This presentation about SEO will explain some of the important ways of finding the right primary and secondary keywords for your website. First, you'll understand why keyword research is important. Second, you'll learn types of keyword research in SEO and a few important ways to do keyword research. Then, you'll come across the Keyword clustering process and finally, you'll learn some of the easiest ways of keyword research using different keyword research tools. Now, let us get started and understand how to do keyword research for SEO. Below topics are explained in this presentation: 1. Why keyword research? 2. Types of keyword research 3. How to do keyword research 4. Alternative suggestions to keyword research 5. Keyword clustering 6. Tools for keyword research About Simplilearn Digital Marketing course: The Digital Marketing Certified Associate (DMCA) course is designed to help you master the essential disciplines in digital marketing, including search engine optimization (SEO), social media, pay-per-click (PPC), conversion optimization, web analytics, content marketing, email and mobile marketing. Why learn Digital Marketing? Businesses and recruiters prefer marketing professionals with genuine knowledge, skills and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace. What skills will you learn from this Digital Marketing course? This course will enable you to: 1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation and digital marketing strategy 2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing 3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more. 4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing 5 Create the right marketing messages tailored to the right audiences 6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.

1. What’s in it for you?
Before Cloud Computing
What is Cloud Computing?
Benefits of Cloud Computing
Types of Cloud Computing
Who uses Cloud Computing?
1
2
3
4
5

2. What’s in it for you?
Why keyword research?
Types of keyword research
How to do keyword research
Alternative suggestions to keyword research
Keyword clustering
Tools for keyword research

3. Why keyword research?
Imagine Jessi is planning to publish a blog of pizza recipes

4. Why keyword research?
 Pizza recipes step by step | Easy recipes
 Pizza recipes with sausage | Recipes for free
 Homemade pizza toppings | Pizza recipes without
oven
 Pizza dough recipes | Simple Pizza recipes
 Thin crust pizza recipes– Made by Jessie
These keywords are
not the right choice
But, I’m unsure if
these will bring traffic
Where, she plans to write on the topics below

5. Why keyword research?
 Pizza recipes step by step | Easy recipes
 Pizza recipes with sausage | Recipes for free
 Homemade pizza toppings | Pizza recipes without
oven
 Pizza dough recipes | Simple Pizza recipes
 Thin crust pizza recipes– Made by Jessie
Where she plans to write on the below topics and unsure if they will bring a lot of traffic
Some of the issues with
the chosen keywords
are
Few keywords have,
• Low search volume
• High competition
• Irrelevant to the topic
• Incorrect use of primary and secondary
keywords

6. Why keyword research?
 Pizza recipes step by step | Easy recipes
 Pizza recipes with sausage | Recipes for free
 Homemade pizza toppings | Pizza recipes without
oven
 Pizza dough recipes | Simple Pizza recipes
 Thin crust pizza recipes– Made by Jessie
Where she plans to write on the below topics and unsure if they will bring a lot of traffic
This will lead to less
trafficFew keywords have,
• Low search volume
• High competition
• Irrelevant to the topic
• Incorrect use of primary and secondary
keywords

7. Why keyword research?
 Pizza recipes step by step | Easy recipes
 Pizza recipes with sausage | Recipes for free
 Homemade pizza toppings | Pizza recipes without
oven
 Pizza dough recipes | Simple Pizza recipes
 Thin crust pizza recipes– Made by Jessie
Where she plans to write on the below topics and unsure if they will bring a lot of traffic
This will not help you
with page rankingFew keywords have,
• Low search volume
• High competition
• Irrelevant to the topic
• Incorrect use of primary and secondary
keywords

8. Why keyword research?
 Pizza recipes step by step | Easy recipes
 Pizza recipes with sausage | Recipes for free
 Homemade pizza toppings | Pizza recipes without
oven
 Pizza dough recipes | Simple Pizza recipes
 Thin crust pizza recipes– Made by Jessie
Where she plans to write on the below topics and unsure if they will bring a lot of traffic
This will result in high
bounce rateFew keywords have,
• Low search volume
• High competition
• Irrelevant to the topic
• Incorrect use of primary and secondary
keywords

9. Why keyword research?
 Pizza recipes step by step | Easy recipes
 Pizza recipes with sausage | Recipes for free
 Homemade pizza toppings | Pizza recipes without
oven
 Pizza dough recipes | Simple Pizza recipes
 Thin crust pizza recipes– Made by Jessie
Where she plans to write on the below topics and unsure if they will bring a lot of traffic
This will lead to poor
SEO optimizationFew keywords have,
• Low search volume
• High competition
• Irrelevant to the topic
• Incorrect use of primary and secondary
keywords

