SEO Keyword Research: How To Do It Right And What Tools To Use To Get The Best Results. - The Comprehensive Minds

SEO Keyword Research: How To Do It Right And What Tools To Use To Get The Best Results.

SEO Keyword Research

In the beginning, excellent keyword fill (maybe a little creative) was enough to keep putting the same keyword into the text over and over, and things worked wonders. Google was easily fooled. He assumed that the more a resource cited a certain term, the more important that resource had to be for that topic. And we know that no it doesn't.

However, this has not been the case for some time.

A good, really comprehensive keyword search for SEO can and should no longer be limited to a list of keywords and search volumes, but should also contain much more relevant information for both the content marketing department and for those who need to be more traditional with corporate marketing deal with?

Together, let's see what keywords are, how to distinguish them so that you can do good keyword research for SEO, and what tools are best for completing them.

What are the keywords?

A keyword is a detailed search formula that a person uses to describe their problem, look for a solution, identify a product or service that can help them solve their problem.

Google search is, therefore, something that people do when they need to satisfy their own needs, satisfy a need, or have a whim or curiosity. In reality, the term keyword refers to the single lemma, whereas we are used to calling keywords and actually search queries.

Thus, a keyword is first of all what a person asks to fix a problem that they cannot solve.

You suspected that in order for your business to sell online it would have to solve these problems on both the sales pages and the blog.

How do people express these moments on Google? That's right with keywords. Good keyword research for SEO will therefore lead you to discover not only the keywords to be used in the texts (and in this regard, however, it would be important to discuss them) but also and most importantly the problems, needs, and requirements Of your future consumers.

When should keyword research be done?

It might come as a surprise, but SEO isn't the only thing that can benefit from keyword research.

Indeed, keyword research is required at many different moments of SEO work, and not only :

When it is necessary to rethink or reorganize the site's information architecture; or if there is a need to validate one with data related to user searches on Google or another search engine. Did you notice? Search queries can also give you great ideas to understand how to write the page about us, structure the contact page, but also know what to include in the categories and product sheets of e-commerce.

When there is a need to validate the editorial planning of the blog with data.

When you need to tell the content marketing team what resources are needed on a particular page. For example, keyword research can help you determine that videos are needed. many pictures; maybe a good old HTML table. In short, so many different ideas.

If you need to run a campaign in Google Ads, even if you only need to identify certain keys, there is a big difference between transaction keys to be used for campaigns and information keys. I will explain everything to you shortly.

When you need to find ideas and ideas for link building. That's right, getting links also needs to be done and planned in detail as is the case for your website's SEO.

Therefore, as you have seen, there are many cases when it is necessary.

What all of these practices have in common (and in fact, they are all united by keyword research) is the definition of the typical customer's behavior and what keeps them from realizing that they have a problem and it is with a product or product wanting to solve service you are selling.

It is clear that this cannot be done in a vacuum and without information. Knowing your market, your typical customer, and the doubts and fears they have is fundamental.

For example, if you are thinking of working with us on the search engine optimization of your website (and can help us breathe the planet by becoming one of the owners of a clementine tree in the clickable orchard) I can already guarantee that questions will be overwhelming for you are. understand who you are, who you are dealing with, and what drives your customers to approach you.

How do I choose the right keywords?

Not all keywords are created equal. Some are general terms like [pizza]. Others are much more precise, such as [individually engraved men's ring made of matt titanium].

Usually positioning on generic keywords is difficult, expensive, and time-consuming, while positioning on more specific keywords is much easier.

The downside, as you might have guessed, is the number of searches for these keys. A keyword like [gps] will have many searches, but it will be terribly general and imprecise. The search engine will think:

GPS for what? Do you want to know what it is or do you want to buy one?

And if you want to buy one, by what means?

Much easier if you want to position yourself on a key like [how to install a GPS locator]. The intention is clear. You are looking for guidance on how to proceed. Better still a video. The keywords must therefore be selected taking the following criteria into account:




Significant to your business intent.

Words that can be misunderstood, unclear, or not closely related to the product you're selling will be discarded at the beginning and kept as secondary goals when the website is strong enough to compete on those keys.

Warning, this does not mean that you should only keep the keywords that are related to the products, but also all the information search formulas that are closely related to your product.

