How To Search For Keywords On Google In 6 Steps

“How do I know if I’m choosing the right keywords? Why aren’t my rankings improving? How do I rank for the keywords I want to?” If these questions have ever crossed your mind, then, my friend, this article is for you. Here’s a comprehensive take on how you can search for keywords on Google.

seo and it's classification

Is keyword research really THAT important?

Yes, it is. Keyword research is essential if you want to rank for relevant keywords and drive traffic to generate higher sales.

The problem is, not all traffic is profitable. You may be ranking on the 8th page of Google, growing frustrated and unmotivated. No matter how much useful content you put out, if your site isn’t on the first page of Google for the right keywords, it will not generate a lot of traffic. Or at least, the kind of traffic you want.

Figuring out how to research keywords in Google feels overwhelming at times. There are tons of tips and tricks, jargon, tools that you never know where to start.

Well, you can stop worrying now. We have outlined a simple 6-step process that will help you drive good quality traffic to your website and improve your rankings too!

Step 1: Do Some Primary Research

First, you need to develop a list of core keywords based on what you want to rank your website high. Before you do so, talk to your customers and front-end employees. Think about what questions might come up in your customers’ minds that your website can answer. Read relevant threads on online communities and identify potential customers’ pain points.

Understand your customer profile. Think about what your organization is about.

Then, list keywords on a spreadsheet. The list does not need to be lengthy; it needs to reflect your research and address all your business’s goals.

There. You have just completed the first step to conducting the perfect search for keywords on Google!

Step 2: Extend Your List

Now, you need to find more keywords that are related to your core keywords. Where can you find them?

1. Google Suggestions

Search for keywords on Google Suggestions

Look at the dropdown list that appears when you type in your core keywords. This is an automated and good way to start.

2. Related Searches

Search for keywords on the "Related Searches" sections

Google will also show you searches related to your keyword at the bottom of the SERP. These queries are essentially your secondary keywords. Your keyword research tool can also help you generate this list.

3. Check Out “People Also Ask” Sections

Search for keywords on the "People also ask" sections

These are questions related to your core keyword. The keywords you will get from here are called tertiary keywords. Here, the term we searched was “keyword research tool,” and we can see that people look for which tool is the best.

4. Keyword Research Tools

There are lots of tools to help you search for the right keywords. These tools should show how difficult it is to rank for a keyword is, how much volume it generates, and some other handy metrics.

Here are the most popular keyword research tools to help you with your search for keywords on Google.

  1. Keyword Bin
  2. Keyword Generator by Ahrefs
  3. KWFinder by Mangools
  4. Google Keyword Planner
  5. Keyword Explorer by Moz
  6. Google Trends
  7. Answer the Public
  8. Keyword Surfer
  9. Keyworddit
  10. Google Search Console
  11. Bulk Keyword Generator

We sense a question coming. Why did we not put the keyword research tool in Step 1? Because doing some research on your customers and organization may help you get a better vision and a broader perspective to avoid getting too tunnel-visioned about keywords.

Remember to look for potential words that aren’t popular right now but are on the rise. Producing good content about a topic before others do can significantly improve your rankings. For example, suppose you can talk about a new and upcoming laptop from a famous brand and optimize your website accordingly. In that case, chances are your website will show up whenever someone searches for the specifications. And since the brand is well-known, many people will naturally want to know more about the laptop.

Moreover, understanding search intent can help you find better keywords.

Why are the customers searching that term?

Do they want to buy a service?

Or do they want to know how to do something?

Listing keywords that directly address search intent can help increase traffic.

Step 3: Research Your Competitors

If your competitors are doing great, they must be doing something right. And that something begins with choosing the right keywords for your website.

To find out how your competitors are getting traffic, you need to identify their top pages. You can use SEMrush for this purpose.

Organic Research by SEMrush

You can also use a backlink analysis tool such as BacklinkSEO to determine the number of links those pages have. Mark the pages that have high monthly traffic but few backlinks. In other words, these pages have less competitive keywords. Visit these pages and take ideas about keywords you can target. We will explain more about targeting less competitive keywords in the last step.

Competitor research is a very important preliminary step to pull off a good search for keywords on Google, so make sure you do it right. Doing this step thoroughly will give you some very insightful information.

Step 4: See Which Keywords You Rank Somewhat Well For

Google Search Console is a free tool that will help you measure your website’s traffic and performance. It will show your rankings, impressions, details about exactly where you rank on a page, and the keywords you are currently getting traffic for.

Google Search Console's interface

Locate the keywords for which you are ranking at the bottom of the first page of Google. Why the first page of Google exactly? Well, because nobody checks the second page of Google anyway. So choosing keywords from those pages isn’t going to be fruitful.

