How To Do Keyword Research for SEO in 2021

Digital Marketing keyword

Keyword research is one thing that has stayed pretty consistent for inbound marketing when it comes to optimizing websites for search. Before we dive deeper into how to do keyword research, let’s define what keyword research is.




Keyword research is the process of finding and analyzing search terms that people enter into search engines with the goal of using that data for a specific purpose, often for search engine optimization (SEO) or marketing. It can uncover queries to target, the popularity of these queries, their ranking difficulty, and more.

It also provides valuable insight into the queries that your target audience is actually searching on Google. This insight that you can get into the actual search terms can help develop content strategy as well as your overall marketing strategy.


Here are five simple steps on how to do proper Research Keywords for your SEO strategy.


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

You may want to start thinking of generic topics. Think of topics that are important to your business, then use these topic buckets to help you come up with some specific keywords later in the process. Learn to put yourself in the shoes of your buyer personas and identify the type of topics your target audience search for.


  1. Fill in those topic buckets with keywords.

Now that you have these generic buckets, it is time to identify some keywords that fall into those buckets. These are keyword phrases you think are important to rank for in the search engine results pages because your audience is probably conducting searches for those specific terms. This step will give you a final list of keyword phrases.

Repeat this exercise for as many topic buckets as you have. Just in case you are having trouble coming up with relevant search terms, you can ask for help from your customer-facing colleagues for ideas.


  1. Understand how intent affects keyword research and analyze accordingly.

It is more important in today’s world that your web page addresses the problem a searcher intended to solve than simply carries the keyword they used. Using the keyword at its face value is easy, however, these keywords can have many different meanings beneath the surface. You need to be extra careful how you interpret the keywords you target.


  1. Research related search terms.

This is a creative step you may have thought about already. If you are struggling to think of additional keywords people might be searching about a specific topic, you can go into the related search terms that appear when you plug in a keyword in Google. Check and discover if you can find anything valuable for your business.


  1. Use keyword research tools to your advantage.

Keyword research and SEO tools can help you come up with more keyword ideas based on exact match keywords and phrase match keywords based on the ideas you’ve generated up to this point. Use it to your advantage.






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Fabrizio Colombi

Written by Fabrizio Colombi

Fabrizio serves as a Senior Consultant at Decographic. He's been with our team since 2008.


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