Keyword Analysis – How to Find the Right Keywords (+10 Best Tools)
Your keyword analysis is one of the most important elements to the success of SEO.
You mainly want to identify keywords with relatively high traffic, but which at the same time are not too difficult to rank on – something that is often easier said than done.
Table of Contents:
What is a keyword analysis?
A keyword analysis is a part of SEO that involves finding the right keywords that allow your site to rank higher on search engines (Google, Bing, etc.).
Based on these words, you can then create relevant content that is tailored for customers to find you and visit your website.
Why is it important to do a keyword analysis?
Doing a thorough keyword analysis is important to understand which keywords your customers are using. If you use the wrong words on your website, ie words that no one searches for, you will lose a large number of potential customers.
Unfortunately, many companies have developed their keyword list based on how they talk about their products and services. But when they then examine how well the keywords are performing, it turns out that customers are searching for completely different things to find similar products.
The result is that customers and the company do not find each other, because the words that are meant to connect them do not match.
It is therefore extremely important to do a proper keyword analysis before creating landing pages on your site where you tell about your products.
Important words and phrases to keep track of
As in any industry, there is a set of specific words and phrases that you need to be aware of within SEO.
You can of course do without these, but it makes it easier for you if you want to dive deep or broaden your knowledge. Here I will therefore describe some of these.
Search intent refers to what the consumer intends with their search – that is, why they search as they do. This is important for understanding how to design the content on your site.
The way you structure your work around keywords and keywords differs depending on whether the customer is looking for information or is ready to make a purchase.
Search intent is also often reflected in how the user enters their search and what they expect to find. If you are not aware of this, you risk referring an information-seeking person directly to the check-out or a person looking to buy to an information page.
In both of these cases, frustration is created with the customer, with a reduced desire to become a customer with you as a result.
Focus keywords or key phrase
Focus keywords refer to a specific text string that you enter for each individual page on your site so that the search engines understand what the page is about.
For example, if you have a site where you sell running shoes, you may have a specific page for women’s shoes, one for men’s shoes and one for children’s shoes.
Your keywords should then be exactly these three, and your key phrase may be something along the lines of “Here you will find running shoes for children of all ages. We have children’s shoes in sizes from XX to YY ”.
Long tail keywords
Long tail keywords, or long search phrases, are keywords that consist of at least three to four words.
Unlike regular, broad keywords, long tail keywords are more specific which makes them often easier to rank on because the competition is less.
Long search phrases can also provide a significantly higher conversion than regular keywords as the searcher knows what he wants.
Including these in your keyword research is therefore something I recommend that you do to achieve the best results with your SEO work.
Take, for example, the keyword “office design” – a keyword that has fierce competition and thus is difficult to rank high on. Here you can instead use long tail keywords that have lower search volume, but significantly less competition.
A keyword strategy is the strategy you set up to work with your content on the page.
The strategy aims to create a long-term plan for what you should improve, as well as how you intend to follow up the results and then set up a continuous improvement work.
Because remember, working with SEO is not a job you do once and then finish. If you want to maintain your position on the search engines and ensure that customers continue to find you, you need to continuously optimize your site with the right content.
How to do a keyword analysis – step by step
So, now that you’ve mastered the basics, it’s time to get started on your keyword analysis. I’ve put together a simple step-by-step guide on how to do a keyword analysis.
1. What is your goal?
Start by developing the goal of your SEO. What is your company’s goal? What makes you special? Who is your target audience? The answers to these questions are the basis for keyword analysis.
2. Make a list of your keywords
Now it’s time to put together a list of your keywords. Try to figure out what your target audience is looking for and write down the keywords in, for example, Excel or Google Spreadsheets. Write down as many keywords as you can think of.
If you have difficulty finding inspiration, a tip is to use Google Autocomplete. There you can find valuable keywords that you may not have thought of:
3. Do research on your keywords
Now it’s time to research the keywords you have selected. There are a variety of keyword tools you can use, both free and paid.
Personally, I like Mangools or Ubersuggest, but if you do not want to pay for the tool, there are plenty of free options that work well. Later in the article, I list 10 tools that I think are good to use (both free and paid tools).
