Keyword and SEO Research: How to choose the best keywords to fight for results on Google

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This post is an excerpt from the eBook + Worksheet “Research keywords: what it is and how to do” , a material that shows the theory and practice for you to discover how your audience is looking for solutions to your market and knowing which keywords you should focus optimization efforts.

The starting point for any strategy SEO is to identify for which words you want to fight .

Even for older sites and places that have been links it is impossible to compete for all words related to the business organically.

For sites that are starting, this fact is even more aggravated. So it is important to choose what search terms by which you want your site to be listed in the first Google results and then devise strategies to achieve that goal.

The importance of keyword research in Digital Marketing

Today, when you want to know about something or even do something, it is very common that you refer to the world’s largest search engine: Google.

Before that rectangular box, you enter a few keywords or terms that are quickly searched and in less than a second you have a set of web pages to visit as a result of his research.

The truth is that Google uses these keywords sought to identify which internet content can serve you better. So, who has a corporate website, blog or online store need to be very careful research of keywords to produce content that meets what people search for on the internet.

In short, you need to identify what are the top searches that people make in their niche operations to thereafter produce their content.

The good news is that there is a step by step you can take to make an excellent search keywords, which will allow you to produce the best content for your audience and position itself among the top results of Google.

Understanding some variables involving keywords

There are several ways to perform a search keywords , or following a different process or using various tools.

Depending on the complexity and depth of search you want to perform, how to include more variables and think of some different algorithm prioritization makes sense to look for these other processes.

Next, let’s talk about some variables that we consider the most relevant for effective keyword research:

  • Volume;
  • Difficulty;
  • Opportunity;
  • Buy intention;
  • Current position.


This is the variable that represents the volume of monthly searches for a certain term in Google.

It is an important variable because it is essential to ensure that there are many people actually searching for the keywords you want to compete.

Remember, whenever you use a tool to find the search volume, be sure to check if you are doing research filtering only searches carried out in Brazil.


There are words that are already exploited by sites very relevant and well evaluated by Google while others still give plenty of room for new sites quickly appear among the first results.

As a result, it is very difficult to position your site among the first to certain terms and this should be assessed when defining your keywords.

A high difficulty means that the sites that are in the top positions have a high authority and this makes it difficult to rankeamento.

An important point here is not to confuse organic with difficulty competition in Google AdWords . The competition is that many companies are buying certain word, and not necessarily that word is of great difficulty.


This variable is rarely used, but it is very relevant in deciding to invest efforts in a keyword.

You know when you perform a Google search and other elements appear in addition to the organic results such as search results by videos, images, local businesses, maps, ads, etc.?

All these elements make the rate of decrease click organic results as just “pulling” the attention of users to these elements.

Therefore, the more extra elements in the income, the lower the chance of certain term.

purchase intent (funnel stage)

This is a variable to aid in decision-making on a term. For example, a word that is related to your product or service is considered a word with high purchase intent – as “financial management software.”

Have a term of its market indicating the search for a problem solved by your product, it may be considered low purchase intent – to “organize payables”, for example.

Current position

It is the current position of your business website for a certain word.

Based on this diagnosis, you can see which pages you can optimize to improve the position or for which you do not have a ranked playlist page and should produce content.

In practice: how to make your search keywords

Here, we’ll take a step by step to a simple and effective keyword research considering the variables that we consider important for a first time.

In support of this walkthrough, we recommend that you use a spreadsheet model that we have created to help you.

[EBook + Worksheet] Search keyword: what it is and how to make

Access free here

Find key words Business (head keywords)

The first step is to find the head keywords, which can be considered the words with the highest search volume and that will give rise to the long tail terms.

Usually they are also the first words we seek on Google when we are looking for the solution of a problem.

It turns out that, intuitively, we are used to thinking of hopper bottom of keywords, which is more related to the product sold, and not think of the problems that are a few steps behind the purchase journey .

Tools you can use:

Using the three tools above, you will have some terms related to your business and that can be exploited. But before you start using these terms, stay tuned to the next step.

Remove the terms that do not make sense for business

At this point you should already have a well-fed sheet of relevant terms. It turns out that probably there are some words that do not make much sense for the business.

Therefore, in this step we recommend to make a filter to remove duplicate terms and those who do not make sense for the business.

Find long tail words

Raised the key terms, it’s time to find the long tail terms, ie more specific words and usually with lower search volume and less competition.

Recommended Tool:

To learn more also read the post How to use long tail keywords to attract more people to your site .

Discover the search volume of each word

So far, the work was all over to find relevant terms for research. Now, the idea is to find the other worksheet information, starting with the volume of organic search each term.

Tools you can use:

For details on how to configure each of these tools, the eBook download Search Keyword: what it is and how to do .

Find out if your business website is already positioned on Google

With either of the two tools mentioned below, you will find the current ranking of your site for each term.

This will be important for some decisions ahead, how to decide what to do with each keyword – to produce content, optimize an existing page, do link building etc.

Tools you can use:

Discover the difficulty, opportunity and potential of each term

Now that you’ve discovered the search volume and the current position of your keywords, it’s time to find the last three variables.

Tool you can use:

The Moz tool has a feature called Keyword Explorer that shows a report with the information about each input term. You can export this report to update your spreadsheet.

Putting the pieces together

At the end, your spreadsheet will look like this:

research model keyword spreadsheet

In the last three columns, there are some ready-made formulas to give a score to the volume, calculate the facility (100 – value of the difficulty) and priority, which is a sum of several notes.

The higher the priority, the more relevant is a term based on all other variables except the current ranking.

Summing up the process:

  • Find the top end of business (head keywords);
  • Remove the terms that do not make sense for the business;
  • Find words long tail;
  • Discover the search volume of each word;
  • Find out if your business website is already positioned on Google for each word;
  • Discover the difficulty, opportunity and potential of each term.

know more

The keyword research plays an important role in its strategy Digital Marketing and is fundamental to the website of your company manages organic traffic.

If you want to know more about it now download eBook “Research keywords: what it is and how to do” , in partnership with the Master Agency and SEMRush . In material, we talk in more depth about how to do this research and also provide a spreadsheet that you can use to organize and monitor your keywords.