Keyword Research

A keyword (sometimes called a keyphrase) is the information a searcher puts into the input field when performing a search. It forms the majority of the input information considered by the search engine when determining the results that should be returned.

Keyword research refers to the process of discovery and analysis a marketer undergoes when seeking to understand how their target market searches. Typically it will seek to understand searcher behavior throughout the buying cycle - from very broad exploratory terms to highly targeted commercial terms.

Overview of the keyword research process

The process typically works through:

• Discovering the kind of keywords that apply to their product or service - a process that typically includes the building of a “seed list” of starting words, the discovery of additional themes and directions, and the expansion and exploration of all of these themes
• Grouping keywords into themes and concepts based on semantic similarity, intent or through other conceptual relationships
• Understanding the intent and behavior of people searching for these various themes and concepts
• Valuing the themes and concepts based on the scale and scope of the opportunity tempered by the competitiveness of that area of the market
• Using the output to guide marketing strategy and tactics

Using keyword research data

Insights from keyword research form a valuable input into a variety of stages of a marketing strategy:

• They inform strategic planning by reflecting market demand and guiding brand positioning
• They affect the activities and timelines to be undertaken
• They guide the tactical execution of website improvements and content creation

All in all, the information we can glean from the ways our target market search is some of the most cost-effective and valuable market research we can do. The rest of this module goes into more detail on the actual process along with tips and tricks, plus warnings of potential pitfalls.