Keyword research is an important activity to get your content found online. Traditional or classic keyword research focuses on your content being found by search engines - ranking on page 1 and above your competitors.

But the online world isn't that linear anymore. It's a vast network. Yet although Google is responsible for the majority of referral traffic, there are other forms of keyword research.

  1. SEO/PPC
  2. Social Media
  3. Content marketing
  4. Audience


This is ground zero. Where it all began. The basic goal is to identify specific keywords worth targeting for both paid or organic search marketing campaigns. This can range from popular keywords that people search for, to short and long tail keywords that resonate with your audience.

It's important to use resources within your business to reveal meaningful insights and to make a list of keywords and topics. Brainstorming sessions within your department for instance are a great way to formulate a list of master keywords. Findings can be used for further research using keyword research tools like Google Trends and Google Keyword Planner.

Goals for this research:

  • Identify keywords/search terms used to find content
  • Identify competition keywords
  • Look at monthly search volume
  • Target those keywords to paid or organic search marketing campaigns

2. Social media

The goal for most brands using social media platforms is to drive traffic, generate awareness and attract followers. But social channels throw up their own challenges. For example, the same photograph posted on Instagram may not resonate with your audience if posted on Pinterest. Also, there are character and video length limitations for Twitter and Instagram.

A tweet on Twitter may generate a lot of action, but the same message may not work on LinkedIn. This is mainly due to the 'business orientation' of the platform.

One great way to identify the topics of discussion is to research hashtags. This provides valuable text insights. It enables you to construct an impactful strategy to post relevant social posts that are 'on-trend'.

Goals for this research:

  • Identify hashtags and popular topics to follow and to use in posts
  • Decide whether targeted advertising campaigns should be run
  • Decide which words and hashtags are going to be used in posts
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3. Content marketing

Creating content for your website is an ongoing task that requires knowledge of your brand, products or services and target audience.

Ranking above your competitors in search results is essential to driving traffic to your website. That's why keyword research for your content marketing is also important.

However, search ranking isn't the only motivation for you to create content. There are many 'non-ranking' reasons why content is created:

  • Build thought leadership
  • Grow a subscription list
  • Influence/disrupt a topic
  • Link building

So with this in mind, what research is needed if you're not creating content for organic ranking?

  • Content that has previously performed well on social media
  • The content that has worked with the audience sector you're targeting
  • Tone/phrasing that resonates with audiences

Goals for this research:

  • See what works and what doesn't
  • Determining tone that resonates

4. Audience

Companies spend thousands on qualitative market research to ascertain the views, opinions, interests, etc. of a specific group of people. This is carried out using questionnaires, surveys and focus groups.

This valuable qualitative data isn't available on quantitative keyword tools like Google because you won't know who performed the search. That's why understanding audience insights can prove extremely effective when building a landing page, writing product descriptions, positioning and ad targeting.

Goals for this research:

  • Learn more about the preferences and behaviours of target audience
  • Identify topics of interests, job roles, professions etc. that can help with positioning and copy/tone
  • Identify other channels to target the audience

At Codehouse, we perform three important phases that will improve your website’s performance:

If you want to find out more about how our SEO services can help your business, get in touch.