SEO keyword research - 2 steps to decide the success or failure of the project

SEO keyword research is the process of analyzing, researching and making suitable keywords for businesses. From the keyword set, we can compile SEO content standards, measure behavior, go backlinks based on that set of keywords.

1. Purpose of keyword research

  • Research target keywords, these are often the main SEO keywords, required to reach TOP. These are usually keywords focused on products and services (for example, seo services, men's leather shoes, women's jeans, etc.)
  • Research keywords to create Content Plan, these are complementary to the main SEO keyword set, used to find potential customers, creating momentum within the website to promote the main SEO keyword set.

2. Keyword research tool

Keyword research - 2 steps to decide the success or failure of the project

3. Keyword research phase

GD1: Find the full list of relevant keywords

GD2: Keyword grouping (Keyword Map)

  • In phase 2, after having a complete keyword list, we need to divide the keyword into different groups, each corresponding to each user's search goals.
  • The reason there is phase 2 is that we want when users search, they will get the result that the page provides exactly what they are looking for.

See 7 specific ways to increase organic traffic by 200% in just 1 month

4. Receive goals

conversion measurement

In each target project will be different, usually you do SEO, the goal must be TOP and traffic. However, from a higher perspective of a Digital Marketing person, we do SEO as it needs to bring in revenue efficiency for businesses.

So the goal of SEO keyword research is:

  • Organic Traffic
  • Order
  • Lead
  • Relationship
  • Revenue (for E-commerce website)

How to calculate specific SEO goals:

  • Calculate the expected number of clicks from organic search

Click (expected) = Search Volume * CTR (top 1-10)

CTR varies by industry, depending on the position, there will be different CTR, expected CTR can refer to here:

  • Calculate the expected number of marketing conversions (Lead or contact) - (3% is the minimum conversion rate - later measured in the Goal section of Google Analytics)

Number of conversions = Click (expected) * 3%

The% conversion metrics you need to understand through your business or sales department to estimate relative%.

Below is a target estimation spreadsheet, based on this worksheet we will select more target keywords, in order to increase Search Volume to help meet the business goals set.


Estimated CTR

Click expected

Conversion rate (average 2-3%)

Contact = CR * Click

Search volumeClick expected

With Agency SEO projects, most of the goal is traffic, so we can estimate to give the required volume and number of keywords. From there give out the amount of content needed for the goal, avoiding wasting resources.

See 18 SEO tools being used by SEODO on all large and small SEO projects

5. Steps for SEO keyword research

The goal of this step is to research the entire keyword of the market and to be keyword map

B1: Research products and markets

In this step, we need to research carefully the products and services:

  • Types of products: door products with aluminum doors, tempered glass doors, plastic doors with steel core, aluminum doors with regular aluminum doors, aluminum xingfa, ....
  • Characteristics of the product: aluminum door with 1 wing, 2 wings, sliding, cheap, high class, ..
  • Market: what businesses do you sell to, Da Nang, Ho Chi Minh, Hanoi

B2: Give yourself the main keyword

There are 2 types of keywords that we need to give:

  • General keywords: like "aluminum doors", "tempered glass doors", general keywords may not need data from B1, which is usually the name of the category itself, with the most searches
  • Keyword details: such as "beautiful xingfa aluminum door", "cheap aluminum door", "Da Nang aluminum door". This part want to think much, B1 must research deeply, then just match the category name with the category (or characteristics, or market, ...)

B3. Find keywords

This step 3 incorporates a variety of ways from keyword research tools.

B3.1. Use Google Keyword Planner

Enter keywords into Google Keyword Planner (maximum 10 keywords at a time), this time Keyword Planner will suggest related keywords based on each word appearing in the keyword

Keyword research with google keyword planner

Download it with Excel

Keyword research with google keyword planner

From data from Google there may be additional subject keywords in addition to B2, to increase the keyword when using other tools.

B3.2. Use

Enter each keyword in B2 into the tool (add additional keywords from Keyword Planner if any)

keyword tool

B3.3. Use Ahref

This is also the way that I often use

Go to Ahref -> Keywords Explorer -> Copy the keywords in step 1



To enter Having Same Term as the picture above.

Right on top is the filter used to filter keywords

KD: Keyword difficulty, from 0 - 100

CPC: Bid for 1 click when advertising CPC

Volumn: searches per month (this index will be different from the Google Keyword Planner volume, because Ahref's bot is different from Google's bot, crawling mechanism will be different)

Click Export to download Excel, if Excel fails, download the corrupted Excel version to Google Drive

B3.4. Use Ahref to get keyword landing page competitors

First, check which keyword product groups are most searched for (usually a generic keyword). For example, aluminum door group, "aluminum door" is the keyword with the most searches and the most competitive keyword

Paste that keyword into Ahref -> Keywords Explorer as B3.3

Scrolling down will show the TOP 10 competitors, and our task is to get all the keywords of the competitors landing page.


In the KW (keywords) section, select some KW opponents and then right click on that KW number to open a new tab, then we will see all the keywords of the landing page.


On the filter bar, select Position and filter keywords with Position 1-10


Release the TOP 1-10 keyword set of competitors landing page


Export data to Excel, we will immediately have related keywords from a landing page

B4. Get the keyword searches

The keywords obtained from Ahref with KeywordTool will have to copy all into Google Keyword Planner to get search turns

This is a process to ensure every keyword has a search, because the crawling mechanism will be different, so the search will be different (we only believe in the volume of Google Keywords Planner, other tools for reference only)

B5: Filter keywords

After you have the keyword list from B3, need to proceed to delete the excess keywords

To delete the right keywords, need to know B1, understand the right products and products to avoid deleting the wrong keywords

For example, in the list for “Cà mau aluminum door”, but currently there is no branch in Ca Mau so we remove this inappropriate keyword.

Keyword research

After deleting all inappropriate keywords, we will have a list of suitable keywords, but it is still very messy

B6: Go to keyword map

The purpose of this step is to optimize the search needs of the user, ensuring that the user receives exactly what they want.

This group of keywords is very important. If the group is not good, it will waste content resources and cause bad effect.

Usually this part is very heavy and takes a lot of time.

Note: How is the opponent group, I can be like that?

Conclude: From the keyword map, we start structuring content based on the groups of keywords we have researched

Through these steps, we have the right set of keywords for our business goals. Wish you Keyword research more advantageous when reading documents I have shared.