How To Do A Keyword Research And Achieve The Highest Return To Your Marketing Investments

Everything that goes on with search engines, begins with words typed into its the search box.

For websites that want to be part of search engines' result pages, keyword research is one of the most important aspect in SEO. The strategy is one of the most valuable with a high-return activities in internet search marketing.

Getting organic traffic isn't always about getting visitors to your website, but also getting the right kind of visitors. This is where ranking on keywords on search engines should give you: more visibility and also more organic traffic targeted to the right audience.

With keyword research, you can understand how your potential traffic has in mind and you can also predict the shift in demand before it happens. You can respond to the changes in the market condition by creating the contents/products/services that web searchers are actively seeking.

Using keyword research, you're having a low barrier to understand the motivation of people on the web on virtually any niche.


Knowing The Value Of Keywords

How much does a keyword cost to your website? The answer depends, and it varies by much.

If you want to know the keywords that people are typing into search engines, Google has a tool called Keyword Research Tool that allows webmasters to find this information. Its a free online keyword research instrument that uses Google Autocomplete to generate hundreds of relevant long-tail keywords for any topic.

Google's Keyword Research Tool is one common starting point for many website marketer when doing SEO keyword research. Not only it suggest keywords, it also provides estimates about search volume for specific terms and predict the cost of running paid campaigns using them.

The downside of this tool is that, it is not directly providing information about how to receive traffic from those searches. To understand the value of a keyword, you need to understand your own website, your niche and its visitors in order to do the classic web marketing formula: observation, prediction, hypothesis tests and repeat.

Here you need to answer the following questions:

  • Is the keyword relevant to my website's contents? If the answer is yes, you should be able provide answers to the questions web searchers are asking. You should make visitors happy with what they find to get financial or beneficial rewards.
  • How is the competition? Understanding the websites that already rank for the keywords you're aiming will give you insights into the competition, and also how hard it is to compete. Usually, many search ads means a high-value keyword, and multiple search ads above the organic results often means a highly lucrative and directly conversion-prone keyword.
  • How well can a keyword sell? The easiest way to do this is to buy test traffic using Google AdWords to see how well it converts. Choose 'exact match' and point the traffic to the relevant pages on your website. Track the impressions and conversion rate to see how things go.
  • How can I determine the value of each keyword? By having information about impressions and clicks, you can calculate the click-through rate and get the value of the keyword for one single visitor.

Knowing Long-Tail Keyword Demands

On one side there is the short-tail keyword and on the other side is long-tail keyword. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world's search volume.

More than 60 percent of all searches conducted on search engines, are using long-tail keywords.

Because of this reason, understanding the search demand is important.

Search engines searches


For you to know which keywords to target, not only you need to understand the demand for a given term, but also the difficulties to achieve high rankings with them. If high ranking keywords are already being used by big brands and you're just a new contender in the competition, you will be having a hard time in ranking and years of efforts.

This is why it's essential to understand keyword difficulty.

Optimizing and calculating the value of keyword is important if your website is into content marketing. The estimate involves constant testing, experimenting, and improvement. While SEO is typically one of the highest return marketing investments, measuring success is still a critical part to the process.