USA Benefits Greatly From Indian Talent – Elon Musk

Elon Musk

 Indians are the oxygen of silicon valley! 

Twitter has observed the onset of another trend following Elon Musk’s tweet. His recent tweet was “USA benefits greatly from Indian talent”. It was his reply to Stripe CEO Pattrick Collins’s tweet-“6 American tech giants are now run by Indian-origin CEOs’. 

This recent tweet has brought attention to the role played by the Indian engineers in the USA’s tech world. Well, this is how we Indians can take pride in, but wait! These words cannot sum up all kinds of roles Indian scholars play.  


With the recent appointment of Parag Agrawal as the CEO of Twitter, we now have six tech giants led by Indian CEOs. At the same time, this also brings our attention to the support of the Indian education system. Parag Agrawal has been promoted from his previous position of CTO. With this, he has joined the list of the leading Indian CEOs at the helm of the US tech world.


Following his appointment as the CEO, Twitter’s shares have risen as much as 10%. It shows the level of trust that the US and the world put into Indian CEOs.


Along with Agrawal, the list of proud Indians includes Sundar Pichai at Alphabet Inc., Satya Nadela at Microsoft Corp., Arvind Krishna at IBM, Shantanu Narayan at Abode, and Ajay Banga at Mastercard. Let’s take a closer look at the roles played by some of the CEOs from India.

1. Sundar Pichai

It was in 2015 that Sundar Pichai was appointed the CEO of Google. In 2019 he was promoted as the CEO of Alphabet, the parent company of Google. Over time, his contribution led Google to be a leading tech giant globally. Well, even the organisation never failed to appreciate him for his involvement.

Pichai became a part of Google in 2004 and has worked on projects like Google Toolbar. He was also involved in developing the Chrome browser, which turned out to be one of Google’s biggest successes. 

For his remarkable work on the chrome browser, he was named vice president of product development, and by 2012, the senior vice president.

2. Satya Nadella

Satya Nadella

Satya Nadella joined Microsoft in 1992, after which he moved Microsoft to Cloud Computing. His involvement also led to the growth of one of the world’s largest cloud infrastructures. He has worked as the vice president of the Microsoft business division and senior vice president of research and development(R&D).

The cloud server project led by Nadella raised the revenue of the firm from $16.6 billion in 2011 to $20.3 billion in 2013. Considering his continuous diligence, the board entitled him the position of CEO.   

3. Arvind Krishna

Arvind Krishna

Arvind Krishna has previously served as the CEO of IBM and is the chairman of the organisation. He embarked on his career in 1990, and since then, he has shown a remarkable contribution to projects like IBM cloud and cognitive software. Well, this is not all, as he has also led the IBM research division. 

With his persistent efforts towards the organisation, he paved his way towards the position of senior vice president of IBM research in 2015. He also contributed to IBM with its $34 billion acquisition of Red Hat, which closed in 2019. Later on, he succeeded Ginni Rometty as the CEO of IBM.

4. Parag Agarwal

So, the name that made Indians a part of the conversations again, Parag Agarwal! He has recently become the CEO of Twitter at the age of 37. With this, he has become the youngest CEO of any S&P 500 firm. 

Parag joined Twitter as a software engineer in 2011. Before that, he held leadership positions in Microsoft research and Yahoo research. In 2017 he was appointed as the chief technical officer (CTO) at Twitter, succeeding Adam Massinger. 

He has been around every critical decision that turned Twitter around. On 29 November 2021, Twitter’s CEO Jack Dorsey announced Agarwal to be the next CEO. 

The Final Thoughts

The number of Indian-origin scientists and engineers in the US grew 85% between 2003 and 2013, says a report published by The Hindustan Times.

Approximately 9,50,000 Indian workers contribute to science and technology in America. 

Be it the IT Industry, Telecom, Digital Marketing, Robotics or Space Exploration, the contribution of Indians in the growing US market is indispensable for which we as Indians are proud of. Along with that, we strive to strengthen every citizen to present their inventive thoughts in uplifting the tech world and many other fields. That is because we embrace the belief ‘better together than alone.’ With such a perspective, we aid every employee of our firm. We strive to bridge all kinds of the gaps between today and a thriving globe. 

Why Digital Marketing Is Best for SaaS Companies?

Digital Marketing for SaaS Companies

In the IT industry, Saas is the fastest growing sector, professionals and entrepreneurs usually look for Saas-based solutions. In the earlier stages, when there was less competition, it was easy to sell SaaS products. However, with this increasing competition in the Saas sector, it has become difficult for Saas-based companies to make a distinguished image.  As per today’s scenario,  marketers are putting continuous efforts into optimising their marketing campaigns, landing pages, and doing all the possible things. Therefore, it is clear from this practice that marketing plays a vital role in any business.

The right marketing techniques can help companies gain a reputation, and that is why effective digital marketing is needed so that SaaS companies can get success online. How can a digital marketing company make a difference in the online image of Saas companies?

