Mastering Keyword Research: Tools, Competitor Analysis, and Leveraging Your Website’s Potential

keyword research

Keyword research plays a main role in search engine optimization (SEO) for a website. Keyword research is a fundamental pillar for optimizing website content and driving organic traffic. By understanding what keywords your target audience is searching for, you can tailor your content strategy to meet their needs effectively. In this blog, we will explore the importance of keyword research and how the best SEO agency in Abu Dhabi can guide you through this crucial process.

What is the article going to cover?

There are a number of different methods for conducting keyword research. Some of the most popular methods include:

  • Keyword research using tools
  • Competitor analysis
  • Keyword research from your website

Keyword research tools

The main tools used used for keyword research are SEMrush, Ahrefs , MOZ KEYWORD EXPLORER also we can use Google Keyword Planner.

SEMrush Tool:

SEMrush is a paid tool and a comprehensive SEO toolkit that offers a wide range of features, including powerful keyword research capabilities. Here’s how you can utilize SEMrush for keyword research:

Keyword Overview: Start by entering a seed keyword into SEMrush’s Keyword Overview tool. It provides valuable insights such as search volume, keyword difficulty, and the competitive landscape for that keyword. This information can help you decide which keywords to target for your SEO and PPC campaigns.

The Keyword Overview report provides the following metrics for each keyword:

  • Search volume: The number of times a keyword is searched for each month.
  • Keyword difficulty: A score that indicates how difficult it is to rank for a keyword in organic search.
  • Global Volume: The total number of searches for the analyzed keyword in all databases.
  • Intent: The purpose of a search query, such as informational, navigational, or transactional.
  • Trends: The historical search volume for a keyword over time.
  • CPC: The average cost per click for a keyword in Google Ads.
  • Competition: The level of competition for a keyword, as measured by the number of other websites that are targeting the same keyword.
  • Keyword Ideas: Any variation of your seed keyword or keyword phrase in any order.
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Keyword Magic Tool:

The Keyword Magic Tool in Semrush is a powerful tool that can help you find new keywords to target for your SEO and PPC campaigns. 

SEMrush will provide you with a list of related keywords, including long-tail variations. Use the “Phrase Match” or “Related” filters to narrow down the results and focus on long-tail keywords.

Analyze the search volume, keyword difficulty, and competition level for each long-tail keyword to prioritize them based on relevance and feasibility.

Keyword manager: With Keyword Manager, you can create keyword lists and group them based on specific themes, campaigns, or target audiences. This helps you stay organised and ensures that your keyword strategy remains focused and targeted.

Keyword Gap: A tool that helps you compare your keyword profile with your competitors. Start by entering the domains or URLs of your competitors into the Keyword Gap tool in SEMrush. You can compare up to five domains at a time. SEMrush offers three types of comparisons: “Common Keywords,” “Missing Keywords,” and “Unique Keywords.” Select the appropriate comparison type based on your goals.

Ahrefs Tool:

Ahrefs is another powerful SEO tool that offers a range of features to support your keyword research efforts. Let’s explore how Ahrefs can help you identify long tail keywords and improve your content strategy:

Keyword Explorer: Start by entering a keyword into Ahrefs’ Keyword Explorer. It provides you with a wealth of information, including search volume, keyword difficulty, and even click-through rate.

Keyword difficulty checker: This tool helps you determine how difficult it would be to rank for a particular keyword in search engine results. By analyzing various factors, it provides you with a score that represents the level of competition you can expect.

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Content Gap Analysis: Ahrefs’ Content Gap feature allows you to compare your website with competitors. By entering your domain and your competitors’ domain, you can discover keywords that your competitors are ranking for but you are not. This presents an opportunity to optimize your content and bridge the gap.

SERP Analysis: Ahrefs’ SERP Analysis feature provides a detailed breakdown of the top-ranking pages for a specific keyword. This helps you understand the type of content that performs well for a given keyword, enabling you to create more targeted and valuable content.

MOZ Keyword Planner Tool:

Google Keyword Planner is a free keyword research tool provided by Google Ads. It is designed to help advertisers and website owners discover relevant keywords for their campaigns and website optimization efforts. To use Google Keyword Planner, you first need to create a Google Ads account. Once you have an account, you can access the Keyword Planner tool from the Tools & Settings menu. To find keywords related to “seo agency in Dubai,” you can use the “Discover new keywords” tool. This tool will show you a list of keywords that are related to your search term, as well as their search volume, CPC, and competition.

