In our last guide, we explained what SEO is. Now, let's start with the most important part of any SEO strategy: keyword research.
Keyword research is the process of discovering the words and phrases (called "keywords") that people type into search engines like Google to find information, products, or services. It's the only way to understand what your customers are *actually* looking for, not just what you *think* they are looking for.
Why is this the first step? Because you can't create optimized content until you know what language your customers are using.
Why Keyword Research is Essential
- It helps you understand your target audience's needs and problems.
- It allows you to find topics for new blog posts and website pages.
- It shows you how many people are searching for a topic (search volume).
- It gives you insight into how difficult it is to rank for a keyword (competition).
Understanding "Long-Tail" vs. "Short-Tail" Keywords
Keywords generally fall into two categories:
- Short-Tail Keywords: These are broad, one or two-word phrases with high search volume (e.g., "hosting", "SEO"). They are very competitive and often have vague user intent.
- Long-Tail Keywords: These are longer, more specific phrases with lower search volume (e.g., "best web hosting for small business in the UK", "how to improve my google ranking").
Focus on long-tail keywords. While they have less search volume, they are far less competitive and attract visitors with a much clearer, more specific need. Someone searching "best web hosting for small business" is much closer to buying than someone just searching "hosting."
How to Start Your Keyword Research (Even Without Tools)
Before you even think about fancy tools, start with simple brainstorming and common sense. Grab a notepad or open a spreadsheet and start listing ideas.
- Brainstorm Your "Seed" Keywords
Think about your business from a customer's perspective:
- What services do you offer? (e.g., "cPanel web hosting", "email hosting")
- What problems do you solve? (e.g., "my website is slow", "how to send HTML email")
- What products do you sell? (e.g., "domain names", "SSL certificates")
- Use Google's Free Tools
Google itself is your best research tool. Start typing your seed keywords into the search bar and see what appears in the autocomplete suggestions. These are real, popular searches.
When you get the search results, look at two key areas on the page:
- People also ask: A box showing common questions related to your search.
- Related searches: A list at the very bottom of the page showing similar searches.
Add all of these relevant phrases and questions to your list. You've just built a fantastic list of content ideas based on what people are actively searching for.
- (Advanced) Use Keyword Tools
Once you have a good list, you can use dedicated keyword research tools (like Google Keyword Planner, Ahrefs, or Semrush) to find more ideas and see data on search volume and difficulty. While powerful, these are often more advanced than what you need to get started.
What to Do With Your Keywords
Your goal is not to "stuff" these keywords into your pages. Your goal is to use them as topics. Map each primary keyword or topic to a single page on your site.
- For service keywords (e.g., "cPanel hosting"): Create a page that clearly explains that service.
- For question keywords (e.g., "how to send HTML email"): Write a helpful blog post or knowledgebase article that answers the question directly (like the ones you're reading right now!).
Your Next Steps
Keyword research is the map for your content strategy. Now that you know how to find what your customers are looking for, the next step is to give them the answers.
- Continue Learning with Our Guides
The next logical step is to learn what to do with these keywords. Move on to our guide on "What is Content Marketing?" to learn how to create the helpful articles and pages that Google loves to rank.
- Get the Right Foundation
A great website with perfect keywords still needs a fast, secure foundation to rank well. If your site is slow, it will hurt your SEO. Explore EncodeDotHost's high-speed hosting solutions.
- Get Professional Help
If this sounds too time-consuming, or you'd just prefer an expert to handle it, we're here to help. If you're in the Stratford-upon-Avon area, learn more about our professional search engine optimisation services.
