Keyword research is essential to the success of your site. Do you know how to do this? Here a simple way! Let start this article with a simple question: How do you define your blog posting guidelines?

Let start this article with a very simple question: How do you define your blog posting guidelines?

Don$0027t be afraid. If you do frequent keyword searches to find the best terms, this is the right way!

If, on the other hand, your answer does not involve this kind of research and is based solely on mind-blowing ideas, this publication is fundamental for you!

When it comes to SEO, Keyword Research is the main process of a digital marketing professional. There is no successful strategy that does not use this type of analysis.

If you$0027ve never done a keyword search for the blog you created or have questions about how to run it perfectly, I guarantee that after reading this post, your problems will be over!

In this content I will not explain what SEO is. You can learn this better in our post on the subject, in the previous link.

Today we will focus exclusively on Keyword Research!

What is a Keyword Research in SEO?

To get the organic traffic you want so badly, it is essential that the content published on your blog is relevant to someone.

So far we all know, but how do people find your contents? When they write in the search engines, they use keywords.

Yes, we$0027re explaining it step by step until we get to the main point. Before visiting your page, the user must have a question or problem that he wants to solve.

Whether it a silly question about the differences between services, practical guides to perform a particular task, or even a detailed search to understand a concept in depth.

How can you find the terms that your audience is most looking for?

I have two answers to this question:

  • getting to know the buyer of your business very well;
  • by performing a keyword search to find the best opportunities for your niche.

At this point we will not go into detail about the buyer person, but it is important to point out how important their creation, definition and understanding is.

Once you know your ideal customer profile, the mission of predicting their search behavior and identifying their main problems becomes a simpler task.

Why am I saying this? To conduct meaningful Keyword Research, it is essential that you know everything about your client.

After all, this search is just a definition of which topics are most interesting to your audience in terms of keywords and which have the best search volume.

In other words, keyword research is the main way to find the best opportunities to address in a blog.

What is the importance of Keyword Research?

As you read this publication, I can assume that you are a person interested in content marketing and SEO.

However, I can be very wrong and you may simply be looking for the first information on the subject. Whatever the situation, there are some points about content production that should be highlighted:

  • he who produces content just for the pleasure of producing it will never get any results ;
  • a blog will never reach its full potential without planning behind the production of that content.

Continuing, we find some points of convergence in the sentences listed above.

It is clear that, without goal setting and ideal planning, a blog will never help you create new business opportunities, become an authority on the subject or educate the market.

Keyword Research, therefore, is the secret to success in any kind of blog! Without it, your content may never reach the expected results. I say “possibly” because this kind of statement is too strong.

In an extremely fortunate situation, some of your publications may have a keyword that is relevant to your audience. Now think with me: Wouldn$0027t it be great if you could make all your blog content work?

If you want to have a blog that serves as the main attraction tool for your brand or business, you can$0027t depend on luck.

Main objective of Keyword Research

I hope the reasons for the importance of keyword research are clear to you. If you have not yet understood, I suggest you go back and re-read the previous topic.

Without understanding the real need to start using this tool, you will never be able to reach the full potential of your Content Marketing strategy.

But now no more terrorism!

The most common goal in almost 100% of cases is to increase organic blog traffic. Let keep this goal in mind right now.

To increase organic blog traffic, there are two different but very similar ways of addressing opportunities. Both involve keywords, of course, but each has a particularity:

  • Keywords Head tail;
  • Keywords: Long tail.

You think it complicated?

Take it easy, you will now understand more about the two types of keywords you should consider when choosing the target of your strategy.

What types of keywords can you search for in your Keyword Research

If you$0027ve ever wondered, is there more than one kind of keyword?

We inform you that it does, but you stay calm. The difference is easily understood, and once you understand the concept, even the work of doing the research will be easier. Keep reading!

Head tail keyword

The head tail keywords have the highest monthly search volume for a given niche. An example of this type of keyword is “Marketing”, with over 60,000 searches per month on Internet search engines.

