Keyword Research – How it Works and Why It is Important? | CJG Digital Marketing

Many people look for information about products and services online just like what 61% of global Internet users do. In fact, as much as 44% of online shoppers start the buying process with the help of their favorite search engine – and the first thing they do is to type in a keyword phrase into the search box.


Connecting with prospected audiences using highly targeted keyword phrases and terms is central to digital marketing even in an evolved online world of semantic search. Even with algorithm changes like Hummingbird that aims to bring search results closer to search users’ intent, keyword research remains an important key to online success. Keywords are and continue to be the main bridge connecting digital marketers to the heart of their targeted audiences – their online motivations, purchasing behaviors, needs, wants and more.

The following discusses keyword research in greater detail to help readers get a full grasp of what keyword research is and how it is vital and important for the survival and success of your online presence.

What Keyword Research is All About

In its most technical sense, keyword research is the process performed by digital marketers and Search Engine Optimization (SEO) professionals to determine the actual terms used by search engine user to look for a particular piece of information about a product, service or anything else online. Keyword research is performed with the main intent of ranking high in the first pages of search results for a particular set of niche keywords the digital marketer has focused on in their campaigns.

Basically, keyword research is synonymous to market research from a search marketing perspective. It reveals the most logical set of terms that people will use to make a search query. It is indeed getting into the mind of your targeted audiences. Knowing what’s in their minds will quickly connect them to you and your website. From there, further engagement can take place that may convert site visitors into valuable leads or even paying customers.

The Importance of Keyword Research

As mentioned earlier, the main purpose of keyword research is to identify the most probable and most relevant search terms targeted audiences will use when looking for things related to your products or services. Knowing and identifying such relevant keywords will help business owners and digital marketers get the best results from their search engine optimization campaigns. Other attributes that make keyword research a vital and very important digital marketing activity are:

Keyword Categories

To get a deeper understanding of keyword research, it would be important that digital marketers understand the three main categories that identify keywords. These are:

The chart above from indicate that popular search terms make up only 30% (or even less) of online searches. The bulk of search term volume, approximately 70% of total searches, is made from long-tail keywords. There may be few unique searches for each long-tail keywords individually, but when taken into consideration as a whole, the volume is astounding.

The Keyword Research Process

As mentioned earlier, keyword research is vital and fundamental to digital marketing. We have established before that high-quality, compelling and relevant content is what search engines like Google favor – but your keywords connect your content with your targeted audiences. That is why it is important for you to understand the keyword research process. released the “Keyword Research: The Definitive Guide” which include the flowchart that describes how most people perform the keyword research process, which usually begin with the use of Google’s Keyword Planner (GKP). While the GKP is a good tool for generating closely related keywords, it is not a good tool for generating new sets of keywords that is highly relevant and competitive in generating traffic from targeted audiences.

A more comprehensive keyword research process than the chart above is needed if you want to generate better results for your Search Engine Optimization (SEO), Content Marketing, and Pay-Per-Click marketing efforts. The following shares such step-by-step process that can guide you in getting favorable results from your digital marketing efforts, starting with:

Great keywords are not just mere words anyone can pull out from the air because they sound good or the user “thinks” they are good seed keywords. The process involves a carefully executed brainstorming process that takes into consideration a critical analysis of your industry, the targeted audiences, your products and services, and other elements and attributes that may affect the search process. It is also at this point where you identify the head, body and long-tail terms that you will use for your seed keyword.

From the seed keyword, a comprehensive keyword list is generated using the Google Keyword Planner Tool or equivalent. Here, you can search and identify new keyword phrases and groups that may be relevant for your targeted audiences. Using the tool you can then gauge the relevancy of these terms by looking at certain indices that include the average monthly searches for that keyword among others. The list can then be exported as a CSV file.

A keyword research tool is needed at this point to help you research and optimize your chosen keywords in your list. This step will also include the examination of your competition particularly valuable information about them such as traffic volume, where they are ranking and the keywords they are ranking for.

Once optimized, you can then create a keywords master list where you can consolidate all the potential keyword choices generated by the different tools you are using. At this point, you should go through your master list and exclude entries that have poor metrics, duplicates, and terms that are not related to your seed keyword.

You can then perform a competitive analysis to determine the competitiveness of your keywords against your competitor’s metrics. These metrics that you should consider as part of the competitive analysis include page rank, page authority, domain authority, linked domains, total backlinks and more.

Once you have identified optimized keyword phrases and performed a competitive analysis on them versus your competitors, you can now start using these sets of keywords in your materials that will be used eventually for PPC, content marketing and search engine optimization.

Keywords are basically the voice of your targeted audiences. It’s what they use for searching for something online and is basically a window to their psyche that you can harness later on for reaching out, connecting and engaging with them. That is why keyword research is a vital and highly important process step that holds the fate of your online success now and the periods to come.

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Jomer Gregorio

Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.

Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.

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