As you probably know, most internet searches begin with a word or phrase. Because of this, keywords are important for search engine optimization (SEO) and by extension, digital-marketing strategies. In fact, the right keywords can drive organic traffic to your site, as well as increase your conversion rate. On the other hand, the wrong keywords will not only destroy your site's ranking on Google and other search engines, but also increase your bounce rate.

Of course, to find the right keywords, you would need to do effective keyword analysis and research for your website. Simply put, keyword research is a continuous process that you can use to identify and optimize the keywords that consumers use to find your business or offerings on the internet. With that mind, here are some great keyword research and analysis tips to get you started.

Know Your Target Audience

For starters, check your analytics data to find out which keywords are currently attracting the most traffic to your website. To put it another way, your analytics data will give you insights into your customers, including the type of products or services they are searching for online. Additionally, this data will allow you to create accurate buyer personas for your target audience, which includes both your existing and potential customers.

Some of the key things while studying this data include the different ways your customers search for products/services on your site, as well as the keywords that they use to find products/services, especially keywords with buyer or commercial intent. For instance, if a customer is searching for specific features of a product, then the customer is likely close to purchasing the product, meaning those features should be part of your keywords. In general, if you run an ecommerce site, you should focus on four main types of keywords. These keywords include:

  • Informational keywords -- While these keyword phrases make up most Google searches, they are the least likely for instant conversion. Examples of such keywords include phrases such as "how to," and "were to find."
  • Product keywords -- Buyers who use these keywords are likely close to buying a product and they  include words such as "cheap," "best," or "comparison."
  • In-market keywords -- Used by consumers who are ready to make a purchase, these are essentially low-volume, high-conversion keywords. They include words such as "discount", "deal," and  "free shipping." 
  • Freemium keywords -- As their name implies, these are phrases used by consumers looking for freebies, meaning they are unlikely to convert. For this reason, you should avoid these keywords.

Refine Your Target Keywords

Once you know what keywords your customers use to search for products or services on your site, you can use tools, such as Google's Adwords Keyword Planner and Ubersuggest, to create a list of all potential keywords as well as generate possible keyword combinations that searchers may use to search for your product/services on the internet.

At this point, your main goal should be to find low-competition, high-volume keywords. You can use the Google Planner tool to find out whether a keyword is popular or not. Of course, a popular keyword means high competition and vice versa. On the search volume front, look for keyword with a relatively high monthly search volume and a significantly high Cost Per Click value (CPC).

What's more, when choosing your target keywords, you should think "semantically" because Google's Rank Brain learning technology is able to recognize synonyms and the different ways of saying certain phrases or words. This means that you can use a variation of your target keywords, eliminating the need to repeat your main keywords several times on your web pages.

Analyse Your Competitors' Websites

To outperform your competitors on search engine results pages (SERPs), you need a good SEO strategy. As mentioned earlier, keywords are an important part of SEO. This means that a website that targets the right keywords is likely to rank higher than the rest. In other words, it is a good idea to find out what keywords your main competitors are targeting. Fortunately, you can use tools such as the SEMrush's Position Tracker to get this information, including the keywords that work in your competitors' adverts, description and title tags.

However, it is important to note that keyword lists are typically unique to each website. To put it another way, keywords that work on one website will not necessarily work on another website. For this reason, you should base your keywords on your branding and marketing strategy.

Rank for Google Answer Boxes

To take full advantages of Google's new features, such as the Answer Box, ensure you include your target keywords in all your digital content including videos, snippets and reviews. Typically displayed at the top of the results page, the Answer Box is a unique SERP that essentially provides an answer to a question. It is worth noting that more than 60% of the queries display Answer Boxes contain between three to five words, meaning you should ensure you target keywords fall within this range.

Put Your Target Keywords in the Right Places

For the best results, include your target keyword phrase in all the elements of your web pages including the descriptions, headings, meta titles and written content. Ideally, your keyword phrase should appear towards the front of a web page. Remember, you should optimize each page on your website for search, not just your homepage. To maximize readability and searchability, target about two to three specific keyword phrases for each web page.


Without the right keywords, your site is unlikely to rank high on SERPs, your website is unlikely to rank high on SERPs, meaning it will be virtually invisible to internet users. Fortunately, with the keyword research and analysis can help you avoid this problem.

In fact, keyword research can give you insights into your consumers, helping your create effective direct marketing campaigns and marketing-mix. To do effective keyword analysis and research for your website, you should know your customers, analyse your keywords, analyse your competitors' websites, rank for Google Answer Boxes, and put your target keywords in the right places.