Keyword Research: Step By Step Guide (2020)

Undoubtedly, Keyword research is the most crucial element of the search engine optimization process.

Without keyword research, all your SEO efforts will be pointless and there would be fewer chances that people will find your content.

In Simple word-

Keyword research is the pillar of SEO Strategy and The entire SEO strategy is standing on its pillar.

You can’t write the relevant content if you don’t know the phrases that people will use to discover the new content.

In earlier days of SEO, when Google algorithm used to match the keywords that were entered in the Search engine With the Keywords on the webpages…

…And if the page has the matching keyword, then Google Search Engine used to render those pages in front of people.

Because of that:

It was more important to create content that included the exact matching phrases back in those days.

That’s when keyword stuffing came into existence!!

But, Now Google algorithm has evolved, and it considers the search intent of the searchers.

So, no need to worry about exactly matching keyword phrases.

In this article, I am going to walk you through the entire step by step keyword research process.

Let’s dive right in!

What is Keyword Research

It is a process of finding and analyzing the actual terms that people enter the Search Engine to search for any product or service.

Or Even Better:

Finding a keyword that people types into Google Search Engine to find any product or service is – Keyword Research

Google has kept all the Internet Marketers on its toes by rolling out a new algorithm.

And you know What:

The one thing that has remained constant throughout the years is keyword Research.

Most of the website owner fails to get traffic to their website because they don’t carry keyword research before creating content.


People write the content first, and they try to rank it on the Search engine.

They also think that- the content they are creating is generally in demand, and it will get more traffic blog posts or websites.

Not Necessarily!!

You need to understand what your targeted audiences are searching for and the search intent behind it…

… Then, create content that satisfies the searcher’s intent and the main reason for their search.

By knowing what people want- You can create EXACTLY what they need.

Imagine keywords as a path that leads to your audience-If you know the path, you will be able to find your audience.

Now to do the keyword research

-Identify what people are searching for and intent behind it, and once you identify their need or keyword for that matter analyze it…

… And offer them help in the form of content or product or service.

This brings us to the next topic!!

Importance Of Keyword Research

It is the most important step for any internet marketer.

Because it helps you:

  1. To get more traffic to your website
  2. To know what people are looking for
  3. To rank a website for a keyword in search engines.

Although you create a beautiful product or write comprehensive content, it has no meaning if it doesn’t satisfy the searcher’s intent.

Bottom Line:

When you are doing the keyword research, don’t find out the only words that people are entering the search engine.

What’s the catch?

-Think about your target audience, finger out the intent that searchers have in their minds when they are looking for the content.

So, if you want to become the most successful in INTERNET MARKETING, you need to put yourself in the shoes of your target audience.

Even I had made a mistake when I started writing a blog. I wrote an article and then tried to convince people to read my blog post.

I was just putting myself first and creating what I wanted to create and hoping people would like it.

And guess what?

My website couldn’t able to get traffic and ranking in a search engine result page.

Keyword research helps you to understand the concept that potential customer resonates with the things they are looking for and the things they care about.

That’s why it is an important step in search engine optimization.

Types of Keyword

In this topic, I’ll tell you about the types of keywords-

1. Short Tail Keyword

These are the keywords that have a higher search volume and a lower conversion rate.

Short tail keywords generally consist of one or two keywords in it.

You see, most of the internet marketer fails to rank their page in search engine because they try to rank it for short tail keyword.

Here’s the example of Short Tail Keyword:

  • SEO
  • On-Page SEO
  • Off-Page SEO

These keywords have very high search volume, but it’s very difficult to rank for these keywords.

2. Long Tail Keyword

These types of keywords have low search volume but a high conversion rate.

It generally consists of three or more than three words in it.

Here’s the example:

  • Best Nike Shoes for Men
  • Best smartphone under 1000Rs

If you look at the keywords, it shows give the complete idea of what people searching for and what they want.

Keyword Research Tools

In this section, I’ll explain what are the tools that you will need to carry keyword research.

  • Google Keyword Planner
  • MOZ
  • SEMrush
  • Keyword Tool

1. Google Keyword Planner:
It is a free Google Ads tool that helps internet marketers to discover new and related keywords.

It also helps them to understand how the keyword performs and shows the search volume forecast.

