Keyword Research 101

Keyword research is the most crucial part of any SEO strategy, this helps to boost you up the rankings.

You need to ensure you complete in-depth keyword research, doing this correctly can bring masses of traffic to your site and increase conversion rates.

Keywords are what search engines read to identify what your website is about and how relevant it is to search terms used by users.

To rank better on search engines and gain much better SERPS, your website must be optimised for the right keywords.

There is so much information out there about keywords that it can all be very confusing. There are millions of options when it comes to keywords, so how do you know what keywords you need to optimise for?

The easiest way to do this is to search for keywords with high search volume, but if you are in a very competitive market going up against industry giants, this might not always be the best course of action.

Looking at slightly lower search term keywords can still bring in a large number of traffic to a website, as the more prominent companies overlook these terms so they’re ripe for the picking.

Optimisation Tips For Keywords

A widespread mistake for people new to SEO and keyword optimisation is to ‘Keyword Stuff’. This caused by placing mass amounts of keywords within their website on the written text.

A few years ago this was all the range, and you would see it all over the web, but DONT DO IT Keyword Stuffing is a terrible idea and is frowned upon by the SEO gods! It will hurt your SEO and SERP rankings.

When adding keywords onto your website, it must be as natural as possible and flow with your written text. The three most important places to optimise your keywords are the



The Meta Description.

The beginning of your title tag.

In the first 100 words of your written content.


Although these are the most essential places to optimise they are not the only places.


The following can go a long way to help your website in the rankings:

Image alt tags (many sites have a lot of images, but they often forget to optimise there image alt tags with the use of keywords)

The slug or URL of a page.

Page and Article subheadings.


There are lots of things you can do to your website to optimise for keywords without it feeling unnatural or overstuffed.

Different Types of Keywords

There are many different kinds of keywords, and depending on what types you choose to use on your website will determine the value of traffic brought in. Below we will explain the most important ones you should learn about:

1. Short-Tail or Generic Keywords

Keyword Examples: Hats, Electronics, Book

These types of keywords are usually very competitive and can be very hard to rank. It also doesn’t help you to figure out what your users’ search is intended for, so he conversion rate usually is very low.

2. Broad Keywords

Keyword Examples: Running Shoes, Soft Toys, Fountain Pens


These keywords are very good at bringing traffic to your website and have a lot less competition than other types of keywords. This type of search term is a lot more specific and only need a little interpretation.

3. Brand Keywords

Keyword Examples: Nike Trainers, Redbull Drinks, Ray-Ban Sunglasses


These types of keywords are exactly what they say on the tin the keyword relates to a product brand. These are almost the same as generic or short-tail keywords they give little insight into what the intent of the search is specifically for.

4. Long-Tail Keywords

Keyword Examples: Best Fireworks for small Gardens, Best Boots to go Hiking in


Long-Tail Keywords generally have a lot lower search volume but higher conversion rates. This is because the user is very specific about what they want.

These are the best type of keywords to use.

5. Exact Keywords

Keyword Examples: Firework Reviews, Best podcast, Reccomended travel guides


Exact keywords are perfect for optimising your website with as that have high traffic and high conversion rates. These show the user knows exactly what there looking for.

But these like generic keywords do have high competition so it can be tricky.

6. Tyre Kicker Keywords

Keyword Examples: Free Ebooks, Free hiking boots, Download travel guides


This type of keyword strongly indicates that the user isn’t going to benefit you or your website, so there best avoided unless this fits your business demographic.

7. Buyer Keywords

Keyword Examples: Buy fireworks, Scarpa hiking boot Discount, Travel guides coupons

Buyer keyword has strong indicating words in them that show that the user is ready to part with there money. If you own an affiliate or E-commerce website, then optimise your website for buyer keywords, this can bring in a lot of conversions.

Final Thoughts

We have covered where and why you should optimise your website for keywords and went through what the seven most common types of keywords are and what the different types mean.

Now get out there and start your keyword research and then start optimising your website, remember what keyword types to you and don’t overstuff your site.

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