A search like, "Why are my tomatoes turning yellow?" Is perfectly and closely associated with fertilizer. You should purposely create a FAQ or blog article to answer these and many other questions. The keywords should therefore also be chosen based on What you want to get from the user: When you choose a keyword like "how to do something" you are trying to solve the difficulty of the reader but this hardly triggers purchase intent (not immediately). On the other hand, if we were able to position ourselves on a keyword that contains a service we offer, the likelihood that the user will buy the same service is higher.

An example of choosing the perfect keyword

For a moment, let's slip into the role of a company that makes bolts for car tires, a very small niche sector.

Keywords like: "bolts", "tires", or "cars" are not good for the SEO keyword research we do as we have generic results that do not fully explain what we are doing and, moreover, would be positioning ourselves for these keywords impossible and not useful for commercial purposes.

I'm sorry to have to tell you, you won't be ranking for these keys, or at least not immediately. These are too many sought-after keys, and Google doesn't trust the first one that comes by.

Not only that, losing these keys might not be a huge problem. As important as the traffic drop is and you think you need to enable it to get out of a Google penalty. If you look at analytics, you might find that pages that ranked for large keywords weren't really producing any commercial results.

On the other hand, if we choose something like "tire bolts" as a reference keyword, the user performing this search should want to find our site among the first results of the SERP, so this is important to us.

To be even more specific, we could select keywords that identify the exact product we are selling, for example: "Anti-Theft Tire Bolts".

Such a detailed search is certainly closer to conversion than a less precise one.

Some keywords are more in demand than others, and therefore their search volume is higher, and they are generally more competitive keywords. This means that, together with you, you will find many big names in the e-commerce world on Google, such as Amazon and eBay, or information, especially newspapers or large thematic portals.

However, it is much better to start with smaller and more vulnerable keys that can describe precisely what a typical user is up to. Let's take an example:

Search: [Ring]. Good luck. You will need it.

Search: [Herrenring]. It is still terribly difficult.

Search: [titanium men's ring]. Some rooms are starting to open. If you've done a good job, a page devoted to a subcategory might rank on the home page.

Looking for: [Men's ring made of matt titanium with individual engraving]. Bingo! A niche product, very specific, and decidedly purchase-oriented research. If you've implemented a good SEO optimization of your e-commerce, you should be able to position yourself on the front page without too much difficulty.

This process applies not only to products but also to services. Let's take an example:

Search: [CRM]. You may also be able to position yourself with encyclopedic content, but the difficulty is very high as you can find Wikipedia and other big names in the industry with you in the SERP.

Search: [best CRM]. Ambitious, there is no doubt about that. You will clash with giants like Salesforce and HubSpot.

Search: [best CRM for restaurants]. Let's start thinking. If you have a specific product for that category, it is certainly a lot easier to position yourself.

Search: [best free CRM for restaurants]. Much better. How many CRMs can there be for this business category with a free option? This is certainly a good entry point to attack the Google results page.

NB: I don't mean by that you really need to think about getting a free version of your product. I mean, if your business strategy isn't working and you're not generating leads in any way, SEO won't work.

Like all media, SEO reinforces a message, in this case, your message and your commercial offer. If you don't have a good commercial proposition, SEO has nothing to promote. You may also find that the more commercial keys have higher commercial competition and are often filled with advertising, which is why you should still also evaluate SEO support with advertising campaigns managed by a Google Ads agency expert.

How do you differentiate between the various search terms?

After thinking about some keywords that you believe are correct and representative of your business, it is time to understand if they are suitable for conversion and if you should take advantage of and work on those keywords to position or not.

There are 3 main categories of keywords:

Informational Keywords - Keywords indicating the need for an answer, eg. "How to Find Keywords".

Transaction Keywords - Keywords that can lead to the purchase of a good or service, e.g.. "NewYork SEO Agency".

Navigation Keywords - Keywords that identify a brand or section of a website, e.g.  "clickable" or "clickable work with us".

Informational keywords

Take the case of a boy who is fed up with just being able to cook wraps (any reference to blonde male writers on the Clickable blog is purely coincidental) and wants to learn how to cook tasty and delicious dishes. He'll immediately pick up his cell phone and write on Google "How to Make Pasta Sauce At Home" or even "How to Learn to Cook". This is a typical example of a phrase used as an SEO keyword, an information keyword, that is, a keyword used to solve a problem for the user.

