Keyword research and analysis is most integral part of SEO & PPC strategy. It gives us an idea what users are searching and what are the chances of ranking our website. They are many paid and unpaid tools for keyword research, one of them is Google Keyword Planar & Google Trends

2.  Realistic chance to rank on the 1st page of Google (both in
short-term and long-term)
 Relevant to your business enough to be able to convert
searchers into paying customers.
 Can positively impact your business’ bottom line
By, Chetan Khandeshwar
Mob: 9960489521

3.  The first step is to expand our keyword collection to
include as many keywords as we can, without evaluating
them.
 Let’s say you own an eCommerce business selling pre-
owned designer bags, the first term that comes to your
mind will be “pre-owned designer bags” or even “second
hand designer bags.
 Let’s say you own digital marketing company which deals in
certification, project the first term that comes to your mind might be
“Digital marketing classes in Nagpur” or “Digital
marketing company in Nagpur”. Add them to the list
By, Chetan Khandeshwar
Mob: 9960489521

4.  After clients discussion we come to know that they prefer
googling specific types of bags like “totes”, “wallets”,
“clutches” rather than the generic term “bags”.
 We strongly recommend using Google Keyword Planner for
this purpose.
 You need to create a Google AdWords account to access
Keyword Planner
By, Chetan Khandeshwar
Mob: 9960489521

5. By, Chetan Khandeshwar
Mob: 9960489521

6.  Your product or service: Put all your existing keywords
in this field.
 Your landing page: If you have a webpage that you want
to extract keyword ideas from, include it in here.
 Your product category: Specifying a product category
will prevent the keyword tool from generating
keywords that aren’t related to your industry.
By, Chetan Khandeshwar
Mob: 9960489521

7.  Targeting: It presents an opportunity to narrow down
your keyword suggestions so they will be more closely
aligned with your buyer personas’ demographics.
Eg:- If you own a retail shop in Nagpur, it wouldn’t make
much sense to target “All locations”.
 Negative keywords:- are a great way to remove unwanted
words.
Eg:- Words “free” and “expensive” can be added as negative
keywords so that any combinations of keyword phrases that
includes any of those two words will be excluded from the
suggestions.
By, Chetan Khandeshwar
Mob: 9960489521

8.  Evaluate list of keywords along the following metrics:
oSearch volume
oLevel of competition
oKeyword relevance
oStage of buying cycle (SOBC)
By, Chetan Khandeshwar
Mob: 9960489521

9.  Create an Excel sheet with 6 columns; Keywords,
Search Volume, Competitiveness, Relevancy, SOBC
and KEI.
 Keywords: In keyword column fill all the gathered
keywords.
 Search Volumes: Visit Keyword Planner tool, this
time instead of “Search for new keyword and ad
group ideas”, click on “Get search volume for a list of
keywords or group them into ad groups”.
By, Chetan Khandeshwar
Mob: 9960489521

10. By, Chetan Khandeshwar
Mob: 9960489521

11. By, Chetan Khandeshwar
Mob: 9960489521

12.  Competitiveness: The “Competitiveness” column is
not the same as the “Competition” column in your
Keyword Planner results.
 Use the rule of thumb below to determine the
competitiveness of each keyword:
 100,000 pages in SERPs*: Easy
 100K –1 Million pages in SERPs: Relatively Easy
 1M –10 Million pages in SERPs: Moderately Competitive
 10M –100 Million pages in SERPs: Competitive
 Over 100 Million pages in SERPs: Extremely Competitive
By, Chetan Khandeshwar
Mob: 9960489521

13. By, Chetan Khandeshwar
Mob: 9960489521

14.  Relevancy: For the “Relevancy” column, your
subjective judgement and good business sense are
required.
 Based on your knowledge and understanding of your
business, you can utilize a simple low-mid-high scale
to assign relevancy rank to your keywords.
By, Chetan Khandeshwar
Mob: 9960489521

15. By, Chetan Khandeshwar
Mob: 9960489521

16.  Stage of Buying Cycle.
 Awareness – Interest – Desire – Action
 Through educated guess, we can find the stage of
buying cycle.
By, Chetan Khandeshwar
Mob: 9960489521

17.  In the Awareness stage, people would search for broad
terms like “tablets” or “marketing automation”, aiming to
self-educate on a general topic.
 In Interest stage, their search queries become a little more
specific and navigational in nature (ex: “iPad” or “marketing
automation software”).
By, Chetan Khandeshwar
Mob: 9960489521

18.  In the Desire stage, they already know what kind of
products or services they want and are searching for the
best solution by reading reviews and comparing prices
(ex: “which generation of iPad is the best” or “top 5
marketing automation softwares”).
 In Action stage, they know exactly what they want to
buy and are ready to make a purchase (ex: “iPad Mini
for sale” or “Hubspot marketing software”).
By, Chetan Khandeshwar
Mob: 9960489521

19. By, Chetan Khandeshwar
Mob: 9960489521

20.  KEI = Search Volume/Competitiveness
 Take advantage of the many Excel features to compute the KEIs
and sort them from largest to smallest.
 The higher the KEI, the more desirable the associated keyword.
 We want keywords that have a large search volume but low
competition, so we can easily rank for these terms that can
generate a healthy dose of traffic to our site.
By, Chetan Khandeshwar
Mob: 9960489521

21. By, Chetan Khandeshwar
Mob: 9960489521