How to do keyword & entities research [with Keytrends]

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How to do keyword research is one of the first processes that digital marketers (and especially SEOs) learn, because it is essential to promote good search engine rankings.

With our tool we wanted to make keyword research easy and so that you can see it, we have created this tutorial. It contains all the information you need to know before searching for keywords, as well as the step-by-step with Keytrends and the subsequent keyword analysis and selection process.

First things first, we start by defining keyword research, why it is important and what it is for.

¿What is keyword research?

Keyword research is the process of identifying the search terms that users use in search engines to solve their information or purchasing needs regarding a topic, product or service.

By including these words in different parts and contents of our website, and as long as we include the information that the user expects to find with their search, we help search engines such as Google to throw us into the search results when users make those searches.

Therefore, keywords are the means by which Google reads the pages and through which users arrive at the web pages.

This research reveals us:

  • What are people looking for around a keyword?
  • How much are they searching for a keyword?
  • When are they searching this keyword? All year round, or just for a few months?
  • What interests or concerns people?
  • In what format are they interested in having a response: text, video, image?

Thanks to this research we are able to talk about what people are looking for because that is what will drive traffic to our website, not just any other topic.

¿Why is keyword research important?

You may have already guessed the importance of keyword research to be found on the internet if you have a website. This is one of the benefits of keyword research, along with a few others:

1. Rank your contents on search engines and drive traffic to your webpage

An Ahrefs study 3 years ago revealed that 90% of the pages indexed in Google go unnoticed by users and never receive any visits.

In figures, these are 900 million pages full of content and which have surely meant an enormous investment of time and effort, but which have failed in the most basic aspect: covering the keywords that users use to search for this content and knowing exactly what information they expect to find.

As we will see, it is not enough to include the keywords in the text: it is necessary to discern the search intention behind each keyword and adapt the format of the page and its content to it.

The better optimised our pages are, the better positioning they will achieve in search engines and, therefore, the more traffic they will receive. Is there a lot of competition in all sectors?

Yes, but the good news is that we compete with only 10% of websites that do their homework with good keyword research to optimise their content. And of those, only 0.21% (2 million) get more than 1000 visits per month.

Keyword Research The Beginners Guide by Ahrefs

2. Meeting users’ needs at each stage of the funnel

With the pages of our site we should not aim to obtain just any traffic, but qualified traffic, and this is only possible through the process of keyword research. By compiling all the keywords related to our product or service we will be able to classify each one at each stage of the sales funnel.

This process is necessary because users use very different terms, with a different search intent, at each stage of the funnel. It is not the same for a user who begins the process of getting to know a product and whose searches are 100% informative, as it is for a user who has already decided to purchase a product and whose searches are transactional.

The former will expect to arrive at an article that tells them what a product is for, and the latter needs a very complete product page that encourages them to make a purchase.

In short: if you create the right pages or content for each stage, you ensure that the user stays on your website (because they have found what they were looking for) and that they are closer to converting as you impact them with content suited to their interests throughout the customer journey.

Stay with this sales funnel model, then we will see in which stage the different types of keywords that we will explain are located:

CONTENT FUNNEL ENG
Source: Ted Newel

3. Doing market research and validating your product or service

Little is said about how useful keyword research is in finding out everything about your industry: not only can it help you make the initial Product Market Fit, but it helps you keep up to date with the changes and demands that emerge over time.

For example, an e-commerce will be able to make better decisions about products to add to its assortment if it monitors new user searches. But most importantly, keyword research allows you to validate whether you are targeting the right audience, allowing you to answer questions such as:

  • What does my buyer persona want?
  • What does my buyer persona need?
  • What is my buyer persona worried about?
  • Which solution suits my buyer persona?

From there, thanks to detecting the questions and queries that our buyer has in the keyword research, we can decide how to reach him with our website and its contents. Of course, it also allows us to detect the emergence of new competitors.

