Keyword research is one of the hottest topics in the content marketing world.

It is one of those matters that never go out of style as wise content marketers understand that using the right words in the content they create will give them an advantage over their competition.

Looking for the “right” or “perfect” words to use to optimize your business’ content? Here are three tips from Serpseed on how to do keyword research that will bear you fruits.


Understand the language your target audience uses when talking about niche topics

My friend Shawn, who runs Clear Harmonies, a company that creates unique acapella arrangements for interested vocal groups, learned an exciting marketing lesson after performing focused keyword research and talking to some of his clients.

He initially thought that prospective clients searched for “acapella arrangements” when looking for online music arrangement service. However, he discovered that most of them searched for the term “acapella sheet music” more often.

Shawn’s example is proof why it is important to discover the main language that potential customers are using when searching for information related to your niche or topic (or are searching for people or companies that provide the services you offer.)

This isn’t a time to start guessing or assuming that you know your audience that well to guess what they are thinking.

Apart from online keyword research tools, consider:

  • Checking out the comments community members leave and pay attention to some of the terms they use when telling stories, asking questions, and offering their opinions about the content you provide.
  • Collecting keyword data about the different terms people searched right before they clicked on your site’s link from most site analytics or statistics programs. This is a goldmine for any content creator.
  • Conducting social media discussions or interviews for a chance to ask your customers and prospects about the terms they searched when they were looking for information about your niche or topic.


Study the content your customers and potential customers consume

Good copywriters take the time to thoroughly research their niche topics before writing projects.

As a copywriter, you want to ensure that you understand the language your prospects are using before you craft your copy. Without this knowledge, your copy will not convert.

With that being said, you should consider doing the same with keyword research. Read articles prospects are reading and study the language used by the authors.

Identify the social media platforms your prospects and customers prefer using and spend more time there. Be on the lookout for discussions where people debate each other or ask tons of questions.

Popular podcasts, webinars, and videos within your niche are good resources. You can even review different social media ads that are targeted to your ideal customer.

This approach won’t only improve your keyword research, it’ll also ensure that you never run out of ideas when it comes to content creation.



Search terms are constantly evolving and the way prospects and customers speak about your niche or topic will change as time goes by too.

To stay current and up-to-date with the language that people are using, it is advisable that you conduct keyword research on a regular basis.

To integrate keyword research into your content marketing routine:

  • Make sure that you add quarterly, biannual or annual reminders to your calendar to remind you to do keyword research.
  • Try methods you have never tried before: experiment with different key research tools, conduct interviews, or monitor conversations on different social media platforms.
  • Make time to perform keyword research after every task you perform on a regular basis like checking your site’s traffic stats.
  • The different often overlooked benefits of keyword research

Understanding the language your prospects and customers use, consuming content that is popular with most of your audience and conducting research on a regular basis are all ways to ensure that you keep keyword research a top priority for your business.

And this is a smart way to approach things as keyword research will not only help you rank higher on search engines, but will also provide you with an endless supply of product ideas and content topics.


We’d like to hear from you. Please let us know how keyword research has helped you optimize content and some of the tips you’ve found useful.