How do you do keyword research for SEO?
Read on to discover how to get started with keywords for SEO!
- 8 min read
What is keyword research?
Keyword research means discovering which words people use when they search for something in Google. You can then use these words in your own texts. This makes your website easier to find. The better your keywords match, the greater the chance that people see your site in the search results.
Good keyword research makes sure you get not only more visitors, but the right visitors. People who are genuinely interested in what you offer.
An example: if you sell dog food, you do not just want to be found on the general word ‘hondenvoer’. You also want to be found on more specific search terms, such as ‘beste hondenvoer voor puppy’s’. That way you attract people who are looking for exactly what you have to offer.
Why is keyword research important?
Keyword research is important because it shows what your target audience is looking for. That lets you use the right words in your texts, so more people find your website.
Google and other search engines use these keywords to work out what your pages are about. They link this to users' searches.
The better your keywords match what people search for, the higher your pages appear in the search results.
With good keyword research you can:
- Understand what your target audience needs.
- Know which topics are important for your content.
- Improve your SEO strategy in a targeted way so your website scores better in Google.
It helps you attract more visitors who are genuinely interested in what you offer!
But how do you actually do keyword research?
Keyword research is easier than you think! What matters most is that you know your business or subject, use the right tools, know who your target audience is and think a little logically. Below you can read step by step how to get started.
Step 1: Define your goals and target audience
Before you start keyword research, you need to know exactly who your target audience is and what they need. Ask yourself the following questions:
- Who are my customers?
- What problems do they have?
- How can my products or services help them?
The aim is to find keywords that not only bring people to your website, but also lead to actions such as purchases or enquiries. So you do not just want more visitors, but the right visitors. These are people who genuinely benefit from what you offer.
Step 2: Come up with potential keywords
Now that you know who your target audience is and what you want to achieve, it is time to come up with keywords that fit your business. Think of words related to your products, services or the industry you work in. These can be broad terms, such as ‘fiets kopen’ if you have a bike shop, but also more specific searches, such as ‘beste racefiets voor beginners’.
Start by making a list of the main topics that are relevant to your business. For each topic, then come up with as many keywords as possible that people might use when searching for something related to your business.
Step 3: Use keyword tools
There are many different keyword tools available that can help you find, analyse and optimise your keywords. Here are some of the best tools you can use for your keyword research:
1. Google Keyword Planner
Google Keyword Planner is a popular tool for simple keyword research. It shows how often a keyword is used per month (Search volume) and offers suggestions for related keywords. The tool is free, but you need a Google account to access it. This is especially handy for beginners who want to understand basic keywords and search volumes.
2. Semrush
Semrush is a comprehensive tool that helps you find keywords and analyse competitors. It also shows you which trends are at play in the market. With the Keyword Magic Tool you can easily generate and refine keywords.
Semrush is ideal for anyone who wants to go beyond the basics and wants more depth in keyword research. You do need an account to use the tool.
3. Ahrefs
Ahrefs is, together with Semrush, one of the most advanced SEO tools and is often used by professionals. With Keywords Explorer you can find many different keywords and view detailed data, such as search volumes and ranking difficulty.
Ahrefs offers extensive insights, including competitor analyses and link building strategies, but you need a subscription to use the tool in full.
4. Ubersuggest
Ubersuggest is a simple and affordable tool, developed by Neil Patel, that lets you find and analyse keywords. It offers search volume data, keyword ideas and SEO difficulty ratings. It is ideal for beginners looking for a user-friendly tool without the cost of a full subscription.
With this tool you can easily find new keywords, analyse their search volume and estimate the difficulty.
What do we recommend?
We are big fans of Semrush ourselves. But if you are just starting out, it helps to start simple. Google Keyword Planner is a good choice. It is user-friendly and gives you a solid basis for keyword research. Use your common sense too: think about what your target audience searches for and adjust your keywords to that. Want to go deeper? Then we recommend Semrush for more extensive analyses and insights.
Step 4: Analyse keyword statistics
Once you have a list of possible keywords, you need to assess them. Pay attention to the following points:
- Search volume: How often is this keyword entered into search engines per month on average? A high search volume can look attractive, but often also means more competition.
- Competition / difficulty: How hard is it to reach the first page of Google with this keyword? This often depends on how strong your competitors are.