4. Spread out and justify your efforts in content creation

Last but not least, doing keyword research is the only way to be able to make a rough estimate of whether your content creation efforts will yield sufficient ROI and how much return on investment you can expect.

When we do a keyword research we get valuable data such as the monthly keyword volume and competitiveness, which allows us to predict how easy it will be to position that page and the volume of visits to expect.

These are some of the data that we will have to take into account when selecting the keywords and that we will see later.

What else is keyword research useful for?

In the previous section we talked about the importance of keyword research especially for SEO and website content, but what exactly does this mean? You will need keywords if you have a web project for:

  • Define your web architecture according to what users are looking for
  • Optimise the titles and meta-descriptions of all the pages of the site
  • Optimise headings and the content of the pages themselves
  • Include them in the most important images as alternative text
  • Assemble your content strategy, defining articles for each keyword you select
  • Writing SEO-optimised texts for your website’s blog or your ecommerce’s product and category contents

But your keywords are not only useful for web content: the needs of your users that you identify in them can also be solved in your Social Media content or in your newsletter.

And as I mentioned before, use keyword research to keep up to date with the latest news in your sector and detect trends. You also have to create content about these trends and the usual keyword research tools are not able to detect them, so stay tuned to find out how to detect them.

Types of keywords and their location in the sales funnel

Do you remember the sales funnel? Well, it’s time to bring it back to life in terms of the types of keywords you will come across in your keyword research. There are at least two classifications for keywords, one in terms of search intent, and the other in terms of the length or terms a keyword is composed of.

Keywords according to search intent

Being clear about the search intent behind a keyword is fundamental for approaching the content of a page or a blog article. The search intent tells us about the final objective that a person pursues when searching with specific words, and not others.

Thus, it is said that there are 4 different search intents that are used to classify keywords (each type can be addressed in one or more stages of the sales funnel):

  • Informational search intent (TOFU): users start from 0 in terms of their level of knowledge of a product or service and therefore search for information and ask questions about it. For example: “how to choose a sports mat”.
  • Commercial search intent (MOFU): these users already know a type of product or service and with their searches they are looking for options to consider for a possible future purchase. This is the moment when they are looking for different brand and product options: “cheap sports mats”.
  • Transactional search intent (BOFU): at this higher level of the funnel, the user already knows the product or service in depth, as well as the options, and the objective of their search is to buy. For this reason, they usually use the term “buy”, whether or not accompanied by a specific brand: “buy sports mat”.
  • Navigational search intent: in this case, the user is looking to browse a specific website, so in search engines they use the brand or site term they want to go to. For example: “decathlon”.

I’m sure we now understand much better what we were saying about meeting the user’s needs at each stage of the funnel: it wouldn’t make sense to take the user doing a transactional search to a tutorial on how to use a product, would it?

This would result in a huge page bounce, whereas if we direct them to the product page, and offer them the best product sheet they can find, the sale is almost guaranteed.

By the way: these types of keywords can, in turn, have a local search intent. That is to say, the user limits the search to the place where he lives or where he moves around.

Keywords by length

If the previous classification is fundamental to know the type of content and even the format that we should offer, the length will help us to determine the difficulty and competition that a keyword entails, as well as the number of searches.

  • Short keywords or short tail words (generic): made up of one or two terms, these are very general searches that tend to have a very high search volume and are very difficult to rank for. They are found in generic information pages, such as category pages or pillar contents in topic clusters. For example: “digital marketing”.
  • Mid-tail keywords (semi-generic): made up of between two and three terms, they also tend to have a high volume but are less complicated to position than the first ones. The reason is that by adding terms, they are more refined queries with a more specific information target, and therefore there is less competitive content. For example: “digital marketing strategies”.
  • Long tail (specific) keywords: formed by more than 4 terms, so that they usually represent a question or query of interest to the user. They are more concrete and specific with a very defined objective, so the traffic obtained from them is highly qualified. They have a lower volume but are much easier to position because they compete with fewer results from competitors. For example: “examples of digital marketing strategies”.

