Keyword research: how to do it right

Researching the keywords that work best for your business is one of the most important steps of your search engine optimization campaign.

Choose the right keywords and you will get many new visitors. Choose the wrong keywords and you will lose time and money. This article shows you how to do keyword research right.

how to do keyword research right

Step 1: Start with low hanging fruit

The best way to start your keyword research is to identify the keyword for which your web pages already has rankings.

If a web page is already listed on the first or second result page, it is relatively easy to get many more visitors by increasing the position.

The page ‘Opportunities’ in the Ranking Monitor of SEOprofiler shows you the keywords for which it is possible to get a #1 ranking, a top 3 ranking, or a first page ranking:

easy ranking opportunities

If you don’t know for which keywords your website is already listed, use the Ranking Profiler tool in SEOprofiler. Enter the address of your website and the Ranking Profiler tool will show you the keywords for which the website already has high rankings:

For which keywords is your website listed?

Step 2: Extend your keyword list

After identifying the keywords for which your website already ranks, you should look for additional keywords that make sense for your business.

There are several ways to find new keywords. SEOprofiler also helps you to get new keyword ideas. For example, the page ‘Keyword suggestions’ in the Ranking Monitor shows you keywords that are thematically related to the keywords that you monitor:

Related keywords

In addition to that, SEOprofiler offers a keyword suggestion tool and other keyword research tools:

Keyword suggestion tool

Try to find relevant keywords with a good search volume and phrases that are related to the topic of your website. Highly relevant long tail keywords (search terms that consist of multiple words) often have a high conversion rate. Then create web page content that is relevant to these keywords.

Step 3: Find questions that are related to your business

If your website answers direct questions, it is likely that it will be listed in the search results if a searcher types that question into the search box.

If you’re lucky, your answer will be displayed in a featured snippet box on the search results page:

Featured snippet

Search for “how to” and “what is” in the keyword suggestion tool in SEOprofiler to find questions.

Another way to find good questions is to extend your current keyword list. For example, you might have the keyword “running shoes” in your list. Related questions that could be answered on your website are “when should I change my running shoes”, “what is a good running show”, “how to choose running shoes”, etc.

Step 4: Optimize for topics

Modern search engines rank topics, not keywords. For that reason, it is important that your website is relevant to the topic of your business.

Ideally, your website should be a hub for the topic of your website. That means that it should address everything that is related to that topic. The more pages of your website you optimize for different keywords that are related to the topic of your website, the better.

The Top 10 Optimizer tool in SEOprofiler helps you to optimize your web pages:

Top 10 Optimizer

The right keywords are important

Good keyword research sets the basis for successful conversion-driven campaigns. Note that the keywords that potential customers use to find your business can change over time. For that reason, it’s a good idea to re-evaluate your keywords regularly.

SEOprofiler offers many keyword research tools that help you to find the best keywords for your business. You can create your SEOprofiler account here:

Find good keywords

Johannes Selbach

Johannes Selbach is the CEO of SEOprofiler. He blogs about search engine optimization and website marketing topics at "".