How to do keyword research to generate ideas for your content

With over 98% penetration of the UAE population, the internet is definitely making it easier for marketers to reach their audiences directly. However, with so much content out there, how can you make sure your audiences are able to find you? The answer is really simple: Keyword Research.

In this article we cover:

  • What is Keyword Research?
  • Why is Keyword Research Important for SEO?
  • How can Keyword Research help boost website traffic?
  • Types of Keywords
  • How to Choose a Keyword
  • Top Keyword Research Tools
  • Advanced Tips and Tricks

What is Keyword Research?

Keyword research refers to the process of finding search terms that users may browse with. It is the first step towards search engine optimization and provides content creators with a framework to structure their content in a way that can help them gain maximum traffic.

Why is Keyword Research Important for SEO?

Over the last decade, search engine optimization, or SEO, has come into the spotlight. Keyword research is essentially the root of all your SEO efforts since your content will be created and enhanced around these keywords. Keyword research is a crucial part of your SEO, content marketing, and digital marketing strategy because:

  • Helps you understand your target audience and their attributes better – Once you are able to identify the keywords that your audience is searching, you can plan and create content that can reach them better.
  • Helps you find more ideas – Once you are able to find the right keywords to rank for, you start getting more and more ideas about the content you can create.
  • Enhances efficiency – When you know the keywords you want to rank for, you can make use of your resources to produce quality content around those. That way, you save resources and utilize them optimally.
  • Get more for less – If you follow the advanced tips and tricks we mention below, you’ll be able to make sure that you are able to not just rank for the relevant keywords, but also for keywords that have low competition but better visibility. Keyword research tools will also help you spend your marketing dollars more effectively in PPC and Paid Search campaigns.

How can Keyword Research help boost website traffic?

Keyword research seems to be a very basic task and may not be something that your content or marketing teams spend enough time on. But it is important to understand that this very simple task forms the foundation of your content, web traffic, and marketing strategies.

Once you are able to identify the keywords that you should be ranking for, you can center your content development and distribution strategies accordingly. You can also then ensure that your PPC campaigns are targeted towards the right keywords and audiences.

It’s safe to say that if you do not get your keywords right, it will be detrimental to your bottom lines. Keyword research, thus, is a very crucial part of your strategy.

Interested in SEO?
Learn more about how to optimize your website for search engines during our crash-course Start with SEO.



Types of Keywords

There are 9 types of keywords that you need to select and map out in your content strategy. These are:

  • Short tail keywords – Short tail keywords refer to search queries that do not exceed 3 words. For example, if Nike was to select a short tail Keyword, they could go for ‘running shoes’.
  • Long tail keywords – Long tail keywords are search queries that are more specific in nature, and are usually used right before the purchase decision is made. While these are relatively trickier to anticipate, once you find them you can use them to your advantage. In the case of Nike for instance, a long tail Keyword could be ‘best running shoes for athletes’.
  • Product defining keywords – Product defining keywords are keywords that describe your product best. Ideally they should include the generic name of your product and your USP, or even your brand name.
  • Customer defining keywords – These are the keywords that describe your customers. For example, the customer defining keywords for Nike shoes can be ‘athletes’, ‘runners’, ‘marathon runners’ etc.
  • Geo-targeted keywords – Geo-targeted, or geographically targeted, keywords help identify your business based on its location and the location of your desired customer base. For example, a cafe located on Sheikh Zayed Road would target for Dubai area only.
  • Intent targeting keywords – These keywords signify a strong intent on the part of the searcher to conduct a transaction, whether it be to buy something, inquire about a service, or any other type of conversion action.

Types of keywords in SEO

How to Choose a Keyword

Now that you know what keywords are and what are the different types of keywords, it is time to understand how you can choose a keyword. This is a simple 5 step process as shown below:

  1. Make an initial shortlist – Think how your customers could search for you, and create an initial shortlist of all keywords that you want to research more about.
  2. Analyse the competition – Check out the websites and blogs of your competitors and see what are the keywords that they are ranking for or making use of more imminently.
  3. Classify your keywords – Classify the keywords you have gathered from the above 2 steps. This classification is crucial for content distribution purposes.
  4. Use keyword research tools – There are various free, freemium, and premium tools available, and make use of those to help with the classification and selection of keywords.
  5. Analyse the results – Once you have compiled the lists and results from the keyword research tools, it is time to analyse which keywords you are already ranking from and which ones you wish to rank for.

How to identify relevant keywords for your content?

Top Keyword Research Tools

While there are a plethora of options to choose from, these are the top keyword research tools that you must implement:

Advanced Tips and Tricks

Now that you know the importance of keyword research in your strategy, here are some tips for making sure your keyword research process is thorough and effective:

  1. Use negative keywords – Negative keywords are words that you do not want to target in your PPC ad campaigns. Using negative keywords can take your SEO strategy to the next level since they help narrow down your audience and reach the right people.
  2. Take advantage of localized keywords –Focus on localized keywords and phrases, particularly for FMCG products and customized services, can help companies reach buyers who are close to physical store locations, thus boosting the bottom line. 
  3. Attempt to rank for top competitor keywords – always keep a close watch on what your competitors are doing. Identifying the keywords that your competitors target may seem to be very simple, but it can prove to be a game-changing strategy. 

Keyword research is the building block for your SEO, content, and digital marketing efforts. That said, it is only the beginning of search engine optimization. Spending a little more time on finding the right keywords can show amazing results very fast.


Interested in SEO?
Learn more about how to optimize your website for search engines
during our crash-course Start with SEO.


To know more about keyword research and how it can help you, check out SEO Mini-Class – Keyword Research for your Content – a mini-class hosted by Abdel Kader Jrab, Co-Founder at Beit Byout and Digital Marketing Instructor at AstroLabs

More from AstroLabs Team

Here’s how you can use Facebook Pixel to make the most of your advertising budget

Facebook is the world’s largest social networking platform, reaching over 60% of...
Read More

Related posts