Here, the answer to this question has been explained via the below points. So keep on reading.

1. Framing and planning strategy

For every business, it is essential to generate leads that can turn into sales. In the case of software as a service business, there is an increasing need to attract customers and gain visibility.  So, it is pivotal to define strategies that can reduce customer churning and can push the software business. The first thing that digital marketing experts do is plan their moves to nurture the customers and convert them into potential users.  Digital marketing majorly focuses on Inbound leads which can benefit software-based companies.

2. Finding the target market

It is extremely essential to know which users to target or define an exact demographic for a product as a solution.  Defining the audience can help you appeal to those who are literally looking for software as a solution. If you own a Saas-Based company, it is essential to understand who will use your product in the market. It is where a digital marketing steps in to help you. The marketing experts can help you in making your product look more appealing than your competitors.

3. Increased Organic Search

Well, honestly, this is the most effective method, organic search can be the most effective way to attract customers and reach out to your prospects. It is much more affordable than spending an amount on paid ads. You can include content marketing and systematic keyword research to optimize your web pages. It is one of the best ways of driving tremendous traffic other than paid search, ads, email, or social media.

4. Choose the right platform.

It comes under the digital marketing strategies to choose the social media channels as per your target audience. The right marketing strategies focus on those channels where your audience is most active. If your focus is on the B2B market, then there are high chances of getting the customers on Linkedin. However, B2B is also for humans like you and me, so they must be spending a lot of time on Facebook and Instagram. The insights of the marketing analysis will help you to move in the right direction.

5. Optimizes the website for better conversion rate

What’s more essential for any business? Well, it is the conversion rate that can place your company at the top.  Thus, it is crucial to increase your conversion rate. Customers approach the businesses via online presence such as websites or social media pages. Having a website is the plus point, and your website must be fast and mobile-friendly. If your website contains client testimonials, it can also help in increasing conversions.

6. Content marketing

It comes under the content development strategies in digital marketing to hook the customers with engaging content. Writing effective and engaging content can help in attracting an immense client base.

7. Product representation

Software as a solution provider needs to build their business, and it is necessary to show your product to the audience. It makes your brand appear as a cutting edge among all the other competitors. Ensure your website represents how your solution can help the audience and how it can solve customer problems.

This is where a website design steps in and is necessary because only an eye-catchy website can attract visitors. The content on your website should hit the pain points of users, and it must showcase the product benefits. The goal is to show the competitive advantage of your software product.

8. Customer's buying journey.

Well, the most overlooked part is the buyer’s journey. Never overlook who is purchasing the product.  Analysing how quickly or late the customer decided of buying your product can help to put the potential customers efficiently into your sales funnel. Being a software-based company, can you figure out how to capture the interest of the target audience?  Well, if we guess the majority might not be knowing this. However, with digital marketing strategies, you can get the answer.

With digital marketing, you can strengthen your Business to Business approaches.

Anyways, the SaaS business is no doubt a great business providing solutions via software products. In today’s competitive market, customer retention and acquisition is a bigger challenge, and honestly, digital marketing in SaaS can help you via brainstorming. Marketing in the SaaS business can be challenging, but it is not something that cannot be done or is impossible. It is because the audience doesn’t expect to see the same product for the problem, as there must be a reason for them to switch from one product to another.

In short, the SaaS products should showcase how different they are from other products and their competitors. Performing extraordinary marketing efforts can result in something extraordinary. With time, SaaS solutions are changing constantly, and the changes are new features, new plug-ins, tools, etc. These updated features advance the functionality of the software, hence making it better for users. On the other hand, SaaS companies can utilise content marketing, SEO, and other strategies to showcase this and build brand credibility.

Every time the competition gets hard. In addition, the fascinating part is, only those stay who know how to market themselves efficiently in front of the target audience. Even though the product has a less lifetime, it still wins over its competitors because of the efficient portrayal of its services. You can educate your customers and target audience about your product via webinars. With this, you can sketch in front of them how your software product is different and can solve the problems.

There are several more ways via which digital marketing can help a SaaS-based business to grow. You just need to plan and implement the strategy or take help from SEO company or digital marketing agency.


Every day, in the IT sector, you will see a new competitor and standing out in such a noisy environment as a brand becomes daunting. So, it is foremost essential to do Saas marketing, to stand out from your competitors. At SEO Discovery, we have helped many Saas-based companies by developing their digital marketing strategies. If you are a Saas Professional or entrepreneur or an established company, we can help you to grow your business.

Get in touch with us, and we will be delighted to help you out.

Voice Search: The Ultimate Guide

voice search guide

One thing that has been established beyond doubt is that we are living in the middle of a voice search revolution. Right now voice search is huge and it is only likely to get bigger in the coming time. Users of different age groups, gender, ethnicity, nationality, professional specialization are making use of voice searches irrespective of the kind of information they are looking for. Experts opinion “this is definitely the next big thing or trend” which can be spotted in virtual behavior of people across the world.

