Navigating the Keyword Research Tools

Jennifer Connors in front of an image of a smartphone with a message about which tools to use for keyword research
Posted on by Jennifer Connors
Categories: Keyword Research

You might think that determining what terms you want to rank for is all you need to do for keyword research, but it’s just the beginning: the next step is to utilize keyword research tools to find the low-hanging fruit and figure out which queries make the most sense to focus on. Last week, Dave walked you through how to start the keyword research process and how to develop a baseline strategy using time and a free tool at anyone’s disposal online, ChatGPT. Today, we will be going over some of the more advanced tools available to users, what their functionalities are, and how to build an effective strategy to boost your search rankings.  

Google Search Console

Any business owner with a Google Search Console account has access to one of the most effective, free keyword research tools available online. Within your dashboard, you have access to countless data points that can be used to form and develop a cohesive marketing strategy, including the specific queries and URLs your website is appearing for in search results, broken down by clicks and impressions. By looking at these results periodically, you can create content and optimizations based on things users are already looking at from your site.

To use Google Search Console for keyword research, you need to follow a few easy steps. After navigating to your dashboard, you will want to click over to the Search Results tab under Performance. Make sure the Web search type is selected when setting up your desired date range. Google Search Console will allow you to select a range going back as far as sixteen months to view and export data. Once you’ve downloaded your data, you can sort and filter it to get the picture you need. 

To see which search terms users are using to actually interact with your website, you can filter by clicks and even position on the page. If there are relevant keywords that you are ranking for in the bottom half of the top ten and beyond, you can consider these to be opportunities to boost your ranking. It is critical to not just focus on whatever you rank for without doing due diligence, as some of the keywords found by Google Search Console will not be relevant to your business or ongoing goals. 

Answer The Public

Do you sometimes have difficulty coming up with long-tail search queries that match actual questions your customers or potential customers are using to reach your website? That’s where a program like Answer the Public comes in! By entering a topic, the program can generate a number of long-tail keywords and phrases to see what users are actually asking or interested in learning more about your products or services. Included with prompts answering key questions and prepositions are search volume and cost-per-click. While a free version of Ask The Public is available for general use, there is a paid subscription that provides further keywords and more breakdowns in data.  

Why are queries good to utilize in your keyword research? Long tail keywords contain more information about the intent of the search, including a deeper target because the user likely has a better idea of what they are looking for. For example, a customer looking for information about trucks might search for something like “pickup trucks for sale near me” without attaching a specific brand or model. A user further into their research and into the sales funnel may look for a specific brand, model, and even trim level, such as “Chevy Silverado 1500 High Country for sale.” While they may have lower search volume than shorter keywords, long-tail terms are more likely to result in conversions because the user has a better idea of what they want and are looking for. 


One of the most diverse programs available for keyword research is SEMRush. A collection of tools that cover different aspects and factors across SEO, SEMRush gives users additional ways to view data, including keyword metrics and a comprehensive competitor profile. The tools most likely to be of use for users new to keyword research are the Keyword Magic Tool and Position Tracking. 

The Keyword Magic Tool offers much of the functionality you’ll find in other keyword research tools, including keyword difficulty, intent, and search volume. You’ll be able to see these metrics based on local and national search data. The localized version of the Keyword Magic Tool also shows the SERP for the query for your desired location, including local pack listings. This gives you a better understanding of where your website is currently ranking against your key competitors and where you can use improvement for specific queries. 

Position Tracking allows users to see their website’s placement alongside key local and national competitors for key search terms. If you have competitors in mind to monitor, you’ll be able to list up to twenty to track for organic search results, including improvements, falling positions, and if they appear in local listings. This will give you more of an idea of how to strategize moving forward. If you have recently made optimizations for a specific keyword, Position Tracking is one of the most effective ways to monitor its progress as the piece gets indexed.  

Working with Wikimotive

Keyword research is a time-consuming, ongoing process in order to determine the best targets to meet your goals. It’s easy to get overwhelmed with the sheer amount of data available from different tools or to know which ones work best for your business and research style. If you have questions or want help performing keyword research and developing an effective content strategy, contact Wikimotive today! We will be able to provide you with a free demo of our services as well as an audit of your website.