Can you imagine how much organic traffic a well-positioned content can get for this keyword? Despite the high volume, the problem with this type of keyword is that the competition is often monstrous.

We are talking about thousands of contents, websites and all kinds of material possible for a single keyword. After all, if we stop and think quickly, there is a great deal of variation in the term “marketing” that we can find:

  • Marketing;
  • Personal marketing;
  • Digital Marketing;
  • Business Marketing;
  • Traditional marketing.

And many other possibilities. So what should we keep in mind when focusing on head tails in your keyword research?:

  • The opportunity is incredible. The volume of traffic is always greater, but competition also accompanies this large volume.
  • High competition increases the need for highly elaborate, comprehensive and non-superficial content.
  • It is necessary to monitor the content constantly . Just posting and forgetting an article will surely not bring a return. Top rated content and sites undergo daily updates to stay in those positions.
  • Despite the high volume of organic traffic, it is often less qualified , as anyone looking for this particular term can stop at your page.
  • They$0027re extremely generic.

To produce content that has a better chance of reaching the top of Google on this type of keyword, you can use the Topic Cluster methodology, in which a pillar content is the centre of a semantic network that includes specific content related to the pillar.

Long tail keyword

At the opposite end of the room are the long tail keywords, also known as long tail. Considered the treasure chest of Content Marketing, these keywords are longer and much more specific.

Where the beauty in this?

Imagine you have a men fashion blog and you$0027re creating phenomenal content about striped shirts. Certainly, there is a loyal audience of this type of shirts that is always looking for new opportunities and promotions to buy another model.

If you$0027re smart, you$0027ll add an offer on an ecommerce site you$0027re partnering with. Therefore, for every sale that comes from the link on your page, you will be entitled to a percentage of the profit.

If, when creating this publication, the keyword was only “shirt” (head tail), the search volume would be enormous, as would the competition. We have already explained this, but we are taking it up again so that you understand perfectly where we want to go.

Imagine that your publication is positioned very well, is on the first page and you get many organic successes every day. However, the results do not take into account the number of visits.

In one month, your page received 10,000 organic visits, but only 100 people clicked on the CTA (Call-To-Action) of your offer. Only 1% of all the visits your post received made the conversion into your offer. This is bad, but it can be improved.

How is that possible? Long tail keywords!

After reviewing the opportunities you changed the keyword content to “striped shirt”. Organic traffic dropped drastically and reached 1,000 hits per month.

Despite this, the number of conversions has remained the same, but in the ratio account, you are earning more! 10% of the visits are being converted and you start earning more money with your ad.

Despite the long history, I think the difference between the keywords long tail and head tail has become clear, right? Here are the main characteristics of this type of keyword:

  • less organic traffic, but much more qualified;
  • more targeted content;
  • better at answering questions quickly;
  • ideal for converting visitors into leads.

If you want to learn more about keywords, don$0027t hesitate to download this FREE e-book we have on the subject!

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How to do your own Keyword Research

It time to get down to business! Now let put everything in place so you can structure a good keyword research.

In this way, you will discover the best terms for your content production.

Step 1: defining the theme

We$0027ll start with the point that will govern the search. Throughout this process, we will use an example similar to Rock Content. We will guide your search as if we were creating one for our blog.

In this example, we define the central theme of the month as Digital Marketing.

Step 2: choosing the tools

There are currently a multitude of SEO tools that you can use to your advantage. Later in this publication, we have prepared a list of tools that can help you in this work.

For our topic we will use three in particular:

  • Google Keyword Planner;
  • SEMRush;

All the tools will be essential to search, identify and analyze terms that may represent good opportunities for the topic we choose. We will now use each of the three to find key words about Digital Marketing:

Step 3: Using the tools for research

Keyword Planner

With the Google Adwords tool you can find not only keyword ideas, but also the monthly search volume for each of the available variations.

Once you reach the Adwords home screen, click on Tools and select Keyword Planner. You will then be redirected to the next page:

You should focus your efforts on the first two options in the “Search for new keywords” session.