Statistical figures

Surveys have proven the fact that nearly 41% of adult users of Google make use of voice search daily. Out of this figure nearly 55% users are teenagers. About 20% of the mobiles queries generated across Google are voice searches in the recent times. Voice search has grown by a margin of 35 times than what it used to be back in 2008. The figures revealed in the surveys clearly points out at the fact that the trend of voice search is already here. Nearly 25% of all Windows 10 desktop searches are done through voice searches. The arrival of devices like Amazon echo have got people so used to voice searches that they cannot think of imagine going back any more.

Reasons for its growth

The reasons for the growth of voice search in the current times are numerous. Let us take a look at them:

  • Speed – This is one of the main reasons that explain the huge popularity of voice searches in the current time. It has been clearly explained that voice searches are as fast as 3.7 X as search across keyboard. Faster searches mean faster answers. Naturally we can understand why more and more users are opting for voice searches instead of keyboard.

  • Best suited for mobile purchase – Voice search is a pattern which is highly compatible for searching information across mobile. Nearly 75% of searches generated across search engines are done through mobile phones. Naturally the number of the volume of voice searches is on a high in the current times.

  • Greater convenience – The facility of not having to type words across keyboards for queries and questions is highly convenient. Saying the same thing is as easy as a breeze in comparison.

Voice search and search patterns

One thing that has been proven so far is that voice searches can affect and change the way search engine traffic look for information. The feature of voice search can change people search approach in a couple of ways. Now the searches can be longer and they can be much more conversational. A survey report on the searches generated across the Google shows that now people are making use of these search features more frequently and on different context. Search parameters like ‘near me now’ have grown for over more than 150% in the last couple of years. People make a greater use of such a voice searches in public places like the gym, restaurant and even public bathrooms. No wonder the modern search engines are also referred to as answer engines.

Keywords for voice search

Selecting keywords for voice search is a completely different ball game as compared to keyword research for other or conventional SEO strategy.

  • Natural language – When searching for keyword for voice searches the choice of keywords must be more natural language oriented. This is exactly why robotic words like diet, athlete, paleo etc are getting replaced by choice of words which are more commonly heard in regular conversation between individuals. Now the keywords for voice search must have a more natural sound to them which will give a big boost to a particular product or service.
  • Long keywords are in – That is exactly what you heard! Earlier SEO expert tried to avoid insanely long keywords. Simple reason for this was because earlier when searches were generated through typing on keyboard such long keywords were avoided by users. Naturally they did not have any role to play in the SEO strategies. However in the current time with the voice search taking over the domain the normal keyword length is also getting enhanced. This is the correct time when you can use particularly long keywords which are otherwise perfectly normal in regular oral or verbal communication.
  • Keywords posing a question – Recent trends have inaugurated the fact that a majority of voice searches are generally projected through a form of a question. Another word that is generally generated in the form of a question of cross voice searches. This is one of the aspects that must be borne in mind while selecting keywords for your voice search plans.

Optimize your site for voice searches

These days if you wish your website to offer you maximum benefit making the most of the recent trend of voice searches you need to play the game by a certain set of rules let us take a look at them.

  • Concise answers – The content of your website must be so designed that it should offer crisp and concise answers to queries generated in the context of similar topic.

  • Create voice search FAQ pages – FAQ frequently asked questions pages can be extremely useful for voice search. They offer concise answers to precise questions which can make your website highly reactive and responsive to different voice searches. This will obviously give a greater advantage and visibility to your website.

  • Featured snippets – This is a very effective cheat code which can respond like magic to any kind of voice search for stop service have revealed that more than 40.7 % of voice search answers are generated from featured snippets.


Voice search is a pattern or traffic behavior across virtual platforms, which is here to stay. People are making use of this feature and are likely to do so in the coming times as well. Naturally web developers must take this aspect into their consideration at the time of designing new creations in the coming times.

The Definitive Guide to SaaS Marketing

SaaS Marketing

Marketing is a lot more than a word consisting of nine alphabets; it covers several concepts and fields. Content marketing, Email-marketing, Social media marketing, to name a few. SaaS marketing is one such term associated with marketing. However, what is it all about, and how is it different from other forms of marketing?

What is SaaS Marketing?

Software as a service marketing also known as SaaS marketing is a very unique and exemplary type of marketing in which one creates awareness about a definite type of software. It acts as an impetus due to which a software’s progress in the market is accelerated.

Not only that but, it creates an influence of the software in the eyes of the audience. They create the much-needed image of the software. It is this image that is sold to the customers. This is the reason behind the increasing popularity of SaaS marketing organizations.

SaaS organizations help in creating definite marketing strategies for a particular software. These strategies are directly linked to the popularity of the software. With the help of proper marketing techniques, one can launch software comfortably. It is very important to know about the basic concepts related to SaaS companies.