10. Why keyword research?
These keywords are
not the right choice
Can someone help to
find the right keywords?
 Pizza recipes step by step | Easy recipes
 Pizza recipes with sausage | Recipes for free
 Homemade pizza toppings | Pizza recipes without
oven
 Pizza dough recipes | Simple Pizza recipes
 Thin crust pizza recipes– Made by Jessie

11. Types of keyword research

12. Types of keyword research
Short tail keywords Long tail keywords

13. Types of keyword research
Short tail keyword
High competition
Low competition
Searchvolume
High
High
Low
Conversion rate
Long tail keyword

14. Types of keyword research
Short tail keyword
Searchvolume
High
High
Low
Conversion rate
Long tail keyword
High competition
Low competition

15. Types of keyword research
• These keywords are not specific
• They consist of less than 3 words
• They have high search volume and high
competition
• Since these keywords are broad match,
they don’t convert very well
• An example of a short tail keyword is
pizza recipes
Short tail keywords
These Keywords bring more
traffic

16. Types of keyword research
• These keywords are not specific
• They consist of less than 3 words
• They have high search volume and high
competition
• Since these keywords are broad match,
they don’t convert very well
• An example of a short tail keyword is
pizza recipes
Short tail keywords Long tail keywords
• These keywords are very specific
• They consist of more than 3 words
• They have relatively low less search
volume and competition
• This will bring in quality traffic leading to
higher conversion rate
• An example of a long tail keyword is
homemade pizza dough recipes
These keywords are used
for targeted pages

17. Demo
For instructor - We can use keyword planner tool and show the search volume and difficulty of below
keywords:
• Pizza receipes
• homemade pizza dough recipes
Also you can explain the interface of the keyword planner tool

18. How to do keyword research

19. How to do keyword research
Keyword research is done based on the following factors:
Search volume Commercial intentRelevancyCompetition

20. How to do keyword research
Keyword research is done based on the following factors:
Commercial intentRelevancyCompetitionSearch volume
It indicates the
potential traffic you
can obtain

21. How to do keyword research
Keyword research is done based on the following factors:
Search volume Commercial intentRelevancyCompetition
It determines the
difficulty to rank

22. Competition
How to do keyword research
Keyword research is done based on the following factors:
Search volume Commercial intent
It’s more intuitive to
your business to drive
more quality traffic
Relevancy

23. RelevancyCompetition
How to do keyword research
Keyword research is done based on the following factors:
Search volume
These keywords drive
more conversions and
revenue for the
business
Commercial intent

24. Search volume
How to do keyword research
• Search volume is the average monthly searches made for a particular word or phrase

25. Search volume
How to do keyword research
• Search volume is the average monthly searches made for a particular word or
phrase
• Targeting keywords of high search volume will help to bring more traffic to your
website

26. Search volume
How to do keyword research
• Search volume is the average monthly searches made for a particular word or
phrase
• Targeting keywords of high search volume will help to bring more traffic to your
website
• Search volume may also have seasonality factor for seasonal and trending
keywords

27. Search volume
How to do keyword research
• Search volume is the average monthly searches made for a particular word or
phrase
• Targeting keywords of high search volume will help to bring more traffic to your
website
• Search volume may also have seasonality factor for seasonal and trending
keywords
• For example, phrases like funny halloween costumes will have more search volume
in October (as halloween day is on 31st October)

28. Competition/ Difficulty
How to do keyword research
• It is one of the important keyword metrics when doing keyword research

29. Competition/ Difficulty
How to do keyword research
• It is one of the important keyword metrics when doing keyword research
• Higher the competition, harder it is to rank #1 on Google SERP

30. Competition/ Difficulty
How to do keyword research
• It is one of the important keyword metrics when doing keyword research
• Higher the competition, harder it is to rank #1 on Google SERP
• High search volume and low competition keyword is the ideal combination to prefer

31. Competition/ Difficulty
How to do keyword research
• It is one of the important keyword metrics when doing keyword research
• Higher the competition, harder it is to rank #1 on Google SERP
• High search volume and low competition keyword is the ideal combination to prefer
• The difficulty of a keyword ranges from 0 to 100
Range Difficulty
0-29 Easy
30-49 Medium
Above 50 Hard

