Keyword research: search and analyze keywords

The keyword research is a basic and fundamental technique in any webSite keywordsoptimization process.

It consists of searching and analazing the key words or phrases we want to Keywords Ranking to choose the most appropriate for each URL of our website.

In this Free Seo Training we will explain how to perform a keyword research with one of the most important free tools, the Google Keyword Planner .

The keyword research is a task that you must perform for each of the pages that make up your website : main page, categories or sections, static pages and articles.

Each of them must be optimized for a single keyword , and must include variations and words that at a semantic level are complementary to enrich the content and provide Google with the relationship of concepts .


Keywords can be classified into two major types:

They are formed by one or two words. They are the ones that have the most monthly searches , but they are very competitive and very difficult to Keywords Ranking.They generate a lot of traffic from the search engines, but the visits are not usually of quality, since they attract a group of users with very heterogeneous needs .

Of this type could be: course, SEO, keyword, Keywords Ranking, etc.

Long tail (long tail)
They consist of four or more words that form compound sentences. They have much less searches, but they solve much more complex and specific searches . Being less competitive, they are easier to Keywords rank, and they solve much better the search needs of more demanding users.For this reason, it is very profitable to optimize pages for these types of keywords, since the user who ends up in it will find exactly what they are looking for .

Keywords of this type could be: free SEO course for beginners, SEO course for WordPress, Keywords pages step by step etc.


Keywords can also be classified according to the type of search and the user’s intention:

They are those that users use to obtain information on a specific topic. They are formed by few words or very short sentences, and attract users who simply need to resolve a question or expand information about a field.For example: how to Keywords a website, professional SEO tools, what is SEO etc.
These are the keywords that are used to solve a purchase need. They are more complex, multi-word, and less competitive phrases.An example of this type of keywords would be: buy SEO course, buy SEO tools, compare Semrush and Sistrix etc.


First you must know that the Google keyword planner is a tool aimed at advertisers who use Google advertising to promote their products and services.

It is useful to know the amount of monthly searches that have certain keywords, the level of market competition and the suggested bids to be able to elaborate ads in an optimal way.

Precisely, these same data will help us choose the right keywords  in our keyword research to optimize our pages.

Why? because with this data we can confirm if the keyword we have chosen is the one with the most searches and the least competition, or, on the contrary, there is another with better values.

As in previous classes, we will use this article as an example. Thus, the keyword that interests us to position is ” keyword research “.

Notice how this word is found in all the elements of basic SEO of this article of the course (title, h2, URL, bold words, underlining, alternative texts of images, etc.)

As we explained in the previous class of content structure , we will also look for other related keywords and variants of the main one to expand the semantic content of the article and facilitate Google to the relationship between them in the same body of the text.


The first thing we should do is create an account in Google Adwords . We will ask for bank details, but do not worry, the service is free and you will only be charged if you start advertising campaigns.

Once inside, access the Tools menu > Keyword Planner


When you access you will see several options to search for keywords.


Let’s focus for now on the option ” Search new keywords using a phrase, website or category ” and in the dialog box we introduce “keyword research” as a keyword to investigate.

In the options for Segmentation by country and language we select “English” and click on “Get ideas”


Next, the planner will show us a new screen with all the groups of keywords related to our keyword, the search volume, the search trend by months, the competition and the cost per click of that word for the ads.


If we access the “Ideas for keywords” tab, it will indicate these values ​​for the word “keyword research”, and then it will show us the rest of the related keywords in order of relevance.

As we are clear that we want to position “keyword research”, we will focus on the rest of groups of keywords to find variations and related words that will help us to enrich our article .


When we search for words in a keyword research with Google’s keyword planner, we should look at the following values:

Average monthly searches

Indicates the number of times that specific word is searched in Google per month.

The higher the better, but it does not always have to be this way, since this depends on the niche and the user’s search intention.

The niche websites focus on a keyword and its variants of a sector to exploit them with monetization techniques: there are microniches , very specialized (SEO courses), and macronichos , more generic (free courses).

For example, “keywords” has 1300 searches and low competition, but it is a very generic word that we will hardly position, while “keyword research” has 260 and is more suitable for this article.

Another example: if you have a “shoes” store, positioning for this word would be great, since it has 49,500 searches, but high competition: there are many advertisers using it to show their ads, and by extension, many powerful online stores that already position for she.

However, it will be easier to position a category of products such as “party heels”, which has 320 searches but average competition.

The normal thing is to look for keywords with a minimum of  500 searches per month with medium competition , but take it as a reference only, as you have seen, this can vary greatly depending on the sector and the specific page you are optimizing.


This value indicates the number of advertisers who are using that keyword to position their ads on Google .

This value is displayed in a low, medium and high range. Try to find words that have medium competence .

