Tactics and Strategies for SEO Keyword Research in 2020

The world of search engine marketing and search engine optimization is changing every day.  That's why we wanted to bring together our opinions on trends, tactics and strategies for SEO keyword research in 2020.

Let's start with what I call evergreen strategies.  Processes that will most likely never be old or outdated and have proven themselves over time.

What is keyword research?

Every high quality search optimization and marketing campaign must begin with in-depth keyword SEO analysis.  Start with what you think is the top keyword for the service or product you want to rank.  This would be the main or primary keyword.

In our case we try to create a ranking for SEO related keywords.  We would start with the primary or starting keyword "SEO".  If you are a plumber, you could start with "plumber" or "plumbing services".  Our goal is to find all the keywords related to our main topic.

What do you need for the keyword search?

It is quite basic and simple.  Here are the items you need to do a proper keyword research strategy session:

• 30 minutes time
• Internet connection and a browser
• Excel or Google spreadsheet
• Really?  Yeah, it's that simple.  Now get to work.

Google trends

I start my keyword research with Google Trends.

• Enter your primary search term in the search bar on the Google Trends page.
• Select the location of the search traffic.  By default, it is set to worldwide.  I refine my search to include the United States.
• Select the time frame. I usually stick with the last 12 months, but I increase it to 5 years for local or less common trends.
• Scroll down to the bottom right of the results.  You will see a box for related questions.
• It is set to increasing by default, but I usually choose above.
• Related queries are the first group of keywords you want to retrieve. There are 25 suggestions.
• You should use the option to download to a csv file.

Google's Related Searches

Next, I will use a regular Google.com search.  I noticed that a related keyword in Trends was "SEO services".  I will start with this term.  Just run a regular Google search, and as you type, look at the terms suggested by Google.

Google will give you suggested or related terms below your search.  Make a note of them and enter them into the csv file from your trend research.

Run the search and then scroll to the bottom of the Google results page.  You will notice "Searches related to...".  Copy these suggested terms into your sheet as well.

Repeat this process by clicking on some of the suggested topics/keyword phrases.  These suggestions are great for new page ideas, but especially for blog content ideas that you can write about as support pages for your most important keywords.  I have selected "SEO services for small business" and here are the other suggestions.

Expand the keywords further and collect more phrases.  Fill your keyword table with all data you want to load into it.

People also ask

Halfway through the Google search results, did you notice a section called "People ask too"?  This is an amazing resource for finding other related topics to your primary search.  Save them as potential blog entries to support your main pages.  My search was "keyword research" and they suggested that people should also ask the questions below.

Professional Tip: If you unfold and collapse one of the topics, Google will give you more related questions that people ask. Keep doing this until they start to become irrelevant.

Keyword Research Tools

I use a few other services to improve this process and hopefully generate dozens or hundreds of possible keyword phrases.  These are free:

Google Adwords Keyword Planner - you need a Google ad account to use this.
Google Search Console - Set up a search console on your website and see what keywords you are already ranked for and find out how to optimize for a better position.

I like to use a website called Answer the Public.  It helps me find topics that can be used to support blog posts that are related to, but not always in competition with, the most important keywords.

Adding local relevance to your keywords

Most readers could be a local company serving either a physical location or a service area radius.  You must therefore add a geographical modifier to your keywords.  This is as simple as keyword + city or city + keyword.  For example, plumber Los Angeles.  Plumbing Los Angeles.

Why is keyword research important for SEO?

Here the old saying applies: "You don't plan to fail, you don't plan".  As with all things in life, you need to take some time in advance to plan a strategy for executing tactics.  Keyword research is the foundation of great SEO work.  Your competition is getting smarter every year and they make better content, so you have to make yours better than theirs.  Do this by including all related and relevant keywords in your content.  Answer any questions a reader might have about the topic, the service, the product you want to rate.  Establish your website as an authority in your niche.