What Is Keyword Research?

Keyword research is an indispensable tool when it comes to Search Engine Optimisation (SEO). However, before we delve into keyword research, it is important to first understand what a keyword search is. When Internet users perform a search online, the words typed into search engines are considered keyword search. This is where keyword research comes into play. With keyword research, businesses have a better understanding of what their audience is looking for, gaining insight on how to rank for such keywords.


Discovered keywords can then be inserted into the brand’s online content, allowing the organisation to rank higher on Search Engine Results Pages (SERPs). Apart from potentially improving rankings, performing keyword research can help businesses better comprehend their brand and purpose, drive traffic to their website and remain relevant to their target audience. For those new to SEO and keyword research, engaging an SEO agency in Singapore is recommended.

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    Benefits Of Keyword Research

    There is no denying the benefits keyword research can bring to your SEO strategy and digital marketing efforts. From increased conversion rates to better organic ranking, theadvantages are aplenty.

    Attract an Audience that Cares

    Since keyword research involves using terms that are commonly searched, customers are more inclined to know what you have to say, as you are addressing their needs directly.

    Increased Conversion Rates

    By enhancing your content’s relevance with keywords through keywordresearch, customers will more likely be interested in your products and servicesand engage with your brand.

    Better Organic Ranking

    When search engines see that your content is aligned with what customers are searching for, your ranking improves, directing more users to your website.

    Consumer Behaviour Insight

    Keyword research allows businesses to evaluate popular terms that users are searching for. This provides information on consumer behaviour, allowing you to brand and skew your content in a way that will appeal to customers.

    Expand your Net

    With improved organic rankings, you gain greater online visibility and presence. This generates brand awareness, growing your customer base and expanding your net.

    Types Of Keywords

    Four common types of keywords include short tail keywords, long tail keywords, geo targeting keywords and branded keywords. Understanding these different kinds of keywords is essential for optimising and enhancing your SEO and digital marketing efforts. Not only does it provide insight on your target audience’s search intent, it also enables you to position your business in a way that is more relevant to your customers. We explore each keyword type below.

    Short Tail Keywords

    Short tail keywords usually consist of 2 to 3 words encompassing a broad topic such as ‘roof repair’ or ‘women’s bags’. These keywords possess a higher search volume compared to long-tail keywords, with the potential to drive more users to your website. However, while short tail keywords are high in volume, the genericness makes it challenging to serve the right user intent. For instance, some customers may have specific products they wish to purchase, in which a short tail keyword becomes irrelevant to them. In addition, short tail keywords are also more competitive, making them difficult to rank, especially with a low domain authority site.


    Long Tail Keywords

    Long tail keywords typically consist of 3 to 5 words encapsulating more specific topics. In contrast to short tail keywords, long tail keywords have a lower search volume. Nonetheless, their specificness translates to more relevant search intent. This attracts higher quality leads, which in turn, drives conversions. Customers using long tail keywords generally have high purchase intent, with a clear idea of the products they wish to buy. As the majority of search terms are long tail keywords, its importance cannot be understated and businesses would benefit from understanding how to use and optimise these keywords in their on-site content.

    Geo Targeting Keywords

    Geo targeting keywords revolve around location. Leading locals to a local set of results, these keywords are highly relevant, allowing businesses to develop content for a more targeted audience. As localised search is growing in popularity on Google, geo targeting keywords is a great strategy to improve rankings on SERPs. One simple yet effective way of incorporating geo targeting keywords is to include your country at the end of each keyword, for example, ‘digital marketing company in Singapore’. Singapore-based companies who are looking to engage local digital marketing companies can then be recommended the most relevant results, benefiting both parties.

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    Branded Keywords

    Branded keywords are those that include the brand’s name or some variation of it. They are discoverable through both social media and search engines. From accessing new opportunities to monitoring competitor performance, the advantages of branded keywords should not be overlooked. Branded keywords allow customers to evaluate and assess feedback about your business. Should your organisation constantly receive raving reviews, the potentiality of drawing in even more new customers is increased. One of the ways you can incorporate branded keywords easily is to create content with such keywords in mind. Examples include blog articles, FAQs or even in your website’s landing page.


    Wondering how to find the best keywords for your SEO strategy? Learn more here: Keyword Research: How To Find The Best Keywords For Your SEO Strategy?

    Importance Of Keywords Research

    When it comes to website optimisation, people typically tend to think about the design and aesthetics of the website. While those are indeed key considerations, the more technical aspects such as keyword research should not be overlooked as well. Keyword research provides you with data on what users are searching on search engines like Google. From this, you can then determine which are most relevant to your business, creating a strong digital marketing foundation.

