How to Do Keyword Research Using Google

Josh Ternyak

June 4, 2024

Understanding Keyword Research

To unlock the secrets of keyword research on Google, it's important to first understand the significance of keywords and their role in SEO.

Importance of Keywords

Keywords are the foundation of any SEO strategy, guiding search engines to understand the content and context of a webpage. They act as the bridge between what users are searching for and the information or solutions that websites provide. By incorporating relevant keywords into website content, it becomes more discoverable by search engines and increases the likelihood of attracting organic traffic [1].

Choosing the right keywords can significantly impact a website's visibility and ranking on search engine results pages. When users search for specific terms or phrases, search engines analyze the keywords on webpages to determine their relevance and rank them accordingly. By targeting the appropriate keywords, websites can effectively connect with their target audience and increase their chances of appearing higher in search results [2].

Role of Keywords in SEO

Keywords play a crucial role in determining the relevance of a webpage to a user's search query, influencing its ranking in search results. When search engines crawl and index webpages, they analyze the keywords used to understand the content and purpose of the page. By strategically incorporating keywords throughout the website, businesses can optimize their chances of being found by their intended audience [3].

Effective use of keywords in SEO can enhance a website's organic traffic and improve its overall online presence. By conducting thorough keyword research and identifying the terms that are frequently searched by the target audience, businesses can tailor their content and optimize their website accordingly. This helps search engines recognize the website's relevance to specific queries, leading to higher rankings and increased visibility [4].

Understanding the importance and role of keywords is just the first step in unlocking the secrets of keyword research on Google. By delving deeper into the basics of keyword research, exploring various tools, and implementing effective keyword strategies, businesses can maximize their online presence and reach their target audience more effectively.

Basics of Keyword Research

Keyword research is a fundamental aspect of SEO marketing, and understanding the basics is crucial for optimizing content to reach the right audience. This section explores the definition of keywords and the different types of keywords.

Definition of Keywords

Keywords can be defined as words or phrases that describe the content of a webpage and are used by search engines to match a page with a user's search query. These words or phrases act as a bridge between the user's search intent and the information provided on a webpage. Search engines analyze the relevance of keywords to determine which pages should be displayed in the search results [5].

Types of Keywords

Keywords can be categorized into two main types: short-tail keywords and long-tail keywords. Short-tail keywords are more generic and usually consist of one or two words. They have a higher search volume and are highly competitive. Examples of short-tail keywords include "healthcare," "SEO marketing," or "keyword research." While ranking for these keywords can generate significant traffic, it may be more challenging to target a specific audience or cater to their specific needs [6].

On the other hand, long-tail keywords are more specific and usually consist of three or more words. They have lower search volume but higher conversion rates. Long-tail keywords often reflect the user's search intent more accurately and can be used to target a specific audience. Examples of long-tail keywords include "healthcare SEO marketing strategies," "how to research keywords on Google," or "best practices for keyword optimization." By focusing on long-tail keywords, businesses can attract highly targeted traffic and improve the chances of conversions [6].

Understanding the different types of keywords is essential for effective keyword research and optimization strategies. By incorporating a combination of short-tail and long-tail keywords, businesses can maximize their online visibility and connect with their target audience more effectively.

Tools for Keyword Research

To unlock the secrets of keyword research on Google, utilizing the right tools is essential. These tools provide valuable insights into search volume, competition, and other important metrics that can guide your keyword strategy. Let's explore three popular tools: Google Keyword Planner, SEMrush, and Ahrefs.

Google Keyword Planner

Google Keyword Planner, as the name suggests, is a keyword research tool provided by Google itself. It offers comprehensive data on keyword search volume, competition, and suggested bid prices for Google Ads. This tool is particularly useful for beginners, as it provides a user-friendly interface and is free to use.

With Google Keyword Planner, you can generate keyword ideas based on relevant topics or even specific URLs. It also allows you to filter results by location, language, and other parameters, making it easier to tailor your keyword research to your target audience.

For a more comprehensive guide on using Google Keyword Planner, refer to Source A: "Google Keyword Planner: A Comprehensive Guide for Beginners."


SEMrush is a powerful keyword research tool that provides in-depth insights into keyword data, competition analysis, and more. It offers a wide range of features beyond keyword research, making it a popular choice for SEO professionals and digital marketers.

