Lesson 3: Keyword Research & Targeting

Short and to the point: Keyword Research is the foundation of SEO

Topics covered in this lesson:

  1. Why keyword search is important?
  2. Keyword Types : Head keywords, Body keywords, Long tail
  3. How to use keywords to convert more
  4. Whats is keyword density and how to calculate it?

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What is keyword research?

Keyword research is one of the most important, valuable, and high return activities in the search marketing field.

Ranking for the right keywords can make or break your website. By researching your market's keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.

Why keyword search is important?

  • Keywords are an important SEO ranking factor that Google uses when it’s deciding where to rank your content in search results.
  • Keyword research helps you get into your customers’ heads by finding topics to include in your content strategy
  • With keyword research you can predict shifts in demand
  • Respond to changing market conditions
  • Produce the products, services
  • Content that web searchers are actively seeking


Understanding Keyword Types 

Before you start doing keyword research, it’s essential to understand how to classify them.

One way to describe them is as head, body and long tail keywords:

  • Head keywords are usually just 1 or 2 words, and have a high search volume.
  • Body keywords are 2 to 3 word phrases with a good search volume, not high, not low.
  • Long tail keywords consist of four or more words strung together with a low search volume. These account for the bulk of web traffic.
  • You may also see the terms head, modifier and tail keywords or short, medium and long tail keywords.

The important factor here is specificity. The longer the phrase, the more specific it is, and the fewer search results there’ll be when people type it in.

You can see how it works in Neil Patel‘s visualization:


How to use keywords to convert more

1.  Think like a customer.

Identify your target audience and put yourself into the shoes of a customer. 

People searching with the following keywords probably have their credit card in their hand:  Buy, Coupon, Discount, Deal, Shipping

These keywords convert really welly, the search volume might be low, but their sky-high conversion rate makes up for it.

Next category of keywords that convert well are product keywords: Review, Best, Top 10, Cheap, Affordable, Comparison. 

2. Make a list of important, relevant topics based on what you know about your business

3. Fill in those topic with keywords

4. Check for a mix of head terms and long-tail keywords in each bucket

5. Study the competition

6. Understand the long tail keyword. ...

7. Use the keyword research tool to cut down your keyword list, check out their trend history and projections in Google Trends. You can see whether, some low-volume terms might actually be something you should invest in now -- and reap the benefits for later.

8. Analyze the results. 


Best Keywords research tools 

These are very good tools to give you idea as well 


Where to Use Keywords in Content 


Once you have a final list of keywords, then you can use this information in lots of places in your content. Starting with grouping and organization. By dividing your keywords into small, manageable groups of related keywords, you’ll cut down on your workload (significantly), while still creating targeted, specific pages.

And you can use keywords to optimize your content is a whole other topic, but you can get started by using keywords in:


  • Using the keyword in the title of the page
  • Using the keyword in the URL (e.g., online-petstore.com/parakeets/snacks/gourmet)
  • Using the keyword, and variations (e.g., "gourmet parakeet snacks"), throughout the page copy
  • Using the keyword in any image file paths and in the images' alt text
  • Using the keyword as the anchor text in links back to the page from elsewhere on the site


Tips for keyword insight : 

  • SEMRush is great tool to give you insight. It's very useful for doing competitive research.



  • Google Suggest: We’re all familiar with Google’s autocomplete functionality, which provides a list of relevant search terms when you begin typing a query on Google.




Keyword Density: Does It Still Matter for SEO?


Whats is keyword density and how to calculate it?

Keyword density refers to the number of times a keyword appears on a given webpage or within a piece of content as a ratio or percentage of the overall word count.

Calculate your keyword density = 

(The number of times a given keyword is mentioned) / (The total number of words on the page)


What's the Right Keyword Density for SEO?

As with virtually all aspects of SEO, there are no clearly defined “rules” when it comes to keyword density. You won’t find any guidelines from Google that tell you exactly how many keywords a piece of content should contain,

However, there are some unofficial guidelines that can help you make decisions about your keyword targeting strategy.

Many SEOs recommend including one keyword per roughly 200 words of copy. In other words, if a web page consists of a single, 200-word paragraph, it should contain no more than one keyword. You may be able to “safely” include more keywords than this (i.e. without being penalized by Google), but roughly one keyword per 200 words of copy is considered a good benchmark by the SEO community.

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Source:  moz.com, searchengineland.com, blog.hubspot.com, optinmonster.com, backlinco.com


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