In the keyword research we will clearly see which words are generic, semi-generic or specific and by the objective they pursue (search intention) we will be able to place them in a level of the sales funnel.

A recommendation? Never lose sight of long tail keywords, because even if they have a low or very low volume, they represent more than 70% of searches. And as we have said, they are so specific that the user knows exactly what he wants. If we give it to them, conversion is guaranteed.

This image from Terakeet illustrates the advantages of long tail keywords very well:

keywords

Keyword research tools: which one to choose?

Once we have defined the context surrounding keyword research and the keywords themselves, it’s time to get down to business and start looking at how we can do our keyword research. And the first thing to do is to be clear about which tools you might need and which one to choose.

Yes, I am advising you to stick to just one. The years go by and digital marketing and SEO have evolved in such a way that it is no longer necessary to combine tools to do a good keyword research.

Free tools for keyword research

Traditionally, free tools such as these have been used, many of them from Google itself:

  • Google Ads Keyword Planner
  • Google Suggestions
  • Related Google searches
  • Google Suggest (search bar)
  • Google trends
  • AnswerThePublic
  • Answer Socrates
  • AlsoAsked
  • Soovle

And many more free keyword options that have at least two drawbacks:

  1. They do not offer a global view of all types of searches made by users, but focus on one type of query.

By this I mean that depending on the tool we use, we will only obtain certain types of words. For example, it is very common to use Also Asked to obtain questions from users about a product:

alsoasked sports mat

Long tail keywords that will be useful for TOFU content, but not for positioning transactional pages.

To obtain more keywords of all types of length we would need to use more tools, such as the Google Ads Keyword Planner, or Google’s own search bar:

sports mat

In both we would already find semi-generic and generic words.

  1. They do not provide us with all the necessary data to classify, analyse and distribute the keywords in the sales funnel.

We mentioned it before and it is something that we are going to see as soon as we start to see how to search for keywords. For certain types of pages we need volume data to analyse whether a keyword is interesting or not, for example, for a product page (to reach potential buyers it is interesting to use the term with the highest volume).

And we only have this, and in a very unspecific way, with the Keyword Planner:

adwordsmat

This Google tool, designed for search engine advertising, gives us a range of average monthly volume values, not an exact number. We will have several bidding data in case we are contemplating a PPC strategy (or wrongly called SEM).

On the positive side, we will be able to obtain all types of keywords, including long tail keywords, although not the questions that users ask.

Keyword research with Keytrends, an all-in-one tool

To get around the limitations of these types of free tools that only focus on one type of query, I advise you to try a tool that gathers all the information you need in a single keyword research process. This includes:

  • Keyword results with all the volume, competitiveness and bidding data provided by Google Ads.
  • Google suggested search results
  • Google related questions results (PAA)
  • Results from related Google queries
  • Results of the questions of interest
  • Entity results
  • Trends results

Entities? Although little used, they are key to work the semantics of the content and help Google to understand your content even more.

Trends? The same, great unknowns but good drivers of organic traffic thanks to the fact that they are new searches that arise spontaneously every day. As few businesses detect them, there is hardly any competition and it is easy to position yourself for them.

Maybe these two terms are not familiar to you, and this is because even today no keyword research tool includes them in their results. Neither do those results that come directly from Google, such as PAA.

The tool that does it is Keytrends, with which we are going to see the process of how to do keyword research, and for which you have a freemium account available to try it out.

Not only have we solved the problem of having all the types of queries in one place, but we also have the data. Why go crazy going from one tool to another when you can use just one?

The best thing to do is to see it live by registering or, even better, scheduling a demonstration with us so that we can show you how you could use it in your day-to-day life and ask us all the questions you need.

Why Keytrends uses Google Trends data (and not just Ads data)

When we say that Keytrends has all the data, it’s not just because you can find keywords, questions, queries and searches from all kinds of sources; it’s also because we use Google Trends data to make up for the lack of volume data that often occurs in keywords. With Trends we get the interest in a topic by growth and that, in the end, can help us to predict the importance of that keyword. If the keywords have had volume in the last year, we also show it.