- Relevance: Does the keyword fit your products or services well? There is no point ranking for a keyword that does not attract the right visitors.
- Search intent: What does the user mean when they enter this keyword? Are they trying to find information, buy something or solve a problem? Keywords that match the intent of your target audience often lead to more valuable visitors.
Look for a balance between keywords with a good search volume, low competition and high relevance that fit the intent of your target audience. These are the keywords that deliver the most results.
Step 5: Understand search intent
Search intent is about why someone enters a particular search. There are four different types of search intent:
- Navigational: The user is looking for a specific website (e.g. ‘Facebook login’).
- Informational: The user wants to know more about a certain subject (e.g. ‘hoe kook ik spaghetti?’).
- Commercial: The user compares products or services before making a purchase decision (e.g. ‘beste telefoon 2024’).
- Transactional: The user is ready to buy something (e.g. ‘laptop kopen’).
To use the keywords you have found effectively, it is important not only to find the right keywords, but also to understand the user's intent. This will help you create content that matches what the user is looking for or needs at that moment.
Step 6: Choose the right keywords
Now that you know which keywords fit the right intent and have looked at their statistics, you can make a selection of the keywords you want to use. It is smart to choose a mix of:
- Short keywords (short-tail): These are general searches of one or two words (for example ‘hardloopschoenen’). They often have a high search volume, but there is also a lot of competition.
- Long keywords (long-tail): These are more specific searches of three or more words (e.g. ‘beste hardloopschoenen voor beginners’). They usually have a lower search volume, but it is easier to rank higher in Google with them and they often attract more targeted visitors.
By using a combination of short and long keywords, you create a balance in your SEO strategy that attracts both a lot of visitors and targeted traffic.
Step 7: Create a keyword strategy and content plan
Now that you have chosen the right keywords, it is time to work them into your website and texts in a smart way. We call this keyword mapping. This means linking each keyword to a specific page or blog post on your site.
Make sure the content of each page matches the intent of the search well. For example, if someone searches for ‘beste laptops’, they expect a list of the best models, not just a product page for a single laptop.
Here are a few tips for working keywords in the right way:
- Use your main keyword in the title, meta description and URL of the page.
- Place the keyword in the first paragraph of your text.
- Add related keywords in headings and the body text.
- Let the keywords appear naturally in your text and avoid using the same keyword too often (keyword stuffing).
This way you create an effective keyword and content plan that matches what your visitors are searching for.
Step 8: Keep monitoring and optimising your keywords
Keyword research is not a one-off task. Search trends are constantly changing, and keywords that work well now may not be as effective in a few months. That is why it is important to keep an eye on your keywords and search rankings regularly and adjust your SEO strategy where needed.
Use tools such as Google Search Console or Semrush to track how your pages rank and how much organic traffic you get. Adjust existing content based on new insights and keep looking for new keywords to keep your website growing.
Conclusion
Good keyword research lays the foundation for a successful SEO strategy. By finding and using the right keywords, you can draw more targeted traffic to your website, which ultimately leads to more conversions. The process consists of several steps, from understanding your target audience and brainstorming keywords to analysing keyword statistics and regularly optimising your content.
Keep experimenting, keep an eye on search trends and keep adjusting your strategy to get the most out of your SEO efforts.
Keyword research starts with search intent: not what people type, but what they want to achieve. We carry out keyword research as the starting point of every SEO approach. At a supplier of home batteries that grew into 9,000+ visitors a month.
Frequently asked questions
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Hoeveel zoekwoorden kies je per pagina?
Kies één hoofdzoekwoord per pagina, aangevuld met een paar varianten en gerelateerde termen. Zo voorkom je dat meerdere pagina’s van je eigen site met elkaar concurreren op dezelfde zoekterm.
Hoe vaak moet je een zoekwoordenonderzoek doen?
Herhaal het als je nieuwe diensten aanbiedt of een nieuw werkgebied kiest, en bekijk tussendoor je posities en zoekopdrachten in Google Search Console. Zoekgedrag verandert, dus een onderzoek van een paar jaar oud mist vaak kansen.
Kun je een zoekwoordenonderzoek ook voor Google Ads gebruiken?
Ja, dezelfde zoekwoorden vormen de basis van een zoekcampagne. Voor Google Ads let je extra op koopintentie en sluit je zoektermen zonder kans op een opdracht uit met negative keywords.
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