Six keyword research tips every marketer should know

Are you one of the 197,000 people who work in the advertising and marketing sector? Many marketing specialists are trying to reach audiences in new and innovative ways. One of the ways you can boost incoming organic traffic is through keywords.

From identifying hashtag research to reviewing competitors’ keywords, here’s everything you need to understand about keyword research to improve visitor engagement.

Create a list of localized keywords

As well as helping content appear to more consumers, you’re able to target keywords to focus on a localized community. It’s beneficial for smaller businesses, especially when you complement it with marketing automation

If you have a store based at a location, choose keywords based on what the consumer will use. 

Start by including the exact location of your store or business, for example, ‘Manchester florist’. Then narrow that down to areas in a city or branch out further. 

Tools like Google will use your location to personalize your results when you run searches. From revealing a local pack to pulling through organic results, someone based in your local area will have a better chance of interacting with your website. Here’s an example of what this will look like on Google:

We know what you’re thinking – localized keywords may generate smaller traffic to your website than broader keywords. However, we prefer to look at localized keywords as a valuable strategy because it targets consumers in your area who are more likely to support local businesses. In other words, it gives you a higher chance of conversion, at least among local customers.

To quickly collect keywords and select the most effective for promotion, you can use various services, such as Keyword Research in Serpstat. It will help to collect full semantics, including related keywords for the desired region.

Identify common consumer questions

If you’re at a loss as to what your audience is searching for online, there are several tools you can use to get their pulse. AnswerThePublic, Google Alerts, and Brandwatch are all excellent platforms that help you search the questions your customers are asking at the moment.

Understanding what customers are searching for is important in marketing because you can use the insights to create content, create authority in your niche and build trust with your existing audience. You can engage with customers by answering questions that users may already have. 

Check out what happens when I search for “keyword research” on AnswerThePublic.

I got 318 possible questions. The suggested keywords include “why do keyword research”, “what are keyword research tools”, and “how to keyword research for youtube”. Each keyword corresponds to a different user search intent that can form the foundation of your next piece of content.

There are more traditional ways to obtain this information. You can ask your sales team about typical customer questions and conduct customer surveys and interviews. 

Use negative keywords

Negative keywords are search terms used in your content to help target specific keywords. In terms of using negative keywords in a day-to-day campaign, you can reduce the risk of your content targeting unrelated search queries.

There are three types of negative keywords – broad match, phrase match, and exact match negative keywords. An example of a negative broad match is: 


The example demonstrates how you can apply negative keywords to a PPC Google Ads campaign. Targeting “running shoes” will not show if the search contains all your negative keyword terms, and it may still show if the search contains some of the terms. 

That said, what are the benefits of using negative keywords? Well, for starters, they will reduce the amount of irrelevant traffic to your site. That means you should have more quality consumers who are more likely to convert. 

They can also help you save money, especially if your business has created a targeted campaign through a search engine site. The main takeaway is that eliminating irrelevant search terms will help you find the right consumers.

See the keywords your competitors target

There are dozens of tools to help you see your competitor’s target keywords. You can choose between free options such as WordStream or paid ones like BuzzSumo to track and monitor trending keywords.


Monitoring your competitors’ keywords can identify a gap in the market you can enter. While I don’t recommend copying competitors’ keywords, you still need to understand what has worked and what hasn’t worked for your competitors. 

If you find a gap in the market you could target, do your research beforehand, especially if it’s a keyword that didn’t work well for your competitor. If you think there’s a better market for that keyword now or aligns with your business, brainstorm and develop a plan to deliver it. Be careful you don’t fall into the same trap as the competitor!

Share of Voice is a tool that helps you understand what you need to do to become the number one authority when ranking on search engines. From competitor awareness to SERPs history, intent insight, and keyword grouping, you get a better understanding of how competitors rank, how you can improve your rankings and how to spot new competitors. 


Although competitor keyword analysis isn’t exclusive for PPC, be aware that if you use this as part of a Google Ads campaign, it can cost a lot of money through ads and potentially lead to a bidding war. 

Focus on intent

Whether you are a startup or an established business, the focus on intent is vital. To focus on intent, you need to understand the user’s purpose for the search. Before adding keyword terms to a blog or landing page, you need to consider what the consumer is likely to do when searching for that term. 

If consumers are in the research stage, it will be beneficial to direct them to pages on your website that have resources – these tools can be utilized to make a decision. However, if they’re later down in the purchasing journey, sending a user to these pages can hinder their user experience.

Etsy is an example of a site that used keyword intent successfully. Etsy, an e-commerce website that focuses on supporting small businesses selling handmade, vintage, and craft items, focuses on intent by utilizing keywords in the website’s navigation. This is great for the user experience and allows the customer to get a good understanding of Etsy’s purpose.

You can find other examples of how Etsy utilizes keywords, tagging, and more on its blog.

Monitor the results

A keyword research strategy is not complete unless you have a way of checking if it’s working. You can monitor your search engine rankings by using the keyword rank tracker from

Introducing a tool like this gives you the insight needed to grow search traffic and understand the competition.

Input your keywords, and all the reports you need are taken care of. Some highlights include a custom domain, 1-click shareable reports, scheduled reports, and white-label reports.

That’s good news if you’re looking for frequent reporting and branded reporting that you can share with clients.

In closing

Whether it’s creating a list of localized keywords to reach users in your immediate community or introducing negative keywords to target relevant search terms, you have all the tools that every marketer should know.

You also now have a basic strategy to help generate more traffic. We recommend identifying your target audience’s common questions and understanding the focus of intent first, before introducing the next steps.

However you choose to tackle your marketing, it’s now up to you to implement all six keyword research tips to grab the consumers’ attention and turn this attention into greater conversions. Good luck!