With SEMrush, you can discover new keyword opportunities, analyze keyword difficulty, and explore related keywords. It also provides valuable information on search volume trends, cost-per-click (CPC) estimates, and keyword difficulty scores.

SEMrush offers both free and paid plans, with the paid plans unlocking additional features and data. To learn how to utilize SEMrush effectively for keyword research, refer to Source B: "SEMrush: The Ultimate Guide to Using SEMrush for Keyword Research."


Ahrefs is another comprehensive SEO tool that offers robust keyword research capabilities. It provides detailed insights into keyword search volume, click-through rates (CTR), and keyword difficulty. Ahrefs also offers features like competitor analysis, backlink analysis, and content research.

With Ahrefs, you can explore keyword ideas, identify low-competition keywords, and analyze the organic search traffic of your competitors. It provides advanced metrics and filters to help you refine your keyword research and identify the most valuable opportunities.

Ahrefs is a paid tool, and its pricing plans vary depending on the features and level of access you require. For a step-by-step guide on conducting keyword research with Ahrefs, consult Source C: "Ahrefs: A Step-by-Step Guide to Keyword Research with Ahrefs."

By utilizing these powerful keyword research tools, you can uncover valuable insights and data to inform your SEO strategy. Each tool has its own unique features and benefits, so consider your specific needs and budget when choosing the tool that best suits your requirements. Remember, effective keyword research is a crucial step in optimizing your content for search engines and driving organic traffic to your website.

Conducting Keyword Research

To effectively optimize a website for search engines, conducting thorough keyword research is essential. This section will cover the key steps involved in conducting keyword research, including generating seed keywords, analyzing keyword volume, and assessing keyword competition.

Generating Seed Keywords

The first step in keyword research is to generate a list of seed keywords. These are the initial keywords or phrases that are relevant to your website or content. Seed keywords serve as the foundation for expanding your keyword research and finding more specific and targeted keywords.

When brainstorming seed keywords, consider the main topics, products, or services that your website or content revolves around. Put yourself in the shoes of your target audience and think about the words or phrases they may use when searching for information related to your industry or niche.

Analyzing Keyword Volume

After generating a list of seed keywords, it's important to analyze the search volume associated with each keyword. Search volume refers to the average number of times a specific keyword is searched for on search engines like Google.

Analyzing keyword volume helps you understand the popularity and potential reach of certain keywords. You can prioritize keywords with higher search volumes to target a larger audience, or focus on keywords with lower search volumes to target a more niche or specific audience.

Tools like Google Keyword Planner, SEMrush, and Ahrefs provide valuable data on keyword volume. These tools can give you insights into the average monthly search volume for specific keywords, allowing you to make informed decisions when selecting keywords to target.

Assessing Keyword Competition

In addition to analyzing keyword volume, assessing keyword competition is crucial in keyword research. Keyword competition refers to how difficult it is to rank for a particular keyword in search engine results pages (SERPs). Understanding the competition level helps you identify keywords that are more realistic to target and optimize your content accordingly.

To assess keyword competition, you can consider factors such as the number of websites competing for a specific keyword, the authority and relevance of those websites, and the quality of their content. Tools like Ahrefs and Backlinko provide insights into keyword competition, allowing you to gauge the difficulty of ranking for specific keywords.

By analyzing keyword volume and assessing keyword competition, you can make strategic decisions when selecting keywords to target in your SEO efforts. It's important to strike a balance between keywords with high search volumes and manageable competition levels to optimize your chances of ranking well in search engine results.

Remember that keyword research is an ongoing process. As you optimize your website and create new content, continue to refine and expand your keyword list to stay relevant and competitive in the ever-evolving landscape of SEO.

Refining Keyword Selection

Once you have generated a list of potential keywords, it's important to refine your selection to ensure that you are targeting the most relevant and effective keywords for your SEO strategy. In this section, we will explore two key aspects of refining keyword selection: long-tail keywords and keyword intent.

Long-Tail Keywords

Long-tail keywords are phrases that consist of three or more words. These keywords are more specific and often have lower search volume compared to broader keywords. However, they are highly valuable in targeting a more specific audience and capturing users who are closer to the point of conversion.

