How to Perform Keyword Research

keyword research

What is a Keyword?

A keyword is the word or words that are typed into the search bar of a search engine.

The search engine then uses algorithms to search for and select the best matching results.  One of the first things the algorithm checks is the keyword/s, it is the keyword/s that helps identify the topic or niche that the page covers.

Once the algorithm has selected results based on the keyword/s the results are further refined based on other criteria as explained in another of our posts, the basic SEO guide.

When the algorithms have selected their results the search engine displays the results in order from most relevant to least relevant.

In the example below I typed a query into the search bar and Google’s algorithms searched for and displayed the content it felt best matched my query. You can see the keywords displayed in bold.

Screenshot keyword search

Why is keyword research important?

Your choice of keyword will be fundamental in how well your post ranks with the search engines. When choosing a good keyword you are looking for a word or phrase that firstly must make sense and is also relevant to your website and niche. The trouble is that there may be thousands of other sites within your niche that are targeting the same keyword as you. How are you ever going to compete with them?

This is where keyword research comes in. Keyword research is what will give you an advantage over your competitors by targeting keywords in your niche that have little competition.   

Where do I start?

From a practical point of view, researching keywords manually is almost impossible and not very accurate. Luckily there are resources available that do this hard work for us.

They are called Keyword Research Tools. There are many different Keyword Research Tools available but the one I recommend and use myself is called Jaaxy. The amount of information provided by Jaaxy is huge and will give you everything you need to find new niches, to beat your competitors, locate valuable domain names and much more.

For now we will be focusing on using Jaaxy to find our keywords. I have included a link to Jaaxy below. 

How to use Jaaxy to research keywords

Jaaxy is set up like a search engine, with a search bar where you can type your chosen keyword or phrase. In the example below I typed in ‘nutritional value of eggs’, clicked ‘find keywords’ and was presented with these results.

Jaaxy screen shot

This results page presents us with several columns of data which provides the information we need to choose our keyword.

Keyword – this contains the phrase a user types into a search engine to find information.

Avg is the average number of searches performed for that keyword per month.

Traffic is the number of visits to your website you could expect for this keyword if ranked on the first page of the search engine.

QSR stands for quoted search results. This is the number of competing websites ranked on Google for the exact same keyword.

KQI stands for Key Quality Indicator and is presented in a traffic light system green, amber and red. 

SEO is a score given for your keyword based on traffic and competition. The higher the number, the more likely your keyword will rank on the first page of the search engine. The score is out of 100.

In order to see the QSR, KQI and SEO results click on get QSR. This is what I have done below. 

QSR screenshot

In this example it can be seen that the;

  • Average number of searches per month is 958
  • Expected traffic is 163
  • The QSR or number of competing websites with the same keyword is 141
  • The KQI is graded as great
  • and the score out of 100 is 93 

For an established website these figures would be fine as the website would already have ‘authority’ with the search engines. 

When starting out with a new website it is recommended to aim for figures of 

  • Avg – over 30
  • QSR – less than 100

The great thing about this is that every post you create will be targeting a new keyword with low competition. Each and every keyword has the opportunity to rank with the search engines individually. For example; 

100 posts = 100 target keywords = 100+ potential Google rankings.


Use Jaaxy to target keywords which make sense and are relevant to your niche. Aim for keywords with an

AVG – over 30

QSR – less than 100

If you follow this process and continue to create great content for your site you will see you rankings with the search engines and traffic to your site continue to build.

I hope you have found this article useful and if you have any questions about anything in this post please feel free to contact me. 

Thanks for reading

Justin – founder of

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2 thoughts on “How to Perform Keyword Research”

  1. Hello Justin!

    Thank you for a very clear walkthrough of the topic on keyword research. Fully agree that this has such a paramount and foundational importance to the eventual success of a post. Your article has helped a lot in outlining the simple steps that one can leverage, particularly the use of Jaaxy. We are likewise using it and has proven very valuable.

    More power to you and your endeavour!

    1. Many thanks for your kind comments. So glad you found the article useful and also confirmation that Jaaxy is a great resource.
      All the best.

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