Keyword Research is Essential for Your Web Pages.

Using The Right Keywords Everywhere Will Set Your Site Up For Success.

Starting a Keyword Research Project

Your competition is doing its keyword research, and you need to do your research too.


If you're still guessing what your keywords are, it's time to change your tactics. Your competition will stay ahead of you because they are doing keyword research and finding highly-effective keywords. Start a keyword research project right now.


First, you need to understand the meaning of the "keyword."


Keyword Meaning, What Are They?


Keyword Meaning: In digital marketing, relevant keywords are what searchers, real people, use to find what they are looking to find. People typing a query into a search box, such as Google, are using the keywords they think will bring them to the page, product, or service that best answers the query they input.


As a marketer, you are trying to figure out what those keywords are. The words your potential customers are using give the keywords their value.


Keywords don't just happen. You have to dig deep and do the research. When you do the keyword research, you will find information on the numbers behind them, along with many more possibilities.

Keyword research covers, but is not limited to:

  • Relevance to webpage or landing page

  • How many times it is used in search engine queries

  • Organic search numbers

  • KEI Score (explained below)

  • Competition value

  • Expected visits

  • Which combinations work better

  • TD-IDF Score (weight of term frequency)

  • And much more.

Keyword Relevance, What Is That?


In the early day of the unscrupulous Internet, people used every high volume keyword they could find to drive people to their website — in today's search marketing relevancy matters. Relevant keywords are related to the purpose or topic of your webpage or landing page. Note: Not your whole website but a specific web page or landing page. 


For example: if your website is about "How To Raise Bunnies," you would not use a keyword like "The Right Refrigerator" or "Kim Kardashian" unless it has to do with how to raise bunnies.


How Do I Use Relevant Keywords On My Website?


When planning your website or adding a webpage or landing page, you should keep in mind the questions your customers have and the relevant keywords your customers are using. When you understand your customers, the process for collecting relevant keywords becomes more meaningful because you are using the words and phrases your customer uses.


To start, you will need to figure out the topic for each webpage or landing page on your website. You will be looking for sets of keywords for each page based on the subject of each webpage.

KEI, What Is It?


There are many different ways to search for the perfect, relevant keywords. However, what I have found and what works best for me is the value research in the Keyword Effectiveness Index (KEI)


KEI is Google's why to measure keyword efficiency. The central concept is to consider the popularity of the keyword. You want to figure out what the frequency of usage is for your potential keywords or phrases, or how often people use the terms in their online searches.


Next, to figuring out KEI is to consider the competitiveness of your potential keyword. What is the number of websites already using your possible keyword?


By using a formulation for keyword popularity and keyword competitiveness, you will find the KEI score. A high KEI score is what you need.  A high KEI score is an excellent keyword to use.


KEI score research is one of the tasks a professional Search Engine Optimization (SEO) should use to figure out the best keywords and phrases for your webpages.

Calculating A KEI Score


As mentioned above, you need to know the numbers for keyword popularity and keyword competitiveness to find a high scoring KEI keyword or phrase.


The calculation is:


KEI = (Search Volume X Search Volume)/ Competitiveness.


This calculation may look complicated, and you might be saying, "I'm not going to do that for each keyword." Don't worry; the best keyword research programs can do the work for you. However, you will need to take the time to learn the program.

TD-IDF Score (weight of term frequency)


Term frequency-inverse document frequency (TD-IDF) is used when a system, like a search engine, is retrieving information about specific words used in the search. Keyword frequency in your online content is fundamental because you don't want to use the keywords too much and make search engines unhappy or too little the page does not rank for the keyword.

The keywords with high TD-IDK scores are considered to be more critical.

TD-IDF Score is an excellent way to figure out if your keywords are used to little or too much.

Use Your Researched Keywords In Quality Content.


Keywords are essential. However, the keywords need to be in quality content. Write quality content that uses relevant, high-value keywords, and phrases. This content should be better than your competitors to get the attention of customers and search engines. This means you need to research which websites and webpages are using the relevant keywords you want to use. See what they are writing.


Create content that is better than the competition. If you're going to rank in search engines like Google, you must provide quality content.


• Explain the details

• Do the research. 

• Find out what your competitors are doing. 


I keep using the word writing; content also includes charts, info-graphics, statistics, photos, articles, and of course, the text you use to describe your product or service. Keep in mind the search engines read the text. Search engines don't understand a photo, PDF, or chart. You will need to add text to describe what they are to make them "seen" by the search engines. Photo Alt Txt is one way to describe photos to search engines.


​Use The Keywords To Describe The Subject In Your Content For EACH Webpage. 


Keep in mind that each webpage or landing page should have a different set of relevant keywords, meaning a different subject for each webpage. 


For example: 

"How to Raise Bunnies" might be the home page. 

Other pages could be:

"What do Bunnies Eat?" or "How Do I Feed My New Bunny?" 

Another page might be:
"How To Adopt The Best Bunny For My Family?" 


You can see, all these page titles are relevant to the subject of Bunnies but have a different topic. Have a different set of relevant keywords for each of these webpages. 


NOTE: When you use the same set of keywords throughout the website, search engines have trouble deciphering the subject of each page and indexing becomes a problem.


According to Google, relevant keywords should match the subject of each webpage.


Use your keywords wisely. When prospective customers see you listing on the Search Engine Results Page (SERP), they should have a clear understanding of the quality content you're going to provide when they visit. Use your keywords in the page title, Meta description, headline (h1), and in the body copy a few times. Please avoid the overuse of keywords, or you may get a Google warning. There is a balance to use and over-use.


When you have high-quality, relevant content that uses relevant keywords, the search engines will notice your webpage and index that webpage for the subject you intended. 


