Content-driven Growth (Part 1): My 6-Step Guide to Keyword Research

Most agencies advertise SEO as something performed by digital sorcerers within the unknown depths of search engines.

The veiled message is: “you won’t understand this, it’s too complicated”.

Selling SEO in this way is a conscious decision made by agencies – it ensures that they hold onto power and become an unquestionable authority.

I want to change this patronising relationship.

That’s why the goal of this newsletter is to demystify SEO.

And I will do this by breaking down the basic principles of keyword research – the practice that underpins all effective SEO strategies.

But first, a little explanation of the role of keyword research in SEO.

The SEO Process

How SEO DOESN’T work:

1. Write good content

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2. Get ranked

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3. Generate leads

This process is missing one key stage at the very start.

How SEO DOES work:

1. Conduct keyword research

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2. Write good content (informed by keyword research)

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3. Get ranked

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4. Generate leads

For content to be found in the first place, people must be searching for it.

If no one is searching for the content on your web page, no one will find it.

And you won’t generate leads.

In turn, your content should be directly informed by the searching habits of your target audience.

This starts with keyword research.

We predominantly use Semrush to conduct our SEO analysis at Trafiki Digital Marketing , so that's the tool I will use for the guide below.

1. Identify terms that are relevant to your business

There are a number of ways to do this, but I suggest you start by simply putting yourself in the shoes of your target audience.

Identify at least 10 topics they would search for to find your business.

These could be terms that generally describe your offering (e.g. running shoes) or specific services/products you offer (e.g. Nike trainers for men).

You can also use SEMrush’s “Keyword Gap” tool to see the sorts of keywords that your direct competitors are currently ranking for.

2. Research your keyword

Go to “Keyword Overview” in the sidebar, choose your target location, and type in the term you want to investigate.

e.g. "running shoes"

The metrics you will need to look at:

• Volume = the number of average monthly searches for a keyword.
• Keyword difficulty = 0-100 how challenging it would be to rank organically on the first page of search engine results for a particular keyword.
• Intent* = the underlying purpose that users have when searching for a specific keyword.

*SEMrush categorises user intent in four different ways:

• Informational: users seeking information, answers, or solutions to their queries (e.g. "how to improve running form").
• Commercial: users considering a purchase but may require more information before making a decision (e.g. “best long-distance running shoes 2023”).
• Transactional: users intending to make a purchase or engage in a specific action (e.g. "buy Asics Gel Nimbus 24").
• Navigational: users looking for a specific website or brand (e.g. Nike).

3. Assess its worthiness

To understand whether the keyword is something you should target, you must consider all three of the metrics above.

Choosing high search volume keywords may bring more traffic, but they often have a higher keyword difficulty.

On the other hand, low difficulty keywords are easier to rank for, but they might not drive as much traffic.

That’s why the ultimate goal is to strike a balance between...

High search volume

1. Low keyword difficulty
2. User intent that matches the purpose of your web page (e.g. transactional intent for a product page)

Assess all keywords on these grounds.

4. Investigate “Keyword Variations” and “Related Keywords”

For each term that you research in “Keyword Overview”, SEMrush will provide you with three extra columns under "Keyword ideas".

“Keyword Variations” and "Related Keywords" are your opportunity to find other ranking opportunities that are closely related to your core keyword.

Especially in the UAE – where the organic landscape is far less competitive than the UK and US – there are many untapped opportunities to capture huge amounts of traffic.?

For example, “On Running shoes Dubai” has a monthly search volume of 720, but a keyword difficulty of just 10!

This sort of keyword is known as a long-tail keyword. These search terms are essential for any SEO strategy as they are typically…

1. Less competitive/easier to rank for

? This is because they are more specific and have a lower search volume.

2. Show more of a purchasing intent

? Since the user is being more specific about what they’re looking for, this also makes them more likely to convert (as long as your web page is relevant and has good UX).

5. Investigate keyword "Questions"

There will also be another column labelled “Questions”.

These long-tail keywords typically have informational intent and will provide the perfect basis for blogs around your core keyword.

E.g. "running shoes" → “Are memory foam shoes good for running?”

These keywords can be used for upper-funnel blog content that push users onto key converting pages.

6. Repeat the process!

Now go back to the top and repeat this process for all search terms that you want to target!

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What Next?

The next – and the most important – step is to write website content that is directly informed by the data you have gathered during your keyword research.

In other words, optimise all relevant web pages – metadata, alt-text, URL structure, on-page content – according to the keywords you want them each to rank for.

This will ensure your website is attracting the right audience and, in turn, gives your business the best chance of turning traffic into sales.

How to USE keyword research to write content, however, requires an entirely separate newsletter.

One that I will release next week!

Key Takeaway

Content without keyword research is like trying to hit a target blindfolded.

You might shoot in the general direction, but you’ll more than likely miss the bullseye every time.

That’s why keyword research is intimately connected to your business’ online growth.

In fact, it’s the first step you must take.

If anything has caught your attention in this newsletter or you would like to delve deeper into SEO, please feel free to share your thoughts in the comments or reach out to me directly on LinkedIn!

Alternatively, you can book a 30-minute consultation with me here!