Keyword Research in 2021: All You Need to Know

The use of Keywords is decisive in digital marketing: Keywords attract traffic and, subsequently, engagement. It is of great importance for marketing experts to research the most effective keywords for each product they want to advertise. Here you will learn all you need to know about keyword research.


Digital marketing involves creating content to be broadcasted on online platforms with the hope that the audience will react positively to the campaigns, either by engaging with the posts or taking other necessary actions that will favor the host organization.

Basically, the process involves content and audience - creating, editing, and publishing the right content to be viewed by a segmented target audience. It will make more sense for higher conversion rates. In this text, more emphasis will be placed on the content aspect of digital marketing.

The content fuels a productive digital marketing strategy. From social media marketing, email marketing all the way down to search engine marketing (SEM), marketing experts will find it difficult to attract and convince customers and prospects without great content.

While every detail of your digital marketing strategy is important for more efficient online promotions, some elements constitute more conversion prowess than others, making them more crucial to consider.

During a High-Ranks top-rated SEO discussion forum, SEO consultant and Co-founder Jill Whalen made a comment on the continuous development of SEO. He said, "Good SEO work only gets better over time. It only searches engine tricks that need to keep changing when the ranking algorithms change."

For instance, the content you publish on your website has to be adequately sandwiched with relevant keywords that will boost the chances of your web pages appearing on search results. This makes keywords arguably the most important part of your search engine marketing efforts.

Content constituted by adequate keywords does not only help you build a perfect connection with your target audience. It also acts as a bolstering visibility factor for your published content. It serves as the base upon which you promote your business through your e-commerce website on search engines. Hence it's essential to invest more effort into keyword research. As we go on, we will provide answers to some common questions surrounding keyword research through the years.

What Are Keywords, and Why Are They Essential in Search Engine Optimization?

Gone are the days when marketers published bulky content with no marketing strategy. Nowadays, as relevant as marketing content are, search engine optimization has enforced the need for more directed content creation to guarantee higher conversion rates.

Keywords are worded ideas and topics that define SEO content. In SEO, keywords (often referred to as Search Queries are words or phrases that search engine users enter into search bars when making inquiries about a specific subject or, in this case, a product.

As a digital marketer and content creator looking to make your web pages appear more frequently on search engines, the keywords on your blog content have to be relevant to what users often search for to give them a better chance of finding your content among search results.

Why Are Keywords Important?

Identification of keywords in SEO is super actionable. Keywords are important because they perfectly serve as linchpins between the queries search engine users are searching for and the content you provide on your website. Making it easier for you to appear on search engine result pages (SERPs) and still relay relevant information via your content.

What Is Keyword Research?

Keyword research is a ubiquitous practice in Search Engine Optimization (SEO). Marketing experts and SEO professionals always make an effort to find relevant keywords or phrases that could be sandwiched into the content published on a web page to convey information pertinent to the user and rank high in search engine results.

Practicing proper keyword research with the use of powerful SEO tools like NinjaSEO assists marketers in properly understanding the actionability for specific keywords regarding the product or service being advertised. For instance, a factor like a usage volume will be evaluated by saying; the higher the number of web pages associated with a particular keyword, the lower the chances m for a web page to rank high in search results regarding that keyword.

Importance of Practicing Intense Keyword Research;

As a marketer or SEO expert, a time will come in your career when you will be hired to market a highly competitive product online. Your knowledge and use of keywords will be tested in this situation, and in the end, you will appreciate the relevance of proper keyword research. In search engine optimization (SEO), adequate keyword research and the use of keywords bring about the distinctiveness of a website in search results.

Keyword research assists business organizations to grab a better understanding of search intent and use the knowledge to structure their content and thrill the audience even more. Understanding search intent has become more crucial than ever as Google and Bing prioritize their user experiences over everything else.

