SEO Keyword Research

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Learn More about SEO Keyword Research

I need some help with keyword research and I don't know where to start.

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What is Keyword research, learn more about what you need.

In the beginning – you don’t know what you don’t know about keywords

While Google’s constant algorithm tweaks keep inbound marketers on their toes, one thing has been fairly consistent for inbound marketers aiming to optimize their websites for search: keyword research.

Together we will set out on this journey to define keyword research, why it’s important, how to do keyword research for your SEO strategy, and how to find the ideal keywords for your website.

The Definitive Guide to SEO Keyword Research

Keyword research is a process that consists of finding and evaluating keywords that target specific purposes, such as SEO or marketing.

Or in layman’s terms, we are finding the words used by people looking to accomplish a thing.

Keyword research can reveal queries to target, as well as their popularity, ranking difficulty, but even deeper investigation can reveal the device type being used, and whether or not the person doing the searching is ready to buy, or not even sure that they have a problem.

On this page we will be discussing the 2 phases in keyword research that we can help with and offer as a product, namely, ‘Your Own Keywords’ vs ‘Competitor Keywords’.

If you are starting fresh then it could actually be wiser to start with a competitor keyword wash – what are the keywords that your competitors are ranking for?

In-House Keyword Analysis

Your Own Keywords

In-House keyword research is based around the terms you are ranking for. We start this mission by :

Implementing Google Search Console (*GSC)

Implementing Google Analytics (*GA)

Connecting the data from GSC and GA into Google Data Studio so that you can track the Impression and Click values for URL’s on your website.

Creating a Rank Tracking Project

Once we have these set up, we have a chat and discuss the following.

  1. Who are your direct and indirect competitors.
  2. What do they offer, what do you offer and what terms are used by those seeing either of you.
  3. What is the paid marketing value of these terms.
  4. How much effort is required to rank for these terms.
  5. What do we need to do, at different times to rank for these terms.

In-House Keyword Research Features

No lock-in contract

Enjoy the freedom and flexibility that comes with no contract lock-in. You have the ability to change your mind at any time. Do you want to get out of Search Labs? We’ll miss you, but we understand that things change, and we won’t charge you an exit fee.

One Time Fee

This is a product, the cost is charged when the keyword research and extraction is complete. Just like in competitor keyword research, with this one we build out a Pareto chart of all the terms that you are ranking for and we present the information so that we can select the target keywords to rank for.

Building the data studio and connecting Search Console and Analytics is a one-time-charge and we provide maintenance for as long as our relationship is in play, or if you continue with us for 90 days then we will support the document for 1 year.

Recurring data updates for 1 year

With this plan, you will receive ‘live’ data about your site via a Google Data Studio report for 1 year.  (live data as provided by Google, as this is linked directly into Google, they may restrict providing data at times, this sometimes happens when they are performing algorithm updates).

Competitor Keyword Analysis

Competitor Keywords

Gathering and looking at things like landing pages and blog posts on a website with the intent of improving visibility and relevance of content is called a content analysis audit.

Content analysis audits keep track of a website’s content and can help you decide what to add, change, or remove in order to improve the searchers experience, and improve the search engines ability to accurately catalogue your content.

 

  • Give you data-driven insight into your content’s performance, allowing you to make data-driven decisions rather than guesses.
  • Identify content repurposing or upgrading opportunities where numbers are low.
  • Identify content that performs well and can be used in marketing materials.
  • Learn more about your audience’s preferences by doing a survey.
  • Content upkeep is easier when you know what you’re doing.

Competitive Keyword Research Features

No lock-in contract

Enjoy the freedom and flexibility that comes with no contract lock-in. You have the ability to change your mind at any time. Do you want to get out of Search Labs? We’ll miss you, but we understand that things change, and we won’t charge you an exit fee.

One Time Fee - or discounted ongoing plan

With competitor keyword research we build out a Pareto chart of your and 2 competitors, and then use that to select the highest value terms. Building out the base report and its ‘back end math’ is a one time fee, however every time we want a refresh on the terms involved we are charged and that charge is passed back to you, however it isn’t a massive amount of money.

Recurring data updates for 1 year

With this plan, you will receive ‘live’ data about your site via a Google Data Studio report for 1 year.  (live data as provided by Google, as this is linked directly into Google, they may restrict providing data at times, this sometimes happens when they are performing algorithm updates).

Switching to Search Labs SEO is easy. Sign up with us online and we will start planning out your log term strategy right away.

All we need to get started is:

Your email address

We need to speak to someone right.

A quick phone call

We need to figure out what you need, and also, I want to make sure you own the site we are going to work on.

About 20 minutes of your time

We can set this up once we know where this is going.

