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Unlocking the Power of Keyword Research: Vital for SEO Specialists


An SEO specialist is someone who specialises in search engine optimisation (SEO) and keyword research is an incredibly important tool for specialists.

In the modern age, the world is constantly changing, which means SEO is also constantly changing. The things people are searching for are a constant evolution, and there is never a true “end goal” for an SEO specialist. Keyword research is important for knowing what these things are and what answers people are searching for, allowing for higher rankings on Search Engine Results Pages (SERPs). In this article, we will cover the role that keyword research serves in SEO and how SEO specialists can use this tool to their advantage.

User Intent Analysis

Understanding user intent is a crucial part of an SEO specialist’s job and is an important step in keyword research. It refers to getting an insight into the intent of a user’s search query on a search engine. When a specialist has this insight, they are more likely to create content that fits the user’s needs. This leads to increased traffic to the website and potentially more customers.

There are also intent-driven keywords that an SEO specialist will search for. Identifying these different keywords can help in understanding the intent that users have when searching for different products or brands. For example, transactional intent may include keywords such as “buy” and “top deals,” whereas informational intent may include phrases such as “how-to.” By noticing these differences, an SEO specialist is able to tailor content based on what people are searching for on a deeper level.

User intent analysis can also help in noticing patterns and anticipating user needs before they occur. By analysing different patterns and trends from the past, an SEO specialist can be provided with a good basis to make educated judgements on future user needs.

Competitive Analysis

Competitive analysis is another vital part of the keyword research process. By evaluating the strategies of competitors and analysing their success, an SEO specialist can find a niche that can be successful in the field. For example, assessing a competitor’s keyword strategies lets the specialist know which keywords are performing well, and could perhaps take this on board and use these keywords in their own content. This also works with researching which keywords to avoid.

Analysing competitors’ websites for SEO can also help a business create a benchmark for its own content. When an SEO specialist analyses a competitor for features like website traffic and backlink logs, it lets them know where they can improve by using the competitor as a comparison point. This helps a business set realistic SEO goals and create strategies that can help meet these goals.

Competitive analysis can also help in uncovering opportunities for content that has not been created yet. By looking through the content that competitors have created, an SEO specialist can find a niche that they can focus on that could provide the website with enhanced traffic. This may be specific questions about keywords or even whole keywords that haven’t been commonly covered but have a significant search volume. SEO is an ever-evolving process that requires innovation to make the most out of gaps in the market.

Long-Term Planning

Despite the fact that SEO is constantly changing, there are still strategies and techniques that an SEO specialist may use to plan for the future. These usually involve a detailed plan that can last for a long period of time while also having strategies that can be implemented throughout to help with the evolution of SEO.

Keyword research is a vital aspect of long-term SEO planning. Detailed and comprehensive keyword research is important for identifying trends and patterns that could reappear. Keyword research should be ongoing during the long-term strategy, identifying new keywords and trends so the SEO specialist can optimise their work accordingly.

When it comes to long-term SEO planning, everything should be a continuous cycle in order to stay as updated as possible. Performance data should always be monitored and adaptations made accordingly.  By tracking key factors like SERP rankings and user engagement, SEO specialists can understand what is successful, what isn’t, and how to change it. On top of this, regular website audits can also be very helpful for SEO specialists to understand what content is optimised correctly and how to improve moving forward.


In conclusion, keyword research is a vital part of an SEO specialist’s job. Different aspects of keyword research can be beneficial to the strategy and help in the content created. Analysing user intent can give an SEO specialist a real understanding of what type of content users are searching for and how they can optimise their content accordingly. Competitive analysis can help in understanding competitors’ content, the keywords they are using and how to stand out from the competition. By implementing a long-term SEO strategy, businesses can continuously optimise their website and keep it as updated as possible.


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