The Complete Guide to Keyword Research

Welcome to The Complete Guide to Keyword Research, in this guide I aim to teach you everything you need to know about keyword research.

In this guide we cover:

The Google Keyword Planner

How to Find Long Tail Keywords?

How to Work Out a Keyword’s Commercial Intent

How to Evaluate a Keywords Competition on Googles First Page

How to Turn Your Keywords into Great Content

Hope you enjoy!!!

Keyword Research For SEO

SEO is a very board subject with many aspects of it in constant debate.

Social signals, content marketing, on-page SEO, etc is always a subject that is constantly talked about and the center of debate.

However, amid all this chaos one subject seems to always be swept to one side. It’s the foundation of any SEO campaign and that’s: keyword research.

It may sound funny, but without keywords SEO wouldn’t even exist.

Keywords are a guide for your SEO campaigns. They tell you what to do, where to go, and what you can do to improve your rankings.

They also help uncover the mind set of your target market.

What are they thinking about?

What do information are they trying to find out?

Keyword is essentially market research.

To get the most from keywords you need to know how to first, find them, and second, use them.

If you have the ability to find amazing keywords for your website , you’ll be able to increase your traffic and also gain a bigger percentage of the market share.

Keywords help you understand your customers. The better you know about your customers, the better chance you have in beating you competition.

Even though keywords research is extremely important for any SEO campaign, most people get it all wrong.

Most people’s keywords research looks something like this:

  1. Think of keywords that potential customers might use in Google.
  2. Put those keywords into the Google Keyword Planner.
  3. Pick one of the words that you feel may do well.

Well I’m afraid that is wrong, so very wrong.

But don’t worry, help is at hand.

I’m going to create the ultimate guide to keywords research. By the end, you’ll be able to know exactly what words and phrases your target market use when searching for information on the web.

Once you read this ultimate guide to keyword research, and make sure to find out what keyword each of your inner pages should target & you’ll be able to see an increase in search rankings, traffic, and sales.

But that’s not all.

Before you rack your brain to try and think of any keywords, or load up the Google Keyword Planner on your web browser, you have to first think of a niche topic within your industry.

Once you have identified these super-secret squirrel niche topics, you can then uncover buyer keywords that no one, not even your competition, has thought of.

Niche Topics- Where pro keyword research begins

First things first, whatever you do, don’t start with trying to find keywords on the Keyword Planner (GKP). This will lead to trouble further down the line.

Why is GKP a horrible place to start you say?

Because it can’t come up with any new keyword ideas to save it’s life. It can only come up with closely related keywords, which is fine, but when you’re trying to beat your competition you want something that is going to give you an edge.

Here’s an example:

What comes to mind when you hear the word “ football”?

Whether you’re a football fan, or not, there are some words that have already came into your head.

NOTE: If you’re from the US, you’re thinking of the wrong football 🙂

  • Premier league
  • Lionel Messi
  • Cristiano Ronaldo
  • Dribble
  • Free kick
  • Penalty
  • Net
  • Crossbar

However, when you put the word “football” into the GKP

entering football into GKP

None of the words that we thought of come up

football related keywords spat out by GKP

The Google Keyword Planner only shows you words that are closely related to the keyword that you put into it.

They don’t show keywords that are closely related to what you are trying to sell, which are the keywords that are always the most profitable.

This is why ranking for any given keyword seems nigh on impossible. Everybody is trying to rank for the same keyword, and only one person is winning.

I’m not knocking the GKP, in fact it happens to be an extremely useful tool, I even  dedicated a chapter on it in this ultimate guide to keyword research.

What I’m trying to say is, don’t solely rely on the tool to do the work for you. Tools are not creative like us humans, so sometimes it’s better to think outside the box and give the GKP a bit of a rest.

In order to get creative and find those killer keywords, you need to first identify niche topics.

How to quickly identify niche topics?

If you don’t already know what a niche topic is, keep reading.

A niche topic is a particluar topic that your potential customers are interested in.

It isn’t a keyword that we are trying to target, but a whole topic, albeit a very specific one. (Later on in the guide, I show you exactly how to uncover keywords from niche topics)

For example, let’s say you own a small company that sells football nets.

Just like last time, the GKP is pretty useless at throwing up any new keyword ideas, just similar related keywords.

football nets reulsts in the GKP

Although these keywords might be great to use for your business, there are still other untapped keywords that are even less competitive, yet more profitable.

However, there’s problem.

These keywords are not easy to find.

The best way to find these keywords is to start with niche topics. This is by far the easiest way to find those little gems.

Niche topics are a list of niches that your customers like and are interested in AND very closely linked to the niche of your product, service or business.

For example, someone who is thinking about buying a football net, may also be looking for answers to the following questions:

  • How to take a free kick?
  • Football highlights.
  • How to get better at shooting?
  • Pre-match meal before a game.
  • How to take a penalty?

I hope it’s starting to make sense.

All of those search quires are unique by itself, but are still related to your niche topic.

For example, the search “how to take a free kick” will be part of the “free kick taking” niche topic.

