Many people think keyword research is just about chucking popular words into your content. Technically, that’s true, but if you’re serious about your marketing and the results that come with that, you need to understand that keyword research is pretty much the foundation that drives everything. It’s not just about adding keywords, it’s about choosing the right ones, knowing why they matter, and understanding how to use them effectively.
The 4 Types of Keywords
When we talk about keyword research, we’re really talking about four different types of keywords, each serving a unique role in your marketing strategy:
1. Seed Keywords
These are the most basic, core terms that define your industry or product. Think of them as the foundation of your keyword research. Seed keywords are usually short, broad, and highly competitive. For example your seed keyword may be something like “modern workplace”
Example: “Modern Workplace”
How to Use: Use seed keywords to guide your initial research and identify larger search trends.
2. Semantic Keywords
These are related to your seed keywords, think of them as synonyms. They help Google understand the context of your content, making it more relevant to searchers. Semantic keywords dig deeper into related topics to add nuance. For example, if your seed keyword is “Modern Workplace,” semantic keywords could include “modern work” or “Microsoft modern workplace.”
Example: “modern work” or “modern workplace consultant”
How to Use: Integrate semantic keywords naturally into your content to increase relevance and capture diverse search queries.
3. Secondary Keywords
Secondary keywords support your main topic and help attract a wider audience. Think of them as expansion words. They add depth and detail to your content.
Example: “hybrid work” or “modern workplace tools”
How to Use: Use secondary keywords in subheadings, meta descriptions, or as supporting points to complement your main keyword.
4. Long-Tail Keywords
These are more specific phrases, often with lower search volume but higher conversion potential. Long-tail keywords are where intent really shines—these searchers are often closer to making a decision. For example, instead of just “collaboration tools,” a long-tail keyword might be “best collaboration tools for remote teams.”
Example: “What is modern workplace?” or “What is included in Microsoft Modern Workplace?”
How to Use: Focus on long-tail keywords in blogs, FAQs, and niche campaigns to capture more targeted leads.
When to use Keyword Research
Keyword research isn’t just for blog posts; it should be a fundamental part of every marketing effort, including:
- Websites and Webpages: Optimising your site with relevant keywords ensures that it ranks high for key searches.
- PPC Campaigns: For paid campaigns, the choice of keywords directly impacts cost-per-click (CPC) and ROI.
- LinkedIn Pulse & LinkedIn Articles: Incorporating strategic keywords into professional articles will help you reach the right audience.
- Ungated Assets: Free assets like infographics and eBooks can attract a more targeted audience when optimised with precise keywords. And if your asset is gated, make sure the landing page is littered with those all important keywords.
The Tools to Help You Master Keyword Research
With countless keywords and phrases competing for attention, it’s critical to use platforms that provide detailed insights, from search volume to competitiveness, and even related terms that might not be on your radar. The right tools allow you to go beyond basic guesswork, offering data-driven insights that help you select keywords tailored to your audience, goals, and industry.
Here are some of our recommendations:
- SEMrush: Offers in-depth keyword research, competition analysis, and insights.
- Google Ads Keyword Planner: Great for understanding search volume, competitiveness, and keyword variations.
- ChatGPT: Can help you brainstorm ideas and provides context for more nuanced keyword development.
- Agency Analytics: Monitors how your keywords are performing over time.
- Google Search Console: Tracks how your site ranks for specific keywords.
- Moz: Provides keyword suggestions and SEO metrics.
- Keyword Keg: Delivers keyword ideas along with difficulty scores.
- ahrefs: Known for detailed backlink analysis and powerful keyword research features.
The Importance of Choosing the Right Keywords
The keywords you select dictate who finds your content, how search engines rank your site, and, ultimately, how effectively you reach your audience. But it’s not just about ranking high; it’s about attracting the right audience. Believe it or not, not all keywords are created equal and the right keywords are determined by multiple factors:
- Intent: What is the searcher actually looking for? This is crucial for matching your content to the right audience.
- Volume: High search volume can bring more traffic, but don’t ignore niche keywords with lower volume but higher intent.
- Product Focus: Ensure the keywords you choose are relevant to your products or services.
- Competitiveness: Some keywords are highly competitive, making it harder to rank. A balance of competitive and niche keywords can be a winning strategy.
- Overall Strategy: Keywords must align with your broader marketing goals, whether that’s building brand awareness or driving conversions.
Conclusion: It’s More Than Just Keywords
Effective keyword research is a strategic process that ensures your marketing campaigns are relevant, targeted, and ultimately successful. It’s not just about “chucking in” keywords—it’s about understanding which keywords matter, why they matter, and how to use them to reach your goals.
By leveraging the right tools and focusing on the intent behind your audience’s searches, you can create more meaningful connections and see better results across all your marketing efforts. So, the next time you sit down to craft a campaign, remember—the right keywords can make all the difference.