These keys are usually used in the farthest moments from the time of purchase.

With these searches, the visitor is not ready to buy ... because they don't even know what to buy! He is trying to find out if there is a way to solve the problem that is making him sick.

Looking for [how to make pasta sauce at home] I'm not looking for a new mortar or hand blender or the best pine nuts for pasta sauce. I'm just trying to figure out how.

So there is no point in positioning yourself for an information key?

On the contrary! This is useful as it allows you to develop a relationship with the prospective customer and try to make him a contact so that you can then communicate with him further.

On a commercial level, you can imagine doing the following with this type of keyword:

The definition of interested target groups for advertising campaigns.

The collection of leads or contacts. It might be possible to produce high-level information material on the subject that the data subject can only access after completing a form and leaving their details. This is a great way to create profiled mailing lists.

Use them to strengthen your brand when your product or service cannot be sold directly online but only or even in stores.

Use them to create content for link building campaigns.

To get the most out of these keys, you can take advantage of a blog to talk to your niche.

Transaction keywords

Our aspiring chef will now be looking for a "cooking class" in which he wants to improve his cooking skills. Then it will google that search and probably try to make it more precise by typing in its needs. From here they will come out:

"master chef cooking class"

"Online Cooking Course"

The transaction or commercial keywords are therefore those that express an express purchase wish and are positioned at points 3 and 4 of the conversion ladder.

Particular attention needs to be paid to correlated keywords, alternative search formulas that can be used by people as an alternative to more obvious research but express the same research intently, in this case, buying a cooking class. For example, a potential customer may be looking for a “cooking class” rather than a “cooking class”. It is not necessary to create a page for each associated key. The research intent is always the same, so the desired result is the same.

Navigation keywords

Brand Keywords, or Navigation Keywords, are keywords that contain the name of the brand and relate to products or services manufactured by a particular company.

These search queries are usually very advanced in the conversion path and often form the last part. When a person searches for a company's brand name, not only do they know the solution to their problem, but they also know the exact name of the company. Product (or the manufacturer) of what it will satisfy. In our example, we are looking for the name of a cooking school that organizes courses to train qualified chefs.

What happens after a branded key search is usually very simple. The person enters and does so when they find that they can buy what they identified.

The best tools for your SEO keyword research

They know exactly how to find the best keys for you and how the route to conversion works.

It is time to let you know the best tools to do your keyword research to determine which keys to use in creating an article or page on your website.

Let's start:

Google Keyword Planner

Google Trends

Google Search Console and Google Ads


Keyword Researcher Pro


Keyword surfers and extract people also search for phrases in Google

Competitive intelligence tools: SEOZoom, SEMRush, Ahref & best of all 'Long Tail Pro'

Google Keyword Planner

The traditional starting point is the Google Keyword Planner, a tool mainly used to find the keys for campaigns in Google Ads. However, there can be great answers even when SEO keyword research is required, especially to understand which keys can and cannot help you convert.

Google Trends

Trends is the Google tool that allows you to view trends and search statistics for a specific key over time.

It's the perfect tool for figuring out the seasonality of the keys and understanding how to adjust your commercial proposal or editorial plan accordingly.

Google Search Console and Google Ads

Okay, these two aren't keyword research tools, but they are good places to start if you already have an active website or an ongoing advertising campaign.

If you already have an active website, it is very easy to understand which keys Google has already positioned you for and which ones you are doing very well for.

However, by watching the search console, you can also understand which keys need to work on the most as they may be highly sought after but will not show up for them. After all, GSC always offers you the option of checking all search volumes of the tools and determining important differences. Yes, paid tools usually underestimate the impact of long-tail keys.

With Google Ads, you can use data from ongoing campaigns to understand:

The average conversion rate of a particular query, or why not a particular search intent, always bearing in mind that there are important differences between the ad and the organic conversion rate.

The SEO value of the conversions achieved (i.e. how much it would have cost you to get those conversions from Google Ads)

The SEO value of the traffic (i.e. how much it would cost to get the same traffic from Google Ads). In this latter case, it is impossible to evaluate the value of the information keys even if it is very high.