In these tools you can see, among other things, search volumes, how difficult the keyword is to rank on (keyword difficulty), number of clicks, CPC (cost per click) and how the search volume has changed in recent years.
You can also see related keywords, questions, prepositions and comparisons.
You also get a variety of alternative keyword suggestions where you can see search volume, keyword ranking difficulty, CPC, SERP results and more.
No matter what tool you use, you will get lots of suggestions on synonyms and related keywords.
4. Do not forget long tail keywords
It is easy to focus only on your main keywords, but many times there can be very high competition on these.
To achieve the best results, it is good to combine your main keywords with long tail keywords. Long tail keywords usually have a smaller search volume, but they are usually much easier to rank on because of lower competition.
In addition, long tail is more likely to convert better as the user knows exactly what he wants.
In Mangools or Ubersuggest, you can sort your searches by keyword difficulty. In the example above, I have chosen to filter the search by 0-30.
I then get suggestions such as “office design startup”. As you can see, there are significantly lower search volumes but at the same time less competition.
5. Analyze your competitors
Now it’s time to find out what the competition looks like for your keywords. Start by Google your main keywords. The results that appear on the first page are the web pages you will compete with for your keywords.
It’s harder to rank when your competitors are well-established and large companies. But you can always look at their content and get suggestions and ideas on keywords and content.
In many payment tools, you can also see your competitors’ best keywords, which content drives the most traffic and find out where you have the most potential to reach your target audience.
6. Create landing pages
When you have finished your keyword analysis, you should have a clear picture of which keywords / search phrases are suitable for your particular business.
Then it’s time to create relevant content and clear landing pages. Of course, you do not have to create all these pages at once, but this is a long-term job.
Which keyword tool or tools should you use then? Below are my 10 favorite tools (for all budgets) that can help you identify the keywords your business should focus on.
10 SEO tools for finding good keywords
KWFinder, an easy-to-use tool that makes it easy to find long-tail keywords. The tool looks like several other payment tools on the list and gives you statistics such as search volume, trend and an indication of how difficult the keyword is to rank on:
The advantage of KWFinder compared to, for example, SEMrush and Ahrefs is the price: from 29 usd per month. The free version, however, is very limited and gives you only two searches per 24 hours.
2. Ahrefs From 99 USD / month
Ahrefs is without a doubt one of favorite tools of many professionals (but expensive) for several different SEO purposes. One of them is new keyword ideas.
In Ahrefs you can find suggestions for search phrases by clicking on “Keywords Explorer”. Then enter your keyword and click the search button:
On the search results page for the keyword, you will get information about search volume / month, difficulty level for ranking on the keyword and suggestions for other relevant keywords:
A new feature, which can be useful when planning long tail keywords and content for your website, is search phrases with the selected keyword that contain a query:
Another way to get keyword ideas in Ahrefs is to look at your competitors.
To do this, enter a competitor’s website and then click on “organic keywords”.
3. SEMrush From $ 99 / month
Together with Ahrefs, SEMrush is one of the most popular SEO tools for keyword analysis.
Just like Ahrefs, SEMrush is packed with features, including information about search volume, trend for the keyword, as well as suggestions for long-tails and related search phrases:
4. Keywordtool.io From 89 USD / month
As the name reveals, Keyword Tool is a tool that helps you find relevant keywords, based on Google’s Autocomplete.
Enter a keyword in the field and the Keyword Tool generates lots of relevant phrases that contain the keyword you entered:
This is a particularly good tool for you who already have a keyword in mind, but want more suggestions on long tail keywords.
For example, if you sell car seats, Keyword Tool will give you suggestions for searches that contain the word car seat, for example “car seat 4 years”, “car seat children”, etc.
There is also a tab for “Questions”, where you can see searches asked as a query containing the keyword. For example: “how long without a car seat” and “car seat how old”:
The advantage of Keyword Tool is that you get a lot of suggestions. The tool usually gives significantly more suggestions on questions containing the keyword compared to, for example, Ahrefs.
The free version of Keyword Tool gives you several pages with potential keywords, but to be able to see volume and competition, you have to pay.