When you click on the first of the options, to search for new keywords with a phrase, you will fill in a series of fields that, once analyzed, will help the tool find the keywords that make sense for your business.

The more information you place, the more accurate the data analysis will be. In the following image you can see the other tab with the search results that were performed in the previous image.

The results of the keyword are easily analyzed and you will quickly find some opportunities to invest your time and start producing content.

In the previous case, the keyword “digital marketing” has a high volume of monthly searches, approximately 50,000. In spite of this, competition is high. Do you remember head tail keywords? This is a perfect example.

By scrolling down the page, you will find keyword ideas that are relevant and on the same topic. We now know that one of the possible head tails for our production will be “Digital Marketing”. And that how we completed the first part of the research.

Here at Rock Content we use to find variations of a particular keyword. We dare say that this is one of the best tools for the job.

After entering the term you want to receive variations on on the main screen of the site, simply select the search engine you want to analyze, as well as the language of the search.

In the next printout you will see the first tab of the results page.

As you can see, the tool found more than 550 unique variations of the keyword Digital Marketing. performs an exhaustive search of all variables that have a significant search volume including long tails ranging from A to Z.

The list is extensive and, of course, there will be variations that will not be as relevant. But anyway, it worth exporting the list of all the terms you find and using the Google keyword planner (with the option of entering a list of words) to see how many searches each keyword has.

It is important to remember that is a free tool, so the information we receive from this review is superficial and does not include search volume values.

If you wish to subscribe to the tool paid plan, all the information will be displayed on the main page of the research.


Before we start talking about this amazing tool, I need to warn you that SEMRush is a paid tool . However, it has a limit of 5 free keyword queries per day or per site.

Here at Rock Content we use this Russian SEO tool. In addition to providing us with a complete analysis of keywords, variations and related terms, the tool also offers an option that allows us to see the competition.

Now let take it easy. Watch the tutorial at SEMRush.

After accessing the tool and searching for the desired term, (we will continue with the example of Digital Marketing) you will find a complete report on that keyword:

  • Monthly search volume.
  • Number of results.
  • Related keywords (separate full report).
  • Keyword variations (full report separately)
  • Top 20 list in Google.
  • Search volume growth trend graph.
  • List with Adwords variations for the keyword.

At this point let take a look at the keyword variation report. We use the data in this report to find variations of the chosen keyword that represent good opportunities.

High search volume and acceptable competition are often the main opportunities we are looking for at this time.

It should be noted that here we find a series of long tail keywords that are excellent for addressing content that will be used to link to an article whose keyword is a head tail.

In this case, Digital Marketing.

Step 4: selecting opportunities and ending the search

Ready! We have reached the end of Keyword Research and now all we have to do is create a short report with the best results and opportunities we found in each tool we used.

Above are four valuable terms that represent good opportunities in an SEO strategy focused on digital marketing. The results are as follows:

  • Keyword: Digital Marketing – Type: Head Tail – Volume: 18100 per month
  • Keyword: Digital marketing agency – Type: Longtail – Volume: 2900 per month.
  • Keyword: what is digital marketing – type: Longtail – volume: 2400 per month
  • Keyword: Digital Marketing Courses – Type: Longtail – Volume: 880 per month

Among the four options we selected above, the keyword “What is digital marketing” is the best term to focus on.

Don$0027t you understand why we chose a long tail with 2400 searches per month instead of the head tail “digital marketing” with 12,100 searches per month?

A full publication on the subject may include variations of the keyword in question.

In this case, “what is digital marketing” is a key word because, in addition to volume, it has many relevant variations. And when we think about the way a user searches in engines, those are exactly the terms that most people will use.


Without the right creation and a Keyword Research that makes sense for your business, it will be very difficult to obtain the positive results you expect. We hope you can understand this quick guide we have produced on keyword research.

Now that you know how to choose a keyword through consistent search, how about learning all the secrets of SEO positioning? Learn how to do it in our SEO 2.0 Guide.

SEO Ebook

Complete guide to reaching the top of Google ranking!


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