How To Do Keyword Research In 2024

Keyword research remains an essential component of a successful SEO strategy. As we traverse the vast landscape of 2024's digital marketing trends, understanding how to do keyword research is more vital than ever. This guide from seobase will shed light on the essential aspects of keyword research in 2024 and beyond.

What is SEO Keyword Research?

At its core, SEO keyword research is identifying and analyzing the specific words and phrases people enter into search engines. The main objective is to optimize content around these keywords, helping websites rank higher on search engine results pages (SERPs).

The Evolution of Keyword Research

While the foundational concepts remain consistent, the ways to execute keyword research have evolved. With the rise of voice search, AI-driven tools, and ever-changing search engine algorithms, keyword research in 2024 has taken a more holistic approach, considering user intent and semantic search patterns.

Top Funnel Keywords: Why They Matter

In the grand scheme of digital marketing, understanding the user's journey is pivotal. This journey, often represented as a funnel, showcases different stages a user goes through, from initial awareness to final conversion. At the top of this funnel, we have the awareness stage. 

Here, the user is often just discovering a problem or a need they have. Enter "top funnel keywords" – the terms and phrases tailored specifically for this audience. But why are they so crucial?

1. Introduction to the Sales Funnel

The sales or marketing funnel is a model that represents the stages a consumer goes through before making a purchase. Broadly, these stages are:

• Top Funnel (Awareness): The user acknowledges a problem or a need.
• Middle Funnel (Consideration): The user evaluates different solutions to their problem.
• Bottom Funnel (Decision): The user is ready to make a purchase or take a specific action.

2. What are Top Funnel Keywords?

Top funnel keywords are broad, general terms or questions related to a specific industry, product, or service. They're used by people who are just dipping their toes into a topic and are seeking more information. Examples could include terms like "what is keto diet?" for someone exploring new diet plans or "best DSLR cameras" for a novice looking into photography.

3. The Significance of Top Funnel Keywords

• Reaching a Wider Audience: Given their broad nature, top funnel keywords often have higher search volumes. By targeting them, brands can reach a larger audience, increasing brand awareness and visibility.
• Building Trust and Authority: By providing valuable content for top funnel searchers, brands can position themselves as thought leaders and experts in their field. This can cultivate trust, which can be beneficial when the user moves down the funnel.
• Educating Potential Customers: Top funnel content can help in educating potential customers, setting the tone, and guiding them towards your solutions. It ensures that they are well-informed and aligned with your brand as they delve deeper into their search.
• Long-Term SEO Benefits: Consistently producing high-quality content for top funnel keywords can yield long-term SEO benefits. Given the informational nature of such content, there's a higher likelihood of earning backlinks, which can boost domain authority and overall search rankings.

4. Challenges with Top Funnel Keywords

• High Competition: Due to their broad nature and high search volumes, top funnel keywords can be highly competitive. This might require significant time and effort to achieve top rankings.
• Lower Conversion Rates: Since users searching with top funnel keywords are still in the awareness phase, they are less likely to take immediate actions like purchases. This can result in lower immediate conversion rates compared to middle or bottom funnel keywords.

What Makes a Good Keyword?

When navigating the vast landscape of SEO, understanding the intricacies of keyword research becomes vital. A significant part of this process is determining which keywords are worth targeting. But what exactly defines a "good" keyword? Here, we'll delve into the key characteristics that transform a simple term or phrase into a potent tool for driving organic traffic.

1. Relevance to Your Business or Content

Above all else, a keyword must be relevant to your business, products, services, or the content you provide. If you're a vegan restaurant, for instance, terms related to vegan cuisine or plant-based diets would be pertinent.

• Key Takeaway: Even if a keyword boasts high search volumes, it won't benefit your business if it doesn't resonate with what you offer.

2. Search Volume

Search volume represents the number of times a keyword is searched for within a given timeframe. Generally, higher search volumes indicate a larger audience and thus a bigger opportunity for traffic.

• Key Takeaway: While high search volumes are enticing, it's essential to balance this with other factors, such as competition and relevance.

3. User Intent

Behind every search query is a user's intent. This intent can be informational (seeking knowledge), transactional (looking to purchase), navigational (seeking a specific website), or investigational (evaluating options before a potential transaction).

• Key Takeaway: A good keyword should align with the user's intent, ensuring your content meets their specific needs or answers their questions.

4. Level of Competition

Some keywords are highly competitive, meaning many websites are vying for rankings with that term. Depending on your website's authority, it might be challenging to rank for these keywords.

• Key Takeaway: Strive for a balance. Often, long-tail keywords (longer, more specific phrases) have moderate search volumes but less competition, making them ideal targets.

5. Potential for Conversion

Especially important for businesses, a good keyword should have the potential to drive conversions, whether that's sales, sign-ups, or another valuable action.

• Key Takeaway: It's not just about driving traffic; it's about driving quality traffic that aligns with your business goals.

6. Trending or Evergreen Nature

Understanding if a keyword is a temporary trend or an evergreen term can influence your content strategy. Trending keywords can offer short-term gains, while evergreen keywords promise sustained traffic over time.

• Key Takeaway: A mix of both can be beneficial, capitalizing on immediate trends while also building a foundation for consistent traffic.

7. Seasonality

Certain keywords might have seasonal fluctuations in search volume, such as "Christmas gifts" peaking in December. Being aware of this seasonality helps in timing your content and campaigns.

• Key Takeaway: Capitalize on seasonality by preparing content in advance and optimizing it to gain traction during peak periods.

seobase Keyword Explorer Tool 

Conclusion

The art of keyword research has undeniably evolved. In 2024, it's not just about finding high-volume keywords but understanding user intent, recognizing the importance of top funnel keywords, and seizing the right opportunities. As search patterns continue to change, businesses that stay informed and adaptable will undoubtedly thrive.