Everything You Need to Know About Keyword Research


The term “keyword phrase research” pretty much says it all. It’s selecting and using the most relevant keywords for your niche and content.

Compared to general Google searches, studies show that long-tail keywords have a clickthrough rate of up to 5% higher. To be successful, you must use the appropriate form of keyword search and search keywords.

Finding and confirming prominent search terms and phrases is known as “keyword research”.

Nashville SEO for Keyword Research

One of the most crucial parts of Nashville SEO is keyword research. 68% of all online activities begin with a search engine, and search engines can only crawl a page if it has been optimized with keywords.

Using this tutorial, you’ll learn what keyword research is, how it works, and how to use it in your digital marketing and content strategy.

Before getting started with keyword research, you should ask yourself a few critical queries about your goals. Identifying and addressing your prospective customers’ needs begins with knowing where they are, who they are, and what they want.

Using the keyword research method is the greatest approach to finding out what people are searching for on the internet. There are certain things that your company has to avoid and others that it needs to concentrate on.

Most websites make this error, so over 90% of the pages on their site get almost little traffic. To be successful with search engine optimization, thorough keyword research is needed.

One of the greatest techniques to increase your organic search traffic on your website is keyword research. When employed appropriately, keywords may also improve your backlinks, search engine rankings, and overall content marketing.

Use Google Trends to see how often your potential keyword ideas are being searched for and in what volume. Your niche’s relevance may be determined in this way.

Before we go into the specifics of keyword research (which we will do in the next parts), let’s take a short look at how keyword research works.

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Despite having smaller search volumes, certain keywords are more useful to rank for than others.

CPC (Cost Per Click) is a common metric used by most keyword research tools. This is the typical cost-per-click that a business might incur to promote a product or service on Google.

Using this statistic, it is possible to determine whether or not a certain keyword is worth pursuing. You should target it if other marketers are prepared to pay for it!


Commercial purpose refers to keywords that are more likely to lead to a sale than others.

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The keyword “personal injury lawyer” has an estimated CPC value of $110, as you can see above. Consequently, it suggests that marketers are prepared to spend $110 for each click on their advertisements.

Getting a high ranking for this keyword would be a wise investment.

This term has a high chance of generating a sale for the advertiser. Thus they are ready to spend a premium for it.

Depending on the outcome, personal injury legal cases may be worth hundreds of thousands or even millions of dollars.

This is a keyword with a high level of commercial intent!


To put this in perspective, below are some search terms associated with the band Blink 182.

Many people look for these keywords every month, but they’re not prepared to spend a lot of money advertising on this particular search term.

People aren’t inclined to buy anything when they search for this. This is a keyword with a poor likelihood of conversion!

The CPC value should not be overlooked while developing your keyword strategy. As a result, ranking here would be quite beneficial!

Nashville SEO How to Conduct Keyword Research

Potential clients employ keywords to look for services or items. There is a lot of valuable information that can be gleaned from them.

Search engine optimization (SEO) and content strategy (CSS) directly influence your company and the quality of your website’s content.

In reality, more than half of the world’s population regularly has access to the internet. Over 3 billion individuals can be reached using keywords and other SEO techniques. That’s huge.

It may be overwhelming to begin the process of SEO. It may seem impossible, but with a little help, you can push your firm to the top of search engine results pages (SERPs).

Using this beginner’s tutorial, you’ll learn how to do keyword research, why it’s essential, and what you need to know about keywords. Let’s go in there!


The two primary purposes of doing keyword research are to better target the correct audience and increase one’s SEO ranking. Keywords are required for every page of your website. PPC, CPC, and Google Adwords advertising, blog articles, and other content are included in this definition. Increasing your website’s traffic and conversion rates may be as simple as following the outlined strategies.

Over the last several years, the number of people doing internet searches for many goods and services has risen dramatically.

There was a 22% rise in visitors to the 1,000 most popular sites, and organic search results that appeared at the top of search results earned around 28% of the clicks. Consequently

After reading these facts, you can understand how crucial ranking, keyword research, and website optimization are and why your firm requires a competent SEO content marketing plan. As a starting point, we’ll go through the processes involved in doing keyword research:


Begin by brainstorming keywords that potential customers could use to locate your company on the internet. Try to put yourself in the shoes of your target audience and see things from their perspective. What key terms and related searches would you enter into Google if you were them?

