Keyword Research SEO Hero UKWhat Is Keyword Research?

Keywords are considered the foundation of SEO. They represent the words and phrases people type in search engines to look up for information on the Internet. Keywords are also referred to as search intent.

Therefore, keyword research is the process that SEO professionals conduct to discover and analyse people’s words and phrases in search engines. Keyword research can be considered the market’s research of the 21st century, mainly because keyword research is done for specific business purposes. In the context of SEO, keyword research gives powerful insight for defining target audiences, the popularity of search queries and keyword ranking difficulty.

Keyword research is the first step in your SEO strategy to fill your website with valuable and SEO-friendly content. It helps define your website’s objectives, aligns your content with the search queries, and suggests new keywords to rank for. The process also involves analysing, comparing and choosing the best keyword options for your website. Keyword research is also known as semantic research.

The Importance Of Keyword Research

The main objective of keyword research is to determine what people are searching for on the Internet. And it shows in clear search terms and phrases – the keywords. Knowing this kind of information will prevent you from creating content, services or products that nobody is interested in. Keyword research helps you understand your target market, their pains and problems. Therefore you can collect search data about fundamental questions concerning your SEO strategy, such as:

  • What my audience is searching for?

  • How many people are searching for this information?

  • In what format do they search it?

Keyword research provides you with valuable insight regarding your target audience queries and can help you build your content strategy or even larger marketing strategy. Examining your audience’s search intent is key – don’t just look for keywords and try to rank for them. Focus on the search intent’s underlying purpose – what the audience wants to know, do or buy. Knowing this, create content that answers a question or gives a solution to a problem.

Why Do You Need To Do A Keyword Research?

By doing keyword research, you try to satisfy both your audience and the search engines. This kind of research gives you insight into your target audience. It shows you the exact words and phrases they use in search engines and their search intent.

Keyword research is the very first step in every SEO strategy. It impacts all SEO related tasks you perform – finding topics, on-page SEO, email marketing campaigns and content promotion.

Keyword Research SEO Hero UKKeywords mark up your SEO strategy’s progress – they can tell you where you are successful in your content and not make progress. This way, you will know how to optimise your website and create quality content properly.

Keyword research is also critical because it gives you an answer to essential questions concerning your SEO strategy:

  • What’s the ranking factor of this keyword? Is it hard to rank for it?

  • How much traffic can this keyword bring me?

  • What content is suitable for ranking for this keyword?

  • Can people searching for this keyword become my customers?

We at SEO Hero UK are masters of keyword research and know-how to perform the best one for you! Contact us for your keyword research!

Understanding Keywords

Keywords in SEO mean all the words we use to type in the search engine for our search intent. They are divided into two primary groups based on their search volume.

  • Short-tail keywords

Short-tail keywords are the most commonly used keywords. They have a short word count and do not contain any specific details. Short keywords have a high search volume but low conversion rates (up to 20%). For example, “women clothes” is a short keyword.

  • Long-Tail Keywords

Long-tail keywords are much more specific than short keywords and contain many details about the searched information, product or service. They have a higher word count (4+ words) and can be in a question form. They are niche-oriented. The longer and the more details they contain, the easier it will be for you to rank for them. Long-tail keywords have less search volume but a much higher conversion rate – 70-80%. When you add them together, they represent a large part of Google searches. An example of a long-tail word is “long winter jacket for women”.

Keyword metrics

Keyword metrics help you narrow your keyword choices and separate the working ones from the ones that bring you down. The essential keyword metrics are:

  • Search volume

Search volume measures the average number a keyword is searched per month. Keep in mind that this is the number of searches, not the number of people searching for it. A person may search for a keyword a couple of times a month. There is no metric for “good” search volume. Just know that search volume varies a lot between different industries.

  • Keyword difficulty

Keyword difficulty is a very complex metric. It is the metric connected to the ranking potential of a keyword. It depends on many factors: number and quality of backlinks, search intent, domain rating, relevance, synonyms, branding and others. Nevertheless, the most crucial factor for keyword difficulty is the backlinks. The higher the keyword difficulty is, the higher ranking it can get you. So it would be best if you considered a high keyword difficulty as a link opportunity.

  • Clicks or CTR (Click-Through-Rate)

Clicks measure the average number of monthly clicks on a search result containing a specific keyword.

  • Traffic potential

This is a vital metric because it gives you an estimated traffic potential. And getting traffic by keywords is one of your main goals. Traffic potential is an estimated metric, and here it’s vital to calculate by summing the traffic from more than one keyword.

  • Cost per click (CPC)

The cost per click metric is connected to advertising – it shows you the cost of an ad click for a keyword. Something significant you need to know about this metric is that a keyword CPC is very volatile – it can change any time.

SEO Hero UK understands keywords on a very advanced level, and we guarantee you a perfect mix of keyword choices and great metric results!

How To Do A Keyword Research


An SEO strategy lies in the decisions you’ve made based on your keyword research. It’s an implementation of many factors – questions, tools, types of keywords, content, and analysis.

Here are the key points of performing successful keyword research:

Ask Questions To Discover Keywords

Before you start any SEO tasks to help a business grow, you must understand who they are, their customers, what makes them special, and their business goals. Don’t cut any corners here, or your keyword research won’t be successful!

First, you should assess the keywords related to the business and what their audience wants, and then decide what keywords you want to rank for. Therefore you should ask questions to discover your keywords.