What does this mean? Few people know this, but most keyword tools base their data on the Google Ads Planner. And it shows the volume data according to all the data collected in the previous month, but not in the current month. Therefore, the volumes you see when you do keyword research with this Google tool are not in real time.

And this, as trends change in certain sectors, can be a big disadvantage. Solution? To look to another source of data that is much more up-to-date because its objective, precisely, is to show what is trending: Google Trends. So at Keytrends we decided to take the best of Google Ads, and the best of Google Trends, and merge them into our platform.

In this way we can detect keywords from Google Ads but, when searches are so new that no volume data is available, we look at the interest in the query in Google Trends and show it. In this way, the data we offer gives you a clue as to how popular a keyword may be and which in the future may translate into a high volume of searches. On the other hand, we offer the possibility of detecting growing terms or trends, only detectable with Google Trends.

How to do keyword & entity research with Keytrends

Doing the keyword research is, in itself, an automatic process that the tool will do. However, both before and after are two key moments that depend on you.

Prior to the research, you need to be clear about the general seed keywords that define your business or your product, and then enter them in the search field of the Keytrends keyword and entity tool.

1. Build your seed keyword list

Making this list is easy if you know your business and your buyer type well, as it is a matter of choosing the ones that best describe the needs of your buyer and the ones that best describe your product or service.

You can help yourself by thinking about those attributes that are likely to be sought after by your audience. For a product such as “sports mat” or “sports mat”, we could define some of them as:

  • Usage: yoga mat, pilates mat, rhythmic gymnastics mat
  • Features: thick sport mat, anti-slip sport mat, anti-slip sport mat
  • Best: best sports mat, best fitness mat, best fitness mat
  • Price: cheap sports mat, yoga mat, yoga mat quality-price

Also, in this case, you should think about specific brands, and terms that include the word “buy” and “reviews”. Don’t forget local search either.

A tip: check your Google Search Console account to see for which keywords you already appear in the SERPs and choose the most relevant ones. You can also take a look at the searches occurring on your website if your CMS or CRM allows it.

2. Do your keyword research on Keytrends

Once you have your list of seed keywords, it’s time to make the tool work to get new keyword ideas. First I advise you to search for the most general product keywords, in this case “sports mat” or its variants, such as “sports mat”, “fitness mat”, “exercise mat”…

The tool will take care of extracting more keyword results and some of them may match your brainstorming (good sign). To do this on Keytrends:

  1. Log in if you already have an account or create your freemium account, then set up your project (Create new project).
  2. Go to Discover > Keyword research, you will see a screen like this:
hisotric

You will be pleased to know that as you search for words your studies will be saved on your dashboard in the keywords and entities tool (something that no other tool allows you to do).

  1. Enter the keyword and click on search

To search, go to the top bar with the blue Search button, where you enter the keyword to be searched for. Next to it you can enter the language, the country and the time period you want to be taken into account (from 2004 to the last 30 days).

3. Keytrends Keyword and Entity Results 

As I mentioned before, Keytrends is a tool that is different from the others because it brings together all the types of keyword results that you can get from various tools and sources, but in 1 tool.

One of those results are entities, and as they are different from keywords, we have created two different sections within the tool: one for words, and one for entities.

Keyword results

In this first tab of the results we will find several blocks of data:

  1. The volume and trend chart, one year ahead, and the position data card
volume vs trend

In this first part you can confirm the trend of interest of the keyword in users over the course of a whole year to detect any kind of seasonality and even if a drop in volume is expected, which can cause a keyword to lose all interest! In addition, the data card on the right shows the average monthly volume and these positioning data in case you have an URL covering the keywowrd: impressions, clicks, CTR and position.

What are they for? Well, when we create a content that attacks the keyword, it will show us here how it is performing. To do this you only have to connect your Search Console account to Keytrends.

