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Module 2: Keyword Research
Keyword Research Essentials
Keyword research is the process of finding and analyzing the terms people are entering into search engines. It's the bedrock of SEO content strategy, helping you understand not just what people are searching for, but also *why*.
Understanding Search Intent
Search intent is the 'why' behind a search query. To succeed in SEO, you must create content that aligns with the user's intent.
The Four Types of Search Intent
- Informational
- The user is looking for information. Example: "how to make cold brew coffee".
- Navigational
- The user wants to find a specific website or page. Example: "Facebook login".
- Transactional
- The user intends to make a purchase. Example: "buy nike air max".
- Commercial Investigation
- The user is comparing products or services before a potential purchase. Example: "best running shoes 2024".
Long-Tail vs. Short-Tail Keywords
- Short-Tail Keywords: Broad search terms, usually one or two words (e.g., "coffee"). They have high search volume but are very competitive and have unclear intent.
- Long-Tail Keywords: Longer, more specific search phrases of three or more words (e.g., "best organic whole bean coffee for french press"). They have lower search volume but are much less competitive and have a very clear intent. Long-tail keywords often have higher conversion rates.
A good SEO strategy targets a mix of both, but new websites should focus on long-tail keywords to start gaining traction.
Keyword Research Tools
While you can start by brainstorming, using dedicated tools is essential for effective keyword research.
Popular Free & Paid Tools
- Google Keyword Planner: A free tool from Google, great for getting initial ideas and search volume data (though the ranges can be broad).
- Ahrefs / SEMrush / Moz: These are professional, paid SEO suites that offer detailed keyword analytics, competitor analysis, and difficulty scores. Many offer free limited versions.
- AnswerThePublic: A fantastic tool for finding question-based keywords and understanding the topics people are interested in around a core keyword.