32. Relevancy
How to do keyword research
• Keyword relevancy drives quality traffic to your website

33. Relevancy
How to do keyword research
• Keyword relevancy drives quality traffic to your website
• It refers to the concept of how relevant your keywords are to each page of our
site

34. Relevancy
How to do keyword research
• Keyword relevancy drives quality traffic to your website
• It refers to the concept of how relevant your keywords are to each page of our
site
• Always prefer keywords relevant to your content (even though it doesn’t have a
high search volume)

35. Relevancy
How to do keyword research
• Keyword relevancy drives quality traffic to your website
• It refers to the concept of how relevant your keywords are to each page of our
site
• Always prefer keywords relevant to your content (even though it doesn’t have a
high search volume)
• Example: Suppose you have a beginner content on SEO, prefer to use relevant
keywords (like SEO tutorial or what is SEO), instead of focusing on irrelevant
keywords with high search volume (like what is digital marketing)

36. Relevancy
How to do keyword research
• Keyword relevancy drives quality traffic to your website
• It refers to the concept of how relevant your keywords are to each page of our
site
• Always prefer keywords relevant to your content (even though it doesn’t have a
high search volume)
• Example: Suppose you have a beginner content on SEO, prefer to use relevant
keywords (like SEO tutorial or what is SEO), instead of focusing on irrelevant
keywords with high search volume (like what is digital marketing)
Note: Understand your business and find keywords relevant to your business

37. Commercial intent
How to do keyword research
• These keywords are more specific and often result in high conversion rate

38. Commercial intent
How to do keyword research
• These keywords are more specific and often result in high conversion rate
• For example, commercial intent keywords like “buy iPhone” has low search volume,
but it shows that the person is ready to make a purchase

39. Commercial intent
How to do keyword research
• These keywords are more specific and often result in high conversion rate
• For example, commercial intent keywords like “buy iPhone” has low search volume,
but it shows that the person is ready to make a purchase
• Some of the commercial intent keywords are below:
Discount Buy ShippingDeal Coupon

40. • Keyword research lays the foundation for a good SEO
• Websites with well-chosen keywords help to get more organic traffic
• The chosen keywords can be further divided into:
How to do keyword research
Primary Keyword Secondary Keyword

41. • Keyword research lays the foundation for a good SEO
• Websites with well-chosen keywords help to get more organic traffic
• In SEO, optimize a page for a primary and secondary keyword
How to do keyword research
Primary Keyword Secondary Keyword
Primary keyword defines the nature of your content
1
Secondary keywords are relevant to primary keyword
2
Note: For a web page, there can be several secondary keywords but only one primary keyword

42. How to do keyword research
Imagine you have a blog of healthy dietary tips where you can choose your primary and secondary keywords as,
Primary Keyword – Healthy diet plan
1
2
Secondary Keywords – healthy diet for weight loss
healthy diet food
low carb diet
healthy meal plans
diet plan weight loss

43. Demo
For instructor - We can use keyword planner tool and show the search volume of all the keywords
used in the previous slide
We can say Healthy diet plan is chosen as the primary keyword because it has high search volume

44. Alternative suggestions to keyword research

45. Alternative suggestions to keyword research
LSI
Keywords
Google
suggest
Reddit
Wikipedia
Quora
Keyword
research

46. LSI keywords
• LSI stands for latent semantic indexing

47. LSI keywords
• LSI stands for latent semantic indexing
• It is semantically linked to your primary keyword

48. LSI keywords
• LSI stands for latent semantic indexing
• It is semantically linked to your primary keyword
• They are used to drive relevant traffic and create more visibility on SERPs

49. LSI keywords
• LSI stands for latent semantic indexing
• It is semantically linked to your primary keyword
• They are used to drive relevant traffic and create more visibility on SERPs
• An easy way to look for LSI keywords is on Google SERP
In the middle of a SERPAt the bottom of a SERP

50. LSI keywords
For example,
Imagine, Rachel has a blog that explains about python, but how do search engines know if the website python is
about the python programming language or python snake?
This is where search engines (like Google) search for LSI keywords in order to understand what the web page is
specifically focusing on
Q: Why are LSI Keywords important?

