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The Art of Keyword Research: How to Find High Value Keywords for Your Website

As the digital landscape evolves, businesses must proactively optimise their websites for search engines. One of the essential elements of search engine optimisation (SEO) is keyword research. Keyword research involves identifying the words and phrases people use to find information related to your business. It’s not enough to find the most popular keywords; finding high value keywords that drive relevant traffic to your website and convert visitors into customers is key. In this article, we’ll explore the art of keyword research and show you how to find high value keywords for your website. 

Why Keyword Research is Important

Conducting keyword research is a critical step in the Search Engine Optimisation (SEO) process. It is a strategy employed to discover and analyse the terms people use to search for content online. By understanding these terms, you can create content that meets the needs of your audience, thereby improving your website’s visibility on search engines.

In the world of digital marketing, visibility equals opportunity. The more visible your website is, the more traffic it will generate and the more opportunities you will have to convert visitors into customers. Therefore, keyword research is not just about SEO; it’s about connecting with your audience. Using your audience’s language can provide better content, build more meaningful relationships, and drive more profitable business results.

Furthermore, keyword research helps you understand your target audience’s needs and interests. It allows you to spot trends in the market, understand the language your audience uses, and even discover untapped niches. You can create more engaging, relevant, and valuable content by understanding your audience and their needs. This, in turn, will improve your website’s visibility and drive more targeted traffic.

The Role of Keywords in SEO

Search Engine Optimisation (SEO) is increasing the quantity and quality of traffic to your website through organic search engine results. Keywords are pivotal in SEO because they tell search engines what your content is about.

When a search engine crawls your website, it looks at the content on your pages to understand what they are about. It looks at your headings, text, images, and links. Among these elements, it looks for keywords – the topics your content discusses. By using keywords effectively, you can help search engines understand your content, which can lead to higher rankings in search results.

But the role of keywords in SEO goes beyond just helping search engines understand your content. They also help you to understand your audience. You can gain insights into their needs, interests, and language by analysing your audience’s keywords. These insights can guide you in creating relevant, valuable, and engaging content for your audience.

Types of Keywords

Before diving into keyword research, it’s essential to understand the different types of keywords. There are two main types of keywords: short-tail keywords and long-tail keywords.

  • Short-tail keywords, also known as head keywords, are generic keywords that are one or two words long. For example, “shoes” is a short-tail keyword.
  • Long-tail keywords are longer and more specific phrases, typically three to four words long. For example, “women’s running shoes” is a long-tail keyword. Long-tail keywords are more specific and targeted and tend to have lower search volume but higher conversion rates.

Specifically for long-tail keywords, always look for high-quality phrases that bring targeted visitors to your website. You can find a selection of tools to help you in the section below.

How to Conduct Keyword Research

Keyword research involves a combination of creativity, data analysis, and intuition.

The first step is brainstorming a list of potential keywords relevant to your business. Consider the products or services you offer, the problems you solve, and the questions your audience may have. Once you have a list of potential keywords, it’s time to use keyword research tools to analyse each keyword’s search volume, competition, and relevance.

Tools for High Value Keyword Research

We have curated a list of top keyword research tools to simplify your keyword research process. Each tool offers unique features and benefits to help you find the most relevant keywords for your content. Explore these tools and take your SEO efforts to the next level, or read our keyword research tools article for more detail.

Tool 1: SEMrush

SEMrush is a comprehensive SEO tool that provides in-depth keyword research capabilities. Its features include:

  • Keyword Analysis: Find relevant keywords, search volumes, and estimated traffic for any domain or topic.
  • Competitor Research: Analyze your competitors’ top organic and paid keywords to gain a competitive advantage.
  • Keyword Difficulty: Identify the difficulty level of ranking for specific keywords.
  • Content Optimization: Get recommendations to optimize your content and improve your rankings.

Tool 2: Google Keyword Planner

Google Keyword Planner is a free tool that leverages Google’s massive search data. Key features include:

  • Keyword Ideas: Generate ideas based on your seed keywords or website URL.
  • Search Volume and Trends: Explore search volumes, historical data, and trends for specific keywords.
  • Competition Analysis: Understand the level of competition for keywords in your niche.
  • Ad Group Ideas: Get suggestions for organizing keywords into ad groups for better PPC campaigns.

Tool 3: Ahrefs Keywords Explorer

Ahrefs Keywords Explorer is a powerful tool for keyword research and analysis. Its features include:

  • Keyword Difficulty Score: Evaluate the difficulty level of ranking for specific keywords.
  • Clicks and Search Volume: Analyze search volumes and the estimated number of keyword clicks.
  • Keyword Ideas: Discover thousands of keyword ideas related to your niche.
  • SERP Analysis: Get detailed insights into the top-ranking pages for specific keywords.

Tool 4: Moz Keyword Explorer

Moz Keyword Explorer provides valuable insights for effective keyword research. Its features include:

  • Keyword Difficulty: Evaluate the difficulty level of ranking for specific keywords.
  • SERP Analysis: Analyze the search engine results pages (SERPs) for specific keywords.
  • Organic CTR: Estimate the organic click-through rate for specific keywords.
  • Keyword Suggestions: Discover new keyword opportunities based on your seed keywords.