    Marketing Trend Insight

    Keyword research involves analysing search terms that are of high and low volume search. This provides insight into valuable marketing trends. For instance, keywords with a high search volume may indicate a trending or more popular topic that businesses can leverage in their ads and content to empower relevance.

    Traffic Growth

    By identifying the right keywords and using them in your content, the more relevant your business and brand becomes to customers and their needs. This enables you to rank higher on search engines, which drives even more traffic to your site.

    Understand the Competitive Landscape

    Keyword research also allows you to see the keywords your competitors are using and how they are ranking for their keywords. With such data on hand, you get a better understanding of the competitive landscape.

    Identify Low Competition Content Opportunities

    Keywords with low competition are a goldmine for businesses. Keyword research enables you to identify such keywords to be used in your content, distinguishing your brand from others.

    Understand Search Intent

    Knowing your customer’s intent is thefirst step to getting their attention. Search intent is the reason behind a customer’s search. Once you understand their search intent, you can use keywords to fulfil this intent, encouraging sales and purchases.

    Keyword Intent

    Keyword intent reflects a user’s purpose for keying in a search online. There are a variety of reasons individuals conduct searches, which also leads to multiple keyword intents. The four keyword intents are informational intent, navigational intent, transactional intent and commercial intent.
    Identify Low Competition Content Opportunities

    Informational intent are keywords that searchers use to help them retrieve information. This could encapsulate many different aspects from the weather to locations. Those searching with informational intent typically already have a query in mind. While most information intents tend to be question-based, they can also be phrased differently such as ‘Singapore airport directions’.

    Navigational Intent

    Navigational intent refers to users who are looking for specific webpages. It offers a shortcut for searchers to reach their desired page quickly. For instance, should users be searching for your brand’s customer support page, it is more efficient for them to key in those phrases in SERPs, compared to browsing the website to look for the webpages they require. To maximise navigational Intent, including your brand name as a keyword is recommended.

    Transactional Intent

    Just as its name suggests, transactional intent comes into play when online users have the goal of purchasing something. These people usually have an idea of what they intend to buy and are mostly looking for a place to get what they need. When performing keyword research for transactional intent, terms including ‘buy’, ‘price’ or ‘cheap’ should be incorporated to boost rankings and connect with high transactional intent audiences.

    Commercial Intent

    Similar to transactional intent, commercial intent embodies the group of people with the motive to purchase something. The only difference is that they are still in their consideration phase and require a tad more convincing before making that final decision. During this stage, users are likely comparing different prices and options. Including keywords such as ‘best’ and ‘reviews’ are great for commercial intent.

    Our Keyword Research Process

    For those who are new to keyword research and may wish to engage the help of a keyword research agency, it is important to know how each agency performs keyword research. Every company has their own processes and at OOm, our methodologies are designed to provide a seamless process with optimal results. Here’s how we do keyword research.


    Firstly, we determine keyword themes that are highly relevant to your business. For example, if your company focuses on selling bags, the keyword ‘bag’ will likely be a keyword theme.


    With research tools, we gather keywords that are relevant to the theme developed prior.


    Next, using keyword research tools once again, we perform keyword analysis on search volumes and keyword difficulty to identify the optimal keywords to use.


    We understand that competition can affect keyword effectiveness, which is why we also consider the keyword usage of competitors. We identify low competition keywords and recommend them as a way to boost your current content.


    Finally, after the relevant keyword analysis, we select the most promising keywords that have met all the criteria that will be used for the campaign.

    Factors In Our Keyword Selection Process

    The keyword selection process can be a tedious task, especially if this is your first time doing so. By engaging our keyword research services, you can leave all the hard work to us and watch as your organic rankings grow. These are the factors we take into consideration when selecting keywords.


    Keyword Relevance

    When it comes to keyword research, having information on keyword relevance is crucial. Keyword relevance provides insight on how relevant a keyword is to your businesses and how often searchers are using particular terms and phrases. By leveraging keywords that are not only applicable to your business but also in line with user searches, rankings can be further enhanced as SERPs deem your content to be useful to audiences.


    Search Intent

    Search intent is one of the factors we consider when selecting the best keywords for your brand. It investigates the purpose of online searches. The better we understand customers’ search intent, the easier it is for us to choose more relevant keywords that are aligned with your business while catering to user needs.


