4 Clever Keyword Research Strategies to Enhance SEO

I’m one of those people who actually loves keyword research. I know, it’s strange, but I find it to be one of the most exciting aspects of my job. There’s a feeling of excitement and endless opportunity when you’re on the hunt for new keywords to target.

Searching for valuable keywords in the realm of SEO I recently held a keyword research workshop with some colleagues from the nexus-security marketing department. My goal? To get them as pumped about keywords as I am. I shared some of my best keyword research and optimization strategies, and I’m hoping they’ll help you break free from any keyword stagnation.

#1: Analyze the SERP before you start writing!

This is such a critical step, and I bet most people bypass it entirely: Before you even start writing, you need to examine the existing search engine results page (SERP) rankings for your chosen keyword. Why? Because to rank well, you need to outshine the competition. Google won’t just grant you a first-page ranking; you have to earn it by surpassing those already dominating the field. You can gather this competitive intelligence in two ways:

Use tools like SEM Rush, KWFinder, or Moz Keyword Explorer to analyze page 1 rankings for your target keyword:

Alternatively, perform a manual Google search (preferably in incognito mode) and examine the competition. Pay close attention to the following:

Are the top SERP results dominated by brand names?

For example, consider the search results for “facebook advertising.” Aside from ads, the top six organic results (excluding the “top stories”) all belong to facebook.com.

Unless you work for Facebook, ranking well here will be challenging. Google interprets this as a brand-specific search. Verdict: Unless your site has exceptional authority and the keyword has massive search volume, it’s best to move on. In those cases, even a lower ranking might yield significant traffic, despite a low click-through rate.

Do all the titles and content look identical?

You might encounter SERPs where all the organic results look eerily similar, reminiscent of what some call a PPC “jackpot” where all the ads look the same! Consider the search results for “explainer video examples”:

There’s little diversity here; everyone addresses the search intent in the same way. A “jackpot” SERP is a double-edged sword. On one hand, it presents an opportunity to stand out. On the other, it might suggest there’s no room for anything new. Does the world need another list of 10-20 explainer videos?

Are the top results already comprehensive and satisfying the search intent?

Sometimes you’ll find lackluster, easily beatable results on the SERP. Other times, there’s seemingly nothing to add:

This question has been answered definitively; why reiterate it? Essentially, you’re looking for untapped potential. If you can’t provide a better result than what’s already ranking, why bother? Focus your efforts on a different keyword.

We’ve discovered that incorporating many closely related keyword variations within your content is crucial for achieving and maintaining strong rankings. It demonstrates to both Google and your readers that you offer in-depth information on the topic they’re interested in. To ensure you actually use these keywords, keep a running list within your document as you write. Let this list guide your outline and content structure. Then, review it before publishing to guarantee you haven’t missed any.

On the Google SERP

During Step 1, pay attention to these areas:

Suggestions that appear as you type
The “People also ask” box (especially helpful for question-based keywords)

The “Searches related to X” links at the bottom of the page

These are all excellent additions to your list of related keywords.

In keyword tools

Once you’ve chosen a primary keyword, plug it into your preferred keyword tool to unearth other relevant keywords to weave into your content:

Keyword Planner ad group ideas

Don’t limit yourself to the “Keyword Ideas” tab in Keyword Planner. Explore the “Ad Group Ideas” tab to discover pre-grouped clusters of semantically similar keywords:

Here’s what you’ll find when you click on an ad group:

While the highest-volume keyword should be your main focus, don’t disregard the less common variations. Pro-tip: If you have older content that’s underperforming or not ranking at all, revisit it and enrich it with these related keywords.

#3: Identify and leverage “secret keyword formulas”

I noticed a while back that several of our most popular blog posts over the years included the word ideas. For instance:

64 Creative Marketing Ideas to Boost Your Business
25 Restaurant Marketing Ideas: Tips & Strategies to Win in the Food Business It dawned on me that for our website and audience, “marketing ideas” is a “secret keyword formula.” We’ve successfully replicated this formula by substituting different marketing types:
grassroots marketing ideas
small business marketing ideas
retargeting ad ideas
Facebook marketing ideas
And so on To identify your own “secret formulas,” examine the headlines and keywords of your all-time (or recent) top-performing content in your analytics. Any noticeable patterns? You can utilize Buzzsumo similarly to pinpoint headlines generating significant social engagement. Examine some of HubSpot’s most shared blog posts from 2016:

Notice how many adhere to this structure: [Number] [Adjective] [Noun] that [Verb Phrase] While this is a headline formula and not strictly a keyword formula, the principle is the same: Uncover patterns you can adapt repeatedly, such as “how to learn [process/software/etc] for free” or “what to do in [city/place].”

#4: Target weak featured snippets you can capture

Featured snippets, like the one shown below, are an SEO goldmine due to their exceptionally high organic click-through rates.

SEM Rush has a nifty feature that reveals your competitors’ ranking keywords, including those with featured snippets. To access this, enter a website address in the Domain Analytics tab. Then, within the organic rankings report, click on “Featured snippet” under “SERP Features”:

Let’s say you’re managing an up-and-coming food blog and aiming to compete with established names. You could analyze the featured snippets held by a site like Smitten Kitchen:

It wouldn’t be very nice (or likely very effective) to attempt to snag ALL of their snippets (especially brand-specific ones). Your time is better spent targeting weak snippets—instances where Smitten Kitchen owns the snippet but with a less-than-perfect intent match. For example, a post on how to toast walnuts ranks in the coveted “position 0” for the query “how to roast walnuts.”

These search queries have slightly different intentions, in my opinion. Toasting walnuts is usually for salads or baking, while roasting suggests a standalone dish likely involving oil, seasonings, and a different process. This presents an opportunity for you to potentially steal that snippet.

How to capture a snippet

It’s not easy, as that site earned the snippet due to its superior click-through rate. However, if you can outdo them, Google might switch things up. Here’s what you can try:

Ensure a stronger intent match
Provide more comprehensive and up-to-date information (does the current #0 result appear outdated?)
Utilize a clearer, more structured format (e.g., a step-by-step list or a table – as shown below)

Google loves to feature structured data like this in snippets

In short

You simply don’t have the resources to target every single SEO keyword remotely related to your niche. To maximize your SEO efforts, prioritize based on opportunity, and then craft content that caters to what Google and your audience clearly appreciate.