Types of keywords and keyword research

Process of keyword research is a process of discovering particular keywords used by potential customers. The result should be picking the most relevant keywords which have a good search volume and are in the reach.





Keyword research is important:

  • provides right keyword bringing customers to the site
  • identifies keywords with high search volume and skips low volume terms
  • identifies gaps in content on the website
  • targets keywords within the reach

There are two types of keywords:

  • short tail keywords: usually one or two words, less specific; hard to rank, account for 30% of traffic
  • long tail keywords: three or more keywords, more specific; easy to rank; account for 70% of traffic

Key differences between long an short keywords:


FeatureShort tailLong tail
IntentVaguePrecise and specific
RankHard to rankEasy to rank
ResearchEasier to researchHarder to research
ConversionHarder to convertEasier to convert
Search volumeHigher search volume (individual) but lower collective seach volumeLower individual search volume
ContentOnly smaller amount of content is necessaryMore in-depth content and grater amount of content os necessary
Traffic30% of all traffic70% of all traffic


There are 4 steps to successful keyword research:

1. Pick a pertinent topic: the focus must be on one topic or theme at the time, with precise imagination how the page will look like.

2. Brainstorming of keywords: research of keywords should be around similar meaning and closely related topic. At the beginning the focus should be on the quantity.

3. Review of the keyword value: overview of the keyword data to establish usefulness and being in reach

4. Prioritization of keywords: decision which keywords are the most important and on which the focus should be put on


How to pick a topic?

There are different classifications: a topic can be a product or service, a source of information; a brand or a person. Typing a keyword into search engine gives related displays below, which is a good hint for further topic research. Using * provides more specific suggestions.

What should be done:

  • searching of close related keywords
  • research of synonyms
  • using plural and singular
  • aim for quantity on the first stage of research (try above 10 keywords)

What should be avoided:

  • deviating off topic
  • trying to find only the perfect matches
  • selecting only 2 or 3 keywords

What helps to find keywords:

  • search engine suggestions
  • google keyword planner (Google Ads)
  • Keywords Everywhere
  • Competitive Keyword Analysis
  • Search volumes (Google Trends)

How to review keyword value and difficulty?

1. Find out the keyword in search volumes: the higher the search volume, the better the keyword. Important is to choose the country where the keyword is searched. A keyword stuffing should be avoided: only the most relevant keywords should be included in the title.

2. Get the keyword difficulty score

3. Find out the keyword ranking

4. Review the keyword

5. Assign the relevancy score


Keywords need to be prioritized: one P1 keyword (the most relevant one), two keywords of P2 and 3 or more keywords of P3.


How to turn research into content?

  • it can be done with the pages already existing on the site
  • gaps int he content should be filled
  • the keyword list should be noted in a spreadsheet