Don't forget you are competing with many other websites and webpages for the same subject. Make sure you are providing the best quality content, better quality content than your competition.


Keyword Tools 


There are many keyword research tools available. Some are free, and others cost a small fortune. It can be hard to decide which is the best tool to use. However, first, you must decide if this is something you want to do and should do.


  • Are you the best-qualified person to do the research, or is this a job for a professional?

  • Do you have the time to do all the research necessary to find then test all these keywords?

  • Are you too busy running the day-to-day operations of your business to do a thorough job?

  • Are you in your way?


Marketing takes time to find the right customers. Learning new tools will cut into your time when you are trying to do keyword research yourself. Is your time more valuable for other business tasks? When you are considering doing the research yourself, you will need to understand that the process is ongoing, and it takes a great deal of time to do the research. 


Maybe look at keyword research as a trip to the dentist. If you have a toothache, would you try to fix it yourself? Do you have the time to learn how to fix it? Maybe it would be more efficient to see a dentist and come up with a diagnosis and a plan to stop the pain.


Well, your website is no different. Your pain point is that you would like more customers. If you go to an SEO professional who can do the work efficiently, you save time and end up with relevant keywords that work in your quality content, in-turn attracting new customers to your website. Then you get to keep doing the work you love, which is why you run your business in the first place.​

Read more about keyword research.​

Understanding Keyword Intent and Searcher intent

Keywords matter if you want to reach real customers.

When starting a keyword research project, the first thing you need to do is figure out customer intent. What is the customer doing to find what they want? What influences your customers? Figuring our customer's intent will help you write the content that your customers are looking for. When you answer the customer's questions with well-written content, the search engines will see the content and send the customer to your website. Without knowing customer intent, you have nothing.


A buyer persona will help you figure out customer intent. A buyer persona is research involving your current and future customers. Usually, based on a fictitious character, the in-depth study pulls together information that will include: demographics, behavior patterns, motivations, and goals. These characteristics will determine how your future buyer will conduct themselves when it comes to looking for products and services. The buyer persona will answer the what, why, and how, about your customers. With this information, you can produce the content they are looking for in a format they like.


Customer intent and buyer persona are essential, so don't skip. Some people specialize in doing these two things.

The next thing you will need to do is make a master list of keywords. This list will be the underlying foundation for all your search engine optimization (SEO) on your website, blog post, social media, and anywhere you would use words to talk about your business. Each web page will have its own set of keywords.

Getting Started: 

1.) Organize your business products and services into relevant lists. You might want to start with the categories in your web site navigation menu.

2.) Under each category make a list of seed keywords. What do you think the keywords are.

3.) Make a list of competitors, company names, and web addresses. Looks at their pages to see what words they are using.

4.) Refer to your buyer persona. You do need to understand who your customer is and what their habits are, where they live, and where they are in the buyers' cycle, to have a well thought out marketing plan. The keywords you use should also be the keywords your customers use.

5.) Your customers are doing a web search to answer a question or solve a problem they are having. Your content should address your customer's issues.

At this point, you are now ready to start a keyword search. The buyer persona will be a tool you will refer to many times and will continue to update. So, make sure to get started on the buyer personas.

Using a keyword program to look for suggestions can be fun and informative. 

Simple Keyword Research


When searchers put a query into a search engine, they are using keywords. These words will describe what this person is looking for.


Most keywords are phrases or long-tail keywords. But, sometimes, it is just one word or short-tail keyword. More keywords indicate a specific thing the searcher is looking to find. Whereas, one keyword is broader and will see more options to choose from. Then the searcher narrows down their options as they proceed on the journey.


As a marketer, you are trying to find the keywords your customers are using in their search for your products and services.


There are many ways to do keywords research, and guessing should not be one of them.


1. Seed Keywords


Seed words are your starting point. Seed keywords could be the subjects in your website menu, words you think people are using, and even industry jargon. Industry jargon most likely will not be the keywords your customers use. The research will point you in the right direction.


Write down or start a spreadsheet.
I use Google Docs for this demonstration.


Main Website Idea:

Bunnies as pets.


Seed Keywords:



 Rabbit Care

 Rabbit Behavior

 Rabbit Health

 Pick out a Bunny


After each seed keyword, make an empty column.



2. Finding More Keyword Options


Open a keyword research program. For this demonstration, I use UberSuggest for this example. 

In your keyword research program type in one of your keywords to see other keyword options.

3. Add the Volume Amount to your Spreadsheet


Next, add these options to your spreadsheet. In the column next to the word, add the Volume number.


Do this research for each seed keyword.


If you would like more options, click that button, and hundreds will be available.


After you start to fill out this spreadsheet, you will have an excellent idea for the keywords that are used in search engines right now. The numbers will guide you to the words people are using.


For example, Rabbits at 450,000 is used more often than bunnies at 165,000. You may decide to use both in your content because they both have high scores.


Be careful with these research numbers and words. The words you intend to incorporate into your content may represent a different subject. For example, bunnies may be associated with a magazine that is published each month for adults to view. It is a good idea to use the keywords you are interested in your search engine of choice to see what results you get. Then decide if they are the right option for your web pages.

Over time the numbers may change, meaning you may want to update this research in maybe six months to a year.


You will be conducting this type of research for each webpage on your website.


The above is just a starter keyword research project. There are many resources and tactics professional SEO’s use to get to the best keywords for your website. But, this basic information will get you started in the right direction.


Happy Keyword Hunting!

More Keyword Research Programs.



Moz Keyword Explorer 


ahrefs Keyword Explorer 


Example of spreadsheet in Google Docs
Example of keyword research in Ubersuggest
Example of Keyword Spreadsheet for Rabbits


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