Keyword Research: Complete Guide

Keyword Research: Complete Guide

Keyword research is essential for a variety of digital marketing strategies to achieve the desired result, understanding user intent and competitors' actions.

First, when it comes to quality articles and placing them on Google, it's impossible to create relevant material that generates organic traffic and meets users' needs without considering keywords.

How do you set the guidelines for articles on your site? Do you use keywords in your content? How do you do keyword research? Do you consider the intent of users in your research?

The answers to these questions are crucial for you to know if you are doing keyword research for your campaign to be successful.

So, understand how to do keyword research as efficiently as possible.

So if you've never done keyword research, don't be scared, it's much simpler than it sounds.

Keyword Research: Complete Guide

But before I teach you about keyword analysis, you need to understand some definitions.

So if you're new to digital marketing, website optimization, or paid traffic, I recommend reading my SEO for Beginners article.

After all, whoever understands SEO is capable of mastering any other digital marketing strategy.

What are keywords?

Keywords, or keywords, are terms containing one or more words.

Also, any and all terms searched on Google or other search engines are keywords.

In SEO, keywords can be anything, such as: people, products, services, objects, places, etc.

In other words, the meaning of keyword in practice is something the user wants to know or buy when doing a search.

Keyword examples

See some examples of keywords for a marketing agency in Belo Horizonte:

  • Marketing agency;
  • Marketing agency in BH;
  • Creation of websites;
  • Creation of websites in BH;
  • And so on, for all blog services and guidelines.

Note that every keyword carries an intention, whether to know, hire or buy something.

Keyword Variables

In short, keywords have variables that define the potential access they can bring.

This is why most keyword analysis tools allow you to separate variables by country.

That way, your search will be more assertive.

Therefore, know the main variables of the keywords.


Volume represents the amount of monthly searches for a term in search engines.

Alone, the volume shows the potential hits your page can receive if positioned in the first position on Google.

However, keyword volumes are estimates only and therefore do not represent actual values.


The difficulty is determined by the number of authority pages that compete for the organic placement of the term.

In other words, the greater the difficulty, the greater the effort required to get a good placement on Google or other search engines.


The variable that represents opportunity is not used much, even though it is very useful.

Basically, when you do a search and in addition to the conventional results, images, maps, advertisements and videos appear, the opportunity to get clicks decreases.

After all, there are several visual elements attracting the user's attention.

Intent to buy

Purchase intent is a stage in the sales funnel and is essential for terms related to products and services.

Therefore, it is no use placing a term related to your business if that keyword does not carry purchase intent.

In other words, having hits on your site doesn't mean selling more, so it's essential to consider the user's intent when searching for a term.

What are negative keywords?

A negative keyword is a term that you do not intend to rank or appear.

In short, the purpose of negative keywords is to attract only people who want exactly what you offer, allowing your bounce rate to be low.

So, imagine you are ranking a page for the term “shoes”, but you don't work with men's shoes.

In this case, one of the negative keywords on your page will be “men's shoes”.

In other words, you don't mention this term anywhere on your page and you don't work it in your campaigns.

If you work paid traffic, this term would be one of the negative keywords in Google Ads, Facebook Ads, etc.

Negative keyword enforcement helps to funnel your traffic, allowing all access to be more qualified considering what you offer.

So even if you have less traffic, your bounce rate will be lower and your site will have more conversions.

Keyword Types

Currently, there are two designations for keywords, they are:

  • Head tail;
  • Long tail.

So, when getting paid traffic, you need to pay attention to keyword types in Google Ads.

Keyword head tail: main keyword

The head tail keyword or main keyword is also known as the "seed keyword".

This term is short and defines the essence of your page, it is through this keyword that you find the long tail keywords.

Main keyword examples:

  • Tennis;
  • Sights;
  • Table.

Keyword long tail: Keyword long tail

The long tail keyword or long tail keyword is more specific than the main one.

So, most of the time, long tail has a lower search volume, however, as it is more specific, it can carry different potentials, such as: specificity and purchase intent.

Long Tail Keyword Examples:

  • Spring running shoes;
  • Sights in Belo Horizonte;
  • Wooden table with glass.

The Importance of Keyword Research in Digital Marketing

In short, all SEO, paid traffic and content marketing practices are keyword based.

After all, it is the keywords that enable your content to perform well in organic traffic, whether in video, image or text.

Is your area of ​​expertise very competitive in your city? I guarantee that on the internet, competition is much fiercer.

This is probably why you're reading this article, to learn how to do assertive keyword research for your audience.

So I'm sure you are already aware of why you use keywords in your articles.

In addition, keyword research is essential for planning your SEO-focused site creation.

Keyword search with or without accents? What is the best way?

This question is very common and I often see discussions about it.

However, there is no correct way as long as the term you choose has a monthly volume of searches and has to do with the intention of your page.

After all, using the wrong words in an article can cause your readers to lose confidence in your content, generating disbelief.

Where to use keywords?

As important as knowing which keywords to use is knowing where to enter these terms.

Meta title

The meta title is responsible for the title of a page in the search results of Google, Bing and other search engines.

The title is one of the main positioning factors, which reinforces the use of the page's keyword in this field.

Meta description

Do you know when you do a Google search and the results are displayed with a title and short description?

This description is the meta description, so in addition to using the keywords in this location, it is recommended to use neuromarketing to increase your clickthrough rate.

Page Title

The page title is inside the H1 tag, it is the first and main page title.

Best practices define that each page has at most one H1 title, followed by subtitles in H2, H3, etc.

Ideally, the title should be similar to the meta title, containing the page's keyword.

Page Subheads

Subheads are the terms within the H2, H3, H4, H5 and H6 tags.

H2 is the shallowest subtitle, therefore, H6 is the deepest subtitle.

