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How to do Keyword Research in 2020


Dan Marzullo


June 12, 2020

You read our previous blog post, Your 2020 SEO Checklist and as promised, here’s your keyword search tips that will bring you more traffic and higher rankings.

How to do Keyword Research in 2020

When it comes to search engine optimization and growing your business, it’s important to understand who your target audience is before you start to research keywords.


When you get to really know your audience, you can gain an understanding of what they’re searching for, how they’re searching for it and where they’re located.

Once you have a handle on this information, you can then provide content and solutions for your audience. Keyword research is your crystal ball to discovering what potential consumers are looking for, as well as the exact wording they are using. There's no guesswork. You know what they’re seeking and you can provide exactly that.

What Is Keyword Research?, a great SEO resource, defines the term as “the process of discovering words and phrases that people use in search engines with the ultimate goal of optimizing content around those terms.”

Why is Keyword Research Important?

If you want potential customers to find you, creating content with keywords you know your target market is searching for is key, no pun intended. It’s paramount that you’re aware of what relevant keywords will lead potential customers to your site. What type of keyword you target will even determine if your customers are ready to buy.

What are Different Keyword Categories?


These are very basic one-word terms and the results can be very broad, therefore a lot of competition for ranking out there. At this stage, someone is probably in the research phase.


These are more specific and usually contain two to three words, therefore there is less competition. These potential customers are not quite ready to make a purchase but are on their way.

Long Tail

These are four or more words and are extremely specific phrases, therefore not searched very often. This is not necessarily a bad thing. Backlinko tells us that “92% of all keywords that people type into search engines are long tails.”

Long tail keywords usually get fewer clicks, however, those searching know what they’re looking for and are at a stage where they’re ready to make a purchase.

How do you Find Long Tail Terms?

You already have the tools, but most likely, are unaware that they’re literally at your fingertips. Check this out. Let’s say we type in the words, “keyword research” in Google. If we scroll down to the very bottom of the page, Google provides us with searches related to “keyword research”.


Our long tail keywords have been delivered to us on a platter. You can see that “how to do keyword research in 2019” popped up, therefore, the title of this piece reflects what Google has found. This may end up bringing us less traffic, however, the traffic we do get is going to be very interested in what we have to write, will be more willing to share on social media and become part of a community by commenting.

Long tail keywords are super valuable for companies who are looking to increase their rank in organic Google searches.

Why Google Trends is Your Friend

Google Trends analyzes the popularity of top search queries in Google Search across various regions and languages. They use graphs to compare the search volume of different queries over time.

Data Editor at Google, Simom Rogers, writes that “Trends data can provide a powerful lens into what Google users are curious about and how people around the world react to important events.”  

Rogers says, “Google Trends allows you to search for a particular topic on Google or a specific set of search terms. Use the tool and you can see search interest in a topic or search term over time, where it’s most-searched, or what else people search for in connection with it.”

Google Trends will even show you related searches, providing you with relevant keywords that others are using.

Using these tools will help you understand how, when and where someone is searching, ultimately helping you build content around that knowledge.

What Keywords Does Google Suggest?

Let’s ask them. When you type in something in the Google search bar, take notice of the suggestions it offers you.

Google certainly knows best. This free tool gives you access to behaviors Google has learned from people’s searches.  

These keyword research tips will definitely help your business succeed. It’s always a good idea to keep up with changing trends in your industry as well as continue to utilize Google’s free platforms and tools.

Taking a peak at your competitor’s keywords through a platform like Google Ads can come in handy as well.

There are so many tips, tricks and tools to maximize your keywords, allowing you to rank higher and create better SEO practices for your site.

What are some keyword search tips that have worked for YOU?


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