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The Importance of Doing Keyword Research

As a SEO Specialist, one of the things that I'm always talking about is the importance of proper keyword research. Follow these Seven steps for success:

Keyword Research Matters

Why Keyword Research is Important for SEOAs a SEO Specialist, one of the things that I’m always talking about with my clients is the importance of proper keyword research. If you haven’t heard of the term, just think of keywords as search phrases in Google. To Google and other search engines, keywords are really the foundation of a website. Search Engines view keywords as the basic building blocks that sites a built upon. And, picking the right keywords actually matter. While doing SEO work, I’ve actually discovered that the eventual failure or success of a website depends on how well one picks and uses keywords.

So, what’s the right way to do keyword research? Simply follow these Five steps and you’ll have success:

How to Do Keyword Research

Step #1: Make a List

The best way to do this is to brainstorm potential ideas in a Word document. Simply open a new document and start typing out a general list of words or phrases that are important. As you start doing this, don’t be too choosy or selective. Let whatever idea you have flow out of you and write out any idea or topic that comes to mind. In the future, we’ll trim down the list into something that makes total sense.

Step #2: Come up With Topic Ideas

Now that we have a good list going, next we need to expand these keyword ideas into overall topics. At the bottom of your document, make a topics heading and look at your keyword list above to come up with overall topic ideas.

  • For Companies who Sell Services: If you own a service company, one of the best ways to come up with topic ideas is to write out the services that you business offers. For example, if you own a carpet cleaning business and also do tile cleaning, upholstery cleaning, and window washing, you’ll want to write out each of these as topic ideas.
  • For Companies who Sell Products: If your business sells products, think of the overall niches that your audience has. For example, if your business sells health products, write out overall ideas that match your niche.

Step #3: Use a Keyword Research Tool

Now that we have a list of topics, next we need to use a Keyword Research Tool to get specific keywords from our ideas. While there are a variety of tools that do the job, we’ve found that these tools do the best job:

  • Moz Keyword Explorer: this tool works great for finding a variety of keywords in a variety of different industries.
  • Google Adwords Keyword Planner: this tool helps you find keyword ideas as well as finding local traffic for specific searches.

Step #4: Make a List

As you find keywords, it’s important to start organizing your keywords into 3 different lists:
  • Primary Keywords: these are keywords that you absolutely would like to rank in Google.
  • Secondary Keywords: these are searches that you’ve like to rank in Google but aren’t as critical as Primary Keywords.
  • Tertiary Keywords: keywords that you’ve like to rank for but it’s not as totally critical that you do.

Step #5: Narrow Down Your List

Without a doubt, it’s easy to find keywords but harder to decide if they are the right keywords. At this point, one of the best things to do is open up Google and search for keywords individually.  Look at the results closely, if the results include products or services that you’re offering, then you’re on track. Ideally, you want to choose buying keywords, keywords that describe exactly what the client does. By the time you are done with this step, you’ll have narrowed down your list with the best keywords at the top that describe exactly what your business does.

Here’s what we’ve learned about choosing keywords:

  • Singular vs Plural – if you choose keywords that are plural, they will rank for both singular and plural instances. For example, the keyword “Plumbing Company” will rank for both “Plumbing Company” and “Plumbing Companies.”
  • Closely Related Keywords – Keywords that are very similar to each other will both rank if you’re targeting one of these keywords. Example, if you choose to rank for “Plumbing Dallas TX” it will rank for both “Plumbing Companies in Dallas TX” and “Plumbers in Dallas TX.”
  • Choose The Best Keywords – If you’re not sure if the keyword is a good one or not, just search for in Google. If you see informational searches in the top half of the First page, you’re seeing an informational search, not a search containing buying keywords.

Step #6: Create a Plan for Targeting Keywords

Now that we have three lists, the next thing we need to do is decide which keywords that you’d like to focus on for the homepage and inner pages on your site.

  • Homepage: It’s a good idea to choose about Ten to Twenty keywords for use on the homepage.
  • Inner Pages: it’s best to focus on One to Three keywords for inner pages.

Step #7: Implement Your Plan

Woman working with laptop at coffee shop

Implementing the plan involves writing content for your homepage and inner pages that contain the keywords that you are targeting. For simplicity, focus on the homepage first then inner pages.

  • Headers: When writing content, it’s always best to use article headers that use the Primary Keywords within the content header. For example, if you’re keyword is “Plumbing Company” that a great headline would be “Why We’re an Expert Plumbing Company.” The article needs multiple headers seperating between every paragraph.
  • Keywords: As you write out the article, you’ll want to sprinkle keywords throughout it that occur naturally in the content and don’t appear to be forced or over used. The rule of thumb here is to use the Primary keywords more, Secondary keywords less, and Tertiary Keywords at least once each in the article. If you can’t find a way to grammatically place a keyword into a header or the article, don’t do it.


If you’ve done everything correctly, then you’ll end up with an awesome content on your homepage and inner pages that establish your brand, explain your products or services, and also start ranking in Google. If there’s anything that we can do at Pushleads to help, be sure to call us at 828-328-4777. Have fun!

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