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Search Engine Optimization (SEO) is a cornerstone of digital success, serving as a fundamental pillar in the online landscape. Keyword research stands at the heart of SEO, and the advent of keyword research tools has revolutionized the way businesses and marketers navigate this critical aspect. These tools empower users to pinpoint the most relevant keywords, grasp user intent, and craft content that truly resonates.

This article explores the art of mastering SEO by elaborating on

  • Why keyword research is important
  • How to do keyword research
  • Key features of keyword research tools and
  • Best keyword research tools

Why is keyword research important?

Keyword research is a critical component of any successful online marketing strategy, particularly in the context of search engine optimization (SEO). Here are several reasons why keyword research is important:

Understanding User Intent:

Keyword research helps you understand what users are searching for online. It provides insights into the language and terms they use to express their needs, questions, and interests. This understanding is crucial for creating content that aligns with user intent.

Optimizing for Search Engines:

Search engines use algorithms to match user queries with relevant content. By incorporating relevant keywords into your content, you increase the chances of your pages appearing in search engine results pages (SERPs). This can lead to improved visibility, traffic, and ultimately, conversions.

Competitive Analysis:

Keyword research allows you to analyse the keywords your competitors are targeting. This information helps you identify gaps in your own strategy, discover new opportunities, and stay competitive in your industry.

Content Strategy:

Knowing which keywords are relevant to your business or industry helps you plan and create content that resonates with your target audience. It allows you to address their needs and concerns, positioning your brand as an authority in your niche.

PPC Advertising:

For businesses using pay-per-click (PPC) advertising, selecting the right keywords is crucial for creating effective ad campaigns. Choosing relevant keywords can help improve the quality score of your ads, leading to better ad placements and potentially lower costs per click.

Local SEO:

For businesses with a physical presence, optimizing for local search is essential. Keyword research helps identify location-specific keywords, enabling you to target local audiences and improve your chances of appearing in local search results.

Long-Tail Keywords:

In addition to broad keywords, researching long-tail keywords (more specific and longer phrases) can be beneficial. While they may have lower search volumes, they often have higher conversion rates because they indicate a more specific user intent.

Measuring Performance:

Keyword research is an ongoing process. Regularly monitoring the performance of your chosen keywords helps you adapt to changes in user behaviour, industry trends, and search engine algorithms. This ensures that your content remains relevant and effective over time.

How to do Keyword Research

Keyword research is a crucial step in developing a successful online presence. It involves identifying and analyzing the terms and phrases that people use in search engines to find information relevant to your business or content. Here’s a step-by-step guide on how to conduct keyword research:

Understand Your Business and Goals:

Define your business, products, services, or content focus. Clarify your goals for the website or content, whether it’s to drive traffic, generate leads, or make sales.

Brainstorm Seed Keywords:

Begin with a list of seed keywords — core terms directly related to your business or content.

Think about how your target audience might search for products, services, or information similar to what you offer.

Use Keyword Research Tools:

Utilize keyword research tools to expand your list and gather data. Popular tools include Google Keyword Planner, Semrush, Ahrefs, Ubersuggest, and others.

Enter your seed keywords to get additional keyword suggestions, search volumes, and competition metrics.

Consider Search Intent:

Understand the search intent behind each keyword. Intent types include informational (seeking information), navigational (looking for a specific website), and transactional (ready to make a purchase).

Tailor your content based on the identified intent.

Evaluate Search Volume and Competition:

Analyse the search volume to understand how often people are searching for a specific keyword. Assess the competition level to determine the difficulty of ranking for a particular keyword. Tools often provide keyword difficulty scores.

Focus on Long-Tail Keywords:

Consider long-tail keywords, which are more specific and have lower competition. Long-tail keywords often reflect a more detailed search intent.

Analyse Competitor Keywords:

Identify your competitors and analyse the keywords they are targeting. Tools like Semrush, Ahrefs, and SpyFu can help with competitor analysis.

Create a Keyword Spreadsheet:

Organize your keywords in a spreadsheet, including columns for search volume, competition, and any other relevant metrics. Categorize keywords based on themes or topics.

Prioritize Keywords:

Prioritize keywords based on relevance to your business goals, search volume, and competition. Consider a mix of short-tail and long-tail keywords to diversify your strategy.

Content Mapping:

Map keywords to specific pages or pieces of content on your website. Ensure that each page targets a specific set of relevant keywords.

Regularly Review and Update:

Keyword research is an ongoing process. Regularly review and update your keyword strategy based on changes in your industry, audience behaviour, and search engine algorithms.

Test and Iterate:

Experiment with different keywords and monitor their performance. Use analytics tools to assess the impact of your chosen keywords on traffic and conversions.

 keyword research is not a one-time task; it’s an iterative process that requires adaptation over time. Stay informed about industry trends and continuously refine your keyword strategy to align with evolving user behaviour and search engine algorithms.


Key Features of Keyword Research Tools

Keyword research tools offer a variety of features to help users identify relevant keywords, analyse competition, and optimize their content for search engines. Here are some common features found in keyword research tools:

Keyword Suggestions:

Most tools provide a list of suggested keywords related to a given topic. These suggestions can help users discover new and relevant terms they might not have considered.

Search Volume Data:

Tools often provide information about the average monthly search volume for specific keywords. This data helps users understand the popularity of a keyword and its potential impact on traffic.

Competition Analysis:

Many tools offer insights into the level of competition for specific keywords. This can include an analysis of the number of websites competing for the same keyword and the difficulty of ranking for it.