Niche markets are very small in comparison to large broad niches. More often than not, they aren’t large enough to base a whole website on.

Most nice markets can only give you a handful, and I’m talking 1-5 good keywords, to work with. This just isn’t enough for a website, or a whole range of products.  The handful of keywords you get will have just enough search volume, and monetization potential to actually optimize pages around.

However, when you combine all these niche market keywords together, you’ll end up with many keywords which have low competition, and they’re all yours for the taking.

Niche markets are a great way to find amazing keywords with low competition.

Here’s how to do it:

Creating your niche topic keywords

The objective with niche topic is to find the various topics your target customers search for in Google.

Grab a pen & paper and take notes.

Try to come up with 5 different niche markets. This should be enough to find a good handful of unique keywords.

Using “football” as our example, I came up with the following:

  • How to do step overs?
  • How to slide tackle?
  • Shooting drills.
  • Best football boots.
  • How to curl a football?

If you still can’t think of some niche topics, here are a few little tricks you can use to find them.


Forums are a great little cheat to find those untapped niche topics.

You can get access to them 24/7, and you will be able to uncover so much gold from these forums by just having a quick browse.

If you can’t think of any forums related to your niche market, here is some help. Use some search quires to filter through Google and find what you’re looking for.

Here are some search quires you can use:

“keyword” +:




football + forums search string1. Click on the “search forums” button

click on search forums2. In the search bar enter a keyword

enter your keyword in the search bar


3. Then pick a forum that you think your audience will hang around on

list of forums for the keyword football

Take a look at what comes up:

  • World cup qualifiers.
  • Football songs.

All these are niche topics.

Keep on digging and you’re bound to find more.

Wikipedia Table of Contents

Wikipedia is often underrated for research purposes. School teachers up and down the country, are always advising students not to look at Wikipedia as a source of reliable information.

In this case they are wrong.

Wikipedia provides a plethora of topics created by thousands of experts and put onto one webpage.

Here’s how to find niche topics in Wikipedia:

1. Go to Wikipedia homepage, and enter a broad term like “football”

put your keyword into wikipedia


It will then take you to the Wikipedia page for that keyword

2. Look at the “table of contents”

association footbal table of contents


3. Take a look at what comes up, some of these could potentially be amazing niche topics.


take a closer look at the categories on the table of contents

4. Click on the separate categories to dig deeper and find more niche topics

click on a link on that category

Here I clicked on “ball in and out of play”. This brought up even more niche topics for the keyword “ball in and out of play.”

more niche can be found

Two more niche topics have been found, “in play”, and “restarts”


Head, body, and long- tail keywords

After all of that I’m hoping you have found yourself a nice little list of niche topics, great!

Now it’s time to get some keywords.

Keywords are divided into three main categories: head, body and the (long) tail.

The Complete Guide to Keyword Research: number of keywords, competition vs conversion image


Head Keywords

These are normally single, short keywords, with huge search traffic and competition. For example: “supplements” and “cars”. Because the searcher intent is very ambiguous, Google does not know exactly what page to show up in the SERPs. Someone searching the word “cars”, may be wanting a car insurance quote, or they may be interested in some cool sports car wallpaper for their desktop.

NOTE: Head keywords don’t convert very well.

Body keywords

Body keywords are longer phrases, around 2-3 words, that have less search volume than head keywords but are a bit more specific. Words like “car insurance quotes”, and “best car wallpapers” are good examples of body keywords. Body keywords are still competitive, but just have less search volume.

Long tail keywords

Long tail keywords are keywords with 4+ words in the phrase. They are almost always specific.

Phrases like “how to get the cheapest car insurance quotes for new drivers”  is a good example of a long tail keyword. Long tail keywords don’t get much search volume, but when you target multiple long tail keywords, you can get a decent enough traffic to convert.

Long tail keywords make up the vast majority of search quires online.

My advice would be to put your focus on body and long tail keywords. This is because head keywords are very hard to convert and super competitive, so there’s no point in wasting your time trying to rank for those keywords.

When writing any article make sure it’s the content is of decent length (2000 words) and targets body keywords.

This is so you can get all the benefits of targeting body terms: high search volume, easy to convert traffic, medium competition. And by writing long pieces of content, you will naturally include long tail keywords in your article without even knowing. Long tail keywords do have low monthly traffic (100-1000 searches), but are easy to convert and rank for.

This is why you should aim for body and long tail terms.

Well, that’s it!

You’ve just finished the first Chapter of The Complete Guide to Keyword Research.

Now don’t go away to soon as you’ve got other chapters to read. Next, you’ll be finding out how to turn those niche topics into great keywords?

Yes, more keywords!!!

In order to find these hidden treasures we need to know how to use the Google Keyword Planner Tool.

The Complete Guide to Keyword Research: The Google Keyword Planner, is next in our guide.

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Tahir Miah

Tahir Miah is an entrepreneur, digital marketer and SEO enthusiast. He is the founder of Serpjump, a Bedford link building agency. Tahir currently advises companies on the best way to increase revenue and brand awareness through SEO, content marketing and link building. He can be found on @serpjump

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