How to Do Keyword Research for Your Digital Marketing Website

To complete this project, you’ll need the following:

A computer with internet access
Keyword research tools:
Free options: Google Keyword Planner, Ubersuggest
Paid options: Ahrefs, SEMrush (many offer free trials or limited free features)
A spreadsheet program: Microsoft Excel, Google Sheets, or similar
A notepad or digital note-taking app: For brainstorming ideas

Keyword research isn’t a one-and-done task. Trends shift, and performance varies. Use tools like Google Analytics and Google Search Console to track:

• Which keywords drive traffic
• Which pages rank well Review your keyword list every few months. Add emerging keywords, tweak underperforming ones, or update content to stay relevant.

Example: If "content marketing trends" spikes in searches, write a new post to capitalize on it.

Before choosing tools, define your website’s focus—SEO, social media, email marketing, or a mix. A clear niche helps target the right keywords. Next, identify your audience and their needs. For instance, small business owners may seek affordable marketing solutions. Aligning keywords with their searches boosts relevance.

*Tip: *Summarize your niche and audience in 2-3 sentences to stay focused.

Seed keywords are broad terms related to your niche, serving as the foundation for research. For a digital marketing website, examples include digital marketing, SEO, content marketing, social media marketing, and PPC advertising. Brainstorm and list as many seed keywords as possible—focus on main topics, not specifics. For instance, an SEO-focused site might include SEO strategies, search engine optimization, and SEO tools.

Now, expand seed keywords with research tools to find related terms, search volumes, and competition.

Google Keyword Planner (Free Option):

• Sign into Google Ads > Tools > Keyword Planner.
• Select "Discover new keywords."
• Enter a seed keyword (e.g., "digital marketing") > Click "Get results."
• Review keyword ideas, search volume, and competition.

Tip: Focus on long-tail keywords like "digital marketing for beginners." Use Ubersuggest for simplicity or SEMrush/Ahrefs for deeper insights.

Your competitors reveal keyword opportunities you might miss. Use Ahrefs or SEMrush:

• Enter a competitor’s URL (e.g., Site Explorer in Ahrefs).
• Check "Organic Keywords" for ranking terms.
• Review keyword volume and positions.

Without paid tools, Google your seed keywords, analyze top sites, and find gaps. Example: If a competitor ranks for "SEO tips" but not "SEO tips for startups," target that niche.

Not every keyword is worth pursuing. Use these metrics to choose wisely:

• *Search Volume: *Higher is better but often more competitive.
• *Keyword Difficulty (KD): *A 0-100 score showing ranking difficulty. Aim for 0-30 if new.
• Cost-Per-Click (CPC): Higher CPC signals valuable keywords.

For new sites, target moderate-volume, low-KD keywords. Use Google Keyword Planner for free insights or Ahrefs for KD scores. Avoid chasing only high-volume keywords—they’re often too competitive.

Turn keywords into actionable content by targeting a primary keyword (plus optional secondary ones).

Examples:

• Blog: "Top 10 SEO Tips for Beginners" (target: "SEO tips for beginners")
• Guide: "How to Build a Social Media Strategy" (target: "social media strategy")

Use keywords naturally in:

• Titles
• Headings (H2, H3)
• Body text
• Meta descriptions Focus on search intent—answer audience questions for better SEO.

Time to get organized! Open your spreadsheet and create these columns:

• Keyword
• Search Volume
• Keyword Difficulty
• CPC (optional)
• Content Ideas

Enter keywords with metrics, then group them into categories. Example:

• SEO: "SEO for beginners," "SEO tools"
• Content Marketing: "content marketing ideas," "content strategy".