How to Identify Actionable Keywords in Every Context

By understanding the intention behind keywords or search phrases used by online users to find information, business marketing teams can create better content, strategize their marketing techniques and deliver relevant content that can drive traffic and engagement to their websites and other relevant customer engagement platforms. There are four types of search intent, described as follows:

A. Informational Intent

Search engine users searching with informational intent merely want to gather more information about a subject (in some cases a product or service), probably for future transactions or research, and not to engage further. These users search for informational keywords to enlighten themselves or update their ideology about a topic. A good example of such an informational keyword or phrase is; "A beginner's guide to Search Engine Optimization (SEO)."

B. Navigational Intent

A navigational search query is aimed at helping the search engine used to find pages or websites by entering keywords relating to a specific brand or product model, probably because they cannot directly enter the target URL in the address bar. These keywords are meant to lead the users to a specific webpage. An excellent example of a navigational intent query may be "Twitter login."

C. Transactional Intent

A query with transactional intent is carried out to place orders to purchase a product or service. Transactional search queries may or may not always lead to a purchase, and rather they signify the readiness of a search engine user to make a transaction-related engagement. A typical example of a transactional intent keyword can be "Air Jordans for sale."

D. Commercial Intent

When search engine users are not yet convinced of a product, brand, or model to patronize, they usually search on search engines with commercial intent keywords. These search queries result in sales more often than not. However, it requires very good convincing use of keywords to attract traffic and favorable engagement using this type of keyword.

Most of these commercial intent queries show results that assist search engine users in making a buying decision. A good example of a commercial intent keyword would be the "Ford Edge 2020 review."

How to Do Keyword Research for SEO

Now you already know the basic processes involved in keyword research and why it is essential to carry them out delicately. Now, it's time to relate the processes and ascertain how a digital marketing SEO tool can be used to perform them.

Content creation on its own entails building the main structure of the marketing content, and keyword analysis give the content the much attention it requires to be productive. By practicing intense keyword research, you can boost traffic on your website and easily categorize your guests since only users who are actually interested in your products or services will find you.

However, keyword research requires much more than merely finding a combination of words. It has to do with exploring the options to understand further how you can leverage them to rank higher in SERPs. This is basically how to process information gathered from keyword research:

  • Search volumes: refers to how often competitors use each keyword.

  • Keyword relevance: the metric allows you to understand which keyword is more actionable regarding the product and/or service that you want to advertise, and your expected reaction.

Practically you will need to engage in the use of reliable digital marketing tools. More specifically, search engine optimization tools like NinjaSEO.

Keyword Research Tools;

To create SEO content with organic high rank in SERPs and drive visitors to your website, you need to understand the needs of the searchers and the language they use to communicate as well as the type of content that makes them comfortable. This can be achieved by frequently communicating with customers and performing keyword research using actionable SEO tools like NinjaSEO.

How to Identify a Good Keyword Research Tool

As a business owner or manager looking to make the most of keyword research in promoting your website content, you have to pick the most convenient keyword research tool available to work with. Your choice of product may be based on the unique features possessed or the cost of installation and running the keyword research tool. Whichever one it is, finding the most suitable research tool is always very challenging.

Properly highlighting the exact features you demand from an SEO keyword research tool is the most important step you will take when selecting the one that is most compatible with your business structure. Below, we have highlighted two basic functions that a good keyword research tool should perform. They are as follows:

  • The ability to research relevant keywords - This is the basic function of the keyword identifier, however, more emphasis at this initial stage should be placed on the relevance of the provided keywords.

  • The capacity to perform competition analysis tools like search volume and keyword popularity checkers on suggested keywords - The tool should be able to display important competition metrics to enable the marketer to ascertain the less competitive keywords.

Let's Wrap it Up

Generally, content in digital marketing, particularly search engine marketing, deals a lot with keywords. Using the right keywords is crucial and that is why we have struggled to buttress the keyword research process emphatically.

SEO tools can serve very effectively in keyword identification, so you have to find a good one to take care of that for your brand as a marketer. The 500apps' NinjaSEO is designed to conveniently deliver perfect keywords and help you research for the best one for your product. For more information on NinjaSEO, visit the [website](

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