  1. The results of keyword ideas with Google Ads data
adwords results

The list of keywords that you could extract from the Keyword Planner, in Keytrends. We show it to you in a more visual way and with more data, because not only do you have the exact volume, but you can also see the monthly trend.

In addition, for each word you have two icons: one to go to the SERPs results in Google, and another one to go to Google Trends in case you want to check the popularity of the word and its related queries.

Planning to run paid campaigns? You also have all the bid data columns. And of course, the competitiveness of the keyword.

  1. The results of the fastest growing words (trends)
growingtop

Our Keywords tool is different from others because of the variety of results and data it provides, and this is one of them. If you know Google Trends, you will know that it allows you to detect new queries or searches that are experiencing a peak of interest. This is why they are known as trends.

Well, in our entities & keywords research tool we wanted to collect these trends but making a selection of Top keywords and Growing keywords that you can see in two different sections. The Top keywords are the ones that have grown the most, and the Growing keywords are the ones that are growing. Both are positioning opportunities that you can take advantage of.

  1. Results from related searches and competitors
serprelated

Surely you have noticed that in Google you can see other user searches. These are the related searches and so that you don’t have to go to Google for queries, we have included them in Keytrends.

And as competitor research is essential to check the competitiveness of a keyword, you also have the list of the top 10 competitors who are the best positioned. Again, without having to go to the SERPs.

  1. Google’s suggested search results by letter
alphabetical1

Another piece of information we have by going to the SERPs (or in the search bar itself) are the suggested searches, which are the same ones that tools like Answer the Public collect.

Well, we have those too! You won’t have to leave Keytrends to browse through them and select the ones that best fit your business. They are sorted in alphabetical order, by letter.

Each of these blocks of results can be exported to a CSV file for manual filtering. You also have a button to download everything.

The best thing to do is to see it live by registering or, even better, scheduling a demonstration with us so that we can show you how you could use it in your day-to-day life and ask us all the questions you need.

Entity results

The second tab you find in the results of our entities and keywords tool is dedicated to the former. The results you will find are for:

  • Knowledge Graph
  • Google PAA
  • Relevant topics in images
  • Relevant topics in Top Stories
  • Entities (extracted by different algorithms)

As the data is more technical and very specific, results are not always found, but this is an example of Knowledge graph and data:

knowledge

For the same topic, these are Google’s questions and the most common terms or topics in the search engine’s images:

paa entities 1

As in the keywords tab, also in each block of entities you can download the data or go to the button to download it all at once.

How to analyse keyword results

You have already done your search and downloaded the data you are interested in to have them all in a CSV. Now comes the “heavy” part, which is to select the keywords that will help you to optimise your website or create SEO content. To do this you must look at a number of aspects or data of the keywords.

1. Volume: How much is a word searched?

The volume figure tells us how much a word is searched for in a month, although it does not tell us how many people search for it. In other words, the same person can search for the same word several times.

In general, the higher the volume of the keyword, the more demand it has among users and the more traffic a URL that ranks for it will receive at the top of the SERPs. However, they are also the most difficult to rank for, because many pages decide to try to rank for these words.

In fact, this is the usual practice of big brands, so if you are just starting with your website, these are not the most recommended words to start positioning. You would start a fight for the top positions that, according to Moz, can take years of effort:

Big brands often take up the top 10 results for high-volume keywords, so if you’re just starting out on the web and going after the same keywords, the uphill battle for ranking can take years of effort.

How to choose my keywords according to their volume?

You should stick to keywords of a certain volume according to two different premises:

  • Are you a small, start-up project or a big brand with a lot of resources? As we have said, in the first case you should go for low volume, less competitive ones. In the second case, if you have the resources to increase the notoriety of your domain through backlinks and the daily generation of content (or you are already a recognised brand) you can opt for high volume keywords.
  • What is your goal, conversion or brand awareness? For the first objective, generic or semi-generic words with a high volume are not the most suitable, unless the transactional search intent is very clear. They are ideal for brand awareness or brand popularity, so that the user relates your brand to a sector, a service or a type of product. But to lead to conversion, the more specific the keywords, the better (usually long tail keywords).