Moreover, it is a lot easier to improve rankings for keywords you are already ranking on the first page for, instead of keywords that are barely in the top 1,000 results. This is an important fact to keep in mind when you search for keywords on Google.

Step 5: Determine Long Tail Keywords

Long-tail keywords bring in more accurate audiences and are usually related to more specific parts of your organization. For example, a long-tail keyword for a shorter keyword such as “cotton dresses for children” would be “buy breathable cotton dresses for children.”

Long-tail keywords usually have low search traffic but higher conversion rates. Since customers know exactly what they are searching for, long-tail keywords appeal to a more relevant and interested audience.

Moreover, matching long-tail keywords to customers’ search intent (that we talked about in step 2) is a lot easier than matching shorter keywords.

Furthermore, long-tail keywords are essential to improve the amount of traffic for your existing content. Let me explain.

Find out what keywords your site is ranking for. They might not be the ones you were initially targeting, but hey! They drive traffic to your website. And we love traffic. Then, try to incorporate those keywords into your content. You can also try to include them in your title or meta description. In this way, you will start ranking high for those keywords too.

This technique is more suited for trying to improve your rankings for the keywords that you already rank at the bottom of the first page of Google for. We spoke about this in the previous step.

Step 6: Analyze Keyword Metrics

By now, you should have a good number of keywords on your list. But which ones should you go for?

There are several factors you need to keep in mind while choosing keywords. We have boiled them down into 3 subheadings.

  1. Demand
  2. Level of Competition
  3. Other relevant metrics

1. Demand

If the keyword demand isn’t very high, why are we even targeting it then? High-demand keywords are searched a lot by your target audience, and hence, will drive traffic to your website.

Search volume is an excellent metric to judge the demand for a keyword. It tells you the number of times a specific keyword has been searched for in a certain period. This is a basic yet very useful metric that most keyword research tools ideally have.

For instance, Google Trends can even show you if the keyword demand is growing, dying, stable, or unstable.

An example graph showing search volume

The above graph shows “interest over time” for the search term “marketing courses” in the United States. Despite some ups and downs, we can see an overall trend of rising demand for the phrase. People must be using the lockdown productively, huh?

Moreover, you can also sort search volume based on location.

That’s not all. Google Trends also shows you a sub-region-wise breakdown of the search volume for the keyword.

An example showing search volume for a keyword by subregion

Why is this discussion important? Because you can target popular keywords in particular regions if your customers are concentrated in a specific geographical area. What is popular in one region may not necessarily be as popular in other areas.

Moreover, Google Trends also allows you to compare volume between multiple keywords.

2. Level of Competition

This is something we briefly touched on earlier in this article. There is little point in optimizing for extremely competitive keywords, and for which you can barely rank even in the top 50. All you would be doing is putting in too much effort for something that will result in a minimal gain.

Firstly, look at the page authority and domain authority of your website. You can view these metrics using a link analysis software, like BacklinkSEO. The higher the authority, the higher the chances that your page will rank on top.

Secondly, think about how relevant your page content is to the questions asked by your customers. Considering these factors will help you understand if your page stands a good chance of being ranked well.

Next, look at the domain authority and page authority of other websites ranking well for that word. Is your site more authoritative than that of your competitors? If so, it will be easier for you to rank better for that keyword.

Finally, see the number of results available for that keyword. If the number is relatively low, the keyword is less competitive. Less competition means a higher chance for you to rank high.

You can also check the number of backlinks top-ranking pages have for that particular keyword. Keywords with a higher number of backlinks are more competitive.

Pro-tip: Check how many organic search results there are on the first page. If there are one or two organic results near the bottom of the SERP, it means that ranking organically for that keyword will be difficult.

3. Other Relevant Metrics

There are some other metrics you should take a look at before deciding on a keyword.

Additionally, SEMrush’s Keyword Magic Tool shows a line depicting the trend in the search volume of the keyword and other related keywords.

Keyword Magic Tool's interface

Ubersuggest by Neil Patel is also an easy tool to look at metrics with. It is free, with daily limits in place.

Ubersuggest's results for "backlink analysis software"

It will show you the amount of search volume, the number of clicks, the age group of searchers, and a visual trend of the search volume over time. Interestingly, it also shows the volume of traffic generated using mobile phones and that using desktops. Thus, this can help you understand if the keyword chosen is the right one for your target group.

The number of backlinks, domain score, SEO difficulty, and paid difficulty figures will help you narrow down your choice of keywords.