  • What questions could you ask yourself to stimulate your creative juices?
  • Searching for your items, what keywords would you use?
  • Is your product or service categorized under any of the following?
  • What issues are you attempting to address with your offerings?
  • Are your goods or services geared at a certain demographic?
  • What concerns do your clients have before making a purchase?

If you’re stuck for inspiration, just type in your keywords into Google to see what comes up.

As you enter, Google will offer you a list of related keywords.

At the bottom of the search results page, Google will also list similar terms. Write down any terms or phrases that could apply to your article.


Taking a peek at your rivals’ websites may also be a terrific method to develop new ideas.

In contrast to your typical rivals, “search competitors” are interested only in websites that appear high in search engine results for your desired key phrases. You should copy them since they’re already doing well. Instead of copying what they’re doing, look at what they’re doing well and improve on it.

Just enter your primary term into Google and look at the top-ranking URLs to discover them.

To discover your rivals’ ranking, utilize a tool like our SEO rankings checker!

You can determine what keywords are being targeted by analyzing the title tags and other information. You may get a sense of what keywords your rivals prioritise by looking at their title tags.


Using keyword research tools will help you discover new keyword phrases to target and the anticipated search volume for each one.

The HOTH Keyword Research Tool is a great place to start when doing keyword research! Your target market and marketing approach will benefit greatly from using this tool, which is completely free and provides you with all the information you want.

In addition to this, below are some of the greatest Nashville SEO keyword research tools:

  • Google Keyword Planner
  • Keywords Everywhere
  • SEMrush
  • Ahrefs
  • Google Trends
  • Moz

Various tools may help you find new keywords and see how many people are searching for them.

Simply enter a keyword phrase into the “View Keyword Research” field to begin your search.

You’ll be presented with a list of keywords, a range of projected traffic, and the number of money people is spending on Google Ads to gain paid traffic for those keywords.

It’s a good idea to invest in more keyword research tools if you become serious about keyword research.

To construct an SEO plan based on your keyword list, examine the monthly search volume of the phrases you’ve selected.


You may be amazed at what content ranks in Google for a certain term before you start writing your own.

A search’s “intent,” sometimes known as “search intent,” may be described as the motivation behind the query. They are searching for something when they put a query or service into Google. Searchers with a specific location in mind account for 46 per cent of all searches.

Additionally, long-form how-to manuals, tools, or lists are more likely to rank well on Google. To produce high-quality content, doing SEO keyword research is essential. Your website, landing pages, and content require keywords for Google and other search engines.

If you want to rank highly, you’ll need to copy the material already doing so!


You must also consider seasonality and patterns while optimizing for SEO traffic.

You can track the popularity of a search term over time using Google Trends.


Using Google Trends may be quite useful. Using Google’s user search data shows interest over time for a search phrase. Predicting future Google user patterns is easy if you access the prior year’s data.

Over time, the popularity of certain keywords or themes may rise or fall.

For example, “salsa dancing” seemed to be a hot trend in 2004 but now looks to be waning.


A seasonality index may be used to predict the future of a business. It’s just a matter of determining the demand for services or goods. It’s a great way to find out what your customers are looking for. The data you need for your speciality may be found by looking at search phrases in any market over a year.

Seasonal swings may occur in certain keyword phrases as well.

“Easter chocolate” is a popular search term around this time.

Consider patterns and seasonality before investing in SEO to see whether your marketing efforts will pay off in the long run.


You need to choose a major keyword term to focus on. This phrase is likely the most frequently searched term on your website.

This is a good keyword to focus on while writing and optimizing your content.

On the other hand, long-tail keywords may be created and included in your page’s content.

These keywords may not bring in a lot of traffic individually, but the total number of visitors they bring to your site might build up rapidly.

An on-page SEO audit is a great way to ensure that your on-page SEO is up to pace with your rivals’ on-page SEO. Avoid keyword stuffing by mapping your terms and avoiding overuse.

In the seventh step, create and optimize your content for search engine optimization (SEO).