This means that the deeper the subhead, the deeper the block of text that follows it within the main topic of the article.


A URL is the address of a website or page on the internet.

In SEO it is common to use the title of the page in the URL, this practice is ideal, as this way the address already tells the user the subject of the page.

Therefore, including the page keyword in the URL helps with organic placement as long as the friendly URL is maintained.

Despite having less competition in search engine positioning, in the past it was very difficult to create optimized texts.

That's where keyword research was born, aiming to increase organic site hits.

In short, keyword research is about defining the terms that will be used in your campaign, whether SEO or paid traffic.

Thus, several tools have emerged to search for keywords, which allows for in-depth analysis for marketing.

Since there is a chronological order to follow to maximize your keyword research success, follow the step by step.

1. Define the personas

First, defining the persona you want to attract is essential to guide your search.

So, without a defined persona, your page's conversion rate tends to be low.

After all, it's not possible to understand the user's intent without knowing what the audience's behavior is and the real intent when doing a survey.

2. Analyze competitors

Overall, knowing which pages are in the top positions on Google for the term you've chosen helps you reference your search.

So, through Ubersuggest or another tool of your choice, make an analysis of how much traffic these pages get every month and for which words they are positioned.

Write down the main keyword, related keywords, questions, prepositions and comparisons.

Then remove all negative keywords.

Then the remaining terms will be the ones you will use in your campaign.

3. Understand the search volume of terms

Through the search volume you can define the potential access that each keyword provides.

There is no point working on terms that do not generate traffic, as your time will be wasted.

However, even if the chosen term has few searches but carries the intention that you are looking for in the user, the ideal is to use it in your campaign.

4. Qualify terms

In short, the qualification step of your search terms is to consider which stage of the sales funnel your persona is at.

Therefore, some terms will be removed from the list as they do not conform to what your audience wants at that stage of the funnel.

In other words, each keyword matches a page or content type.

In other words, understand the user's intent to create and position a page suitable for that user.

Keyword-search tools

There are hundreds of tools on the internet to make keyword research easier.

These tools aim to make your search easier, allowing you to save time for what matters, discovering and understanding all the keywords in your campaign.

So, here are some sites to do keyword research.

No Rush

SemRush is one of the biggest references when it comes to SEO tool.

It allows you to analyze competitors, do keyword research, track the organic positioning of your website's keywords, and much more.


Ubersuggest is a free tool for casual use, where you can do keyword analysis and analyze competing sites.

In addition, the tool generates some suggested agendas for articles.

Google Trends

Google Trends is a completely free tool, it is possible to observe the history of word searches through graphics.

With this function, you can track how relevant a trend is and a graph of past trends. is an old tool and allows you to research the volume and difficulty of placing terms.

Search options include the following search engines:

  • Google;
  • Youtube;
  • Bing;
  • Amazon;
  • eBay;
  • Play Store;
  • Instagram;
  • Twitter.


Majestic is a tool aimed at monitoring backlinks.

But some time ago they released some keyword analysis tools that include:

  • Keyword Search;
  • Keyword Generator.

Google Ads Keyword Planner

The Google Ads Keyword Planner has been paramount for many years.

It was formerly known as the Google Keyword Planner.

There was a time when this tool was the only one on the market, despite the competition, it is still one of the most efficient.

Keywords Everywhere

Keyword Everywhere is a browser extension, currently available for Google Chrome and Firefox.

The best thing about this tool is that you can do keyword analysis in a practical way, in the browser itself, which speeds up the process.

Frequently Asked Questions

Below, check out the most frequently asked questions about keyword.

What do keywords mean?

In short, a keyword symbolizes a product, a service or a desire of a user who searches for the term.

In addition, a keyword can be made up of more than one word.

How to do keyword research for sales?

To do keyword research for sales, you need to consider the real intent of the user.

In other words, when reviewing related terms, only consider the ones the user uses to purchase.

How to define keywords for an article?

In general, understand the steps on how to define keywords for an article:

  1. First, choose the subject;
  2. Then, understand the user's intention;
  3. Search the keyword with the highest volume of searches and the least difficulty in ranking ;
  4. Finally, write the content using the keyword in the title, some subtitles and in the description.

A useful plugin for Wordpress is Yoast, with it it is possible to know if you are not using more keywords than necessary on your page.

How to do keyword research on websites?

In short, you can do keyword research on competing sites.

To do this, all you have to do is access the sites, understand what each page is about and what the most important term is.

Keywords or keywords? Which one is right?

According to the grammar, the second term remains in the singular, as it follows the first, so the right thing is to write keywords.

How to do keyword research for Mercado Livre?

First, know your product's main term, then use keyword research tools to find related terms.

So, just choose a term that has purchase intent and use it in the title and description of your products.

How do I do keyword research for Shopee?

In short, Shopee has a tool called “Sales Assistant” that assists advertisers in the keyword discovery process.

How to do keyword research for Youtube?

In general, the best way to find keywords for videos on Youtube is through the function that completes what is written in the search field.

So, enter a term that you think is relevant to your video and then some options will appear as a search suggestion.

After all, if these are search suggestions for the user, it's worth using those terms in your videos.

How to do keyword research for Google My Business?

In Google My Business, in the “labels” section, when typing, there is the auto-complete function. So, just enter 10 terms related to your business.


In short, doing a comprehensive and thorough keyword search for all of your persona's intentions can be quite time consuming.

For this reason, I recommend that you take your keyword analysis unhurriedly, so the end product of your search tends to be as close as your site needs.

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Lucas Ferraz

Lucas Ferraz

Specialist in SEO, traffic increase and lead generation.
More than 310 campaigns in the portfolio.
Certified by Blue Array Academy and SEMRush.

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