In the digital era, being found online is essential for any business. However, visibility on search engines doesn’t happen by accident — it’s the result of strategic planning, and at the core of that strategy is keyword research.
For those new to search engine optimization (SEO), understanding how to identify the right keywords is the first crucial step. If you’re a business owner in Oregon, partnering with a reliable Digital Marketing Agency Portland ensures that your SEO efforts are targeted, effective, and tailored to your audience.
This guide will walk you through the fundamentals of keyword research and how it supports SEO success, even if you’re just starting.
What Is Keyword Research?
Keyword research is the process of discovering the terms people type into search engines like Google when looking for information, products, or services. These search terms — called keywords — are used to inform your content, metadata, and overall SEO strategy.
Example:
If you run a bakery in Portland, a relevant keyword might be “best cupcakes in Portland”. Knowing that users search for this phrase means you should include it in your content to attract relevant traffic.
Why Keyword Research Matters for SEO
Keyword research directly impacts your:
- Search engine rankings
- Content quality and relevance
- Website traffic and visibility
- Lead generation and conversions
By understanding the language your target audience uses, you can align your content to their needs — and get found when they search.
Businesses that optimize for the right keywords receive significantly more organic traffic than those that don’t.
Benefits of Keyword Research for Beginners
- Helps Understand Customer Intent
Researching keywords gives you insights into what your customers are thinking and searching for. - Improves Content Relevance
Targeting the right terms helps create content that answers real questions, solving problems for your users. - Boosts Your Online Visibility
Strategic keyword use helps your website show up in more relevant search results. - Guide Your Content Strategy
A list of valuable keywords can become the blueprint for blog topics, landing pages, FAQs, and more.
How to Do Keyword Research Step by Step
Let’s break the process down for beginners.
Step 1: Define Your Goals
Before you start looking for keywords, define what you want to achieve.
Examples:
- Increase local leads in Portland
- Sell more products via e-commerce
- Build brand awareness through educational content
Understanding your business goals helps determine the type of keywords to target (transactional, informational, navigational).
Step 2: Brainstorm Seed Keywords
Seed keywords are the basic terms related to your business. For example, if you’re a Digital Marketing Agency in Portland, your seed keywords might include:
- digital marketing
- SEO services
- social media marketing
- local SEO Portland
- PPC advertising
Write down these core terms to begin building your list.
Step 3: Use Keyword Research Tools
Use SEO tools like:
- Google Keyword Planner (free with Google Ads)
- Ubersuggest
- SEMrush
- Ahrefs
- Moz Keyword Explorer
These tools provide:
- Monthly search volume
- Keyword difficulty
- CPC (cost per click)
- Related keyword suggestions
Step 4: Analyze Competitor Keywords
Search for businesses similar to yours and analyze which keywords they rank for. Tools like SEMrush or Ahrefs can show you what terms your competitors are using successfully.
Pro Tip: Find keywords your competitors rank for that you don’t — and target those in your content strategy.
Step 5: Focus on Long-Tail Keywords
Long-tail keywords are longer, more specific phrases like:
- “Best e-commerce SEO agency in Portland”
- “How to optimize Google My Business for local SEO”
They may have lower search volume, but they attract more qualified visitors who are ready to convert.
Step 6: Group and Organize Your Keywords
Create groups or categories for your keywords based on search intent:
- Informational (e.g., “what is SEO?”)
- Navigational (e.g., “Digital Marketing Agency Portland site”)
- Transactional (e.g., “hire SEO expert in Portland”)
This helps you plan pages, blog posts, and campaigns around specific goals.
Step 7: Use Keywords Naturally in Your Content
Once you’ve identified the best keywords, incorporate them:
- In your titles and meta descriptions
- In headings (H1, H2, etc.)
- Within the first 100 words of content
- In image alt tags
- In URLs and slugs
- Throughout the content body without stuffing
For example:
“At Digital Marketing Agency Portland, we offer customized SEO strategies that start with in-depth keyword research tailored to your business goals.”
Common Keyword Research Mistakes Beginners Should Avoid
- Focusing Only on High-Volume Keywords
These are often highly competitive and hard to rank for. Balance with long-tail or local keywords. - Ignoring Local SEO
If you’re a local business, target location-based terms like “SEO company Portland” or “Portland digital marketing services.” - Using Irrelevant Keywords
Don’t chase traffic for keywords unrelated to your offerings — it increases bounce rates. - Not Updating Keyword Strategy
Trends change. Revisit your keyword strategy every few months. - Keyword Stuffing
Overusing keywords makes content sound unnatural and can lead to Google penalties.
Why Local Businesses in Portland Need Keyword Research
If you serve a specific location like Portland, keyword research becomes even more critical. You need to rank in local map packs, Google My Business listings, and regional search results.
Your strategy should include:
- Geo-targeted keywords (e.g., “Digital Marketing Agency Portland”)
- City-specific blog topics
- Optimized GMB listing
- Local backlinks
A well-executed keyword strategy helps your business get found by real people in your neighborhood.
Why Work With a Digital Marketing Agency in Portland
Keyword research can be overwhelming for beginners. That’s why many local businesses trust professionals like us to handle the heavy lifting. Our team provides:
- In-depth keyword audits
- Competitor analysis
- On-page SEO optimization
- Local and e-commerce SEO
- Content marketing guided by keyword data
Explore our keyword research service to see how we help Portland businesses grow online.
Final Thoughts
Keyword research is not just for experts — it’s for anyone serious about online success. By taking the time to learn what your audience is searching for and aligning your content accordingly, you can:
- Rank higher in search results
- Attract the right visitors
- Increase leads, conversions, and sales
Whether you’re doing it yourself or with the help of a Digital Marketing Agency Portland, keyword research is the smart place to start.