How to do keyword research for content marketing

Only old keywords are not enough. You have to choose the right keywords for your target audience, topics and brand.

Understand how to choose the best keywords

Before you can do effective keyword research on your content, you need to know why a keyword is a good (or bad) choice for optimization.

Ideally, you want to choose long-tail keywords, as opposed to general keywords. Long-tail keywords typically contain three or more words and are a good choice because:

  • You have to fight less competition.
  • You are more specific.
  • They tell you more about the seeker's intent, also known as why they searched and what to expect.
  • The seeker is usually closer to making a purchase or completing an action.

Many marketers are busy with the search volume. However, high-volume keywords are usually short and do not describe the mental state of the searcher very precisely. In other words, optimizing these keywords is a challenge. Think of “red dress” versus “patterns for a red summer dress”.

Research your seed keywords

First, you want to put together some general keywords. Yes, we said long-tail keywords are better. BUT you can search for comprehensive keywords and narrow your selected keywords to long tail keywords based on the results.

Suppose you run a website that sells yoga mats. You enter "yoga mats" into the BuzzSumo keyword research tool and voila:


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