51. Did you know?
LSI keywords can improve your search positioning in
featured snippets

52. Demo
For instructor - We can show the LSI keywords on Google for the keyword “Healthy diet”

53. Quora
Quora is a great platform to know trendy topics and the topics getting user
engagement
You can brainstorm several keywords
and topic ideas from Quora within
minutes

54. Quora
Explore “top question”
• This process will help you find keywords with high search
volume
With Quora,

55. Quora
Explore “top question”
• This process will help you find keywords with high search
volume
• With this idea, an individual can look at the top 5 questions
for a specific topic (like healthy dieting) and find relevant
keywords
With Quora,

56. Quora
Explore “top question”
• This process will help you find keywords with high search
volume
• With this idea, an individual can look at the top 5 questions
for a specific topic (like healthy dieting) and find relevant
keywords
• For example, some of the keywords you get from these
questions are:
“best way to lose weight” “cheapest diet” “daily diet”
dsdand “diet plan”
With Quora,

57. Demo
For instructor - We can show a demo for the steps I have mentioned in the Quora slides
for the keyword “healthy diet”
Also we can show a demo to find popular keywords from Quora using Ahref tool.
Eg: On Ahref search engine box, types “quora.com” -> select “top pages” -> in search box for top
pages, enter “healthy diet”
This method give you a list of top keywords

58. Google suggest
Google suggest is a feature of Google search engine which provides search recommendation
GIF credit: Leighton interactive
Note: Users select search keywords from google recommendation

59. Google suggest
According to Google,
“Autocomplete predictions are automatically generated by an algorithm without any human involvement
based on a number of objective factors, including how often past users have searched for a term.”

60. Google suggest
Healthy diet plan
healthy diet for weight loss
healthy diet food
healthy diet for men
healthy diet for kids
healthy diet for women
Suggested keywords
27,100
9,900
8,100
2,900
1,600
2,400
Keywords Search volume
For example, when you enter the keyword “healthy diet”, as a result, Google suggest gives you multiple keyword
suggestions that users have asked

61. Demo
For instructor - We can show a demo on Google search engine for the keyword healthy diet and
show their search volume on google keyword planner

62. Wikipedia
Wikipedia helps us to find
relevant keywords in an easier
way

63. Wikipedia
Wikipedia helps us to find
relevant keywords in an easier
way
• Identify a list of keywords in the meta description itself
• Choose keywords from the first paragraph of Wikipedia (as it has many relevant keywords)
• Take a look at keywords from the Wikipedia contents section
• Additional pages like “see also” gives relevant keywords that you are looking for
• Consider references section as they contain relevant keywords
• Google your keyword with “Wikipedia” term in the search query, and get relevant keywords in the title
tags of SERP
With Wikipedia

64. Wikipedia
• Identify a list of keywords in the meta description itself
• Choose keywords from the first paragraph of Wikipedia (as it has many relevant keywords)
• Take a look at keywords from the Wikipedia contents section
• Additional pages like “see also” gives relevant keywords that you are looking for
• Consider references section as they contain relevant keywords
• Google your keyword with “Wikipedia” term in the search query, and get relevant keywords in the title
tags of SERP
With Wikipedia

65. Wikipedia
• Identify a list of keywords in the meta description itself
• Choose keywords from the first paragraph of Wikipedia (as it has many relevant keywords)
• Take a look at keywords from the Wikipedia contents section
• Additional pages like “see also” gives relevant keywords that you are looking for
• Consider references section as they contain relevant keywords
• Google your keyword with “Wikipedia” term in the search query, and get relevant keywords in the title
tags of SERP
With Wikipedia

66. • Identify a list of keywords in the meta description itself
• Choose keywords from the first paragraph of Wikipedia (as it has many relevant keywords)
• Take a look at keywords from the Wikipedia contents section
• Additional pages like see also gives relevant keywords that you are looking for
• Google your keyword with “Wikipedia” term in the search query, and get relevant keywords in the title
tags of SERP
Wikipedia
With Wikipedia

67. Wikipedia
• Identify a list of keywords in the meta description itself
• Choose keywords from the first paragraph of Wikipedia (as it has many relevant keywords)
• Take a look at keywords from the Wikipedia contents section
• Additional pages like see also gives relevant keywords that you are looking for
• Consider references section as they contain relevant keywords
• Google your keyword with “Wikipedia” term in the search query, and get relevant keywords in the title
tags of SERP
With Wikipedia

68. Wikipedia
• Identify a list of keywords in the meta description itself
• Choose keywords from the first paragraph of Wikipedia (as it has many relevant keywords)
• Take a look at keywords from the Wikipedia contents section
• Additional pages like see also gives relevant keywords that you are looking for
• Consider references section as they contain relevant keywords
• Google your keyword with Wikipedia term in the search query, and get relevant keywords from the title
tags on SERP
With Wikipedia