This article will act as a guide to SaaS marketing. SaaS marketing is very different from any other type of marketing. There are very crucial aspects that one needs to understand properly if they wish to learn properly about SaaS marketing.

What makes SaaS marketing different?

As marketing has different forms, what makes SaaS marketing different from other forms?

The basic difference between SaaS Marketing and other forms of marketing is that it is related to promoting software, which does not include any physical form of product or service. It can comprise a marketing service, not a product. The characteristic that makes it different from other forms is putting it into action. SaaS marketing oversees execution, installation, and migrating from already existing platforms. Adding to it, the software users often expect the after-sales services because they pay every month. 

The support offered can be implied as a selling point, which can be upgraded to another version. SaaS Marketers have to mark it as important as it can take efforts a step forward. 

Long-term Relationships

Several products and services are about one-time consumption. However, the purpose of SaaS marketing is to build a long-term relationship with its users. In simple terms, SaaS companies aim to reach and retain their customers for a longer run. After making any potential audience as customers, these companies take responsibility to keep in touch consistently and ensure that they do not churn. Unlike traditional marketing, it is not at all related to one and done concept. The software as a service focuses on keeping up on a longer-term. Owing to this reason, many SaaS companies extend a giveaway or freemium model for their products.

Sales Cycles

As the term sales cycle refers to selling a product, the sales cycle in SaaS marketing can be another feature to understand its difference from others. SaaS companies have shorter sales cycles, and this is because the pricing models designed for SaaS are divided into monthly shares, which make it look more than affordable to its users. It uplifts the buying decision of the buyers without having to look for any other formalities. The need for consulting higher management does not exist as it can increase capital expenses. 

Intricate Customer Journey 

As the term describes itself, customer journey in marketing refers to the time it takes for users to first encounter a brand to the time they are your customer officially. The customer journey in SaaS is not the same as compared to other products or services. It can be anywhere from six months to eighteen to seal a SaaS deal. This is because SaaS marketing can need you to create and market your products at different levels of awareness. 

For instance, it is about promoting a tool used in SEO. First of all, does your audience know about SEO yet? On the other hand, you might also have potential customers who know about your tool and several others in the market. Your target audience can consist of all kinds of people, which gives rise to the creation of the content at different levels on the basis of what they need to know. 

Run Through the Fundamentals of SaaS Marketing:

  • Goal Setting: This is one of the most important concepts of SaaS marketing. The organizations work with a lot of dedication and determination to deduce the goals which it has to achieve. These goals are directly connected to revenue generation. The SaaS marketing agencies start setting definitely achievable targets for themselves.

Then, they start working upon every single point that will help in setting those definite objectives. The SaaS marketing enterprises also help in comparing any software company to its competitors. These companies help in analyzing the flaws of any software company and start employing resources to fix these flaws and achieve the targets set for the company.

  • Deducing the budget: The SaaS marketing companies also help in determining the budget for a software company to achieve the targets set. This is a very crucial advantage of a SaaS marketing company.
  • Promotion of Content: The respective SaaS marketing companies employ all the genuine ways of promoting the name of the software companies. They do this through the various social media platforms available. These social media platforms create a good image of a software company in the eyes of the general public. It is crucial to acknowledge the power of social media.

Social Media can create an amazing image of any enterprise for the general public. These aspects make social media a genuine promoter of software companies. Software companies are able to achieve their targets with the assistance of social media platforms. They not only spread awareness about the software but also inform the public about important aspects such as location, demographics, connections, and other such important aspects.

  • They identify the need of the customers: SaaS marketing companies research upon the likes and dislikes of the audience to decide whether their software company will prove to be a success or not. If some points are missing that may prove to be a turning point, then the SaaS marketing companies inform the authorities of the software companies.

 The SaaS marketing enterprises make sure that almost all the needs of the customers are fulfilled by the software. This helps them in presenting the software as a one-time solution to all problems before the public.

  • Help in building a community: The SaaS marketing enterprises help in building a proper community. The SaaS enterprises build a team that effectively deals with the clients. This team plays a vital role in spreading awareness about the software. The team built helps in building the reputation of company. This reputation is very important for a software company to succeed.
  • Managing the established community: Building a community is very easy. The main factor that counts is managing the built community and optimizing it to gain the maximum possible results. It is very necessary to build important connections to build a strong image of the company. The proper optimization of a SaaS company helps in accelerating the rate of investment by a considerable factor. This proves the significance of SaaS marketing.
  • Personalized tools for effective marketing: SaaS marketing uses the most efficient tools available to enhance the image of a software company. These effective tools have proved to be very beneficial for a software company.
  • Information is the priority: SaaS marketing enterprises contain a lot of information. This information can be utilized extensively to improve the quality of the software.
  • Giving free trials to customers: The SaaS marketing agencies provide free trials to the customers to spread awareness about the features of the software. This is an excellent marketing technique.
  • Accessibility: SaaS marketing companies increase the accessibility of the product. This enhances the software’s popularity.