Does this mean that as a small brand you can’t work on your brand authority from day one? On the contrary: low volume keywords, long tail keywords, allow you to bring out all your knowledge about your sector or your product, because you will solve the questions that your users have and that is how real expertise is transmitted.

And if, in addition, your chances of positioning are greater because they are much less competitive words, all the better. Think that even if they have little volume, if you create dozens of contents like this, the visits will add up and little by little you will grow. And remember: you will be reaching a user who is very clear about what they want, so it will be easier for you to meet your conversion goals.

2. The difficulty of the keyword

This is a data on which there is no consensus among SEO professionals when it comes to taking it into account, as the difficulty of positioning a keyword is influenced by several issues such as: search intent, competitors in SERPs and the quality of their content, the authority of your own domain and that of your competitors, the number and quality of backlinks to your site and that of others…

Therefore, the indicator offered by the tools should be taken as a guideline and try to do the occasional manual check in the search results.

Some of the actions you can do, are:

  • Check the total number of results in SERPs for the keyword: the more specific the keyword is, the lower this number will be and the less competition you will have.
  • Check the traffic of the first 10 competitors, to get an idea if that keyword is performing well or not.
  • Check the number and quality of backlinks of each competitor: the more backlinks and of higher quality, the more difficult it will be to overtake that page. However, you need to broaden your vision and check if this is the case for each competitor, because there may be many that have a weak link profile.
  • Enter the URL of each competitor and analyse the quality of their content and SEO optimisation: Google seems to prioritise content over backlinks, so if your competitors don’t take care of it and there is room for improvement, you may have a chance to overtake them.

Except for the first check, you will need some kind of support tool to check the data. You can use the SeoQuake extension to do a mini SEO audit on each URL to see how well the content is optimised (headings, keywords included and their density, internal and external links…).

In addition, by creating a free Semrush account you will be able to complete it with very valuable data on estimated monthly traffic per channel and backlink profile (seeing not only the amount but the exact domains linking to that URL).

How to choose my keywords according to their difficulty?

In this case, the key question is: Are you a small, start-up project or a big brand with a lot of resources?

In the first case you should go for those of low difficulty that are less competitive. That is, those in which your competitors also have a modest profile of links, or their content is very improvable.

In the second case, if you have the resources to increase the visibility of your domain through backlinks, or you already have a good link profile, you can opt for keywords of great difficulty.

3. Search intent and relevance

You remember the search intent, right? Although this is something that we can already guess based on the keyword and the terms that the user uses in it, it is another check that you can do directly in the SERPS.

You should go to the results page to see what kind of pages Google returns for that keyword:

  • Product pages of online shops: this keyword has a transactional intent.
  • Comparison guides or product reviews: this keyword has a commercial intention
  • Informative articles from blogs or news portals: this keyword has an informative intent.

Keep in mind that it is very possible that for the same keyword you will see several of these results, which means that the intent is mixed. You will need to look at whether there are more of them than others and see if you think there is room for the content you would like to rank for or if you can adapt it to the prevailing search intent.

Looking at the SERPs also gives you another clue as to the content format that the user expects to find: are there more videos than articles, or the other way around? is there a carousel of complementary information or images? is there a map?

Again, you will have to assess whether this is the type of content that suits you best for your type of business.

How to choose my keywords according to your search intent?

Choosing one type of keyword or another according to its search intent will depend on the nature of your website and the type of strategy you want to apply to attract organic traffic. For example: are you an online shop but you plan to create informative content that guides users to use your products?

In this case you should select your product keywords with a transactional intent to be included in the category and product pages, as well as in the product sheets. The right ones will be those with terms such as product name or type, features, models and brands: “adidas non-slip pilates mat”.

You should also identify the most informative keywords to address them in different contents, taking into account the sales funnel. A very clear example are those that begin with “how to”, which indicate that the user wants to know how to use something: “how to clean the pilates mat”.

