Content Creation Keyword Research

keyword research

No matter what content you put on your website and no matter how you make it look, a visitor’s experience with your website begins with the words they enter into the search bar. This is where their journey starts, and this is where your focus should be when you go to build the content on your site. What words do your potential visitors have to type in the search bar to get sent to your website first? Here, Virtual Market Advantage will go over what you need to do as you look for the right keywords to use for your content and what tools are out there to help you find them.

What is Keyword Research?

Keyword research is a tool that people use to help them find actual search terms that users enter into search engines when looking for something. Having this knowledge of actual search terms can help you when looking at your content strategy, marketing strategy, and your social media advertising.

Knowing and using the right keywords can make or break your website. It’s not always about just getting visitors to your website, but more about getting the right kind of visitors to your website. Keywords can help a business predict shifts in demand as well as respond to changing market conditions. In order to take advantage of this, however, you need to be able to look at the statistics so that you can track what people are searching.

How to Judge and Research the Value of Keywords

To help start your process of searching and looking for the right keywords for your business, there are a few steps you should take:

  1. Make a list of important relevant topics based on your business. Think about which topics you want to rank for in general terms. You should be able to come up with around 5 to 10 topics you think are important, and then use those topics to help you come up with some more specific keywords later on.
  2. Fill in those general topics with keywords. Once you have the general list made, it’s time to go in and identify some keywords you can use within those topics. These are keyword phrases that you feel are important for search engine results pages, mainly because your target customers are probably conducting searches for those specific terms.
  3. Research-related search terms. If you’re having trouble figuring out some good keywords, just head on over to Google and take a peak at related search terms that pop up when you enter in your keywords. These keywords can help spark ideas for other keywords you may not have considered.
  4. Check for a mix of terms and long-tail keywords for each topic. (Check out VMA’s blog on long tail keywords here for more info.) You’ll want a good mix of long keywords phrases as well as short and generic keywords. It’s important to have this mix, as it’ll give you balance in your keyword strategy.
  5. See how competitors are ranking keywords. If your competitor is ranking high for a keyword on your list, it’s important to work on your ranking for that keyword, but make sure to not put all of your focus there. It’s also important to look at those keywords that your competitor is not paying much attention to. This could end up being a good opportunity for you to own a part of the market on your own terms.

Where to Find These Keywords Using Search Tools

Once you have a general idea of the types of keywords you need, it’s time to focus and expand your list. There are a lot of tools out there to help you do this, and we’ll take a look at a few of them now:

Google Keyword Planner

This is a great place to start your keyword search. It has a design aimed at advertising, but can also be used to search for organic keywords by allowing you to customize your results. Just enter your product or service, your competitors landing page, and your product category. Using this tool, you can search for new keywords and ad group ideas as well as get traffic forecasts for a list of keywords.

Keyword Tool

This aptly named tool is a good place to start for keyword data mining. Keyword Tool uses Google Autocomplete data to create its database of the long-tail keyword suggestions. Anyone who uses the keyword planner should also use this keyword tool. It’s free for the first 750 keyword suggestions, and then you can sign up for the pro version to be able to see data like search volume and competition. It’ll also allow you to export your results to CSV and help you find keywords for YouTube, Bing, Amazon, the App Store, and more.


This tool will show you trends, search volume, CPC, and the level of difficulty in the results. Aside from these features, if you click on the individual keyword, another screen will pop up and show you the difficulty level on that keyword as well as the current Google search results. This finder will also help you find local keyword research and let you target your search results by city, state, or country.


This is a great tool for finding those rarely used but valuable long-tail keywords.

No matter what tools you find work best for you or how you get your research done, keywords are important to help lead the right viewers to your website. From your blog posts to your landing page, having the right keywords in place and making sure you have a good search engine ranking for them is important to the overall success of your website!