Ubersuggest's results for "link analysis software"

For example, we can see that the keyword “link analysis software” has a lower CPC, significantly higher search volume, number of backlinks, and domain score. Thus, if we had an article talking about such types of software, we would prefer to optimize for the keyword “link analysis software” rather than “backlink analysis software.”

There. Now you know all the steps on how to thoroughly search for keywords on Google and get good results!

Conclusion

Remember that there is no one correct formula that works for everyone. It is a crucial part of your SEO strategy that you should not take lightly. Choose keywords that are high in demand, less competitive, and relevant to your content. Do not neglect to research competitor strategies.

To leave you with a final tip: optimize one page for one core keyword. Optimizing all pages for one core keyword is a mistake many make.

While results may vary when it comes to keyword research, know that hard work does pay off.

There are many different ways to search for keywords on Google. We just scratched the surface with these 6 very useful tips.

Do you have any tips or strategies that worked wonderfully for you? Feel free to share them with us!

Baidu Keyword Planner - A Beginner’s Guide in 2020

If you’re new to the world of keyword research, the Baidu keyword planner will be a great first step. Here's a simple guide to understanding Baidu.

Baidu Keyword Planner

A Guide to Keyword Research for SEO

Keyword research is quite a broad area of discussion. This segment also directly affects your SEO. Here’s how you can understand it in layman terms.

As you may already know, there are a number of different search query variations potential clients can use to explore your offers on search engines like Google. Now, the first thing any SEO campaign should do is determining how to target the most optimal keywords for your website. This process is known as keyword research. Proper execution of an SEO strategy requires prior knowledge of keyword research. Otherwise, all your efforts will go in vain.

In general, the preliminary steps of keyword research include:

  1. Brainstorming a list of root keywords
  2. Using tools (such as Baidu Keyword Planner) and other methods to increase the number of keywords
  3. Analyzing keyword list for value, demand, and difficulty
  4. Prioritizing and choosing your targeted keywords based on certain metrics and criteria

Before we dive in to understand Baidu Keyword Planner, let’s take a look at the mentioned steps in a more detailed manner.

Steps to Follow for SEO Keyword Research

1. Brainstorming a List of Root Keywords

At the very beginning of the keyword research process, it is important to brainstorm some of the root keywords. This will be based on the understanding of how you can best optimize your website. The aim here is to find the answer to the question “What queries will our target customers use to find our content?”

So, in order to brainstorm keywords from different points of view, you can start this process by involving people outside of your SEO team. This will include members from other departments, such as sales and customer service. You can also gain insights from existing clients and customers or other people in your target market.

At the same time, it is important to remember that this list of root keyword doesn’t have to be huge. However, it should cover all of the business goals your website is trying to accomplish. So, before you use tools like Baidu Keyword Planner, make sure you’ve done your own homework right.

2. Expansion of Keyword List

After making a list of root keywords, SEOs will try to compile as many relevant and related keywords as possible. Some of the common places that SEOs look at for extra keywords include:

Keyword search
Keyword planning

3. (a) Identifying Keyword Demand

Understanding keyword demand is crucial for a successful SEO strategy. This is because SEOs will need to know the keywords being used by the target audience before developing their overall SEO strategy. Some of the common metrics to identify a keyword’s search demand are:

3. (b) Analyzing Keyword Value

After we understand which keywords our target customers are using, SEOs will then analyze which keywords are going to help the site accomplish its business objectives. Statistical data related to how the target customers have engaged with the website can be very useful for this purpose. Some of the commonly used metrics for determining keyword value are as follows:

3. (c) Analyzing Keyword Competitive Environment

It’s not worth the time and energy to optimize for a keyword that gives you very little chance of ever being in the top 30-35 positions. So, it is important to have a look at the competitive environment before knowing what keywords to target.

In this case, there a number of factors you need to consider. How authoritative is the website for which you’re optimizing? How well does the page content match the intent of the search query? This will analyze whether or not your website has a chance of ranking at the top pages.

Similarly, you need to remember that not all keyword SERPs are created equally. Some of those may not have a large number of organic positions available on the first page of Google.

Factors You Need To Weigh:

4. Prioritizing and Choosing Your Targeted Keywords

If you’ve followed so far, you now have a list of keywords that have demand, value, and competitive metrics. You should use these criteria to select target keywords and prioritize efforts.

Understand that not every keyword will meet all of the following metrics. So, it’s not an exact science. The needs of one website can vary from that of another. However, target keywords should ideally have the following qualities:

At this point, you should remember that every website needs a customized approach for the entire process of keyword research. So, the metrics used will vary depending on the industry and the type of website. However, this commonly used framework should work fine across most industries, countries, and languages.

