Keyword Research Strategy for SEO


Keyword research is one of the most important steps in the search optimization process. Ranking for the right keywords will attract the right target market, which in turn will translate to higher click-through rates and conversion. Nighthawk Marketing’s search optimization team takes the following approach to keyword research.


We sit down with your team to gain a better understanding of your current and potential customers (i.e. demographics, geographics, buying and decision-making behaviors), product and/or services (what are they, what is their unique selling proposition), buying cycle (lead times, process, direct orders vs. lead generation), and competitors (who are they, how do they rank, status in the industry).


If you have more than one product or service, we’ll conduct separate research studies and group our finding into the pre-established buckets.


We use the latest search tools on the market, including Google AdWords’ Keyword Tool, Google Insights for Search, Google Trends Keyword Demand Prediction, and WordTracker to name a few. Our research dives deep into historical trends and future predictions, looking at key statistics such as search volume, competitiveness, cost of running paid click campaigns, keyword variations, etc. This wealth of information is dumped into spreadsheets for further review and analysis.


We sort and analyze our findings from the research. Our goal is to understand both the demand and the work required to achieve high rankings for specific keywords. We’ll weed out those keywords that don’t have enough search volume, are too highly competitive to rank against, or just not relevant to your website.


After our thorough review, we’ll sit down with your team and present our recommendations. In this step, we’ll reveal the top keyword phrases (both root keywords and long-tail keywords) that will achieve both short- and long-term success. We’ll also cover the testing strategy, along with detailed action steps for on-page optimization.

Contact an established Minnesota SEO agency in Minneapolis today

Ready for your website to move up in rankings on Google? Call us at 952-322-4794 or contact our Minnesota SEO agency by email to arrange a FREE, no-obligation consultation.


By Andrea Douglas