The internet marketer uses these tools to research keyword bid for the paid ads.

Although you don’t want to bid for paid advertising, you can still use this tool to find out a new keyword.


It is a website that helps the internet marketer to analyze the competitor’s website.

In other words, it helps to identify the strength of competitors in terms of Search Engine Ranking. also provides the stats like- Domain Authority, Page Rank, Backlink, Inbound Link of competitor’s website.

Although the offers some paid services, the keyword research the one which you need is free.

But it has a certain limitation:

With the free services you just get the keyword suggestion, domain authority, keyword difficulty, monthly search volume.

That’s What You Need!!!!

3. SEMrush

SEMrush is again the great keyword research tool to use. It shows the keyword suggestion including the related keyword.

It also shows the top ten websites that are ranking for that keyword-

-Which you can use to analyze the competitor’s website, related keyword, traffic volume.

And, if you want to know your competitors’ traffic sources, rankings, you need to buy their service.

But you know what-

A Free version of it provides almost everything that you need for keyword research and analysis.

4. Keyword Tool

Keyword Tool provides the data based on the Google autocomplete. It also uses YouTube, Bing, Amazon, eBay to generate keywords.

The Autocomplete function of Google generates real-time keywords that appear in the drop-down list of the Google Search box.

So, the Keyword tool uses the same function as Google and shows the keywords.

You can use any of these tools to do the keyword research.

Now that you know about the free tools to use keyword research.

Brainstorm the list of Topics

This is the first step in keyword research. Before doing keyword research, you need to brainstorm the list of keywords or topics that you want to rank for.

In Simple Word!!

You need to note down the list of keywords or topics that your targeted audience interested in.

The Best way to Do this:

Your Niche!! Yes, Ask yourself a Question!

What keyword will help people to find your website in the Search Engine?

Who knows, your website better than you, right? Know that you’ve got the answer-

-Make a note or a list of those keywords.

For Example:

If my website is all about Search Engine Optimization:

Here’s the list of keywords that my website would be found for:

  • Search Engine Optimization
  • On-Page SEO
  • Off-Page SEO
  • Search Engine Ranking Factor

Once you have done brainstorming the keyword, let’s find out some more keyword ideas.

How To Find Out The List Of Keywords

Searches Related To

One of the EASIEST WAY TO FIND KEYWORD is to look at the bottom of the Google Search Engine Result Page.

For Example:

If you type a Keyword (Search Engine Optimization, into Google Search Engine.

Searches Related to - Search Box

You need to scroll down to the bottom of Search Engine Result Page; you’ll see the searches related to-

Searches Related to

No Doubt, these the great Keywords or topic to list down.

Because these keywords have come from Google Search Engine. And It means people are searching for these keywords.

It Doesn’t Stop Here:

Click on any one of these topics, let’s say Search Engine Optimization techniques

And, a new page will open, then scroll down to the bottom-

Guess What?

You’ll again get a list of keywords suggested by Google.

Google Auto-Suggest

It is again the best tool that most of the Internet Marketers use to get keyword ideas.

And the Best Part

It shows the drop-down list of topics that people search in Google Search Engine.

For Example:

If I type “Search Engine Optimization” in Google Search Engine Box.

Google Autosuggest

These are the great keyword to add to your list and because- it comes straight from Google; it means many people are searching for these keywords


You can’t Ignore these!!

This brings us to the next step:

Competitive Site and Keyword Analysis

One of my all-time favorite tools for keyword research:

Go to the keyword explorer, it will take you to this page.

MOZ Keyword Research Tool

Now enter your seed keyword into the search box and choose the location and then click on analysis.

MOZ Keyword Research box

The new page will pop up in front of you which will show-

  • Monthly Search
  • Keyword Difficulty
  • Organic CTR
  • Priority
  • Keyword Suggestions
  • SERP Analysis

Now to do the competitive analysis, click on the SERP analysis and it’ll show the top pages that are ranking for that keyword.

MOZ Keyword Research Result

Click on any one of the pages that you want to do the competitive analysis-

– You get the overview of that page in terms of page authority, domain authority, linking domain, inbound link, and ranking keywords.

MOZ TOP Keyword Research Result

Now to find out for what keyword the page is ranking for, click on ranking keywords, and you will get all the ranking keywords that the page is ranking for.

