Keyword Research – Best Practices & Examples

Sep 4, 2023SEO0 comments

Keyword-Research-The Basics-With-Examples

Keyword Research – Best Practices & Examples


In today’s digital age, mastering the art of keyword research is paramount for anyone looking to succeed in the world of online content creation. Keywords are the foundation upon which your content is discovered by search engines and, subsequently, your target audience. However, achieving proficiency in keyword research requires more than just a basic understanding; it demands a comprehensive knowledge of best practices to stay ahead in the competitive online landscape.


Understanding the Basics – LSI and Keyword Intent

Before diving into the intricacies of keyword research, it’s crucial to grasp the fundamental concepts. Keywords are the specific words and phrases that users type into search engines when looking for information. Effective keyword research involves identifying these terms to optimize your content for search engine visibility.


What is LSI?

Here’s a simple example of LSI (Latent Semantic Indexing) using the primary keyword “roofer” in the context of roofing services:

Primary Keyword: “Roofer”

LSI Keywords:

  1. Roofing Contractor: A roofing contractor is a professional who provides roofing services, including installation and repairs.
  2. Shingles: Roofers often work with roofing shingles, which are the overlapping materials used to cover a roof.
  3. Flat Roof: Some roofers specialize in flat roof installations, commonly used in commercial buildings.
  4. Roof Repair: Roof repair is a service offered by roofers to fix damaged or leaking roofs.
  5. Gutter Installation: Roofers may also offer gutter installation services, as gutters are closely related to roofing.

In this example, the primary keyword “roofer” is associated with LSI keywords related to the roofing industry and services. These LSI keywords provide context and help search engines understand that the content is about roofing and roofing professionals. Integrating these LSI keywords naturally into content about roofing services can improve its relevance and search engine ranking.

Please take a look at what SEO for a roofer looks like here > SEO for a roofer


Understanding Keyword Intent in SEO


Keyword intent, also known as search intent, is a fundamental concept in the world of Search Engine Optimization (SEO). It refers to the underlying purpose or motivation behind a user’s online search query. Recognizing and catering to keyword intent is crucial for creating content that aligns with what users are looking for, ultimately improving your website’s performance on search engine result pages (SERPs).

There are four primary types of keyword intent:

1. Informational Intent:

  • User Intent: Users with informational intent seek knowledge or answers to questions. They want to learn, understand, or research a particular topic.
  • Example Keywords: “How to bake a cake,” “What is climate change?”

2. Navigational Intent:

  • User Intent: Users with navigational intent are looking for a specific website or webpage. They want to reach a particular destination on the web.
  • Example Keywords: “Facebook login,” “YouTube homepage.”

3. Commercial Intent:

  • User Intent: Users with commercial intent are interested in purchasing a product or service but may still be in the research phase. They are comparing options and evaluating their choices.
  • Example Keywords: “Best smartphones 2023,” “Top-rated DSLR cameras.”

4. Transactional Intent:

  • User Intent: Users with transactional intent are ready to make a purchase or take a specific action. They often use keywords indicating their intent to buy or sign up for something.
  • Example Keywords: “Buy iPhone 13,” “Sign up for a yoga class.”


The Significance of Keyword Research

Keyword research is not merely a box to tick off your SEO checklist; it’s the cornerstone of your online strategy. Here’s why it matters:


1. Enhanced Visibility

Keywords enable your content to appear in search engine results, increasing your website’s visibility. The better your keyword optimization, the higher your content ranks.


2. Targeted Traffic

Properly researched keywords attract users genuinely interested in your content, leading to more engaged visitors and potential conversions.


3. Content Relevance

Keyword research ensures your content is relevant to your target audience’s needs and queries, establishing you as a credible source.


The Best Practices

Now that we’ve established the importance of keyword research, let’s delve into the best practices to harness its power effectively.


1. Start with Seed Keywords

Begin your research with broad, industry-related keywords, known as seed keywords. These lay the foundation for more specific keyword discoveries.

Example: If you’re running a fitness blog, your seed keyword might be “exercise.” From there, you can branch out to discover more specific keywords like “cardio workouts” or “strength training routines.”


2. Use Keyword Research Tools

Leverage keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to identify relevant keywords and their search volumes.


3. Analyze Competitors

Study your competitors’ content and the keywords they target. This can unearth valuable insights and potential gaps in your strategy.

Example: Suppose you’re in the tech industry. Analyzing a competitor’s blog may reveal that they’re targeting keywords like “best laptops for gaming.” This insight can guide your content strategy to cover similar topics and keywords.


4. Long-Tail Keywords

Incorporate long-tail keywords – longer and more specific phrases – as they often have less competition and yield highly targeted traffic.

Example: For a gardening website, instead of targeting “flowers,” you might focus on a long-tail keyword like “how to grow vibrant roses in containers.” This specificity attracts users seeking detailed information.


5. Focus on User Intent

Understanding user intent behind keywords is crucial. Are users looking for information, products, or solutions? Tailor your content accordingly.

Example: If you run an e-commerce site selling cameras, understanding user intent is crucial. If a user searches for “best DSLR cameras,” your content should include product reviews, comparisons, and purchasing options to match their intent.


6. Organize Keywords

Categorize your keywords into primary, secondary, and semantic groups to structure your content effectively.

Example: In a content plan for a travel blog, you could categorize keywords like “beach destinations,” “cultural experiences,” and “budget travel tips” into primary, secondary, and semantic groups, respectively.


7. Avoid Keyword Stuffing

Resist the temptation to overuse keywords. Maintain a natural flow in your content to enhance user experience.

Example: Let’s say you’re writing a blog post about hiking gear. Instead of repeating the phrase “best hiking gear” excessively, you can naturally integrate related terms like “outdoor equipment,” “trail essentials,” and “camping gear” to maintain a user-friendly flow.


Implementing Your Research

With your keyword research in hand, it’s time to put it into action. Here’s how to seamlessly incorporate keywords into your content:


1. Title Tag and Meta Description

Place your primary keyword strategically in the title tag and meta description to grab searchers’ attention.


  • Title Tag: “10 Essential Gardening Tools | Your Guide to Garden Maintenance”
  • Meta Description: “Discover the must-have gardening tools for a thriving garden. Our expert guide helps you choose the best equipment for your gardening needs.”


2. Headers and Subheaders

Use keywords in H1, H2, H3, and H4 headings throughout your content to enhance readability and SEO. I would suggest to use an H1 on the home page for your most important keyword.


  • H1 Heading: ” Roofing Company Toronto” or Roofing Toronto”
  • H2 Subheading: ” Roofing Services”
  • H3 Sub-subheading: “Roofing FAQ’s” or “Roofing Quote”


3. Content Body

Naturally integrate keywords into the body of your content, ensuring it remains informative and engaging.


  • In a blog post about travel tips, within a paragraph: “When planning your adventure, it’s crucial to research the best travel destinations…”


4. Image Alt Text

Don’t forget to optimize image alt text with relevant keywords for better accessibility and SEO.


For an image of hiking gear:

  • Alt Text: “High-quality hiking gear including backpacks, boots, and tents”


Measuring Success

Keyword research is an ongoing process. Regularly monitor your content’s performance and adjust your strategy accordingly. Tools like Google Analytics can provide valuable insights.

If you would like help with keyword research from a SEO consultant please contact me.


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