Your SEO strategy starts here...

Keyword Research

Which keywords matter, and why?

Keyword research is a core SEO task will help you identify popular words and phrases people enter into search engines, their demand, and how hard it will be to compete for them.

Why is Keyword Research important?

This will be the starting point for optimizing your efforts. By doing proper keyword research, you will get a better understanding of what your target audience is precisely looking for when using search engines (we are, of course, talking about Google).

This way you will get to know your target audience’s mindset, preferences, and goals. In return, you will be able to create highly-targeted content which will drive the right kind of traffic to your website – the traffic that is very likely to convert.

Ask yourself…

What does keyword research mean for you and your business? 

Keyword Identification

The first step in keyword research is keyword identification, and deciding which keywords you want your website to rank for. We will determine all the topics your site is about, assign a keyword (or keywords) for each of them, identify what is ranking, and build upon that. Once we determine all the keywords, we will be able to get a clear picture of what your target audience is searching for, what are their specific needs and which pain points need to be addressed. Also, we will run a detailed analysis of your website’s content to determine its strength and if there is a possibility of being overtaken by the competition. This is a form of prevention and excellent long-term investment.


We start with our general category. Example: Doctor, Lawyer, Digital Marketing, marriage counselor. This category is very broad answering... 'who we are' or 'what we do'


In this category we dig a little deeper within the general topic. Example: Divorce lawyer, criminal law, civil defense. We start to narrow our services a bit more


Lastly, we list out the keywords for each concept grouping to further, isolating the results. Example: best defense attorney, top 'defense attorney Houston', 'lawyers near me'

Keyword Architecture

Build your website in a way that will allow it to be search engine optimized. Once we identify all of the keywords (and determine the highest ranking ones) we will be able to provide you with a clear guideline for your website structuring:

  • Which keywords should homepage focus on?
  • Which category pages should you select for your website (based on keyword list)?

There is no point burying high-ranking keyword page deep within the website, just to make room for “Home”, “About Us” or “Contact Us” pages near the top. Remember, visitors came to your website looking for a solution to the problem they have – a problem they googled just a couple of seconds ago.

LSI variations

LSI (or Latent Semantic Indexing) is a system search engines use to analyze and determine words that could surround a given keyword. For example, keyword “running shoes” are correlated with terms such as “socks”, “shoelaces”, “comfort” etc. It was designed to help searchers find what you’re looking for not just what they searched for, so using these LSI variations will cause your webpage to rank better.

After all, search engines do use LSI to judge the quality of the content on the page – better the content, better the SERP ranking.

Keyword competition

This analysis determines how realistic expectations for certain keywords are: there is no point in creating an SEO strategy for keywords that big competitors are ranking highly for.

The key is determining which keywords get great search volume and have little to no competition, which means you will need less content, fewer links, and less promotion to claim your spot on page one.

As we already did a competitor analysis during our SEO audit, will be able to determine for which keywords are they ranking for and which topics they use. Once we determine the pattern, we can utilize it on your website as well.

Combo search volume/search competition​

Search volume is the number of quality searches for a particular keyword or term. It is often expressed as a search per month. Search competition, on the other hand, is how many pages on the internet include the keyword we are talking about, thus providing us with some pages we will be competing against. The ideal combination is a high volume search and low search competition combo. Since a lot of websites have already started competing for certain keywords, it is very difficult to find this particular combo. Therefore we have to determine if you want your business to focus on high search volume keywords or low search competition.

Keyword tracking

Keywords tracking involves monitoring the position of your website and web pages for specific keywords. By tracking keyword rankings, you can have a better understanding of SEO impact on search visibility and determine more accurately on which aspects should future research optimization strategies focus.

When it comes the keyword ranking you have to think about three types of keywords:

  • Fathead (single word phrases) – they are most difficult to rank for, and relying on them to provide you with the quality leads is a stretch;
  • Middle (two to three words phrases) – a bit more specific but still tough to rank for. They have a better chance of providing you with quality leads than Fathead keywords.
  • Long tail keywords (four or more words) –  the most straightforward keywords to rank for and will provide you with an excellent quality leads. However, the research volume is very low, so keep in mind that a sheer number of visitors coming from these keywords will be rather low as well.

Type of keywords you should focus on depends on industry, competition, and niche.

Fat Head
Difficult (single word phrases)
Chunky Middle
Medium (two to three words phrases)
Long Tail
Easy (four or more words) 100%

Purchase intent keywords (commercial intent)

As the name suggests, these keywords are used when a person has an intention to buy product or service, which is why is most likely to get you visitor conversion. You’re likely to find phrases like “buy”, “purchase” and “order” in these keywords.

Purchase intent keywords don’t always have the high traffic, but they are highly targeted to driving searches to your website when they are ready to buy.

  • Branded keywords;
  • Intent keywords phrase;
  • Price keyword phrases;
  • Urgency keyword phrases;
  • Product specific keyword phrases;
  • Risk reduction keyword phrases;
  • Location keyword phrases;
  • Feature keyword phrases;
  • Comparison keyword phrases;
  • Business type keyword phrases.  

All above mentioned are purchase intent keywords and signals that the visitor is ready to buy.

High-value keywords

High-value keywords are those keywords that will enable you to turn your visitors into leads most efficiently. In the past, it was all about the amount of organic traffic to the website.
Nowadays, however, user intent is all the hype: it is much more preferable to get a few dozen visits that are highly likely to convert. It is all about finding a keyword that will attract visitors who are specifically looking for what your business has to offer.

Most of the time these keywords would cost you money. However, if SEO analysis and keyword research are done properly, we can find the keywords that could bring you as much revenue as the paid ones.

Qualified organic traffic and leads

More organic traffic won’t necessarily bring in more sales or conversions – only qualified organic traffic will. Proper keyword research will earn you qualified organic traffic by helping you target the specific audience – the audience that needs your product or service.  

Finally, qualified organic traffic produces qualified organic leads. Whether it may be an email, a social network account, or even a phone number, leads that emerge through quality organic traffic are most likely to convert and become customers.

Keyword groupings rather than random one-off keywords

A keyword grouping is a brief, targeted list of semantically related keywords that we can use to propel paid and organic search marketing strategies. Keyword research will determine the term (or terms) we should focus on, and then formulate a variety of phrases which we will try to focus on.

In the long run, keyword grouping will improve your account relevance, thus resulting in the higher Quality score and lower Cost per Click.

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