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Keyword Research, what it is and how to do it

At the heart of any successful SEO campaign is a myriad of keywords that are semantically relevant to your business. Keywords are simply, in SEO terms, activators to be intercepted to acquire organic traffic.

However, keywords and their purpose go way beyond that. The keywords typed into Google or other search engines reveal some socio-demographic details of the typer: for this reason a company that is about to optimize its SEO positioning can carry out a keyword research to understand how to correctly position the contents and services in the means of their research. Developing an SEO toolbox of several keyword analysis tools is ideal for ensuring that no key keyword is left out of the keyword strategy.

With these tools, we want to introduce you to the world of SEO to understand how people search for things, services and products that are potentially relevant to your business.

Here is our gold list 😉


SEMrush is a key tool in any SEO arsenal. It is a digital marketing software with multiple features needed for any SEO campaign. As a keyword analysis tool, Ottobix uses SEMrush to do accurate analysis on different areas of SEO: Organic Search, Organic Keyword Ranking, Related Keywords, and Keyword Difficulty Tool.

The software is great for getting valuable and up-to-date data for organic keyword rankings and a proper indicator of a keyword’s volume. SEMrush works well when determining the direction of an SEO campaign. You can use keyword analytics metrics to see which specific keywords are driving organic traffic to a competitor, allowing you to do keyword research effectively.

SEMrush’s Related Keywords feature provides information about related keywords to find related keywords to compete against the competition, especially useful for SEO for eCommercee. When we conduct our research on thematic keywords, the Keyword Difficulty Tool is a favorite for optimizing our keyword research. You can enter a large number of keywords at a time and receive data for each in a list.

Google Keyword Planner

The Google Keyword Planner is an indispensable tool for reaching the right people with the right keywords. The platform generates the most relevant keywords for your product and business. The interface streamlines the process and allows the user to easily add the desired keywords into their keyword research plan.

Once you’ve figured out the relevant keywords you want to target in your SEO campaign, you can conduct keyword research to figure out how tough the competition is “fighting” for those keywords and their relative monthly volume (how many times they are searched on a monthly basis). The Google Keyword Planner offers budget organization and targeted keywords, making sure you target the right keywords to reach your desired audience.


Ahrefs is a great keyword analysis tool that we use as part of thematic keyword research. With Ahrefs, we can identify are the main keywords that drive traffic to a certain website.

Using Ahrefs early on as part of Keyword Research helps us seize the best opportunities to increase organic traffic to a site and further helps us redirect our efforts to provide clients with KPI they are looking for. In some cases, Ahrefs can be a useful resource in creating an SEO campaign regarding the study of competitors: Ahrefs provides the organic keywords, their rankings and the URL from which they rank, which is essential for Ottobix to ensure that our campaign competes fairly with competitor sites and their top keywords. is a time-saving tool to find out how Google would autocomplete a search query. Since Ottobix always tries to put valuable content on users’ screens, making sure that we target what users want to find on Google is crucial. Using to capture some relevant long-tail keywords is perfect for strengthening your keyword bank.


Ubersuggest is a keyword generator that is great for providing semantically relevant keywords to add to your SEO campaign. Often, there are some keywords that go unnoticed, but with high potential. Ubersuggest brings them to light. Free, Ubersuggest is an interesting tool to have at hand during the Keyword Research phase.

LSI graph

LSIgraph is similar to UberSuggest, but plays a bigger role in identifying possible semantically relevant keywords. When doing Keyword Research and looking for thematic keywords to reach search niches important to your business, LSIgraph offers a list of around 20+ keywords related to your target keywords.

Forums, Quora and Yahoo Answers

You may not know or believe it, but Internet forums and FAQ pages are an effective way to find keywords
and relevant niches. Long-tail keywords give you more chances to capture what your audience is asking search engines for and how they’re asking. Getting inside the mind of your target audience is crucial to doing good keyword analysis and keyword research. Search for a forum related to your niche, such as “Building Company forum”. When you find a forum that revolves around your niche, start looking into the questions, topics, or repeating phrases used throughout. Active forum users are often the exact audience to target in keyword research and marketing efforts.

Same with the FAQ pages. Searching for something like “what is SEO” can lead you to a page full of words that users are looking for. Forums and FAQ pages are perfect ways to streamline the way you reach specific buyer personas by seeing exactly what users are looking for and the words they are using to search for those things.

Keyword Research: conclusions

If you’re looking to streamline the way you or your business conduct keyword analysis and keyword research, take the time to use the tools listed here. Using every tool is not the key. The best way to use these tools is to use the best features of each and implement them into your own keyword analysis processes. SEO best practices are all connected. If you’re looking for a SEO consultant, then look no further. Ottobix is your ideal partner for the organic growth of your company.

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