Keyword Research

This guide outlines a basic strategy you can use to select the best keyword phrases for your Search Engine Optimization.

I am Selecting Keywords for a New Website

What are Your Root Keyword Phrases?

The first step is to define your root keyword phrases. These are the keyword phrases that sum up your products or services. For example, if you operate an ice cream parlour your root keyword phrases would be "ice cream, waffles, milkshake etc.".

It's important to note that this step is just about creating a list of targeted keyword phrases. Don't worry about how competitive these keywords are or any other external factors. External factors will be addressed later on in this process.

Create a Keyword Phrase Tree for each Root Phrase

A keyword phrase tree is sort of like a family tree but with search terms instead of family members. Start off with your root keyword phrase in the middle and work your way outward from there like the example below.


The tree reads left to right and contains every keyword phrase variation for your products/services. The keyword phrase "premium low fat ice cream in burlington" is highlighted in blue above to illustrate how to read a keyword phrase path from the tree.

What Keyword Phrases are your Competitors Using?

Analyze your competitor's websites to get some ideas. A lot of the time they have done all the keyword research for you.



I am Selecting Keywords for an Existing Website

What Keyword Phrases are Already Delivering Traffic to this Website ?

Install Google Analytics and wait for a few weeks so you can determine what keyword phrases are already delivering traffic to your website. You can skip this wait period if you have access to your server logs.

If you do not have enough keyword phrases, complete the "I am Selecting Keywords for a New Website" section above.

Fire Up Your Favorite Keyword Tool

You can use any existing tool or you can chose to use our keyword generator tool. There are many great keyword tools out there. Search inanchor:keyword tool in Google to find more keyword tools.

Create a List of All Possible Keyword Phrases

Go through your tree or keyword list and create as many variations as possible. Ensure you use a good mixture of short tail keywords("ice cream") and long tail keywords("premium low fat ice cream in burlington").

You should also include synonyms or keyword modifiers:

Remove any Keyword Phrases that aren't likely to Produce Sales

It's important to focus on the fact that you don't just want traffic. You want traffic that converts. Select keyword phrases that would be used by a potential customer that intends to make a purchase (eg. "buy flowers online, discount pet supplies").

Determine Which Keyword Phrases are the Highest Quality

Go through this list of keyword phrases one-by-one and lookup/record the competition and search volume. Keyword phrases with the lowest competition and highest search volume are the terms you should be optimizing for.

You should also optimize for more competitive keyword phrases but keep in mind that the more competitive the term, the longer and more difficult your SEO process will be.

How Do I Determine How Competitive a Keyword Phrase is?

Search inanchor:"keyword phrase" AND intitle:"keyword phrase" in Google. The number of search results returned shows you how many other pages on the Internet are also targeting this particular keyword phrase.


I've Selecting my Keywords, What's Next?

Proceed to the Title Optimization guide to continue optimizing your site. Or choose another optimization guide.