With keyword optimization, you can ensure your content and keywords attract the correct type of visitors to your website. Any business’s ultimate objective should be to achieve a high position in its speciality.

Search engine algorithms such as Googlebot and Bingbot require keywords to believe that your material is deserving of a prominent position in search results.

An ever-evolving SEO approach may transform keyword optimization into a never-ending process in which you are always updating and altering previous material.

To get started, here are a few tips for optimizing your keywords:

  • Make sure your URLs include keywords in their title tags.
  • Use keywords in your content,
  • alt text for photos,
  • throughout your site structure.

Including your primary keywords in your title tag is essential. Off-page and on-page, this is a critical component of your content.

On-page SEO (and maybe some link building) is essential for your website’s search engine rankings. It is important to optimize your inbound and internal links for your desired keywords.

SEO marketing operations like link building should be conducted after you have chosen your keywords. In addition, it’s a good idea to check your stats regularly.

Very competitive keywords may take months, if not years, to get traction for your website.

If you don’t have a strong online presence, your company and traffic will suffer. Every piece of content you generate should be optimized for keywords, not only the greatest material for your topic.

The best place to begin optimizing your photographs for search engine optimization is your meta descriptions, alt text, image size, and file name. Make sure to include your keywords in your photos. Search engine crawlers will be able to carry out their duties.

When it comes to the structure of your website, keyword optimization is critical. To optimize your website for search engine optimization, you’ll need the greatest keywords for your area, but you’ll also want to organize them into relevant pages.

We also have a HOTH Online Copy product that may help you finish your web copy quickly and effectively.


You may get a lot of information about search demand from Google Trends, but Google Search Console is also a great tool. You may considerably enhance your traffic by combining the two methods, figuring out the data history, and utilizing it.

These useful tools may help you assess and enhance your SEO performance.

Seo-related metrics include the following:

Organic Traffic;

  • SERPs;
  • Bounce back rate;
  • Click-through rate;
  • Website authority;
  • Backlinks;
  • Website
  • page speed.

A fast search for your goods or services can show you where your selected keywords rank. You’ll be able to see where your website ranks for competitive keywords based on the results. The aim is to appear on the first page and ideally within a few hundredths of a second of the first result.

Organic search traffic is critical to your organization since it is highly focused. The consumer is explicitly looking for a solution that your product or service can provide. In addition, it’s a great technique to attract a brand-new client. Increasing your website’s exposure may be accomplished by enhancing organic search results.

A keyword analysis is a wonderful technique to better understand your term’s rank and discover new related searches.

Because search engine visibility estimates the number of people who may see your website in search results, the objective is to gain authority in search engine results pages (SERPs). Using this statistic, you may get a clear picture of how you’re doing in terms of SEO and digital marketing.

An organization’s bounce-back rate measures the number of visitors who come to your website but leave without purchasing or completing any other action. These are counted as a visit by Google Analytics, and several clicks are counted as an interaction.

It is the proportion of users sent to your site by the search engine results page (SERPs). To improve your title tags, you may utilize this stat. This measure may be improved by using relevant keywords in the text of your website and in the URLs that link to it.

Meta descriptions and other SEO optimizations might help if your click-through rate is lower than intended.

Your site’s authority score is how well a domain will rank in search results. A low number may impact traffic and ranking, while a large one will have an impact on traffic and ranking.

Take a look at your domain authority ratings and compare them to your rivals’ results. If your score isn’t where you’d want it to be, here is a perfect location to change your approach.

In SEO, backlinks are crucial, and keeping an eye on link-building is critical. It’s also a good idea to keep an eye on the speed of your website. A smart place to start is with picture optimization for mobile and desktop.

If you want to change the keywords you target, keep an eye on which keywords are bringing visitors to your site and which keywords are resulting in sales and conversions.


Search engine optimization relies heavily on keyword research since it enables company owners to identify popular phrases, terms, and keywords. You’ll lose out on traffic if you don’t use these keywords.

Search phrases that are excessively competitive or have a low number of searches may waste your time if you don’t undertake appropriate research. It’s also possible that you’ll lose out on prospective clients if your website’s search engine rankings decline.