If you see in the example:

The keyword difficulty is high, so there no point in using high difficulty keywords.

Here the advance keyword research technique you can use:

Reset the keyword difficulty to 0-40 from 0-100, and search volume to 200-5000 at least.

You’ll get the filtered keywords that you can you into your content to rank a website.


This is one of the coolest Tool for an Internet marketer, it offers almost all the tools that any internet marketer needs.

So, to check this awesome tool, you need to log in if you have an account and if you don’t have one create an account free account on SEMrush.

Let’s get started:

Once you login to the SEMrush account, you’ll land up on this page.

SEMrush Keyword Research Tool

Enter your seed keyword into the search box and click on the search button as shown in the above image.

Here’s what results you’ll get if you enter a keyword “SEO” (For Example):

SEMrush Keyword Research result

As in the image above, you can see the results is showing Organic Search (Volume and Number of Results), Paid Search (CPC & Competition), Keyword suggestion.

Furthermore, it shows keyword matches, related keywords, and organic research results.

Now to the analysis of a competitor’s website, click on links in ORGANIC SEARCH RESULTS.

Here I have clicked on the first site which is and the result is:

SEMrush Keyword Research ORGANIC result

You can see here the top organic keyword the page is ranking for and you can select the keywords that you think can help your web page in the ranking.

That’s how you can do the competitor’s website analysis. Always use 2-3 tools to do the competitive analysis to get exact stats-

– plus, it helps you to understand how the top-performing keywords perform.

Now that you have understood and listed a bunch of keywords, it’s time to put our keywords into the content.

How to Place The Keywords Into Content​

In this topic, you’ll learn where you should place the keyword into the content.


The title of the article is what going to appear in search engine result page so if you add a keyword into your Title Tag-

-people will think that the content is relevant to their keyword that they’ve entered the search engine.

Not only this:

It will also help search engine crawlers to rank and understand your content.

Headings and Sub-Headings

Adding keywords to your Headings and Sub-headings is the best way to inform your readers and search engine crawlers-what your content is all about.


The research has proven that only 16% of people tend to read the article word by word-

-rest all others do the article scanning.

What does it mean?

The article scanner scrolls down a little bit when they come to your page, and close it.

They only read the headings and sub-heading and this way they decide whether to read the article or not.

SO, adding keywords to Headings & Sub-headings are a great way to inform the scanners that your article is related to their search.


It also tends to inform search engine crawlers that the page is related to searcher’s search.


Add keywords to the content according to the need, but don’t unnecessarily add it.

Although there is no specific limit to the maximum number of keywords to be used in content…

…But I recommend,

To use the plugin “Yoast SEO”, it will automatically calculate the number of keywords you should use as per the length of the article.


Keyword research is not that difficult to find the right keyword that can help you rank your website in search engines.

You only need to know-

What your targeted audiences are looking for.

Once you know this, use tools like Google Keyword Planner, Moz, SEMrush, Keyword tool to get the keyword suggestion idea.

And if you have listed your keywords, analyze them and the competitor to understand whether the selected keywords are easy to rank for or not.

Final Step to add them into your content.

I recommend, you to use the plugins, Yoast is the easiest plugin to use.

I assume you have found this content relevant and answered all the queries you had regarding keyword research.

Also, let me know in the comment if have any concern.

3 thoughts on “Keyword Research: Step By Step Guide (2020)”

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  2. Hey Snehal ,

    Great post with helpful keyword research guide. You have clearly explained every thing about keyword
    research very well.

    Doing keyword research are truly crucial and plays an important role in generating more traffic and
    improve ranking in seo. I totally agree with you that keyword research is a most vital element in SEO

    Your suggested keyword research tools are also great, whereas your all the listed tools are
    effective for doing keyword research and offers helpful features but i truly like SEMrush, Keyword
    tool and Google keyword planner. Using these tools will be a great helping hand.

    Truly helpful post and thanks for sharing.

    • Adarsh,

      Thank you for such a lovely word.

      Agreed what you’ve said- SEMrush and Google Keyword Planner are my all time favorite keyword Research Tools.

      Moz is also a great keyword Research Tool but if you ask me to choose one between SEMrush and Moz, I would say ‘SEMrush’.


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