Building an effective SaaS Marketing Strategy

When the word marketing is added to a term, no justification for availing benefits is ever needed. It can make it easy to draw the bottom line that SaaS marketing paves the way for software companies to earn their share in the market. 

However, something more important to put attention to is forming the right strategy for SaaS Marketing. When it is about framing an effective strategy, you need to take care of many steps. The list of the same includes:

Provide the Information

The importance of content is not unknown to anyone. In SaaS marketing also, you need to draw the attention of your target group. Marketing for software as a service depends on the information. Before short-listing your services, it is understandable that they will scroll many others of the same kind. In the process of marketing, you have to make sure that what you give them are the reasons to trust your brand. Also, like explained earlier, your target group can comprise all kinds of audiences. It means that while preparing content, you need to keep audiences of all stages in mind. 

Free Trial Periods

There is no denying the fact that the term free can captivate anyone. It is what you have to avail of while marketing for SaaS. Offering trial periods without any cost is an effective way to introduce sales and new customers. There can be different models to present the free model, and the list for the same can include the trial period for 30-days, freemium model, trial with credit card details, trial without credit card details. You can share the free periods till you discover a strategy to monetise people to use your product. 

Get Digital

Digital presence is an asset for any brand, and the same rule goes for SaaS marketing also. You have to get your brand into the sight of the buyers. It is essential to build your market and a relationship with your potential customers. Apart from these benefits, you can also attract visitors with valuable content, which showcases your knowledge and expertise. 

You need to optimise the website to get more conversions. You can make the best use of call to action texts. It can include starting the trial, subscribing to the blog, and subscribing to the newsletter.

Get SaaS for Promotion

As complicated as the term SaaS marketing seems, it is not. You have to think about the possible aspects of reaching the bottom line, including cost per lead, acquisition cost for each customer, and so on. However, there are several other things you have to take into consideration. The list for the same includes having service to offer, round the clock customer service, and engaging content that resolves the need for customer support only. After having them at the place, service, and software, marketing about software as a service will be easier. 

Stages of SaaS Marketing

Most businesses apply a five-stage strategy for SaaS marketing. It can include awareness, consideration, decision, retention, and advocacy. Here is an in-depth description of the same: 

Awareness: This is the initial stage needing you to work on promotions, campaigns, and other forms of channels through which the audience can be made aware of the concerned SaaS product. 

Consideration: In this step of marketing, you have to provide information to the coming traffic. This can help them stay persistent and avail of other services also. It is more like catching their attention and engaging the traffic in the SaaS product, which is developed recently. 

Decision: This is the most crucial part of the SaaS marketing panel where the coming audience has to decide to proceed further with the SaaS product or not. If the awareness and consideration are successfully done, a marketer can generate higher leads in the decision stage of the sales funnel

Retention: There is no point in marketing unless you can retain the customers. To ensure that the business can retain the sales, you can offer additional benefits, new offers, and other services which will keep them engaged in your business. 

Advocacy: This is the final stage where the users/customers will recommend the SaaS service or product to others. This is like the end step or report card of all the marketing efforts made till now. 

Final Thoughts

The world is turning into a digitally inclined place, which means that software as a service is nothing new for you to introduce. For any service you bring, chances are that it can have an already existing competition or a market to make space for yourself. If you have introduced a new concept, your focus should be around making the target audience aware of it and making a way for them to connect to you. That is where the need for SaaS marketing emerges. 

As the term tells itself, SaaS marketing is about employing efforts to promote a non-tangible service, which is software. Big SaaS marketing firms easily outperform their predicted ambition. This is the reason why top software companies want these digital marketing firms to be a part of their business. SaaS marketing has seen a considerable evolution over the years. It has become an essential component of all software industries.   

A Half-day off at SEO Discovery to Chant Bella Ciao!

Money Heist

SEO Discovery is a reputed Digital Marketing Company in Mohali, Punjab that is not only known for its services but also for its work environment. The management has granted a half-day off to its employees to celebrate the release of season 5 of the Netflix series Money Heist. It makes  SEO Discovery the second company in India to commemorate the release of the series with their employees by giving them the day off. 

The company’s management strongly believes in the work-life balance, and this day-off is not the only attempt. A few weeks earlier, the Content Department was granted a half-day leave to go and watch The Conjuring. Not just this, on 1st September, the SEO Department went to watch the Punjabi movie Chal Mera Put- Part 2.

Apart from the movie leaves and sneak peek at season 5 of Money Heist, the management regularly makes plans to keep the employees happy. The employees are given a 15 minutes break every second half of the day. Either with energetic music, motivational videos, or comedy clips, the company reminds its employees to cheer up and keep themselves full of energy. The vibrant environment has led to the growth of the firm from a start-up to a firm with 300+ employees.