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Use of Google Keyword Planner

  • Identify high-volume, low-competition keywords that are relevant to their clients’ businesses.
  • Estimate the cost of advertising on specific keywords.
  • Assess the difficulty of ranking for certain keywords in organic search.
  • Understand the intent of search queries for their clients’ target keywords.
  • Identify the top websites that are ranking for their clients’ target keywords.

Here’s an explanation of how Google Keyword Planner works:

Keyword Discovery: Google Keyword Planner allows users to search for keywords or phrases related to their products, services, or website content. Users can enter specific keywords, URLs, or even categories to generate keyword ideas. The tool then provides a list of relevant keywords based on search volume and relevance.

Search Volume and Competition: Keyword Planner provides valuable data on search volume, which indicates how often a keyword is searched for on Google. This data helps users understand the popularity and potential reach of specific keywords. Additionally, the tool offers an indication of keyword competition, showing how many advertisers are bidding on those keywords in Google Ads. This information helps users gauge the level of competition for specific keywords.

Keyword Grouping and Organization: The tool allows users to organize keywords into ad groups, making it easier to structure their advertising campaigns. Keyword Planner helps users group keywords based on relevance and similarity, allowing for better organization and management of keyword targeting.

Geographic and Language Targeting: Google Keyword Planner enables users to refine their keyword research based on specific geographic locations and languages. This feature is particularly useful for businesses targeting specific regions or multilingual audiences.

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SEO agencies can use these tools for keyword research to help their clients find the right keywords to target for their website.

Competitor Analysis

The purpose of competitor analysis for keyword research is to gain insights into your competitors’ keyword strategies and identify opportunities to improve your own. 

By analyzing your competitors’ websites, you can discover the keywords they are targeting and ranking for. This helps you identify valuable keywords that you may not have considered or may have overlooked. It allows you to understand the keywords that are driving traffic to their site and potentially attracting your target audience.

Competitor analysis helps you identify keywords that your competitors are ranking for, but you are not. By understanding these content gaps, you can create new content or optimize existing content to target those keywords. This allows you to capture a share of the search traffic that your competitors are already attracting.

Identifying Targeted Keywords:

By examining the content and meta tags on your competitors’ websites, you can identify the keywords they are intentionally targeting. Look for recurring keywords that appear in their page titles, headings, and meta descriptions.

Keyword research from your website:

Conducting keyword research on your own website is a great way to uncover valuable insights. By analyzing the keywords that are already driving traffic to your site, you can gain a better understanding of what your audience is searching for and how they are finding you. Here’s how you can do it:

Google Analytics:

Start by accessing your Google Analytics account and navigate to the “Engagement” section. Look at your website analytics to see which pages are getting the most traffic. These pages are likely to be ranking for some of your most important keywords.

Identify the keywords that are driving the most traffic to your site. Pay attention to the keywords that have a high Click-Through Rate (CTR) and conversion rate, as these are likely to be valuable keywords to focus on.

Look for long tail keywords within the report. Long tail keywords are more specific and typically have lower search volume but higher intent. These keywords can help you target a more niche audience and attract highly relevant traffic.

Search Console:

Keyword research from your website’s Search Console data can provide valuable insights into the keywords that are driving organic traffic to your site.

Once you have identified these keywords, you can optimize your website further by creating more targeted content around them. This will not only help you improve your rankings on search engine results pages but also increase the chances of attracting more qualified traffic.


Keyword research is a major component of any successful SEO strategy, and in this blog the best SEO agency in Dubai is well-equipped to guide you through this process. By conducting comprehensive keyword research, identifying targeted keywords, leveraging long-tail opportunities, analyzing competitors, and understanding user intent, you can optimize your website content to attract relevant traffic and improve your search engine rankings. Trust the expertise of the SEO agency in Abu Dhabi to unlock the potential of keyword research and drive your online success.

If you are not sure how to conduct keyword research or how to use the results to optimize your website or online marketing campaigns, then you can hire a digital marketing agency to help you. 

Ready to boost your SEO success with keyword research? Contact us today for a personalized consultation.