Keyword Research Guide for Beginners – Find Target Keyword Phrases

Have you been trying to rank your site for certain keywords? For many people finding the right keyword phrases to rank for is like a magic. So many people get discouraged and started to look for a keyword research service.

In this beginner’s keyword research guide, I will show you not only basics, but also some advanced techniques that I use for my sites and my clients’.

Purchase Funnel

When it comes to keyword research, it’s useful to define what kind of keywords we are looking for.

Purchase Funnel describes the stages of the customer experience from knowing your business (awareness) to purchasing your product/service.

If you are planning to create product pages or service pages, you would want to search for keywords that are closer to the end of the purchase funnel, whereas if you are creating blog posts that provide information, keywords that fit in the early to mid purchase funnel steps would be more ideal.

This video explains what purchase funnel is and provides an example of what kind of keywords are aligned with what stage of the purchase funnel.


Common stages of Purchase Funnel are:

  1. Informational

Awareness and interest of the consumer on a product/service


  • This stage is the process wherein the potential buyer applies a search for information on a product/service through internet or referrals.
  • This is where your marketing efforts such as advertisements, flyers, social media or media mentions are involved
  •  Lead generation


  •  From the broad search of a product/service, consumers begin to shortlist their search to specific companies/stores and reviews where they can buy according to their requirements. This becomes an opportunity for you as a seller or service provider to develop a relationship with the consumers and introduce its positioning.
  1. Intent

Product/Service consideration and intent takes place


  • Potential buyers leads to be your prospect as they begin to narrow down their options and start comparing stores or sellers side by side. Ie checking store reviews, checking prices, store policies/warranties
  • Capturing these potential buyers from generated leads may be done through email marketing – targeting these targets specifically with your current promos or new launches within your email campaigns.


  • Prospect then begins to show substantial interest or has the intentions of buying the product by getting one-on-one demos or adding the product in the cart.
  1. Purchase

This stage involves evaluation of product and acquiring the product/service


  • Decision-making takes place. Prospect begins to weigh in considerations whether to but the product or not.
  • This is the stage where seller or service provider pitches in proven sales strategy in convincing the buyer that their product is the best choice there is.
  • Buyer proceeds to checkout for shipping options or asks for a contract proposal from service provider.


  • The prospect has become a customer and transactions has been completed.
  • After-sales support may also take place in this stage. Smooth and positive customer experience leads to referrals for more future purchases and sales.


Buyer Personas

When it comes to keyword research, it’s useful to define what kind of keywords we are looking for.Knowing and having a deep understanding of who your customers are. This step is essential since there is no “standard” strategy for this since everyone has different market (or customers) to target. For one product that you sell, you still have various subsets of customers who buys from you for different reasons such as customer background, location, age belief, status, interest, need, —– the list is never-ending. Benefits of gathering and refining data of buyer persona can give you:

  • a better idea on HOW to capture your target market
  • identify potential gaps you have with your current content
  • create content that addresses specifically to your target market 

In this video, we will discuss how to use Facebook data to help us create a Buyer Persona, which can help you write content that could resonate better with your audience, or help the content creators you hire to do a better job aligning the tone of the content to your target audience.

What keyword research tools to use?

Keyword research plays an essential role in bringing in traffic to your website. Which is why you need an efficient and reliable keyword research tool that will bring in good results. While many have provided great praises on Google Keyword Planner with its various functionalities and convenience, it actually has a few but considerable drawbacks. Such as:


  • Keyword planner is more suitable for PPC keyword research than for organic SEO research. That said you need an Adwords account. With that said, competition analysis will also be based on paid search
  • Does not show average monthly searches since there is Ads associated



This video suggests a few PAID and FREE tools that you can use for an effective keyword research analysis.


Keyword Research without Paying for a Tool

Keyword research tools such as Ahrefs and Semrush are very useful when it comes to keyword research but they are pretty expensive. This video talks about: 


  • A free but effective keyword research called Google search operators tool everybody can use
  • How using this advanced commands to further refine and filter out your search result.
  • How to gauge the level of competition of the target keyword by knowing how many websites use that certain keyword. The higher the number of search results = the more difficult it is for you to rank on that keyword
  • BONUS: The keyword difficulty tool we developed as demonstrated in the video.


    Keyword Research for a New Page

    When it comes to SEO, there are many tools, may it be paid or free, that can help you research opportunities. The options are endless. This video shows you:


  • A step-by-step process on executing an effective keyword research for your website or website page using
  • How to identify a superb seed keyword to populate your keyword list
  • How to navigate and interpret data coming from Ahrefs

    Keyword Research for an Existing Page

    With the ever-changing and fast-paced virtual environment we are in today, it is advisable to regularly review your content’ check its traffic and indexation in Google search. This video shows you:


  • The importance of identifying what keywords the page is already ranking for
  • How to check these keywords by using Google Search Console platform and tools such as Ahrefs and Semrush.
  • How to navigate and interpret data from Google Search console
  • Content Gap Analysis

    In this video I am going to show you how to conduct a content gap analysis so you can steal keywords from your competitors.

    If you are a memeber, you can download the excel file shown in the video from the link below.

    Also, here is a link to 14 days of FREE trial for SEMrush Pro >>

    Content Gap Analysis Outline


    Data Tab

    1)     Gather keywords using SEMrush

    2)     Identify competitors and gather their keywords

    3)     Copy and paste all the metrics

    Keyword Processor Tab

    4)     Use Excel “Text to Columns” to get single keywords

    5)     Use Excel “Go to special” to remove blanks

    6)     Compile all the keywords into one column

    Clean Single Keywords Tab

    7)  Remove stop words (commonly used word – “is” “the” “or” etc) from the list of keywords

    Single KW Pivot Tab

    8) Use pivot table to get total count of each keyword 

    9) Filter for “Keep” only keywords

    Categorization Tab

    10) Categorize the keywords

    11) Filter only the categorized keywords

    Data Tab + Final Table Tab

    12)  Copy and paste the categorized keywords (Paste special – “values”)

    13)  Use the pivot table to create a summary table



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