The Ultimate Keyword Research Guide for SEO

keyword research

Keywords are the words or phrases that any person uses to conduct a search on the internet. They link a website, product listings, and other online products to a visitor. They can be connected to queries that a user has to ask. The process that includes finding these search terms is known as keyword research. Undeniably, it is the keystone of content creation and the process of search engine optimization. However, conducting keyword research for SEO is a continuous task. That is because of the updates in the marketing trends that can happen every month.

The steps involved in the process of keyword research in SEO can include:

  • Finding the terms and phrases a person can search about
  • Understanding the reasons behind the search queries
  • Evaluating the top-ranking content on the search engine result page
  • Adding relevant keywords into your content
  • Regularly Updating content with the relevant and trending keywords

A top-ranking website on SERP results have in-depth keyword analysis, inventive planning, unique and value-added content creation, regular monitoring, and coordination.

Importance of Keyword Research for SEO


There are several reasons behind prioritizing keyword research for the digital campaign of any business. Here follows the list of most important ones:

  • Understanding the Business

Knowing the keywords can help to get a clear picture of the business and its brand. It can include the products/services being sold or offered. 

  • Getting Necessary Information

Performing keyword research can tell where a business stands in the digital world. It can also help you learn the keywords that can be easily ranked and the keywords on which the competitors are ranking.

  • Learning about the Needs of the Audience

As keywords are the search queries that the audience or potential customers use, keyword research can help a business understand what its audience is looking for.

  • Getting Ranking on Search Engine

For ranking a business, a search engine first needs to learn what a business is all about. Targeting keywords on pages of a website is necessary for this.

  • Driving Traffic on the Site

Keywords play an essential role in the process of search engine optimization. Identifying them to use in content that has to be optimized is where a website can get the traffic.

According to a March 2018 study by Advance Web Ranking, the first position on Google search results on desktop received a stunning 30% click-through rate (CTR). The lower your ranking, the less likely you are to get clicks.

So, it will not be wrong to call keyword research to be the beginning of a digital marketing campaign. However, it has to be a continuous process. It can also help in finding the website’s ranking, as compared to those of the competitors. 

5 Tips for Better SEO Keyword Research

After learning about what keyword research is, the next and one of the essential things to know is the right way to approach it. The first step is to find the right keyword research tool for it. Google Keyword Planner, Ahrefs, and SEMrush are good tools to choose from. Irrespective of the tool for keyword research you choose or niche you deal in, here is the list of 5 tips that can help you perform the better keyword research for SEO campaign.

1. Know the Purpose of the Research

Once in the middle of keyword research, it will not be hard to go off-topic and find keywords that you do not even need to know. That can be a big waste of time as instead of looking for the right keyword, you would settle for any term or phrase that appears to be relevant. Do not end your research like this and start with a purpose. The first thing to find out is the purpose of building the keyword profile. Is it to analyse the website’s performance or to discover the content gaps in the market to avail from? or is it to start a new page?

Learning the objective behind the keyword research can get the directions to what exactly you need to find. It can also tell about when you have achieved the result of the research. It can also tell you when you are ready to go ahead with the strategy.

2. Learn about the Intent

Before targeting a keyword on the website, the first thing you look at is the number of people conducting their search through that term. However, that metric is of no use if it can’t take you to the 1st page of the search engine. At the same time, it needs to provide the information that users were looking for while conducting their search. That is where you first need to learn what users want before conducting their search using that keyword.

However, the main thing to be given attention to is the actual ranking of the keyword before you choose to target the big keyword. You can also learn about the recent way of Google to define the ideal serving user according to the keyword. It also gives a glance at the competition a website will have to face. If the content you have planned is not resolving the query presented in the better or the same manner as other sites on the top pages, consider it a need to look for a different keyword.

Do You Know “60.67% of all searches are driven by 0.16% of the most popular keywords.”

3. Research the competitors
If you are not aware of the right keywords, you should consider looking at the ones your competitor is ranking for. For this, you can go for tools like SEMrush, Conductor Searchlight, and Google Keyword Planner. If you are using Google Keyword Planner, start by selecting the ‘Search with a Website’ where you will have to enter the competitor’s website. It will take you to the variety of keyword ideas related to your competitor.


Instead of just settling with the domain name, you can also search any landing page up. It is a simple and easy way to get the right keywords for attaining the objective of the content.

4. Use Google Search

If you are aware of the right platform to search, you will surely get many other information sources related to keywords, which users search. You can learn about them directly on the search engine result pages. Before you click on enter, take a glance at the Google Suggest and learn about the keyword variants appearing.


It can be an excellent and effortless method to learn about what people are looking for. Apart from the suggestions coming down the search bar, you can also look at people also ask sections. It can be a good way to know what people mostly look for.


5. Target Variations of Keywords

After you have searched the keywords, do not consider it as the end of the task. Apart from using the exact keyword or query, you can still make use of the similar kinds of keywords. For this, you need to look for a variant of that keyword to use on the same page. Including and targeting synonymous keywords can increase the number of keywords. It can also act as a plus point in enhancing rankings for them. Even after discovering a top keyword with a high search volume, you may also find it in a long-tail type; it can be a good fit for your webpage. Looking for information from other sources can enable you to target even more keywords.