According to Moz, long-tail keywords play a crucial role in SEO and can drive targeted traffic to your website [7]. They are particularly effective in the healthcare industry, where users often search for specific symptoms, conditions, or treatments.

To illustrate the importance of long-tail keywords, here are a few examples:

As shown in the table, the search volume decreases as the keyword becomes more specific. However, the chances of attracting a relevant audience who is more likely to convert also increase. It's important to strike a balance between targeting broader keywords and incorporating long-tail keywords to capture the right audience.

Keyword Intent

Understanding keyword intent is essential in refining your keyword selection. Keyword intent refers to the underlying motive or purpose behind a user's search query. By analyzing keyword intent, you can align your content and SEO strategy to meet the needs of your target audience.

Keyword intent can be categorized into four main types:

  1. Informational Intent: Users are seeking information or answers to their questions. Example: "how to research keywords on Google".
  2. Navigational Intent: Users are looking for a specific website or resource. Example: "Google Keyword Planner".
  3. Transactional Intent: Users are ready to make a purchase or take a specific action. Example: "buy healthcare SEO services".
  4. Commercial Investigation Intent: Users are researching products or services but are not yet ready to make a purchase. Example: "best healthcare SEO strategies".

By understanding the intent behind keywords, you can tailor your content and SEO efforts accordingly. This will help you attract the right audience and improve your chances of conversion.

Refining your keyword selection through long-tail keywords and keyword intent analysis is a critical step in developing a successful SEO strategy. By targeting more specific keywords and aligning your content with user intent, you can improve your website's visibility, attract relevant traffic, and ultimately drive your desired outcomes.

Implementing Keywords

Once you have conducted thorough keyword research, the next step is to implement those keywords into your website or content. This helps search engines understand the relevance and topic of your website, improving its visibility in search results. There are two key aspects of implementing keywords: on-page optimization and content creation.

On-Page Optimization

On-page optimization refers to the process of optimizing individual web pages to improve their search engine rankings. This involves strategically placing keywords in different elements of your webpage to signal its relevance to search engines.

Here are some key areas where you can optimize your webpage with keywords:

  1. Page Titles: Incorporate relevant keywords in the title tag of your web page. This is the clickable headline that appears in search engine results.
  2. Meta Descriptions: Write compelling meta descriptions that include keywords. Although meta descriptions do not directly impact search rankings, they can influence click-through rates.
  3. Headings and Subheadings: Use keywords in your headings (H1, H2, H3, etc.) to structure your content and highlight important information.
  4. URL Structure: Include keywords in the URL of your web page. A clean and keyword-rich URL can improve the visibility of your page in search results.
  5. Image Alt Text: Optimize image alt text by using descriptive keywords. This helps search engines understand the content of the images on your page.
  6. Internal Linking: Incorporate relevant keywords when linking to other pages within your website. This helps search engines understand the relationships between different pages.

Remember, while it's important to include keywords in these on-page elements, it's equally important to ensure that they are used naturally and do not compromise the readability and user experience of your content. Keyword stuffing, or excessively using keywords, can negatively impact your search rankings.

Content Creation with Keywords

Content creation is a crucial aspect of implementing keywords. By creating high-quality, informative, and keyword-rich content, you can attract organic traffic and engage your website visitors. Here are some tips for content creation with keywords:

  1. Keyword Placement: Incorporate your target keywords naturally throughout your content. Aim to include them in the opening paragraph, headings, subheadings, and throughout the body of the text. However, prioritize creating valuable and informative content for your audience rather than solely focusing on keywords.
  2. Relevance and Context: Ensure that your content is relevant to the keywords you are targeting. Search engines strive to provide the most relevant results to users, so it's important to create content that aligns with the intent behind the keywords.
  3. Variety and Long-Tail Keywords: Include a mix of primary keywords and long-tail keywords in your content. Long-tail keywords are longer, more specific phrases that can help you target a niche audience and improve your chances of ranking for specific search queries.
  4. User Experience: Create content that is user-friendly and easy to read. Consider using bullet points, subheadings, and images to break up the text and improve readability.

By implementing keywords effectively in your on-page optimization and content creation, you can improve your website's visibility in search engine results. Remember to regularly monitor and update your keywords as search trends and user preferences change over time.


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