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Four Things To Consider for Effective Keyword Research

Keyword research is important for SEO purposes. It helps generate the right traffic to your blog posts. 


If you’re investing the time and energy to write blog posts, you might as well research keywords to optimize its reach. 


It’s almost every entrepreneur’s goal to be on the first page of Google but the search landscape has become increasingly competitive and expensive. 


This poses a challenge for businesses who don’t have the resources.


That doesn’t mean you won’t rank for any keywords. It just means you need to get creative with using keywords that will help you rank higher in search. 


This isn’t a get rich quick post about how to get on the first page of google without using Search Engine Marketing (SEM). 


This is about using keywords that can inspire great content ideas or, finding keywords that are relevant to the topic you’re writing about to get you in front of the right audiences. 


If you’re a business that wants to use SEO tactics to generate more traffic to your blog posts, this post is for you. 


Below is a list of things I have done to generate more traffic to blog posts using keyword research. 


I’ll look to software such as Answer The Public and do my own research to find topics to write about.


This helps me find frequently asked questions where answers could be in a blog posts or information that could be valuable for potential or existing customers. 


From time to time I’ll use keyword research to inspire topics but, I like to see if there’s anything missing where a client can have a unique perspective. 


Once the topic has been approved, I start researching keywords. I’ll use tools such as Google Ad Words or Uber Suggest to generate keywords. From there I narrow it down based on three things:



Intent is the first thing that I consider when I’m searching for keywords. Finding keywords where the person has the intent to purchase will help the performance of your blog posts. 


Finding keywords where the person will have intent to purchase isn’t always obvious. Usually the obvious choices are highly competitive and expensive to rank higher on. 


For example, ‘buy bags of medium roasted coffee’  is a keyword where someone has the intent to buy but it will be more difficult to rank on their first page of google. 


It’s highly competitive and you would be competing against companies like Starbucks that have the budget to run ads to stay on the first page. 


This is where you have to put yourself in the shoes of your potential customers and find other terms where potential customers have the intent to buy. 


For example ‘best grounds for cold brew’ isn’t as competitive but, there is still a high likelihood that someone who is searching for this information, likes cold brew and wants to try and make it at home or buy it as a gift. 


Best grounds for cold brew coffee is definitely a topic that can be written about in a blog post.




Secondly, I always consider difficulty. Keyword difficulty measures the difficulty level of ranking on the first page. 


Uber Suggest has a tool which shows the keyword difficulty on a scale of 1-100 (1 being easy and 100 being impossibly difficult). Moz also has a keyword difficulty checker which is helpful too. 


When I’m selecting keywords, I’m always considering the keyword difficulty. The chances of ranking higher for keywords with high difficulty scores, using only organic content, are slim. This is the competitive nature of search. 


This is where you have to find keywords that have a lower difficulty score.


Take my example using  ‘best grounds for cold brew. It has a keyword difficulty of 30, which means it would be relatively easy to rank for. 


Not only does this keyword indicate intent for a user to potentially buy, it’s keyword difficulty is relatively low, meaning you can still rank for this keyword. 



I also consider volume but, identifying a minimum threshold for volume varies based on the subject. 


For example, ‘how to brew coffee’ has the highest volume but the question is vague. Someone who is searching this is looking for instructions on how to make coffee. They’re not necessarily ready to make a purchase yet. 


It’s a great post to generate more traffic to your website but, you also want to convert users as well. So it may not be the best blog post if your goal is to generate more sales. 


Volume is an important consideration because you want to make sure the keyword isn’t too out of the ordinary, where your site isn’t attracting the right people. 


It’s also important the search term isn’t too general because you could miss out on opportunities to convert more potential customers. 


4.  Use Keywords That Make Sense

There are some companies that like to use keywords that include their competitor’s names for paid ads.


For companies that use paid search, targeting these types of keywords make sense because they want to drive sales through search ads. 


For example, at the top of the page when you search for Starbucks Coffee Bags, you’ll see results in the ads for Balzac’s coffee bags. It works if someone wants to see other options before committing to a purchase. 


This works for paid ads but it might not be ideal for organic content. 


Keywords in organic content need to read well. 


At the end of the day, ranking higher in search organically, means putting in the work to produce quality content that reads well. 


The keyword has to make sense in the context of your blog topic. Don’t stuff keywords in the first paragraph of your blog. 




In the end, choosing the right keywords for your blog posts is important because it will get your content in front of the right people. When selecting keywords for your blog posts, it’s important to consider intent, search difficulty and volume. 

If you’re looking to work with a freelance writer, contact me to book a discovery call. 

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