In many occasions you will see words with many searches and low competition, very tempting. But everything has its explanation: they are usually generic words of a single word for which nobody wants to waste their advertising budget.

So do not be fooled: words like “shoes”, “furniture”, “trips” … do not solve shopping needs, only attract very generic traffic that will not meet the objectives of your website.

That’s why it’s better to focus on those keywords that advertisers are using in their ads: it’s a sign that those keywords are effective in turning visits into sales .

Suggested bid

It is the price that Google recommends paying advertisers to show their ads for each keyword. The higher its value, the more competition there is.

In this sense, when you doubt between one or another keyword very similar, the CPC is usually a value that can help you choose:

If you are going to monetize with AdSense, choose the one with the most value to generate the maximum income.

If you’re going to monetize with affiliation, choose the one with the least value: when your page is displayed on Google, there will not be as many advertisers to compete against.


In our case, we start with the analysis of a word in English, which means that searches in Spain are smaller and will not completely solve the needs of the Spanish-speaking user.

That is why we have also searched for “search keywords” and “analyze keywords” to find variations and complementary words.

So, this would be a list of secondary keywords that we can throughout the text and headings:

  • keyword tool, 1000, media, 2.82
  • adwords keyword tool, 390 low, 1.68
  • keywords tool, 210, average, 2.85
  • adwords keyword planner, 210, low, 1.46
  • keyword planner tool, 140, low, 3.14
  • word finder, 14800, low, 1.38
  • search for keywords, 110, low, 1,73
  • keyword planner, 1900, low, 1.27
  • keyword scheduler, 590, low, 2.62
  • Keyword tool, 390, low, 1.89
  • Keyword tools, 260, average, 2.16
  • keyword search, 140, low, 1.71
  • Keyword search tool, 40, low, 0.61

In our case, when monetizing with AdSense, we order the keywords with the highest search volume and choose the ones with the most CPC value.

As you can see, they all have medium or low competition and a CPC higher than one euro, except the last one, which is a long tail keyword.

We have also chosen variations with and without prepositions, with plurals and different word order. In this way, we make sure to attract more varied search traffic.

That is why it is so important to produce high quality, long and expert texts, since with them it is easier to place all these words.

In addition, if the article is good, it will solve more doubts of users and get more links and actions in social networks.


Google Adwords is not the only tool keywords you can use to search for terms to position or analyze.

Next we will see word search that can help us improve our SEO analysis

Notice that in this section we are already using secondary keywords in bold of our keyword research above.


An alternative to discover keywords, in addition to using the Google Keyword Tool, is to use the instant search (Google Instant) that Google offers in its search engine and in the search box of the Google Chrome browser.

This SEO technique allows us to find keywords that are trending in searches in the last month, in such a way that we can fine-tune the optimization of a content based on the most recent searches.

For example, if we search for “keyword research”, Google will show us some ideas in the search box:


If we add an asterisk before or after our word, we will obtain results with more variety of endings or beginnings:

Use the asterisk at the beginning or end to get more results in Google Instant


When we do a search, at the bottom of the results page, Google offers suggestions for related keywords that you can add to your Spanish keyword research :

Keyword suggestions from related Google searches

Many of them you will find in the Google planner, but many others do not, because they respond to more recent searches that the Adwords index does not yet contemplate.


This tool, previously known as Google Webmasters Tool, also offers us a search analysis of users who end up on our website .

In the next topic of the SEO course we will explain how to set it up and get the most out of it, but if you are curious, in the Search Traffic> Search Analysis section you can see the keywords that people use to reach your website, or that less have caused Google to display your pages in their search results.

Here you can see a sample of the Online Training SEO course:

Analysis of search traffic in Search Console

On the one hand it shows the keywords, the clicks that our pages have received in Google, the times our pages have been shown, the CTR or clicks ratio with respect to the impressions, and the average position that our page occupies for each search.


On the Internet there are countless tools to search for keywords, especially long tail, which are really easy to use.

Although they do not offer data on search volume and competition, they are a great way to find keyword ideas that we can include on our websites. The best known are:

  • Semrush . It allows you to research the keywords that position your competition , tremendously useful.
  •  (uses Google Instant)

In them we only have to introduce our main keyword, select our language, country, and the words we do not want to take into account

Automatically we will offer hundreds of useful keywords for our content, which then we will only have to analyze with the keyword planner to make sure we choose the most appropriate ones.


As you have seen, doing a keyword research is a complex task that requires a lot of time and practice .

As you search for keywords and optimize the SEO of your pages you will be able to polish your technique and do it faster and faster .

Do not obsess either to include all the words you find: the fundamental thing is naturalnessand that your contents solve better than anyone the need that the user has .

This class is only an approximation to the technique of searching for keywords.

There are many other methods, tricks and tools that we will see in advanced SEO classes, so if you have any questions, leave it in the comments and we will help you solve it.

Author: Sandeep Shinde