic.
  • Navigational: When the reader is looking for a specific page, blog, or website.
  • Commercial: When the reader is considering what they want to buy but they need more information.
  • Transactional: When the reader is ready to buy something.

How do you find the user intent behind your keywords?


  • Google the keyword manually and see what kind of topics come up.
  • Put yourself in the shoes of the reader. Someone looking for “best camping gear for families” might be looking for options or considering what to buy.

So, you should always double-check this part manually.

5. Take advantage of keyword research tools

Finally, you’ve reached the last part of keyword research.

If you’re struggling to:

  • Come up with more relevant, SEO keywords.
  • Which topics to prioritize.
  • Decide where to go from here.

Then, you can get started with the following SEO tools.

1. WordStream’s Keyword Tool

WordStream’s Keyword Tool

WordStream offers one of the most popular SEO tools used for keyword research. It’s relatively easy to use and pretty straightforward. 

Follow the steps below when doing keyword research:

  • Enter a keyword or website URL.
  • Filter your search by Industry and Location.
  • Get a list of keywords.
  • Choose a specific keyword based on their Monthly Search Volume and Competition. Note: Opt for long-tail keywords with decent search volume and low competition

2. Ahref’s Keyword Generator

Ahref’s Keyword Generator

Ahrefs is one of the biggest SEO tools out there (along with Semrush) for reliable keyword research.

To get started though, fortunately, you can use their Keyword Generator tool for free.

  • Enter a keyword, choose your country, and click ‘Find keywords.’
  • Get a list of keywords, whether Phrase Match or Questions.
  • Choose specific keywords based on their KD (keyword difficulty: how hard a keyword ranks on SERP) and Volume (average monthly number of searches). Note: Pick long-tail keywords with low KD score and decent search volume (not too high and low)

3. Semrush’s Keyword Magic Tool

Semrush’s Keyword Magic Tool

Semrush also offers a free tool for SEO, content marketing, competitor research, PPC, and more.

For simplicity’s sake though, you can just use their free version when doing keyword research (though it’s limited).

  • Enter a domain, keyword, or URL. Choose a country and click on ‘Start now.
  • Look for Keyword ideas on the dashboard sorted into keyword Variations and Questions. Click ‘View all keywords’ or ‘Keyword Magic Tool’ in the left-hand corner.
  • Get a list of keywords, whether Broad Match, Phrase Match, Exact Match, or Related.
  • Examine the list of keywords based on their Intent (search purpose), Volume (monthly searches), and KD (keyword difficulty). From there, you can choose keywords for your content creation. Note: this allows for a comprehensive analysis so you can pick high-performing keywords.

Final Words

Now, to recap, let’s once again go over the process and best practices to keep in mind when doing keyword research:

  1. Conduct competitor analysisNot sure where to start? Look up your competitors, see what they’re ranking for to get a head start on your research.
  2. Capitalize on long-tail keywords Long-tail keywords have decent search volume and less competition. Capitalize on this for quick wins.
  3. Match keywords with user intent – Keep in mind the 4 main search intent types we covered above and make sure you’re creating content for each intent in mind.
  4. Use keywords to create content ideas – Let your keyword research guide you on what to create your content on.
  5. Optimize your content for SEO keywords – Then, include the keywords contextually through your content and web pages. Consider your headline, URL slug, headings, and so on.
  6. Opt for quality over quantity – Make sure you’re creating quality content. Otherwise, focusing too much on SEO can harm your rankings.
  7. Conduct keyword research regularly – Finally, make sure you’re doing thorough keyword research regularly so that you always have more topics to write about.

Looking to boost your search engine rankings? 

Keyword research and quality content can only take you so far.

At Jolly SEO, we offer white hat link-building services to help improve your SEO ranking. 

Our clients have been featured in household publications such as Forbes, HuffPost, Business Insider, and more. Which helps boost their industry authority as well as their SEO rankings.
Get in touch and book a free appointment now!

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