Tool 5: Ubersuggest Keyword Research

Ubersuggest is a user-friendly keyword research tool that offers comprehensive keyword data. Key features include:

  • Keyword Ideas: Generate keyword ideas based on your seed keyword or domain.
  • Keyword Difficulty: Assess the competition level for specific keywords.
  • Content Ideas: Discover popular content ideas related to your niche.
  • Backlink Data: Analyze backlink data for your website or competitors.

Tool 6: is a valuable tool for generating long-tail keyword ideas. Its features include:

  • Keyword Suggestions: Generate keyword ideas based on your seed keyword or search engine.
  • Question Keywords: Discover questions people ask related to your topic.
  • Competitor Analysis: Analyze the keywords your competitors are targeting.
  • Search Volume and CPC: Get insights into search volumes and cost-per-click (CPC) data.

Tool 7: LongTailPro

LongTailPro is a specialized tool for finding long-tail keywords with low competition. Its features include:

  • Keyword Research: Discover long-tail keywords with high search volumes and low competition.
  • Competitor Analysis: Analyze your competitors’ keyword strategies.
  • Rank Tracker: Track your keyword rankings and monitor your progress.
  • Backlink Analysis: Analyze the backlink profiles of top-ranking pages for specific keywords.

Tool 8: SERPStat

SERPStat is an all-in-one SEO platform that offers powerful keyword research capabilities. Key features include:

  • Keyword Analysis: Get insights into search volumes, competition, and cost-per-click (CPC) data.
  • Keyword Difficulty: Assess the difficulty level of ranking for specific keywords.
  • Competitor Research: Analyze your competitors’ keyword strategies and rankings.
  • Content Marketing Analysis: Discover content ideas and topics that resonate with your audience.

Tool 9: KW Finder

KW Finder is a user-friendly tool for finding long-tail keywords with low SEO difficulty. Its features include:

  • Keyword Research: Discover long-tail keywords with high search volumes and low SEO difficulty.
  • SERP Analysis: Analyze the search engine results pages (SERPs) for specific keywords.
  • Competitor Research: Analyze your competitors’ keyword strategies.
  • Rank Tracking: Track your keyword rankings and monitor your progress.

These top keyword research tools cater to different needs and preferences. Whether a beginner or an experienced SEO professional, these tools will provide valuable insights and help you optimize your content for better search engine rankings.

Understanding Keyword Difficulty

Keyword difficulty measures how difficult it is to rank for a particular keyword.

The higher the keyword difficulty, the harder it is to rank for that keyword. Keyword difficulty is determined by factors such as the number of websites ranking for the keyword, the quality of those websites, and the strength of their backlink profiles. Therefore, when conducting keyword research, it’s essential to consider each keyword’s difficulty and focus on keywords with a lower difficulty that you have a better chance of ranking for.

Creating a List of High Value Keywords

Once you have analysed your potential keywords and identified their search volume, competition, and difficulty, it’s time to create a list of high value keywords. High value keywords have a high search volume, low competition, and high relevance to your business. These keywords are the ones that are most likely to drive relevant traffic to your website and convert visitors into customers. Therefore, it’s essential to prioritise your list of keywords based on their relevance to your business and their potential impact on your SEO strategy.

How to Use Keywords in Your Content

Once you have found the right keywords for your business, the next step is to incorporate them into your content. The aim is not just to sprinkle these keywords throughout your content but to use them in a natural way that adds value to your readers.

Title tags, meta descriptions, headers, and URL structures are all important places to include your keywords. However, it’s equally important to incorporate keywords naturally within your content. Search engines are becoming more intelligent and can penalize websites for keyword stuffing – which is overusing keywords to manipulate search rankings.

Furthermore, it’s not just about including keywords in your content but also about creating content around it. This means understanding the intent behind the keyword – why is someone using this keyword? What information are they looking for? By understanding keyword intent, you can create content that meets the needs of your audience and improves your website’s visibility.

Tracking and Evaluating Keyword Performance

Tracking and evaluating keyword performance is a critical part of keyword research. It involves monitoring your keywords’ performance over time and adjusting your keyword strategy based on the results.

There are several metrics to consider when tracking keyword performance. These include search volume, keyword rankings, click-through rates, and conversions. By tracking these metrics, you can understand which keywords are driving traffic to your website, which are resulting in conversions, and which are not performing as expected.

Evaluating keyword performance is not just about looking at the numbers but also about understanding the context. For example, a keyword might be driving a lot of traffic to your website, but if that traffic is not resulting in conversions, then the keyword might not be as valuable as it seems. Similarly, a keyword might not drive a lot of traffic, but if it results in conversions, then it might be worth investing in.

Monitoring and Updating Your Keyword Strategy

Monitoring and updating your keyword strategy is critical to the success of your SEO efforts. Tracking your keyword rankings, analysing your competitors, and adjusting your strategy are essential. Regularly updating your keyword strategy can help you stay ahead of the curve and adapt to changes in the market. It’s also vital to keep up-to-date with the latest trends and best practices in SEO to ensure you maximise your keyword strategy’s potential.

Try our free SEO Analysis Tool, which will inform you of your top-ranking keywords.


Keyword research is a critical component of any SEO strategy. By understanding the search patterns of your audience and identifying high value keywords, you can drive more traffic to your website, increase brand awareness, and generate more leads and sales. It’s essential to use creativity, data analysis, and intuition when conducting keyword research and to regularly monitor and update your keyword strategy. With the right approach and tools, you can find high value keywords that will take your SEO efforts to the next level.

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