You can get a clear idea of how to create your content strategy in our content marketing guide.

6 tips to refine your keyword research to the max

Our guide is coming to an end but we still have a few more tricks up our sleeve from years of SEO experience that will help you refine your keyword research.

1. If you don’t know which keyword to target first, look at your competition

As we have seen, observing the competition is essential to evaluate a keyword. But once you have your definitive list of keywords, what do you think you could base your decision on when deciding which keywords to start attacking? Again, your competitors.

And not just any competitors, but those that you have already identified as your main direct competitors in your sector (and many of them may already have a good organic positioning). The key here is to know which of your keywords are already covered by them, and which are not. You can use a tool that we have already recommended, Spyfu.

With it you can see who your direct SEO competitors are and the keywords they rank for. If your site has any in common, you will see the number indicated and you will be able to know in detail what they are.

With this information you can proceed in two ways, according to MOZ:

It could be a good idea to prioritize high-volume keywords that your competitors are not currently ranking for. On the flip side, you could also see which keywords from your list your competitors are already ranking for and prioritize those. The former is great when you want to take advantage of your competitors’ missed opportunities, while the latter is an aggressive strategy that sets you up to compete for keywords your competitors are already performing well for.

Both are a good way to get closer, little by little, to your competition.

2. Control the keywords you already cover to avoid cannibalisation

Creating content around keywords that users search for is vital for positioning, but it is even more important to control everything we already cover so as not to fall into duplicate content (Google can penalise your positioning if you create very similar content for a keyword several times).

Although it may not seem like it, this is very common when you have not created a strategy of keywords to cover and when you do not have a tool where all the content is reflected and controlled.

With the Keytrends keyword and entity tool, this is also possible. We saw it in the first block of keyword results, where you could see the positioning data in case you had created a content for a keyword.

This is thanks to connecting Keytrends to Search Console and it will also help you to control the cannibalisation of content:

canibalizaciones

In this screenshot these are the URLs in which the keyword “google trends” is present on our website. With the traffic data we check that the traffic is not diluted and that only the page we are interested in is the one that best positions and works for that keyword.

You can imagine how important this is for each content to position as it should!

3. Check the seasonality of keywords with Google Trends

Throughout this guide we have mentioned Google Trends a few times and, in fact, from our entities & keyword research tool you can access this Google tool to check the seasonality of any word.

Why is this so useful? We mentioned it in our Google Trends guide, and it is to avoid attacking keywords like this one:

interes 5 anos google trends

It is “baker’s yeast” and had a very pronounced peak of interest during the Covid-19 pandemic. At the time, that interest gave a very high search volume because of those circumstances, but the reality is that all the traffic that could be obtained by attacking it was going to be temporary.

In principle, you should check this when you suspect that you are dealing with a keyword that is highly affected by seasonality or fads.

The best thing to do is to see it live by registering or, even better, scheduling a demonstration with us so that we can show you how you could use it in your day-to-day life and ask us all the questions you need.

4. Trends can boost your traffic, don’t neglect them

I already told you before: trends are like the Holy Grail of SEO traffic because they allow you to gain visibility very quickly. This is because, unlike the most important keywords with a lot of volume, they are not very competitive.

On the one hand, because they are such new searches that there is still no data on how much they are searched for; on the other hand, because very few businesses take them into account in their content strategies.

Until now, there were no tools (apart from Google Trends) that extracted these trends. Remember: keyword research tools usually base their data on Google Ads, and Google Ads is not able to show new search trends, which account for up to 15% of searches on a daily basis.

Keytrends is the first to do this because it not only uses Google Ads, but also and above all Google Trends. In this way, you can detect those new queries that no one is covering yet and, moreover, in an automatic and very visual way. We give you all these new ideas sorted by growth, as you can see here:

topkw 1

This is a feature you can try with your freemium account. Just enter your keyword seeds and every day, Keytrends will search and update the new trends for you.

