RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 Keyword Research Tutorial
By targeting keywords that are frequently searched by the target audience, a business can optimize its website's pages
and content to rank higher in search engine results pages (SERPs).
1. Look at how many search engine results are coming up in Google for the keyword (“digital marketing”).
Manually review the list and look at the rankings to know how competitive a market is. The competing pages (on
the 1st page of the SERP) include [Link], [Link], [Link] (as shown below).
If you are planning to optimize RMIT’s digital marketing page
([Link] note that it
appears on Page 6 of Google’s SERP.
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RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 Keyword Research Tutorial
2. To generate seed keywords, brainstorm terms related to your topic. Imagine what the target audience would
type into Google to find your content.
Start with a broad topic: “digital marketing”. Next, consider a more specific topic that your target audience will
likely search for, for instance, “Bachelor of Digital Marketing Vietnam”.
Consider long-tail keywords of related topics. You can use Google Suggest, [Link], and other
tools ([Link], SimilarWeb, SEOptimer, KWfinder, Alexa, Moz, LSI graph, Webfx, Soovle, Wordtracker,
Quora, Reddit, Wikipedia)
Tool: Google Suggest
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RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 Keyword Research Tutorial
Tool: [Link]
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RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 Keyword Research Tutorial
Redo the tasks and use the keywords relevant to your assignment. Provide a list of potential keywords in the
table below.
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3. Use a keyword research tool like Ubersuggest to have an overview of the trend, volume, position, and SEO
Difficulty (SD) of the keywords. Use these metrics to decide the keywords best to rank for.
Ubersuggest also provides page-level keywords. Notice that the tool provides the link to specific ranking pages.
Note: Even if the keyword has a high search volume, it may not be worth targeting if it is too competitive to rank
for.
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RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 Keyword Research Tutorial
Other types of keywords:
Branded keywords are keywords that include a specific brand name. Examples of branded keywords include:
o “Adidas tracksuit for sale”
o “Semrush pricing”
o “Samsung discount code”
Geo-targeted keywords include a geographic location such as “dentist Hanoi” or “restaurants in Ho Chi
Minh.”
Research how branded keywords and geo-targeted keywords affect keyword competitiveness and search
volume.
Repeat this exercise for the keywords you have chosen earlier. Complete the table below.
Keywords Page URL Search Volume Keyword Difficulty Search Trend
Remember to choose keywords that you think the business can benefit from. Provide justifications.
You may also use other keyword research tools.
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RMIT Classification: Trusted
MKTG1420 Digital Business Development
Week 6 Keyword Research Tutorial
