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How to go deeper with keyword research: Go to tools and techniques

How to go deeper with keyword research: Go to tools and techniques

What are real customers looking for?

That seems like a straightforward question, does it?

But once you start digging into research and data, things get confused.

A word or phrase can often be searched for, but the fact alone does not mean that it is your customers.

When you also include voice search and intent, it makes the whole keyword research process even more complicated.

While a paid search campaign will give us insight into our “money” keywords – those that convert to customers and / or sales – there are also many other ways to discover what real customers are looking for.

It is your responsibility to drive organic traffic to your customers’ website.

But that is not the only responsibility.

If you’ve been in SEO for a minute, you know the questions that come up:

How does that traffic play into our ROI?

Do these visitors convert?

In SEO, you still experience the burden of getting visitors who turn into leads, customers or sales.


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This is where this deep keyword research process can help you.

Keywords Evolution

We are in an era where intentional searches are more important to us than pure volume.

As the search engines strive to understand the user better, we also need to be just as savvy on it, which means we need to know a lot about our leads and customers.

In addition, we need to consider voice search and how that growth will affect our traffic and ultimately conversions.

Most of us are already on this track, but if you are not or do not want to hone your research skills, there are many tools and tactics you can use.

Below are some go-to tools and techniques that can make the difference between average keyword research and targeted keyword research that lead to interested web visitors.

1. Get to know the person (s) you are targeting

You really need to know your target audience.

Take the extra step to learn the questions customers are asking and how to describe their problems.


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In marketing, we need to focus on solving a problem.

SEO is marketing. This means that our targeted keywords and content focus should be centered on this concept.

An audience analysis can help you get to know the people you are targeting. It makes your keyword research more personal and relevant.

Read more: How to know your audience to master your marketing campaigns

Go beyond traditional keyword tools

Keyword research tools are good at streamlining the process of finding some good words and phrases, especially those tools that provide suggested or related terms that help us build our listings.

However, do not forget the not so obvious tools.

Demographics Pro is designed to give you detailed insight into social media, which in turn gives you a sense of who might be searching for your brand or products.

You can see what they are interested in and what they might be looking for.

It puts you on the right track to targeting words that your customers use versus words that your company believes people use.

You can also see audience information about Audiense, which contains details about the people you are trying to attract. Through Audiense, you can even see the hashtags and words they use (ie keyword matching):

Screenshot from Audiense, June 2021

You can collect similar data about your potential customers using a free tool, Social Searcher.

It’s not hard to use – all you have to do is enter your keywords.


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You can also select the source and select the record type. You can see recent posts, users, emotions and even related words.

Here is an example of a Social Searcher report:

Screenshot from Social Searcher, June 2021

Let’s say you want to create and optimize videos for specific keywords.

This tool allows you to filter by YouTube so you can see what’s already out there and gain insight into how to optimize your videos.

Screenshot from Social Searcher, June 2021

Another great tool is Seed Keywords.

Screenshot from Seed Keywords, June 2021

This is especially useful if you are struggling with your keywords.


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This tool allows you to create a search scenario, which you can then send to your friends.

It is a huge help if you are in a niche industry and it is difficult to find keywords.

Once you have created the search scenario, you will get a link that you can send to people.

The words they use to search are then collected and available to you.

These words are all possible keywords.

3. Determine trends

To capture relevant and timely traffic, you need to identify trending keywords.

For example, if you are optimizing a site that has seasonal products or services, you need to know what people are looking for and when.

During the COVID-19 pandemic, there were all kinds of keyword trends that went beyond the obvious words and phrases.

As an example, people searched for information to avoid weight gain and how to move a team to a virtual environment.

Google Trends is the best source for finding this information.


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Be sure to filter by date and even location, if applicable.

4. Grave on purpose

Once you get a feel for some of the keywords you want to target, it’s time to take it a step further.

You want to know what type of content ranks these keywords, giving you an idea of ​​what Google and the searchers think it is meant to be.

To give a simple example (there are many other types of intentions that arise during the buyer’s journey), let’s focus on two main categories of intent: buy and know.

Let’s say you are targeting the term “organic coffee”:

Screenshot from search for [organic coffee], Google, July 2021 Based on what’s in the results, Google believes that the applicant’s intention may either be to buy fair trade coffee or to learn more about it.

In this case, the page you are trying to optimize can be targeted to both intentions.


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Here is another example:

Screenshot from search for [safe weed removal], Google, July 2021 In this scenario, if you targeted the keyword [safe weed removal], you would create and / or optimize a page that provides information (or in other words satisfies the “knowledge” intent).

Many tools can help you determine which pages rank your targeted keywords, including SpyFu, SERanking, and Semrush.

You would simply click through them to determine the intent of the pages.

5. Go from keywords to questions

People are searching for questions.

This is not newsworthy, but we should seize every opportunity to answer these questions.

Therefore, never forget the keyword with long tail.


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Some of my favorite tools to help you find questions are:

AnswerthePublic.Question Analyzer by

AnswerThePublic uses autosuggest technology to present the frequently asked questions and phrases associated with your keywords.

It generates a visualization of data that can help you get a better sense of the topics being searched for.

With this tool you get a list of questions, not to mention other data that are not pictured below:

Screenshot from Answer the Public, July 2021

The BuzzSumo Question Analyzer finds the most popular questions asked on countless forums and sites, including Amazon, Reddit, and Quora.


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Want to know what people are asking about “digital marketing”? You can get this information and sort by question type:

Screenshot from Question Analyzer by BuzzSumo, July 2021 is another tool that helps identify issues.

It’s based on Google’s People Ask Ask data.

The tool provides insight into the long-tail searches relationship between topics and questions.

Below is an example of what you can see on

Screenshot from People Ask Ask, July 2021

Final thoughts

New techniques and tools always help make our jobs easier.


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Your main focus should be on how to get customers to your site, which is done by knowing how to draw them in with the right keywords, questions and content.

Featured Image: Paulo Bobita / Search Engine Journal

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