Yes, Google search is not only the goal of SEO activity but above all a perfect place to search directly for keywords and see with your own eyes the information that the search engine offers Search for clues and information.

Have you ever carefully analyzed Google SERP? It really gives you a lot of interesting information that can help you improve your content significantly. If you learn to read the SERPs, you can find that some keys are transactional and some are invisible.

If you still look at Google you can find that some searches need results that are enriched with structured data, while others need images or videos.

Keyword Researcher Pro

Keyword Researcher Pro is a great paid tool that scraps Google Suggest and extracts a lot of user-entered keys from the search engine.

It does a lot of good work as it allows you to dig deep into users' searches and see every possible nuance of a topic, to clear up all sorts of doubts and questions people have been looking for regarding a particular topic over time.

It's a very powerful tool, and what's even better is that not only does it scan Google, but it also lets you crawl Amazon and YouTube suggestions for even more data and insight.

This is especially useful when you're dealing with commercial keys where Amazon scraping can produce great results, while YouTube scraping for informative content with videos or searches makes really great ideas and good sources for embedding videos when production of a proprietary video is not intended immediately.


Ubersuggest is another interesting premium keyword research tool that has been enriched with interesting features over the time after it was purchased by Neil Patel.

To date, it is perhaps the most interesting free and paid tool on the market. Ubersuggest allows you to deeply analyze competitor websites to find out which pages are the best, what links they get, and what keywords they rank on.

In addition, the tool offers an interesting and detailed keyword search function, but you have to purchase their premium plan, which allows you to get an idea of ​​what to write and what users are looking for in response to a particular search.

Keyword surfers and extract people also search for phrases in Google

Keyword Surfer and Extract People who also search for phrases in Google are two free extensions for Chrome or in general for any Chromium-based browser, with which you can have a lot of really useful information directly in the SERP.

While the first provides more standard data such as related search queries and long queues for the key entered in Google and accompanies the data with statistics on domain backlinks in the SERP, the second tries to extrapolate "people who are also searching". or the associated keys that Google makes available to users when they return to the SERP after clicking on a result.

These may be refinement searches that have to be taken into account, especially with more complex SERPs, and that do not have a clear search intent in order to obtain as much information as possible about a piece of content. is a beautiful, completely free online tool that allows you to examine the people Also Ask field on Google or questions about a specific search key.

The handling is very easy. Enter a search term, geographic area, and language, then click Search. After a few seconds, the tool will return a diagram in which you can see not only the main questions of people associated with particular research but most importantly its evolution.

While there is no evidence that answering these questions can provide any concrete SEO benefit, there is no doubt that these are excellent ideas for not only creating more complete content but also new and fresh ideas for your editorial plan to be able to think of new articles or review some older ones.


Answer the Public is a very handy tool that, once you have entered a key, will give you a complete idea of ​​what questions and what informational keywords are being sought for a given topic, using real questions, not just schematic formulas. for your own keyword research for google.

Simply enter a keyword, select the country and language of the search, and click on "Search". After a while, the tool returns an overview similar to the one below, summarizing all the questions users have about the term "SEO".

This has always been important, but with the latest update of the BERT search engine, this aspect has been reinforced. To find out what BERT is and what it entails, I refer you to google updates history.

Competitive Intelligence Tools: SEOZoom; SEMRush; Ahrefs; Long Tail Pro

SEOZoom is very popular in the Italian market, but SEMRush and Ahrefs, and especially Long Tail Pro provide basic information that the Italian tool does not:

The three Made in USA tools can help you determine which keys Google is showing advanced results for (the ones we saw before looking at the Google SERP).

This is very important as it speeds up resource planning significantly:

 I personally recommend you to use Long Tail Pro because the price of this product is very low as compare to other tools, and for the result it gets. And it has a lot of other features which Ahref and SEMRush didn't provide. Identify missed business opportunities, find untapped niches, uncover low-competition long-tail keywords, and discover exactly what people are actively searching for in any market or niche. Click Here for more information about Long Tail Pro.

As we've seen, there are differences between the different types of keywords, but all of them are important for getting great SEO positioning. Choosing keywords takes logic and accuracy, and not everyone has the same strategy. If you have any more ideas on how to go about finding and choosing the right keywords, don't hesitate to add your thoughts in the comments.

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