Along with the long-tail version, you can target another variation, which is questions and queries. For instance, if you run a digital marketing company, you would consider keywords such as ‘top digital marketing company’ and ‘best digital marketing company’ to be the relevant keywords. However, many users might also look for ‘Which company is best for digital marketing?’.

Types of Keywords

Keywords have further classifications depending on it’s intent, type, search volume and competitors. Here follows the list of it:

  • Long-Tail Keywords

A long-tail keyword refers to a phrase made up of three to five words. This kind of keyword is more specific as compared to generic terms and can allow you to focus on nice demographics. These keywords are designed to depict the way the audience makes queries. They are also less competitive as compared to a generic keyword. Using long-tail keywords can pave the way for high-quality traffic, which in the end can ease conversions.


These keywords are more prominent in the customer journey. Usually, users start with a simple search. Now, as search engines act helpful to resolve their queries, the search turns more detailed. That is where long-tail keywords will get more important to help businesses take the edge of the competition.

Do You Know”Long-tail keyword searches have a 3 to 5% greater click-through rate than generic searches.”

  • Short Tail keywords

As the name specifies, search phrases comprising one or more words are called short-tail keywords. Due to its length, it is less specific as compared to queries or phrases with more words. For example, SEO Guide is a short tail keyword.  Short tail keywords have more searches as compared to individual long-tail ones. However, highly specific keywords form most of the search volume. 


These keywords set the pattern and direct the keyword research efforts. Generally, they are the seed keywords to start. For example, in a blog titled, making a delicious chocolate cake without an oven, the cake is the short tail keyword. They are more specific, have high search volumes, and have high competition but as per the stats “70.87% of keywords with over 10,000 monthly searches consist of only one or two words.”

  • Medium Tail Keyword

A medium tail keyword is a search query with two or three words. These kinds of keywords are more specific as compared to short-tail keywords; it makes them less competitive. However, the search volume is more here as compared to long-tail keywords, for example, chocolate cake. They have medium keyword difficulty with a higher search volume.  “Over 29% of keywords with over 10,000 monthly searches have three or more words.”


For ranking them, the content needs to be of good quality. This type of keyword also needs inbound links to the content to grab the attention of the keywords. However, targeting a single medium tail keyword can focus only on that single content rather than multiple pieces. It makes that single content even more worthwhile. 

Types of Keywords as per Intent

For Google, every term or phrase can be different according to search volume, cost-per-click, and difficulty. However, when considering the broader aspect, they can be categorized into four main groups depending on the search intent of those keywords. Search intent refers to the topic you would possibly benefit from its guide. Here follows the list of those:

Informational Intent Keywords

When the readers look for a bit of simple advice on the web and you have to guide them, you will use the informational intent keywords. Possibilities are that they need general knowledge related to a topic, an answer to a particular question, or a step-by-step guide. These searches can begin with:

  • What is
  • Ways to
  • How to
  • how does
  • Benefits of
  • Guide to
  • Tips for

Consider a situation when a reader searches with phrases such as ‘tips to a healthy workout,’ he intends to know about tricks to perform a smart method of working out. After this, the next step for the service provider, which here is fitness care, would be:

  • Start with keyword research that revolves around the query. As per the research by Moz “Around 8% of search queries come in the form of a question.”
  • Discover and understand the ranking content as per the phrase
  • Check if it matches all the requirements
  • Create value-added content that is a level higher than the content on top.

Usually, blog posts can be effective to satisfy a search intent of this kind. However, to create informational or value-added content, you do not always need to include price options or service offerings. It is because when any user scrolls the internet with an intent keyword, he aims to learn something and not look for flashy deals. Overly promotional content can impact the consumer trust for a business. 

For informational intent, content should be able to tell users that:

  • Why should they trust you
  • Why do they need to take your service/product
  • Why choosing you over others is advantageous

Also, do not forget to leave a way for them to connect with you. These keywords can be best suited in guides, blog posts, and how-to-do articles. 

Navigational Intent Keywords

Keywords with a navigational intent are quite more focused as compared to informational keywords. In these situations, a searcher knows where he has to go and also about something specific he is looking for. It can be for a service, brand, product, or even a website. For instance, Amazon, YouTube, Facebook, etc.

Keyword research for targeting navigational queries does not bring big returns in the beginning, unless and until you own a web page or site that can be directly searched by the people already. The reason behind it is that navigational intent is clear as compared to informational intent, where the searchers want advice. 

