Don't overlook Google

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If you want to rank well, your content needs to align with search intent . In other words, don't try to rank your gym's homepage for a query like "How to lose weight?" The person doing that search is not in buying mode . It's learning mode . Google is your best friend when it comes to understanding search intent. Look at the presence of features in search results and SERPs. For example, let's say we want to rank high in "email marketing" using an email marketing tool. If you look at the search results for that query, you'll notice two things. First, there are featured snippets . This almost


always indicates an informational intent. Searchers are in learning mode and want to see blog articles and guides, not product pages. Second, there are quite a few beginner's guide articles. That tells us that many of the searchers are email marketing beginners who  Botswana Email List want to learn the absolute basics of email marketing. In other words, if you want to rank high for this keyword, you should create something like that. On the other hand, if you search for something completely different like "dress," you'll see the opposite. The results are all e-commerce product and category pages, and Google even shows shopping ads. This tells us that searchers are in purchasing mode . The important thing here? Don't overlook Google as a keyword research tool. Keyword research is more than just finding keywords. It's about understanding who is searching and what they want to see in the results. Free and paid keyword tools: how do they compare? Simply put, free keyword tools have limitations






compared to paid tools. That's not to say that free tools don't have their uses. However, the number of keyword ideas and data you can access always pales in comparison to paid tools. For this reason, paid tools allow you to conduct deeper and more advanced marketing research. For example, if you type "protein powder" into Ahrefs' keyword explorer , you'll see something like this: This is a screenshot showing over 123,000 "phrase match" suggestions from a database of 9.9 billion keywords . Free keyword tools will never work with such a large database. You can also see a large number of data points, such as: Estimated monthly search volume. Keyword Difficulty (KD). number of clicks CPC And all of your data points are searchable and filterable, with results returned in seconds.