Chapter 4:

CONTENTS
 INTRODUCTION TO  THE STEPS OF
KEYWORD KEYWORD RESEARCH
 Definition
The importance of keyword  Identify topic, SEO
 Keyword classification objectives
 Analysis and exploration
 Competitive analysis
 Make a keyword list
 SEO keyword distribution

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Definition

Keyword
 A word or phrase that describes
user's search intention.
 A word or phrase that identifies a
topic, object or a definition.

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What is the keyword research?

 This is the most important work of SEO, aim to find out

popular keyword phrases that users use on search engines

 Refer to the process of researching and selecting words

or phrases that users will search for directly related to:
information, products, services of company

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 The importance of keyword
Strategic orientation Easy access to the Improving the
for SEO website right targets ranking on Google

Creating useful Good competition

contents for customer with rival

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 KEYWORD CLASSFICATION

Classification
criteria

 Classification by length  Classification by role primary-

secondary
Classification by search
intention  Classification by business sector

 Classification by time Classification by Google Ads

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 Classification by length

Short Average Long

Keyword keyword keyword

• Includes 4 to 5 or more
• Contains of 1 or 2 words words
• Contains of 2 or 3 words • Search volume is low,
• Very high level of
• High level of competition but the right focus of
competition
and search volume is the information that
• Representation of brand quite large users need
keywords • Save the cost and high
conversion rate

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 Classification by search intention

Awareness A Informational
keyword
Interest I Navigational
Keyword
Desire D Trade survey keywords

Action A Transactional Keyword

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Informational keyword
 Informational keyword is keywords that indicate new
information that users want to search for.
 Ussualy contains of question words: “what”, “How
_feeling/quality”, “How_manner”
 Help increase the reputation and coverage of the brand
through the sharing of professional knowledge.
• EX: “How to research keywords”, “How to change motorcycle
lubricant”.

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Navigational keyword
 These are keywords that help users go to a specific
website

It is used in cases that users find information related to specific

products, services, brands or businesses.

• EX: Nike shoes, Dior lipstick…

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Trade survey keyword
 It is a form of keyword that queries more information for
the purpose of comparing, checking, evaluating more
information to make final decision.

• EX: Which is the best 50-inch TV

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Transactional keyword
 It is a form of keyword that queries correctly detail
information about products, services (because customer
had intention and ready to transact)
 This keyword has high conversion capability  provide
reliable and clear information.
EX: …..?

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 Classification by time
SHORT-TERM KEYWORDS
• A type of keyword that is queried
according to urgent needs,
immediate, can follow trends, the
outstanding events are ongoing
• Search volume is very high,
skyrocket but not long-term.
ex: the name of new movie: “Nhà bà
Nữ”, events ….
LONG-TERM KEYWORDS
• A type of keyword that queries
useful information for a long time
and serves long-term search needs
• Search volume is stable, rarely
spike and are not forgotten.
Ex: experience in processing king
crab
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Classification by role: primary-secondary
Primary keyword Secondary Keyword
• A type of keyword that describes • A type of keywords, developed
the main topic of the website, from the main keyword group,
depending on the product, service longer and deeper, detailed
and the main name of that brand description for search information
• high competitiveness, difficult to • Easier to SEO, low traffic but
rank in the top search. quality, the right audience to
interact with.
• Ví dụ: “Economic sector”
• Ex: “Studying economics in Da
Nang”, “Who should study
economics?"
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Classification by business sector
 Keyword related to brand
• ex: Máy lọc nước Kangaroo, bột giặt Omo…
 Keywords related to product attributes
• Ví dụ: Màn hình led 100 inch, xe ô tô 7 chỗ,…
 Keywords related to geographic
• Ví dụ: Nạp mực in tại quận Ngũ Hành Sơn, sửa laptop tại Đà Nẵng,…
 Keywords Classification of customers
Ví dụ: Phòng tập gym nữ, áo khoát cho bé nam,…
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 Classification by Google Ads
For Adwords ads, Google has 4 types of keyword matches to determine which ads
will be activated.

