How to do good keywords research for your website

How to do a good keyword research for a website? What must be taken into account? And why does it represent the basis of every positioning project (and therefore visibility) on Google ?

How to find keywords for a website

In this article we will explain how to find the right keywords for a website . We will do it with a modern approach that does not depend only on the use of tools created for these purposes and above all with a modern approach and in line with the most recent Google guidelines.

Each paragraph of this article will be a fundamental element to do a good keywords research (keyword research), and even if in some you will not find the actual method, know that it will contain concepts that you will then need at the time of the research itself. So let’s start and renew the invitation not to skip any paragraphs.

What are keywords

Keywords is the translation of ” keywords “. We use the English term because this is how those words are technically identified that, through search engines, are used by users to search for something that can satisfy a need .

You will notice our unconventional approach to the concept . In our explanation we have defined keywords as something that users type into Google to satisfy their need and not just words that help us find us on search engines. The difference is apparently subtle but between one explanation and the other there is actually an abyss.

Because? Simple.

If we optimized a page of the site for a specific search key, so, generally, we could perhaps get a large amount of traffic, but on the other hand there is the serious danger of attracting almost all visitors who do not find what he needs it.

Instead, optimizing a page to satisfy a certain need of a certain range of users requires the use of specific keywords through which to be found by those users who are actually looking for what I offer.

To better understand this concept, it is necessary to explain what types of keywords can be used.

Keywords to sell, Keywords to inform

Technically, there are 3 types of keywords, each of which is suitable for a certain type of goal. Within a marketing strategy for companies , it is advisable to use all three , being careful not to lose the common thread that leads to the goal.

Basically, we can divide the keywords into:

  • Informative
  • Navigational
  • Transactional

Informative keywords

The informational keywords (or informational) are the keywords to use to capture the attention of all those persons who seek information to suit their particular needs. This is preliminary research around a specific problem to be solved.

Those who use informative keywords know what their problem is and start searching to find a solution.

Often and willingly, this type of search starts with a generic keyword , up to narrowing the field with increasingly targeted searches, through a “refinement” process that evolves as the user understands which is the right query. to get the answer you are looking for.

The natural path takes the user from typing an informational query to typing a transactional query, which we’ll talk about later.

To give an example , a user suffering from psoriasis (an annoying skin disease), can start by typing a key such as “how to cure psoriasis”. Starting from the results that Google returns to him, he might find it interesting to use a cream and so the next key could be “creams for psoriasis”.

The results of this new search query could lead him to opt for a natural cortisone-free cream because in the meantime, he has discovered that it is possible to cure it with products that do not contain this powerful drug.

And so the next key typed could be “natural cortisone-free psoriasis creams”. At this point you will be faced with a range of proposals from various websites to choose from.

So the next step could be typing the keyword “best natural psoriasis creams without cortisone”.

The user will thus have restricted the field to 3 or 4 sites that offer this type of creams. However, the winners of this competition will most likely have to wait a while before the user chooses to trust one of them and pushes himself to buy their cream. The research will in fact continue on other channels such as specialized forums, where the same will seek confirmation from the participants on the effectiveness of each cream previously seen.

Here ends the phase in which the user uses informative keywords . So far we have not sold our cream but we have managed to attract the user’s attention, waiting for his return, for which he will certainly use a navigational keyword . It is not necessary to add anything else to explain the importance of using informative keywords, for every company that decides to invest on the web.

Navigational Keywords

The keywords navigational , they are the kind of keywords that are equivalent to the brand name of the site or url you want to visit.

Browsing keywords are usually used to search for websites of famous brands (example: facebook, nike, mercedes, etc.), popular websites (Google.), websites discovered thanks to a search made with keywords informational (the ones we talked about above).

If we want to browse friends and acquaintances I will choose to type If after we are convinced that the site X psoriasis cream is the one I want to buy, I will type “site X psoriasis cream (or brand name)”

This type of keyword represents the door to the actual sale. For these keywords, it is not necessary to work on positioning, but it is necessary to work to increase the popularity and trust of users towards the brand, through informative keywords and advertising.

Transactional Keywords

Third type of keywords: transactional . Positioning on the first page on search engines with transactional keywords is the goal of every company. These are the type of keywords that are typed in by users when they have reached the point of having identified with certainty the solution to their needs .

Usually this type of keywords are the result of the research carried out with informational keywords. By now the user knows everything about the problem that afflicts him and is ready to make his final choice by purchasing a certain type of product.

Transactional keywords stand out because they imply a precise action that can be buying something, downloading a song from the web, signing up for a flamenco class, etc.

Usually these keywords are composed of several words ( long tail keywords ) and express a very specific search. The key “natural psoriasis cream without cortisone”, even if we previously counted it among the informational keywords, is in effect also a transactional keyword. The user has already decided what kind of cream to buy to treat his disease. If following this research, the page of our site that appears on Google, manages to convince him that our cream is the best solution for him, we will most likely be able to sell it to him.

This example is to show that there is a fine line between the various types of keywords and that many of them can be of various types, depending on the context. In a context such as health, most likely the user, before deciding what to put on his skin, will do a lot of research before buying (and this is why we have also included the above key among the informational keywords).

But in a different context, such as looking for a plumber, a hotel or a dance class, triggering the transaction will certainly require fewer steps. In this case, the transactional key could be “plumber in Rome”, or “Hotel in the center of Palermo”, or “flamenco courses in Milan”. For these needs, the user has already identified the solutions and is only looking for the company from which to purchase the service.

Classic keywords and long tail keywords

Before we mentioned long-tail keywords, saying that they are keywords composed of several terms that combine to form a sentence (and in fact they are also called keyphrases ). This is precisely the difference with classic keywords.