    Search Volume

    Search volume lets us gain insight on how popular a particular keyword is. With knowledge on high and low volume keywords, we will then be able to recommend keywords that customers are using on search engines. Our search volume process is performed via Google keyword tools and other tools as well including Semrush, Ahrefs and KeywordTool.io.



    Competitor assessment is an essential part of our keyword selection process. Keywords with high competition signify that many similar businesses are using the same keywords while keywords with low competition means less businesses are leveraging those. Through in-depth keyword analysis, we take keyword competition into consideration and recommend the best keywords for you.


    Service/Product Direction

    Apart from simply analysing and selecting the optimal keywords, we also perform keyword mapping for you. Keyword mapping is all about assigning specific keywords to the relevant pages on your website. When your keywords are properly mapped and organised, internal link building becomes much more effective taking your SEO optimisation to the next level.


    Keyword Difficulty

    Keyword difficulty showcases how easy or difficult it would be to rank a particular SEO keyword. This helps you determine if you should optimise an organic page for that keyword or bid for a Google Ads campaign, impacting your strategy and resource planning. Targeting the most efficient keywords in this manner provides

    Our Service Expectations


    Highly Relevant Keywords

    By engaging our SEO keyword research service, you can be assured of quality, highly relevant keywords that fully encapsulate your business and service offerings. We will ensure that the keywords selected are in line with what online users and potential customers are typing into their search engines. When your keywords are relevant to popular search queries, your rankings can potentially improve, giving your brand the online visibility and presence it deserves. Ultimately, this increases your website traffic as well, generating greater brand awareness for a new customer base and retaining existing ones.


    Detail-oriented Research

    With regards to keyword research, we deliver nothing less than immaculateness and meticulousness. Every keyword proposed by us goes through comprehensive research before recommendation to you. Our research encompasses five primary faucets – search intent, search volume, competition, keyword mapping and keyword difficulty. Each of these pillars help us to determine if the keywords we intend to use are truly optimal for not only your brand but customers and users as well. With detail-oriented research, we can then collaborate with you to develop a highly-effective SEO and digital marketing strategy to achieve your desired outcomes.


    Value-delivered Service

    At OOm, we pride ourselves not just in delivering results but in the services we provide as well. Should you engage our keyword research services, you can be assured of exceptional, excellent service tailored to meet all of your keyword research needs. Taking into account your preferences and opinions, we welcome any questions. As an agency that values transparency, we also ensure that all aspects are communicated to you clearly and honestly, along with a report to highlight your keyword planning performance.

    Other SEO Services

    As a fully-fledged, well-rounded SEO agency in Singapore, our range of services extend beyond keyword research.
    Whether it is on-page SEO, off-page SEO or technical SEO, we bridge any gaps in your entire digital marketing strategy, delivering the services you require across all touchpoints of your campaign.


    On-Page SEO

    On-page SEO as its name suggests, focuses on optimising elements on your website to enhance rankings and earn relevant traffic from search engines. The content and HTML source code are common essentials we look into when optimising your on-page SEO.


    Off-Page SEO

    Off-page SEO refers to actions taken outside of your website to improve rankings on search engines. Your website’s relevance, trustworthiness and authority are key components in off-page SEO. These are enhanced by getting other reputable sites to link back to yours, indicating the reliability of your content


    Technical SEO

    Technical SEO revolves around website and server optimisations, enabling search engine spiders to crawl and index your site effectively. From ensuring a mobile-friendly site to speeding up loading, technical SEO is key in improving the user experience for better rankings.

    SEO Education Hub

    Keen to learn more about SEO-related topics? Feel free to browse through our articles below! We hope that our experience in this field will be useful in guiding you through your SEO needs.

    Choosing OOm As Your SEO Agency In Singapore

    OOm has been assisting SMEs and enterprises with their SEO endeavours since 2006. As one of the pioneers in digital marketing and SEO in Singapore, the agency’s years of experience places it in the perfect position to help your business triumph over the SEO online landscape. Leverage our technical SEO expertise and outsource any of your SEO projects to our SEO consultants in Singapore for seamless and effective digital marketing campaigns.

    In-House SEO Team To Work On Your SEO

    With an in-house SEO team, every part of the SEO process can be well-optimised by us for unparalleled quality and excellent output. Our highly-skilled and competent SEO team will collaborate closely with you for deeper insight on what works and your preferences. Hiring OOm means getting greater peace of mind that your SEO campaigns are managed by a reliable and experienced SEO agency in Singapore.


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