You should see trends as a complement to keyword research keywords, which are the ones that ensure a constant flow of visits. Trends, on the other hand, will bring us a lot of traffic in a short time and that visibility will work for something very good: our brand authority.

Covering the trends that appear in our sector will make users see us as a reference, without the need to attack highly competitive keywords that require a lot of resources.

In this way, with trends we make a 2×1: we get traffic and build brand image.

5. Be aware of what people are looking for in your area, do local SEO

Many times users are looking for products or services near them or, depending on the area of a country, they are interested in certain topics or others. Sometimes, it can even happen that different terms are used to name a product or service in each community.

Therefore, it is not a bad idea to confirm in each area of your country what is of most interest in relation to your product or service. For that you will have to go back to Google Trends.

There you can search for the main keyword of your product and look at the interest it arouses in each community (in this case, Spain):

trends

Clicking on each location on the map will take you to another page where you can see the most popular consultations taking place in that geographic location. You can read more about this and other tricks for Google Trends in our guide:

6. Don’t fall into keyword stuffing

Finally, and although I’m sure you’ve already heard about this, avoid choosing too many keywords for a single piece of content! That is to say: a content should respond to the search intent of a single main keyword, which is the one that will guide the meaning of the page and that you are going to work in the text (in the case of an article).

Wanting to address two or more keywords on the same page can mean over-optimising and thus falling into keyword stuffing. When we do this, we do not make it clear to the search engine what the content is about because we confuse concepts.

This can also be extrapolated to the text of the content itself: it is not good practice to try to repeat the chosen keyword in every sentence, because the result will not be natural and we are more concerned with capturing the attention of the spiders than with offering useful information that is useful to the user.

All this will result in a worse positioning of our project.

In conclusion: broaden your keyword research vision

Thanks to this guide, you already know how to easily do keyword research with an all-in-one tool like Keytrends. But you have also learnt that you need to get out of the tools and get your hands dirty in the search engines to take into account the competition.

Do you want to accelerate your organic results and start to be known if your project is small? Trends are one of the keys that we have given you and that you can also work on with Keytrends.

Finally, just a reminder: work thoroughly on each keyword and create the best content that exists because only then you will achieve the best position in search engines and those who read you will remember your project forever. As in the physical world, we want those visits to come back!

If you have any questions, me and the rest of the team are on the other side to help you or solve your doubts here below in comments.

But the best thing to do is to see it live by registering or, even better, scheduling a demonstration with us so that we can show you how you could use it in your day-to-day life and ask us all the questions you need.


References:

M. (2021, 21 octubre). Keyword Research [Beginner’s Guide to SEO]. Moz. https://moz.com/beginners-guide-to-seo/keyword-research

Villoria E, Yañez M, Blanco-Tárraga A. Las herramientas para la investigación de palabras clave en el marketing online. ESIC Market [Internet]. 2019 Jul 9 [citado 2020 Dic 27];50(4):655-673. Disponible en: http://dx.doi.org/10.19052/esicmarketing/2019vol50n4art1

Rodríguez-Aguilar, J., González-Aguilera, D., & Suárez-Velázquez, M. (2013). Técnicas de investigación de palabras clave para un lenguaje SEO moderno. Revista Latina de Comunicación Social, 68, 874-885 

Sánchez Nieto L, Ruano O, García P. Investigación de palabras clave en motores de búsqueda: cómo optimizar el posicionamiento web para un mejor marketing empresarial [Keyword research in search engines: How to optimize web positioning for better business marketing]. Revista Española de Documentación Científica. 2010;33(4):788-805

Vazquez, S. (2020, 2 marzo). ¿Qué es un Keyword Research? Guía rápida. Semrush Blog. https://es.semrush.com/blog/que-es-un-keyword-research/

Walsh, S. (2022, 14 noviembre). Keyword Research: An In-Depth Beginner’s Guide. Search Engine Journal. https://www.searchenginejournal.com/keyword-research/

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