The latter in fact consist of one or two terms, such as “Hotel Roma” or, to continue with the previous example “psoriasis cream”, “psoriasis cream”. The key “natural psoriasis cream without cortisone” is instead a long-tailed keyword and expresses the search for a product based on an already identified need (cure psoriasis) and a well-defined choice (cure with natural remedies).

Research of the Keywords

When searching for the keywords to use for the positioning of our site on search engines , it is necessary to take into account all the innovations that Google has introduced to its algorithm in recent years.

Google is a machine that continuously learns , trying to place the search keys in the right context and offer results relating to the queries typed by users.

With this in mind, reducing keyword research to a list of keywords to be used based on their traffic volume and competitiveness is something truly “old” and outdated. An amateur blogger can do this. Something like that done by an agency would be a worrying wake-up call for its clients.

Today keywords are no longer individually identifiable but must fall within a context ( topic ) in which co-occurrences play a fundamental role . What is it about?

A co-occurrence is a term that commonly accompanies a word, in relation to a certain topic. If I talk about psoriasis, the co-occurrences will surely be words like “scales”, “plaques”, “cortisone”. In essence, Google associates the word psoriasis with all those terms that go around it (co-occurrences) . So, if we talk about plaques in a certain context, for example, Google will certainly be able to distinguish plaques caused by psoriasis from those that form in the throat.

Google associates the word plaques to both contexts, but knows how to extract the right one in case of research of one or the other topic.

In the search for keywords useful for our editorial plan , the LSI (Latent Sematic Indexing) keys must also be exploited . A key feature of LSI is the ability to extract the concept expressed in a text by creating associations with terms present in documents dealing with similar contexts.

Said this way it may seem complicated but I will immediately give you an example that is very easy to understand.

Who is affected by psoriasis it is very easy to feel shame in show its signs, to feel uncomfortable when dealing with other people and feel frustrated if you can not heal.

Shame, discomfort and frustration can constitute ” latent ” terms , that is not directly associated with the key psoriasis, but indirectly yes .

Thus, when on the web we talk about shame in those suffering from psoriasis , Google is able to associate and contextualize these two words that taken individually would have nothing in common.

And we can assure you that it is one of the best aspects of doing advanced SEO.


But how did Google get to this point? It all started when in 2013 he released the algorithm called Hummingbird . Hummingbird has since begun analyzing queries by phrase (instead of by word) trying to find out what they mean and provide better results.

Here is an example: today if you search with the voice key “Ok Google, find me a place to eat sushi nearby”, Google will return me a list of restaurants that serve sushi in the area.

Google has learned that by ” place “, when I speak of “sushi”, I mean a ” restaurant “.

RankBrain , another Google algorithm that works on self-learning of queries typed by users, also contributed to achieving these results . We will talk about this in detail in another article.

Contents as a means to exploit keyword research

Now you may be wondering how to put these notions into practice .

Once you have carried out a good search of the keywords , you will have to draw up an editorial plan , trying to take advantage of the 3 types of keywords we talked about before, the related co-occurrences and the LSI, to compose texts, which in this way become SEO oriented .

Yes, you got it right. You don’t have to do anything special on your blog (because you have to have one inside the site to take advantage of your keywords), just write quality content consistently.

By quality content we mean articles (or pdfs, or audio files, etc.) that provide real value to users , which means that they must be articles that adequately respond to user needs.

Going back to our “natural and cortisone-free psoriasis cream”, if we can communicate that natural is better than cortisone and provide the appropriate arguments, we will have already guided the user in the choice.

If the user who visits your site wants to know why natural is better than cortisone you must know how to explain it to them.

If the user wants to know why the almond oil contained in your cream is an effective component against psoriasis, I need to know how to explain it.

If the user suffering from psoriasis feels ashamed in showing the signs, you must know how to make it recognized in the contents of your site, you must bring them to the same level and reassure them.

These are just a few examples of quality content.

We find that psoriasis is a skin disease written on thousands of sites. Needless to waste time reiterating it on ours.

Thousands of other sites write that our psoriasis cream is the best in the world. You should explain why they should prefer to buy ours.

Here, we just gave you some examples of NON -quality content .

Latest Tips on Using Keywords

A good keyword research should be done before even making the website.

To properly exploit the keywords found,  the site structure must first be built , trying to hierarchically organize the pages in order to give greater weight to the most important pages for our project.

Following the design of the structure, the actual construction of the site should begin. If your site is already online and does not work, you can think about its improvement or total makeover, but be careful not to lose the ranking positions acquired up to that moment.

The site also needs to have a blog , constantly edited with fresh and relevant (quality) content. There is no need to publish an article a day but at least for the first time, an article a week should come out. If you can’t, extend the period between one article and another. The important thing is that you don’t write just to write, but you write to offer value.

This strategy must be put on paper by composing an editorial plan that must be reviewed and updated every 3-4 months. The indicated time interval is used to establish break-points during which the progress of the project must be analyzed and the points to be improved are identified.

Writing carefully, releasing useful content, allows you to grow the fame of your brand . Whether your brand is the company or yourself, nothing changes. Getting recognition and being listed as authoritative in a particular industry inevitably leads to the acquisition of new customers.

For all customers who require this type of service, we at WebDMG work like this. There are no half measures. We must speak out in order not to create false expectations.

Free tools useful for keyword research

Let’s finish by indicating some free tools for keyword research:

Ubersuggest: Ubersuggest is one of the best free online tools for keyword research. You can find it at

LSIGraph: This is one of the best latent keyword research tools. Find it on

AnswerThePublic: Here is a great tool to analyze the keywords and get lots of ideas for your keywords, broken down by type. Find it at

Seo Hero : Seo Hero helps you find keyword co-occurrences. The address is