A simple keyword tool developed by Neil Patel.
Just like the Keyword Tool, Ubersuggest scrapes keywords from Google Autocomplete. With Ubersuggest you get 1) suggestions for search phrases that contain your specified keyword, and 2) suggestions for related keywords:
The tool is completely free and also gives you estimated search volume per month, cost per click in Google Ads, and competition both for paid advertising and in the organic search results.
A plus is that you can easily export the result to a CSV file for Excel.
6. AnswerThePublic Free
AnswerThePublic is a free tool that can be especially useful when you brainstorm keywords and content ideas. The tool helps you find “questions”, “prepositions”, “comparisons”, “alphabeticals”, and “related searches”:
With “questions”, you get suggestions for questions asked containing the keyword. Let’s say you enter the keyword “shorts”.
You will then receive suggestions such as “shorts for dogs” and “shorts for pole dancing”. Under prepositions, you get suggestions for search phrases that contain prepositions, i.e. words like “for”, “without” and “to”:
Comparisons gives you keywords that contain words like “and”, “vs”, “or” etc.
The last category, related, can actually be skipped as it seems to provide around 20 random search phrases containing the keyword (if you want to use a free tool to find related search phrases, tools like Ubersuggest are better).
7. Moz Keyword Explorer From 99 USD / month
Moz offers a really good tool for discovering new keywords. Like several other tools on the list, you enter a keyword and then get suggestions for related search phrases:
Moz Keyword Explorer is better than many others at finding unique search terms that are not directly related to the keyword, but which can still be very relevant to the target audience.
The tool of course contains a number of functions, among other things you can see how many% of the searches result in a click in the organic search result.
It may also be worth looking at “priority” – Moz’s own “total points” which can give you an indication of whether the keyword is worth focusing on.
A disadvantage of Moz Keyword Explorer is that, like Ahrefs, it is included in the complete package and hence the price is slightly higher.
8. WordStream Keyword Tool From $ 299 / month
A tool that to some extent resembles Keywordtool.io. WordStream gives you a list of relevant keywords along with search volume, competition, cost per click and “Opportunity Score”.
The free version is significantly thinner than Keyword Tool and provides only 10 suggestions for related keywords with search volume.
Like Moz and Ahrefs, you must purchase the entire WordStream service to access the Keyword Tool.
9. Keywords Everywhere Free
Keywords Everywhere is a plugin for Chrome and Firefox that gives you exactly what the name promises: keywords everywhere. The keywords pop up on the right side of the Google search results.
Here you can see volume for related searches:
You’ll also see the estimated search volume, cost-per-click, and competition directly below the search box:
In other words: Keywords Everywhere is a great tool for you who want to keep track of keywords and search volumes every time you do a search on Google.
In addition to Google, Keywords Everywhere works on a variety of other sites, including YouTube, Amazon and eBay.
Google’s Keyword Planner is still one of the simplest and most effective tools for finding new keywords. The tool is free to use, but remember that you must have a Google Ads account.
When you enter a keyword in the field, you will see a list of lots of related keyword suggestions:
If you have active Google Ads campaigns, you will be able to see exact average searches per month. If not, you will see a fairly large range (0 – 100 searches / month, 100 – 1000 searches / month, 1,000 – 10,000 searches / month, etc.):Not knowing if a keyword has 100 or 950 searches per month will make keyword analysis difficult.
Therefore, I strongly recommend that you have active Google Ads campaigns if you plan to use the Keyword Planner.
The Keyword Planner also gives you an idea of how competitive the different keywords are for Google Ads, and what the average bid per click is.
It may also be worth checking out Google Trends.
Which of the tools should you choose to find keywords?
It depends on your purpose and budget. If you can afford it, I would definitely recommend any of the payment tools.
Remember – no matter which tool you choose, it is important that you do not stare blindly at the keywords.
Do a proper keyword analysis and keep the keywords in mind when planning your content (they reveal, after all, what your target audience is looking for), but do not let them completely control what you write about.
Can I do Keyword Analysis with free tools?
Yes, you can but you need to understand that much information will be not available and it will take more time to do a simple keyword analysis.