69. Demo
For instructor - We can show a demo for all the points that I have mentioned in the Wikipedia slides
(for the keyword healthy diet)

70. Reddit
Keyworddit gives the average number
of monthly searches for a particular
keyword
• Identify a list of keywords in the meta description itself
• Choose keywords from the first paragraph of Wikipedia (as it has many relevant keywords)
• Take a look at keywords from the Wikipedia contents section
• Additional pages like see also gives relevant keywords that you are looking for
• Consider references section as they contain relevant keywords
• Google your keyword with Wikipedia term in the search query, and get relevant keywords from the title
tags on SERP
• Reddit is another popular community where people discuss variety of topics
• Here, with the help of subreddits an individual can find relevant keywords with high search
volume

71. • Identify a list of keywords in the meta description itself
• Choose keywords from the first paragraph of Wikipedia (as it has many relevant keywords)
• Take a look at keywords from the Wikipedia contents section
• Additional pages like see also gives relevant keywords that you are looking for
• Consider references section as they contain relevant keywords
• Google your keyword with Wikipedia term in the search query, and get relevant keywords from the title
tags on SERP
• Reddit is another popular community where people discuss variety of topics
• With the help of subreddits, an individual can find relevant keywords with high search
volume
Reddit
Keyworddit gives the average number
of monthly searches for a particular
keyword

72. • Identify a list of keywords in the meta description itself
• Choose keywords from the first paragraph of Wikipedia (as it has many relevant keywords)
• Take a look at keywords from the Wikipedia contents section
• Additional pages like see also gives relevant keywords that you are looking for
• Consider references section as they contain relevant keywords
• Google your keyword with Wikipedia term in the search query, and get relevant keywords from the title
tags on SERP
• Reddit is another popular community where people discuss variety of topics
• With the help of subreddits, an individual can find relevant keywords with high search
volume
• In Reddit, there is an easier way to find out keywords using a tool called Keyworddit
Reddit
Keyworddit gives the average
monthly searches for a particular
keyword

73. • Identify a list of keywords in the meta description itself
• Choose keywords from the first paragraph of Wikipedia (as it has many relevant keywords)
• Take a look at keywords from the Wikipedia contents section
• Additional pages like see also gives relevant keywords that you are looking for
• Consider references section as they contain relevant keywords
• Google your keyword with Wikipedia term in the search query, and get relevant keywords from the title
tags on SERP
Reddit
• Reddit is another popular community where people discuss variety of topics
• With the help of subreddits, an individual can find relevant keywords with high search
volume
• In Reddit, there is an easier way to find out keywords using a tool called Keyworddit
• For example, type a word in Keyworddit and choose keywords from the auto-generated list
This tool will extract keywords from the
subreddit and give relevant terms with
their search volumes

74. Demo
For instructor - We can show a demo for the keyword “healthy diet” using the tool Keyworddit

75. Keyword clustering

76. Keyword clustering
In order to gain higher rankings, SEO experts cluster keywords into
content theme that are relevant to each page of the website
Why do you have to target just one keyword
per content when you can target many?

77. Keyword clustering
For example,
• After keyword research, you can thematically group keywords into a core topic
SEO

78. Keyword clustering
For example,
• After keyword research, you can thematically group keywords into a core topic
• The cluster is formed of a core topic with related subtopics keywords
What is SEO
(core topic)
Introduction to SEO
Learn SEO step by stepWhat is search engine
optimization
How does SEO work
What are the basics of SEO
1
2
3
4
5
SEO techniquesSeo tips and tricks
Website optimisationOn-page seo techniques
Seo best practices
Off-page seo techniques
1
2
3
4
5
Cluster 1 Cluster 2

79. Keyword clustering
For example,
• After keyword research, you can thematically group keywords into a core topic
• The cluster is formed of a core topic with related subtopics keywords
• This helps you to rank better

80. Tips to remember
Hope this helps
• Staying up-to-date on industry news
• Brainstorm your own ideas and identify a list of keywords that are
relevant to your business
• Determine the keywords that your competitors are already ranking for
Some of the additional steps in keyword research are:

81. Tools for keyword research

82. Tools for keyword research
Keyword research tools are important for finding the best keywords
Some of the popular keyword research tools are

83. Key Takeaways

84. Key Takeaways