How to Do Keyword Research Effectively [2023]

Always being familiar with optimization techniques is very important to stay on top of Google. 

After all, who doesn’t want their own company to have such a high level of visibility? 

However, it is essential to bear in mind that the keywords used in your blog posts and other publications on the internet are largely responsible for this result.

With their help, the search engine algorithm is able to show your content, which is cited in a relevant and organic way. 

That is, in addition to being found more easily by those who search, it still manages to stand out in relation to other competitors. 

But only after a complete analysis is it possible to prepare it to be properly inserted and understood by this type of system.

Do you want to learn a little more about this subject and find out how the search for your business can be more effective? 

Continue reading this article and clear all your doubts.

What are Keywords?

Keywords, also known as keywords, are the primary instrument of any internet search. 

They are terms composed of one or more words, in the same way, that a user writes his doubt on Google or in another information search engine.

But this is the view of the common public. 

If you work in marketing or want to better understand this concept in another way, there is another explanation. 

Keywords are the terms used to direct the creation of pages, websites, blog posts, and other types of virtual content.

That is, as soon as you define a keyword for a given page, you will inform the search engine about what your content is about. 

With the right choice, it will be displayed exactly to those who are looking for solutions and answers involving that specific term.

What are the Main Types of Keywords?

There are three types of keywords, with different functions. 

It is very important to find out about each one of them, not only to make your choice easier but also to really get the expected return. 

Here they are!

Head tail Keywords

Keywords called head tail cover more generic terms, suitable for general searches

As they are very wide, they have high demand, but also a large volume of competition. 

For example: men’s clothing, English courses, and tour packages.

Mid-Tail Keywords

Mid-tail keywords, on the other hand, are considered a middle ground between head and long-tail keywords

They are more specific than the previous one, with the possibility of less competition, but still with a relatively high volume of content. 

For example: women’s dresses for parties, long-distance English courses, and tour packages to India.

Long Tail Keywords

Finally, long tail keywords are completely specific. 

Those who opt for them show an important interest in the content. 

With low competition, it has a high potential to please the public, which is quite valuable for your results.

 For example: cheap English courses in Darbhanga, a result-oriented digital marketing course for lawyers, and adventure tour packages in the interior of Brazil.

What to Consider When Choosing the Right Words

After making your keyword list, based on the previous definitions, how do you know which ones should be seen as a priority? 

At this stage, some important factors must be taken into account.

Price Per Click

The price per click should be observed by those who usually do paid campaigns. 

It is the amount charged for each click your ad receives. 

If hundreds of people see it, but only one click, you only pay for it, even if your reach was great.

Therefore, the better the cost, the better for you, who will be able to save. 

So, you need to make good use of your keywords, so that your return on investment is really worth it.

Search Volume

The volume of searches is given by the number of times users search for a word, in a specific period of time. 

And believe me: the time of year you are in makes all the difference in these numbers, due to seasonality.

Of course, someone can start looking for Christmas gifts in August, but we know that demand increases from October onwards. 

With high search volume keywords, you drive more traffic to your page

Ignoring this factor can lead your strategy to fail.

Semantic Possibilities

Semantics refers to the meaning or essence of a word. 

When it comes to the search relates to the study of words and their logic.

The objective of investing in semantic possibilities is to improve the assertiveness of results, in order to understand the intention of the searcher. 

For this purpose, the semantic search system relies on data such as location, word variation, and synonyms.


Your keyword should help your persona, that is, the profile of your audience. 

Therefore, it is essential that you know him well and understands what his main difficulties and desires are.

Remember that keywords define the topics your page will be found for. 

So, it is essential that this happens through the searches that your audience does, otherwise, they will never have access to your content.

Keyword Intent

There are three types of intents for these terms. 

The navigational, which aims to reach a destination, the informational, which must answer questions or present solutions, and the transactional, which focuses on making customers.

These questions are very important so that you can better align your desires and develop a customized strategy

And, in addition, they are very important to visualize which tools will be most useful to put into practice.

These are just a few possibilities to consider when making your choice. 

You can bet on other issues, according to your goals. 

For example, if you intend to sell more, you should keep an eye on the consumer’s purchase intention. 

Or if you want to beat the competition, you need to find out what words they use and evaluate what can be changed so that you don’t end up below them in the search engine.

What are the Best Tools for This?

Now it’s time to talk a little bit about the best tools to evaluate your keyword choice and to help you implement your strategies efficiently. 

Here are some of the main ones, but it’s worth assessing what your primary needs are to define the best ones for your case.


SEMRush provides several relevant information about the searched word. 

To complete this, it is still possible to find out which sites appear in Google results when using the same keywords that were defined for your campaign.

This platform also allows you to discover competing terms in Google Ads and what is the monthly investment, in addition to traffic, in organic and sponsored results. 

That is, it is a very complete panorama with accurate statistics.

Google Keyword Planner

If you are looking for a free alternative, Google Keyword Planner is among the best. 

It can be used by both novice and more experienced advertisers.

Its main purpose is to provide you with keyword ideas related to the ones you researched. 

Along with this list, it also offers ad groups, the performance of a number of words, and even allows you to create options by multiplying lists with the most relevant terms.

Google Trends

Still, in view of the resources that Google provides, it is worth taking a look at Google Trends. 

The tool is for you to find out, literally, what everyone is searching for right now.

When searching for a specific topic, Google Trends maps the growth of interest in that keyword, with the right to a complete history and other searches that have to do with the same subject. 

You can view all of these by country, state, time period, and other less comprehensive categories.


If your intention is to optimize your digital marketing strategies, bet on Ubersuggest. 

It is mainly used to explore niche markets and have access to most of Google’s word suggestions, in addition to receiving analysis according to the searched terms.

Like other tools, it also shows trends, cost per click, bid prices, and other relevant placements for results. 

This tool is indicated for quick searches because it has more precise information and does not require registration or login for access.

Keyword Tool

Keyword Tool is a keyword generator, which works in more than 80 languages ​​and about 130 Google domains. 

Your suggestions are passed on in alphabetical order and with phrases that involve before and after your main term.

The main suggestions are in the long tail, which is very positive to help with your definitions. 

In addition, navigation is quite simple, without any kind of ads, and with very easy functions, so you can get results faster.

As you can see, there is a huge variety of tools to help you define your keywords

As well as several tips and resources that optimize this choice, in order to generate the results you expect and optimize your CEO strategies.

Thanks for Reading.

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