You may learn a lot about what people care about and are interested in by doing relevant keyword research. Choosing the correct SEO and keyword research tool is critical to discovering which keywords perform best in your area and which ones don’t.

You may determine your content stream and send high-quality material to your intended audience by analyzing certain keywords that get high-volume searches.

With this information in hand, you’ll be able to limit your focus and choose the best keywords for your blogs and other relevant material. As a result, you’ll see an increase in organic traffic and conversions.


You may use various keywords to create a marketing strategy that is tailored to your brand or speciality.

The perfect keyword to help you connect with your audience, increase traffic, and improve your conversion rate may be found when you know all the alternatives accessible to you.

Keyword difficulty may signify that you aren’t employing the proper keywords for your company.

You might start by looking for the best keywords in these areas:

Keywords with long tails

For example, “computers” is an example of a “short tail,” “head,” or high-volume keyword. This phrase is incredibly competitive, difficult to rank in the search engine results pages (SERPs), and might bring in more traffic. Still, it is unlikely to improve your qualified lead conversion rate. Head keywords should be employed as a starting point, but not as the only term.

Keywords in the middle of the tail

In between long-tail and short-tail keywords, there are mid-tail keywords. Two to three words are the typical length. Several examples of medium-tail keywords, such as “the finest computers.”

They have less traffic than head keywords but more traffic than long-tail keywords. These keywords may be quite beneficial when included in any kind of material.

Keywords with long tails

Long-tail keywords are a great way to improve your website’s search engine rankings. Keywords and phrases that are more particular to a subject are known as long-tail keywords, and they tend to be considerably longer than short-tail keywords.

Long-tail keywords have a lower volume of search traffic but a considerably better conversion rate since people are looking for them precisely. Your site will get noticed by a wider audience over time due to their efforts.

Keywords that appear on a web page

To improve a website’s search engine rankings, on-site keywords are used. On-page content, as well as the content of your website, includes these keywords. By doing this, search engine spiders are better able to decipher the content of your website and give you a higher ranking on engines like Google and Bing.

To begin with, concepts.

As the name suggests, the primary keyword here refers to the term that appears most prominently in the body text of your website. A major keyword should be used on every SEO page of material.

Search engine crawlers can tell whether a page is relevant to a certain term by looking at its URL.

Latent semantic keywords (LSIs)

Secondary keywords assist the prime keywords in a search engine optimization strategy. The primary keyword and three to four additional related keywords should be included in each piece of content or site.

This typically aids in ranking a page and the comprehension of the material by search engines.

Adwords for Google Ads

If you’re promoting PCP or CPC SEO or developing a strong local SEO strategy, Google Ad keywords are essential for your keyword research. You may target a certain term using a keyword choice, and your ad will appear when someone searches for that phrase.

There are several distinct Google Ad keywords, including broad, phrase, precise, and negative keywords. We’ll go into more depth about these keywords in the next sections so that you can better understand how they affect your Google Ads and SEO.

Keywords with a broad match

The most common match, a broad match, reaches your intended audience. A wide match allows your ad to show up anytime a user types in your keyword phrase in any order. Your ad may include variants of the keyword term “photography,” such as “photographer wanted” or “the greatest sorts of photography,” for example.

Search terms like “image artwork” or “black and white photographs” may be relevant to your ad. Your wide keyword may not specifically target these phrases, but Google may believe that individuals searching for those closely related terms might be interested in your advertisement.

Synonyms for the search terms

Using phrase match keywords gives you more control over who sees your ad based on a specific search query than wide match keywords. It will show up when a person searches for the term in the same order you choose the keywords for your ad. It’s possible that other words come before or after the term you’ve decided to use.

Keywords with an exact match

The strictest keyword match type is the exact match. Google’s exact match term algorithm has lately undergone some changes. Precise match keyword phrases, as they were known in the past, would only ever match your exact keyword. Fortunately, Google has updated its exact match category to include a wider range of terms.

‘Negativity’ keywords

It may seem that negative keywords are terrible for your company. Still, in reality, all they do is protect your advertisement from being mistakenly activated by a certain phrase or term. You have complete control over where and to whom your advertising appears. A negative match is a method for narrowing your target market’s pool of potential customers.

