Why It’s Crucial for Your SEO Success
If you have ever been interested in the marketing field, or you’re trying to get more traffic to your site, chances are you’ve heard the phrases “keyword research” tossed around like it’s some secret sauce for getting found through search engines. And honestly? It kind of is the secret sauce of the internet.
Keyword research is the backbone of every solid SEO strategy, especially for DIYers who want real results without hiring a full-time SEO agency. In this article, we’re breaking it all down, and I will give you the insider information on why it matters so much, how to do it step-by-step, and how to turn your keyword list into real search engine success.
Keyword research is the study of the words and phrases people type into search engines like Google when looking for information, products, or services. In modern searching behaviors, voice phrases and images are leveraged as visual or auditory ‘keywords’.
These terms or assets (Keywords) are how potential customers find your content online. Keyword research helps you:
-Understand your audience
-Create content that matches what they’re actually searching for
-Rank higher on Google and other search engines
-Drive more qualified traffic to your site
DIY takeaway: If you don’t know what people are searching for, you’ll never show up in their results. Consider keywording your website to answer questions your everyday consumer might have.
Here is a list of reasons why you should never skip the keyword research phase of any DIY SEO project:
It Guides Your Content Strategy- You can’t write high-performing blog posts, service pages, or product descriptions unless you know what your audience wants and how your services, expertise, and products can solve those problems. Keyword research helps you plan your content around real demand.
It Gets You Found—Search engines rank pages based on their relevance to a user’s query. If your page doesn’t target specific keywords pertaining to that search query, a platform like Google will see it as invisible.
It Brings in the Right People- There are many ‘get traffic quick’ schemes that will drive any traffic to your site; however, that is a waste of time and money if that traffic doesn’t convert once they’re on your page. Targeting the right keywords ensures your content reaches people interested in your offering.
It Prevents Wasted Effort—Without keyword research, you might write amazing content that never actually reaches a consumer who will value it. Or worse, you could be targeting terms that are too competitive or too expensive to rank competitively for. Doing the research before jumping in and doing the work will allow the data to help inform where you’ll invest your time and resources.
Not all keywords are created equal or function the same way as other types. Let’s break them down together:
Short-Tail keywords
-1-2 words (“running shoes”)
-High search volume, high competition
-Harder to rank for
Long-Tail Keywords
-3-5+ words (“Best trail running shoes for beginners”)
-Lower volume, higher intent
-Easier to rank and convert
Pro tip: Long-tail keywords are gold for DIY SEO. They’re specific, less competitive, and more likely to bring in buyers, not just browsers.
Understanding your consumers ‘why’ is crucial for planning and executing effective SEO marketing, and all of that starts with knowing the mind of your consumers. By studying and understanding this ‘consumer why’, you have developed a profile for that consumer’s ‘search intent’. There are typically four different types of search intent:
1. Informational: “What is keyword research?”
2. Navigational: “SEMrush login”
3. Transactional: “Buy SEO tools online”
4. Commercial Investigation: “Best keyword research tool for beginners”
Understanding your consumer’s intent lets you match your content to what your audience actually wants to do. This is the fast lane to higher rankings and more organic traffic to your site.
Get ready, we’re giving away major tips and tricks in this section!
Step 1: Brainstorm Seed Keywords
Think about:
-What your business does
-What problems you solve
-What people might Google find you
Start with basic terms like:
-” Online voice lessons”
-” Interior designer Austin”
-” How to get rid of acne scars”
Step 2: Use Keyword Tools
Use tools (see below) to expand your seed list. Look for:
– Search volume
– Keyword difficulty
– Related questions
-Trends
Step 3: Look at competitors
Google your ideal keywords. Why’s showing up? What keywords are they targeting?
Tools like Ubersuggest or Ahrefs can show you competitor keyword data.
Step 4: Analyze and Prioritize
Pick keywords based on:
-Relevance to your business
-Search Volume
-Competition
-Intent
-Potential conversions
Focus on 10-20 high-opportunity keywords to start.
Step 5: Build a Keyword Map
Assign each keyword (or group of related ones) to a specific page. Don’t jam all your keywords into one blog post or homepage; spread them out strategically.
Below is a list of great tools you can play with as you DIY your SEO keyword research.
DIY Tip: Start with as many free trials as possible, but once you find a tool you enjoy using that positively impacts your keyword research, purchase the paid version and get serious about your strategy!
Once you have your keywords, don’t just sprinkle them in randomly; intentionally curate content across all marketing channels that helps push this performance piece forward. Here’s where and how to use your researched keywords:
Primary Keyword Placement:
-Page Title (H1)
-Meta Title and Description
-First 100 words of content
-Image alt Text
-URL Slug
-At least one subheading (H2 or H3)
Secondary Keyword Placement:
-Naturally throughout body content
-Additional headings
-Internal link anchor text
Pro Tip: You want to write something that will interest humans, but is optimized for Google. Keyword stuffing a single blog post or article is equal to SEO death. Don’t do that!
Chasing high-volume terms only: You’ll compete with giants with a nearly endless supply of marketing dollars to rank for those terms. Aim for mid- to low-volume long-tails with high impact.
Ignoring search intent: Don’t write a blog post when people want to buy; instead, provide them with an easy shopping experience.
Using the same keyword on multiple pages can cause keyword cannibalization and essentially put all your SEO eggs in one basket.
Skipping updates: Keyword trends change, and content ages. Ensure you audit your keyword list every 6-12 months.
Not tracking performance: Use Google Search Console to see how your keywords perform every 30 days. That allows your strategy to stay nimble.
Let’s pretend we’re working for a mobile dog groomer in Austin, TX. Here is the process that the Valkyrie Marketing Strategies team would start for the client’s keyword research.
Step 1: Brainstorm Keywords:
– “Mobile dog grooming Austin”
– “Dog groomer that comes to my house”
– “Best mobile dog was in Austin”
Step 2: Use Ubersuggest:
Find:
-Search volume: “mobile dog grooming Austin” = 720/mo
-Difficulty: Medium
-Related terms: “dog grooming van near me”, “house call dog groomer”
Step 3: Build your site around keywords:
-Homepage: mobile dog grooming Austin
-Blog: “What to Expect From a Mobile Dog Groomer”
-FAQ Page: “Do Mobile Dog Groomers Need Water Access?”
Now you’re matching your content to how people are searching. That’s DIY SEO done right.
Keyword research isn’t just a fancy marketing term that we like to use to make this service sound more critical than it is; it is one of the most important things you can do to inform your marketing strategy across all marketing channels. It is the blueprint for your entire online strategy. If you’re DIYing your SEO, keyword research is where you start, and where you keep coming back as your business grows.
When you nail your keyword research, you:
-Attract the right people
-Climb search rankings
-You build content that converts
The best part of this strategy is that it takes all the guesswork out of what keywords you’re actively ranking for and answers the common questions your future clients are asking.
If this article was helpful for you and you’d like to see our team of marketing experts keep producing DIY ‘blueprints’, bookmark this page. Better yet, subscribe to our blog for more SEO how-tos, free templates, and digital marketing tips designed for entrepreneurs, influencers, and small business owners who are building smarter, not harder.
Not ready to take on this type of work? Want help with your keywords? Drop your industry and city in the comments below, and we’ll send you five custom long-tail keyword ideas!