Every business is different. Study the business niche in more detail. It would help if you are looking for answers there. Then all sorts of questions will pop up. Start with searching for questions in industry-related forums, groups, Q&A sites. If you can, talk to customers directly or with customer service staff. You will be surprised how many questions you will gather. A lot of which your competitors haven’t bothered to cover.

Discover what questions your customers are asking and scrape the most important keywords from them. An excellent thing to do is to put all those questions into a FAQ page. This will not only saturate your website with important keywords, but it may get you a spot in the rich results.

Brainstorm “Seed” Keywords

Seed keywords are the foundation of your keyword strategy. They describe your products and services or other topics your website contains. You always start your keyword research with them. After defining your seed keywords, you grow your keyword base and generate a huge list of keyword ideas.

Brainstorming seed keywords is easy. Just try to think about what people type in search engines to find what you offer; even the most basic queries will help. Remember that seed keywords are not necessarily the ones you are targeting or trying to rank for. They have a guiding function in determining more advanced keyword ideas. Use them to give your content meaning and structure.

An option for looking for “seed” keywords is the website “Seed Keywords”. There you enter a simple scenario and instantly receive a URL to survey your customers.

Use Long-Tail Keywords

Long-tail keywords are very high-converting and drive a lot of traffic to your site. They have less competition and are easier to rank for. Also, long-tail keywords can dramatically increase your business revenue. So do not skip them in your keyword research. For example, a person searching for “dress” is just casually browsing, but someone searching for “long summer dress in small size” is practically ready to buy.

How to choose the best long-tail keywords for your business:

– Think like your customers: how would they search for your product? What language are they using? What phrases do they use in their search intent?

– Talk to your customers – this is the best and easiest way to find the right words, phrases and language to include in your keyword research.

– Search forums and online communities – they are a gold mine and can help you not only find keywords but other topics and questions people have about a problem, service or product. “Answer the public” is an excellent tool for long-tail suggestions.

– Use the potential of Google Related Searches, Google Search Console, Google Trends and Google Autocomplete – they also give many options.

– Create content that is optimised around a term, such as blog posts, articles and infographics.

Perform An SEO Competitor Analysis

While looking for keywords, do not miss what your competitors are using. This is a key point where you not only check on your competition but assess what keywords your competitors are ranking for, see what’s working for them and build upon success. And you need to know this information. Therefore you need to do a competitor analysis.

Keyword Research SEO Hero UKIn other words, SEO competitor analysis consists of researching keywords, links, content, site structure and others to find a successful tactic your competitor uses and implement it in your SEO strategy. Competitor analysis is a powerful research tool that helps you rank higher, gain traffic and earn more conversions.

Competitor analysis helps you answer essential research questions, such as:

  • Who are my real competitors?

  • What should I do to beat my competitors?

  • What are the best topics I should cover?

  • Which keywords to choose to rank for?

  • Where can I find links for my website?

But before you take any action, you should accomplish something very crucial: identify your competitors and always look for websites that resemble your own. How to do that? Pull out your keyword list and start searching those keywords in Google. See the top ranking sites and run them in Ahrefs Site Explorer Tool and check Top Pages for a detailed report.

Utilise The Right Tools

Examining your competitors can be a great source of keyword ideas, and it may be tempting to copy what they are doing. But remember that there are a ton of keywords they are not targeting. This is where keyword research tools come in hand.

Keyword Research SEO Hero UK The keyword research tools are an excellent source of keyword ideas. They usually work in the same manner – you type in a “seed” keyword, and they return a database based on that keyword.

There are a lot of tools that you can use to research and discover keywords. Here are the best ones:

  • Ahrefs Keyword Explorer

  • Serpstat

  • SEM Rush

  • Google Search Console

  • Google Trends

  • Google Keyword Planner

  • Google Autocomplete and Google Suggestions or Searches Related To…

  • Answer The Public – gives you all kinds of related questions to a topic.

  • Quora, Reddit or any other forums and community rooms

  • Search Facebook Groups for hot topics

When exploring keywords, know that every tool has its own database, and some results may vary. Use the free tools for ideas, but always opt for a professional paid to get accurate and thorough results.

Make Your List Of Keywords

This is the following very simple step, but a crucial one. Create a list of your keywords, preferably on a spreadsheet, such as Excel or Google sheets. Keep your mission in mind and all the questions you want to answer for your customers, as well as describing your product or service in the best and clearest way possible.

While making your list, try to summarise your keywords – by volume, by length, by semantic core, by problem, by characteristic. Grouping your keywords in a cluster will help you track each keyword’s performance and quickly determine whether a keyword works for you or you should drop it.


Keep in mind that not the whole website ranks for specific keywords – pages do. Don’t be mislead by the websites of big brands where their homepage ranks for many keywords. With most websites, this isn’t the case. Websites receive more organic traffic by certain pages rather than the homepage. This is why it’s important to create diverse web pages by optimising each one for unique keywords.

Write Content For Humans

The time where dry texts and keyword stuffing were a good SEO strategy is over. Both search engines and users look for quality content. That’s why you need to change the way you put keywords in your content. User intent, relevance and context are the real deal now. Strive to provide a good user experience using keywords and synonyms and create a context around your keyword phrases. Your main goal is to provide your customer with excellent content. This will bring them much closer down the road to trust you and buy from you.

We at SEO Hero UK have the expert knowledge in performing the best keywords research service for your website!

If you need SEO Keyword Strategy, SEO Hero UK is the best option for you. We have the necessary skill and knowledge to provide the best keyword ranking results for you!

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