Before we get to Baidu Keyword Planner, let’s look at how Baidu is different from the most widely used search engine, Google.

Difference Between Keyword Research for Baidu Keyword Planner and Google

So far, we’ve talked about what a basic keyword research process looks like for any search engine, language, or country. However, in the case of Baidu, there are some additional elements that you need to take into consideration. Here are a few:

The Significance of Long Tail on Baidu

Most of the SERPs for the head terms in Baidu is crowded with rich snippets. For this reason, the actual position of your content might still end up on the bottom of page 1 or on page 2, even if your website is ranking very high organically. Because long-tail keywords usually have less rich snippets, focusing on long-tail keywords is an important technique.

For instance, look at this query for “Jackie Chan” on Baidu. It shows only 3 organic results on page 1, shown in blue. All others are either Baidu’s own properties or ads, shown in red.

Baidu Keyword Planner
Baidu Search

Data Sources of Keyword Research

Google is not really popular in China. Again, the go-to data source for most SEOs in the West is Google Adwords Keyword Planner and even that is not able to provide accurate or useful information at all times.

Similarly, most other third-party keyword research tools are based on the data compiled by Google Adwords Keyword Planner. So, almost all of the keyword tools that are designed for Google will not work properly for Baidu.

Hence, while the approach to keyword research is pretty similar, the tools you will need will be completely different from one another. Later in this article, we’ll talk about the most useful tools for Baidu keyword planner and research. We’ll also help explain how to use each one of them.

Issues in Translation

One of the worst ways SEOs mess up their entire strategy is by using Google Translate to translate their English keyword lists to Chinese. Then, they use that as their Chinese targeted keywords list. Please do not do take this approach. Using Google Translate will only worsen your strategy as it’s sure to give you incomplete and inaccurate results.

Occasionally, you’ll find Google Translate choosing words with a completely different connotation, meaning, and context. Understand that for any word, there can be as many as 3 – 20 synonyms in Chinese that can be used as a translation. It is highly unlikely that Google Translate will choose the best one.

Additionally, Google does have a notable presence in Taiwan and Hong Kong. Hence, some SEOs may also attempt to first conduct keyword research in these locations in Traditional Chinese using Google Adwords Keyword Planner. Next, they translate those results to Simplified Chinese.

Now, while this approach is a better option than directly translating from English, it is still not the ideal solution. Even for regions like Hong Kong and Taiwan, Google does not provide the best keyword suggestions in Chinese. Additionally, there will still be huge discrepancies in word usage when you translate from Traditional Chinese to Simplified Chinese.

Hence, there is unfortunately no way to take a shortcut in this regard. You must have a native Chinese speaker during keyword research to ensure efficiency as well as accuracy.

Gathering Data for Baidu

Data collection is an important part of keyword research. In this case, you will have to compile data from Baidu-based sources in order to get credible and correct results for Baidu keyword research. Let’s have a look at some of the most effective tools and methods that you can use:

Baidu Index

Baidu Index (equivalent to Google Trend) can offer several informative insights for keyword research. Here are some of the things you can do with the help of Baidu Index:

Visualizing Popularity and Relevance of Related Keywords

Baidu Index helps you visualize the relevance and popularity of related keywords in a bubble-like chart. Take a look at this.

Baidu Keyword Planner Bubble Chart
Baidu Bubble Chart

Viewing Destination Keywords and Source Keywords

Seeing Related and Emerging Keywords

Baidu will offer a comprehensive view of the related keywords. At first, it will sort those by popularity. It will also show top-grossing related keywords and their change in popularity.

Baidu Keyword Planner
See Related and Emerging Keywords on Baidu

Analyzing Popularity Trends

With the help of Baidu, you can look at search trends for mobile, desktop, or overall for the most recent 5 years. Additionally, you’ll find important events and media mentions related to the keyword, too.

Comparing Search Trends by Region, Province, or City

With the help of Baidu, you can compare search trends by particular locations as well. The image given below shows a comparison of the search popularity for the keyword “机票” in Beijing (Orange), Shanghai (Green), Shenzhen (Blue), and Chengdu (Pink).

Baidu Index
Comparing Search Trends By Location

Compare Search Popularity by Age and Gender

Baidu is not limited to showing popularity trends. In fact, it will also display search demand for a particular keyword basing on gender and age group.

One major disadvantage of using the Baidu Index is that it is limited to searching only 5 keywords at a time. Additionally, you can not export data through Baidu Index.

All you need to access Baidu Index is a Baidu account. Create an account here.