EXTENDED KEYWORD NEGATIVE

KEYWORDS EXACT KEYWORDS KEYWORDS
PHRASES
• Google triggers • Ads are triggered • A keyword that
ads that show all • Ads are only advertisers often
with queries
keywords that are triggered when don't want to
containing
variations the searcher show when users
installed keyword
including synonyms performs exactly search
phrases.
and misspellings the query that was
installed • ex: Vertu chính
• ex: Vợt cầu lông 
• ex: “mays tinhs Vợt cầu lông giá rẻ, hãng  Vertu
xahs tay”, “laptop” • ex: Ví da nam  Ví china, Vertu Trung
Vợt cầu lông tốt
 “máy tính xách da nam giá rẻ Quốc, Vertu fake
nhất
tay”
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 The steps of keyword research
step 1: Step 3: Step 5:
step 2: Determine step 4:
Brainstorm Shorten the
analyzing competitive Grouping
keyword keyword list
Keyword level of keywords
ideas keywords

• Business
• Search
objectives
intention
• Determine
• Marketing • Determine • Misspelling
search • primary –
objectives Keyword keyword
volume of secondary
• Play role as keywords Efficiency • Synonyms
Index -KEI • Business
customer keyword
sector
• Surportive
• …
tools
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 Keyword selection principles
Searchers are The lower the
target customers level of
of business competition, the
better

Have a large enough market trends

search volume are rising or no
(demand) reduction

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Step 1. Brainstorm keyword ideas
 Business objective
 What does company want to implement an SEO campaign
to achieve?

• Enhance the ranking of posts related to product on search

engine results pages

• Customers visit websites that contain product information and

increase the capability of making a purchase.

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Step 1. Brainstorm keyword ideas
 Marketing objective
 What rankings do you want this keyword to achieve
on the search engine results page?

 How does market share compare to competitors?

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Step 1. Brainstorm keyword ideas
 Play role as customer

 What problems are customers facing?

 What are the benefits of your products for customers?

 What are the standout features to create those benefits?

 What are the differences from the same product on the

market?

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 Step 1. Brainstorm keyword ideas
 http://keywordtool.io/
Supportive Tools

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 Step 1. Brainstorm keyword ideas
 Keywords everywhere
Supportive Tools

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 Step 1. Brainstorm keyword ideas
 Google Search Box
Supportive Tools

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 Step 1. Brainstorm keyword ideas
 Google Suggest
Supportive Tools

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 Step 1. Brainstorm keyword ideas
 Seo Quake
Supportive Tools

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 Step 1. Brainstorm keyword ideas
 Google Trends
Supportive Tools

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 Step 2. Analyzing keyword
 use
Keyword
Planner
Tool
Determine
keyword's
search
volume

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 Step 2. Analyzing keyword

 Use Google Trends

 Determine search
trend of keyword
 By time
 By region, province
 Compare keywords

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 Step 3. Determine competitive level of keywords
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 KEI (Keyword Efficiency Index)– the ( Search)
KEI 
higher the better Competitive
 Search is the search volume of
the keyword (in google adwords)
Nếu KEI:
 Competitive is the level of
+ < 0.001 = Poor keyword.
competition, calculated by the + 0.001-0.010 = Good Keyword.
number of posts according to the + 0.010-0.100+ = Excellent
Keyword.
search syntax "allintitle:keyword"

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Step 3. Determine competitive level of keywords

 Evaluate keyword difficulty by KWFinder.com

 Keyword easy to SEO

 Search volume >100
Use button “Filter”
 Difficulty maximum 40
 Keyword length : 3-5 words
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Step 4. Grouping Keywords
Grouping keywords help:
 Website of company has hierarchical structure better
 Optimize website for the best performance

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Step 5. Shorten keyword list

Misspelling keyword Synonyms keyword

 Google provides  Remove keywords that
correctly spelled contain modifiers
keyword suggestions. (words that don't
affect the meaning of
 Remove all misspelled
the search)
keywords to shorten
the keyword list

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Example
Từ bổ Bỏ các từ khóa in đậm
trợ

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