Keyword research for navigational keywords also depends on the services you provide. Targeting them can be a good step for retailers selling services or products from a reputed brand. Suppose you offer a skincare service and want to promote your services of Botox treatment. In your keyword research, you should go for terms connected with botox, such as:

  • Botox treatment
  • Botox cost
  • Botox treatment time
  • Botox after treatment

Every business needs to focus on creating a strong digital presence around the brand name and its site. Using navigational keywords with a brand name to restate would not give instant results, yet its importance can not be left unnoticed.

Commercial Intent Keywords

When users are aware of their wants but are not sure about purchasing them, that’s where commercial intent keywords come in. They want more information to find out the solution that suits them best. Here, you can play a part in guiding them. For this type of intent, use keywords and phrases like:

  • Best gynecologists
  • Top Italian restaurant
  • AC repair in Phoenix
  • Reviews of a specific brand.

According to the service/product you offer, terms and phrases that you will have to cover might have to be at a local level. For example, you own a CPA firm in New York, so you will have to target keywords like: 

  • Accounting services New York
  • CPA in New York 
  • Experienced CPA in NYC

The aim here is to tell the searchers who you are, why you should be their top choice, and how to reach you. The point is that users want to make a purchase, and all they need is the extra push for that. These keywords are found mostly on service pages, web pages, and blogs. 

 Transactional Intent Keywords

When the user is already aware of what he wants and is willing to purchase, it is the transactional intent. The purpose of keyword research is to put the webpage or website in front of the audience. Keywords with this kind of intent can include phrases or words like:

  • Coupons for
  • Cheap
  • Affordable
  • Deals on
  • Buy
  • Where to buy

These keywords are used on service pages, product pages, or any page where the user’s end goal is to purchase.

What Steps does SEO Discovery Follow?

The process of keyword research is like laying the foundation of search engine optimization and content creation. That is the reason why we prioritize it. Here are the keyword research steps that we follow!

  • Learn About Client

First of all, when we bring the clients on board, we collect every detail about their business, the industry they deal with. We focus on everything about them, including their strength, weakness, opportunities, goals, and so on. Every piece of information we collect is essential to ensure that every step we choose brings results.

  • Site examination

See, to begin anything, you need a starting point. For us, it is the list of phrases that can tell about the products or services our clients would want to promote. It makes it essential to determine the current position of the website on a search engine. We use a ranking tool, however, you can follow manual steps for it also. It helps us get the possible opportunities that we will need to avail of in your processes. Next, we list down those keywords. Eventually, the keywords that rank are the ones that will drive traffic to your site as well.

  • Keyword Expansion

Next, we use paid keyword tools to expand the money or seed word list to learn about search volumes and competition. We prefer using paid search methods because it is useful to determine the essential phrases for the purpose of targeting using organic search. 

  • Keyword Filtering

Now, we have keywords, so our concern is to filter them and keep those that could help you rank. For this process of filtration, we check if the keywords support each other. We look for keywords that can tell about the money makers of the site. As we have already learned about the client and his website, keyword filtration gets easy because we already know what we need to consider.

  •  Clustering

This process is a part of keyword filtration only. It includes assembling all similar and supportive phrases to target on a single page. We do it for the purpose of link building, as well as on-page optimization with different phrases. However, the content has to be kept natural. For instance, we have to prepare content on link building. We will use phrases, including link bait, link acquisition, and building links. Now, with all the keywords we have, we can use them exchange ably. When you will start with it, select the super competitive keywords.

  • Competitors Research

We make sure that we go for competitor’s research because it tells about the competition we will have to face. For this, we do a routine google search with a phrase, then we consider the leading URLs, and that’s how we reach out to competitors’ sites. Now to analyze them swiftly and in-depth, we choose SEO tools such as Ahrefs, SEMrush, Google Keyword Planner. It helps us in:

Linked pages: It includes learning about the pages the competitors have received their links. It also tells about the authority pages.

List of Metrics: After learning about the linking pages, we consider the List of Metrics. It helps us in learning about what we have to compete.

  • Keyword selection

By now, we already have a list of narrowed and filtered keywords. However, for quality assurance, we consider checking the trends of the keywords to work on. We make use of Google trends to learn about the comparison over the years. We prefer using Google Trends at two points of our research, one at the time of selecting head keywords and the second during the quality assurance check of the clusters that we have finalized.

  • Keyword Mapping

Whenever we go for keyword research, our end goal is link building. However, along with it, we also emphasize the target page. Deciding which URLs to target is essential in the entire process. SEO experts like us, often complete the research and draw up a line that the keywords we have selected might have enough content to connect to. In situations like these, we will have to focus on a new web page and URL.


Keyword Research is like laying the foundation of an effective Search Engine Optimization or Content Marketing strategy.  It helps in understanding the business, its audience and getting higher ranking and traffic on the website. To begin, first, know the purpose, then your intent and the competitors. Do not settle for what you get earlier, but also focus on finding the variations of the keywords. All in all, Keyword Research is an essential step, but performing it right holds more importance. Following it, focus on core until you are sure that what you have is the handful of high ranking keywords.

Still feel confused, checkout our keyword research tutorial video.