Baidu Webmaster Tools

If you’ve verified your website with the help of Baidu Webmaster Tools, you can get quite a good amount of keyword data for your website. Because Baidu started holding back organic keyword referral data, it isn’t possible to view which organic keywords are driving traffic to your website in your web analytics software (such as Adobe Omniture, Google Analytics, or Baidu Tongji) anymore.

Fortunately enough, Baidu Webmaster Tools is there to the rescue. The tool still provides this data and thus it has become an invaluable data source for Baidu SEOs.

Baidu Webmaster Tools can actually be a brilliant starting point for Baidu SEO projects. However, there’s a certain drawback as well. What amount of data you can get from here will depend on how well your website ranks on Baidu. Hence, if your website has no existing rankings or traffic on Baidu, you won’t find any available data.

Some of the common uses of Baidu Webmaster Tools’ keyword data include:

Finally, we’re going to talk about the tool you all have been waiting to learn about - Baidu Keyword Planner.

Baidu Keyword Planner

Similar to Google Adwords Keyword Planner, Baidu provides its own tool that offers keyword data. Despite the fact that this tool is particularly aimed at helping marketers purchase search ads on Baidu, it can be very helpful for SEO keyword research as well. All you need to do is plug in keywords from your seed list to receive hundreds of more keyword ideas.

How To Use Baidu Keyword Planner

To access Baidu Keyword Planner, you would need a Baidu PPC account. Upon login, this is what it would look like:

Baidu Keyword Planner PPC account
Baidu PPC Account

Next, you can access Baidu Keyword Planner from the quick management panel:

Baidu Keyword Planner
Baidu - Quick Management Panel

When you search for keywords in Baidu, it will also show you related and similar keywords related to what you’re searching for.

Baidu Keyword Search
Search for Keywords Using Baidu

Similar to Google AdWords planner, Baidu Keyword Planner shows various data on the selected keywords. Additionally, it allows you to sort them out by criteria. Moreover, when you click on the plus sign in the right column, Baidu will add the keyword to your keyword list.

Baidu Keyword Planner
Add Keywords To Your List Using Baidu

For every one of the keywords in the list, Baidu Keyword Planner would individually show the number of daily searches, both on desktop and mobile. It will also display the recommended bid as well as the competitiveness ranking.

After the initial list is formed, the next thing Baidu does is review it by different performance criteria. You can access this data by clicking on the right button at the bottom of the list. This will also open up a detailed picture of the Baidu keyword data and projected campaign cost and performance.

Review Keywords By Performance Criteria Using Baidu Keyword Planner
Review Keywords By Performance Criteria Using Baidu Keyword Planner

Besides, Baidu Keyword Planner’s review panel also offers a simple way to view each keyword’s performance either on desktop or mobile separately. After this point, it is pretty easy to make adjustments to different parameters and look at how they would affect the performance in terms of projected cost, impressions, and click-through rate (CTR).

Drawbacks of Using Baidu Keyword Planner

Baidu Keyword Planner is undoubtedly very useful for SEOs. However, there are certain drawbacks to using this tool. Google Adwords Keyword Planner supports searching for multiple keywords at a time. On the flip side, Baidu Keyword Planner merely supports searching for a single keyword at one go. Hence, you can not upload a list of keywords to get search volumes back for every one of them individually.

The worst part is to get access Baidu Keyword Planner, you will have to have a Baidu PPC account, as we mentioned earlier. However, a PPC account will require a valid Chinese business registration. Hence, if your website does not hold a physical presence in China or is not officially registered with the Government, you’re pretty much out of luck.

However, you probably can still work with an official overseas Baidu PPC reseller to get that access to you. But even still, you must have an active and paying PPC account to get your hands on all the data.

Related Searches and Search Suggestions In Baidu Keyword Planner

Another method to get keyword ideas is to utilize related searches and search suggestions as much as you can.

Related searches and search suggestions can sometimes offer a few long-tail keyword ideas that you won’t find in the Baidu keyword planner. Regardless, since it is a taxing and time-consuming process, we usually do not recommend extensively using it. Luckily enough, Baidu provides majority of the keywords in Related Searches. So, make sure you take a close look at that.

Final Words

If you’ve read this far, you’ve definitely realized that keyword research is definitely a crucial part of any successful SEO strategy. It practically evaluates and focuses on understanding how your target market can find your website on different search engines. Thus, it more or less dictates your future SEO efforts.

The keyword research process will mostly be the same for both Google and Baidu. However, the methods and data sources will vary widely. As such, in the case of Baidu, you will need to be more attentive towards long-tail keywords, analyze a set of metrics that is different from that of Google, and use different tools to obtain the best results.