Access to your domain registrar

This acts as 2 things:

  1. It proves your ownership of the domain
  2. We need to make some DNS record changes

Google Data Studio – Organic traffic reporting. ON US! Monitor technical and content updates. Monitor the outcome of the SEO analysis. 

 

Make a switch to search labs for 90 days and we’ll help you set up Google Data Studio connectors to your site and maintain the data for a year as well as give you access to a lot of other Google dataresources! We go through your site and look at the traffic that comes in from every page on your sitemap, and we put it in toolbars and dashboards that are easy to use. Brands need attention, and we help you get more of it. For us, the impossible is possible.

You are the benifits of a SEO Keyword Research and analysis?

Google Keyword Research

This is the biggest hitter, people want to know how to do Google Keyword Research because Google is the search engine that they want to please, and there are a range of ways to do keyword research. The one we use, is reverse engineering the pages that hold the top positions. Every keyword tracking platform can only track what it knows to search for. Different platforms maintian larger libraries of keywords to track. Search Labs uses a combination of SEO Powersuite Rank Tracker, AHREFS, Frase (which isnt really a rank tracker) and LSIGraph. Why do we use so many tools, well, because you can’t tell AHREFS which keywords to track, its library is a closed library, and SEO Powersuite will track any term you give it, but it tracks them in series, ie one after the other, and LSI graph will find most Latent Semantic Index terms, but wont tell you their location. So what we do, is we find your site, and your 2 top competitors and we extract all the terms that they and you rank for. We then feed those terms into a Data Studio report and allow you to filter out the terms you want, or do not want based on whatever filter you want to apply (we are pretty happy to build out custom reports for our clients).

How much does keyword research cost?

Honestly this is a ‘it deptends’ kind of question.

You get what you pay for – and you can price it out based on the tooling alone.

SEMrush starts at $119.95 p/m and you can track a max of 500 keywords.

AHREFS starts at $99 p/m and you can track 750 keywords.

The difference is that with SEMrush, if you track 2 competitors it is still 500 per competitor,  but with AHREFS its total/number of URLS, so you would only be able to track 250 keywords per competitor.

These tools also come with no insight or strategy.

Search Labs makes use of both of these tools, and then uses a real time tracker where we feed each term into the search engine one by one, and monitor performance that way.

We charge on average between $50 and $600 per keyword extract, but we tie it all into a neat little dashboard that makes it much easier to pick the valuable keywords.

 

How many types of keywords are there?

This is a tricky question as the ways in which to view keywords are many. Some clients prefer to place keywords into ‘search intent’ buckets, in which case the buckets are:

  1. information
    1. An information intent keyword satisfies searchers looking for an answer to a specific question or general information about a given topic.

  2. navigation
    1. A navigation intent keyword satisfies searchers looking for a specific site or page or physical location, or alternatively seeking to find a process or series of steps required to perform an action, like the steps to cleaning a sparkplug, or how-to instructions like those in a recipe. Steps to create a specific meal.

  3. comparison
    1. This is an interesting one, some people don’t see it as a keyword intent, but later on you will become more aware of ‘feature snippets’ then you will see that there are feature snippets dedicated to different searcher intent and one of those intents is ‘comparison’ this is usually a query expecting a table that compares products like ‘features vs benifits’ or ‘price differences’.
  4. conversion
    1. The main difference between a ‘conversion’ keyword and a ‘transactional’ keyword is that not all conversions are transactions. For the most part though, when we talk about a conversion keyword it is a keyword that is either the transactional keyword or a keyword that is in the transactional pathway. An example may be something like ‘diving watch reviews’ – this could roll out into a comparrison term, or an information term…
  5. transactional
    1. These are seen as the golden words. The problem people run into is creating hard buckets when a lot of these buckets will spill into each other in reality. Many of the transactional intent terms are also navigation intent, or comparrison or conversion intent. We just need to look at where they sit in the searchers pathway to conversion.
Long Tail vs Head Term (short tail) keywords

AHREFS describes the difference between a short tail and a long tail keyword better than anyone. I would try, but I would be diluting what they have worked to create, so credit where credit is due.

This image is from their blogpost and it links back to that post if you want to learn more.

keywords long tail vs head terms

What AHREFS (PS this is the same logic that we follow at SearchLabs) proposes is that a long tail term is not a ‘longer keyword’ but that it is a keyword word that falls on the longer tail end of the ‘search demand curve’. There is a correlation between ‘term length’ and where it falls on this curve – generally speaking, shorter terms are less specific but have a higher search volume, meaning more people are searching for a non specific term more often, these terms are generally also ‘information intent’ terms, meaning that the searcher is further form the conversion point than those hyper specific terms with a lower search volume.