Keyword Difficulty Score:

Some tools assign a difficulty score to keywords, indicating how challenging it might be to rank for them. This score is based on factors such as competition, backlink profiles, and other SEO metrics.

Long-Tail Keyword Suggestions:

In addition to broad keyword suggestions, some tools provide long-tail keyword ideas. Long-tail keywords are more specific and often have less competition, making them valuable for targeting niche audiences.

SERP Analysis:

SERP (Search Engine Results Page) analysis features show the current top-ranking pages for a particular keyword. This helps users understand the type of content that performs well and identify opportunities to create more competitive content.

Historical Data:

Tools may offer historical data on keyword trends, allowing users to track changes in search volume and competition over time. This information is valuable for understanding the evolving nature of user behaviour.

Location-Based Keyword Data:

For businesses targeting specific geographic locations, some tools provide location-based keyword data. This helps optimize content for local search and regional audiences.

Content Gap Analysis:

Content gap analysis features identify keywords that competitors are targeting but are not present in your content. This helps users identify opportunities to create new content and fill gaps in their strategy.

Integration with Other Tools:

Many keyword research tools integrate with other SEO and digital marketing tools. Common integrations include Google Analytics, Google Search Console, and other analytics platforms, providing a more comprehensive view of website performance.

Export and Reporting:

Tools often allow users to export keyword data and generate reports. This is useful for sharing insights with team members, clients, or stakeholders.

Cost-Per-Click (CPC) Data:

For users running paid advertising campaigns, some tools provide information on the average cost-per-click for specific keywords in paid search.

Remember that the specific features can vary between different keyword research tools. Depending on your goals and preferences, you may find certain features more valuable than others, so it’s essential to choose a tool that aligns with your specific needs.


Best Keyword Research Tools

Various free and paid keyword research tools are utilized for diverse aspects of SEO and digital marketing. The efficacy of a tool depends on individual needs, preferences, and budget.

Here are some popular keyword research tools:

Google Keyword Planner:

 Key Features: Provides keyword ideas, search volume data, and competition level. Particularly useful for advertisers running Google Ads campaigns.

Availability: Free to use, but a Google Ads account is required.


 Key Features: Offers comprehensive keyword research, competitive analysis, backlink analysis, and site audit features.

Availability: Paid tool with a free version offering limited access.


Key Features: Known for its robust backlink analysis, Ahrefs also provides keyword research, competitor analysis, and site audit features.

Availability: Paid tool with a trial period.

Moz Keyword Explorer:

 Key Features: Provides keyword suggestions, search volume, and difficulty scores. Moz also offers other SEO tools and resources.

Availability: Part of the Moz Pro subscription, with a limited free version.


 Key Features: Offers keyword suggestions, content ideas, and competitor analysis. It’s user-friendly and provides a lot of data for free.

Availability: Freemium model with free and paid plans.


 Key Features: Provides keyword suggestions for Google, Bing, YouTube, Amazon, and more. Offers a user-friendly interface.

Availability: Freemium model with free and paid plans.

Long Tail Pro:

Key Features: Specializes in finding long-tail keywords. Provides keyword competitiveness metrics and other analysis features.

Availability: Paid tool with a free trial.


 Key Features: Focuses on competitor analysis, showing keywords your competitors are targeting in both organic and paid search.

Availability: Paid tool with a limited free version.


Key Features: Besides keyword research, SEMrush offers features for site audit, backlink analysis, and competitor research.

Availability: Paid tool with a free version offering limited access.


 Key Features: Provides keyword research, site analysis, backlink analysis, and competitor analysis.

Availability: Paid tool with a limited free version.




1. Is SEO the same as keyword research?

No, SEO (Search Engine Optimization) and keyword research are not the same, but they are closely related components of online marketing.

SEO is a broader and more comprehensive digital marketing strategy aimed at improving a website’s visibility in search engine results pages (SERPs) organically. And keyword research is a specific aspect of SEO that involves identifying and analysing the terms and phrases people use in search engines to find information related to a particular topic, product, or service.

2. Can I use multiple keyword research tools?

Yes, using multiple tools can provide a more comprehensive understanding of keyword trends and competition.

 3. Are keyword research tools only for organic SEO?

No, keyword research tools can also inform your paid advertising campaigns, helping you choose effective keywords for Google Ads and other platforms.

 4. What tool does Google provide for keyword research?

Google provides the Google Keyword Planner as its primary tool for keyword research. The Keyword Planner is part of the Google Ads platform and is designed to assist advertisers in planning their Google Ads campaigns. While its primary focus is on paid advertising, it can also be a valuable resource for organic keyword research.

 5. How accurate are search volume estimates?

Search volume estimates provide a general idea of keyword popularity, but actual search volumes can vary.

 6. Can keyword research tools help with content ideas?

Absolutely. Keyword research tools often suggest related keywords, which can spark content ideas and guide your editorial calendar.

 7. How often should I update my keyword strategy?

Regularly revisit your keyword strategy to stay aligned with evolving user behavior’s and industry trends.


Keyword research tools have transformed the way businesses approach SEO, providing valuable insights that shape content strategies and drive organic traffic. By leveraging the features of these tools, understanding user intent, and staying attuned to industry shifts, businesses can master the art of SEO and propel themselves to the top of search engine rankings. As you embark on your keyword research journey, remember that the right keywords are not just about ranking; they’re about understanding your audience, addressing their needs, and creating meaningful connections through valuable content.

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    Hi, we are an Australian digital agency doing groundbreaking work to help a business like yours reach its full potential.  My only question is will you qualify for our services?