Keywords that potential buyers use to search for your products

Keywords that individuals employ while looking for a service or a product are known as buyer keywords. In search engines like Google, buyer keywords indicate a desire to purchase a product or service. They make it clear that they are eager to buy.

When promoting a product or service, companies may use various buyer keywords. Commercial, navigational, and transactional are all types of information.

Keywords with informational value

The how’s, the what’s, the why’s, and the where’s are the most common informational keywords. The term “guides” may refer to various types of information, such as information on the best or worst practices. In other words, they’re trying to find out something.

Because they are looking for how-to information, these keywords have a low level of buyer intent. The “best art lessons” or the “how to design a landing page” are good examples.

They don’t bring in customers; they only supply useful information about making something or solving an issue.

Indicators of good navigation

Users trying to find a certain page or website will employ navigational keywords to help them find it. In the future, customers will be searching for specialized material using keywords that include product names, brands, and other specific services. A good example of a navigational keyword would be “Sony earbuds.”

Keywords with a practical purpose

Keywords such as “buy immediately” and “transaction” convey the strongest desire to purchase. The consumer is ready and eager to make a buy; they’re just not sure where to get it.

Each phase of the buyer’s search process should be matched with a specific keyword that you may add to your content. Using this approach, it is possible to draw in your desired audience at any stage of the purchase cycle using this approach!.

Customers often prefer to make purchases from people they know or companies they can rely on. Hence, the importance of customer evaluations and answers to future customers’ issues and concerns in keyword research.

You may direct customers to your service or product by using keyword buyer keywords in your product adverts.

Keywords for Business

Commercial keywords are used by those searching for particular product or service names and/or services. These people are frequently on the verge of doing something, such as making a purchase, either now or shortly.


Using too many keywords or phrases in a single paragraph is keyword stuffing. Words that are not related to the page’s content and repeated keywords or phrases that aren’t relevant are also included in this category.

Search engines like Google don’t like the user experience and don’t want to be fooled by tactics like keyword stuffing in your content.

Visitors to your website should be served and entertained by your website’s content. Assist users in achieving their goals by providing useful information. All of these things aren’t being accomplished by keyword-stuffing your pages.

Your material will turn your audience off, and you will lose sales because of the negative impact on their experience. Your material might be blocked from crawlers as a result of this.

Avoid keyword stuffing by following these simple guidelines:

Write more than 300 words for each piece of content

  • Use the proper main keyword density
  • Include other keywords, such as synonyms and long-tail variants of the primary ones.
  • Make sure your on-page SEO has been optimized.
  • (ideally more than 2,000 words depending on SEO)

It’s critical to choose a single keyword to focus on for your website or content. This key phrase should serve as a bridge between your message and the people reading it. The term should be well-known but not too competitive. As a result, your website’s visibility and conversion rate rise.

Material with a greater word count is given a better search engine ranking than content with a lower word count. If you want to avoid keyword-stuffed content, your page should include at least 300 words, but 2,000 words are preferable. According to statistics, the more words you write, the higher your rank.

It’s critical to include your primary keyword in all of your writing and to weave it throughout your material as much as possible. Avoid overusing it, and only use it when it seems appropriate. SEO standards recommend a keyword density of less than 2%.

Even if your core keyword is excellent, it’s still a good idea to choose a decent secondary keyword. Search engine crawlers use other keywords and phrases to identify relevant information to their users.

In addition to your target phrase, your material should include synonyms, long-tail keywords, and secondary keywords. That improves your search engine rankings and strengthens your material for crawlers.

There are so many variables to consider regarding SEO and keyword research that it may be difficult to keep track of them all. If you only choose the proper keywords, you won’t be doing any favours in search engine optimization. You must do keyword and strategy research to optimize your pages for search engine crawlers. You’ll be able to better compete with your rivals and grow your firm due to this.


SEO optimization relies heavily on keyword research. You may have to tinker with your keywords numerous times to get it perfect.

When it comes to SEO, you may have to keep track of your traffic and other data for months before you know what you can improve on and be confident about.

Don’t hesitate to contact one of our Nashville SEO specialists and book a call now!

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