How to Do Keyword Research for National SEO

Angel Nwoha Solomon

When it comes to National SEO, effective keyword research is a crucial first step. Keyword research for National SEO is a bit different from keyword research for Local SEO. Whether you are targeting a global audience or focusing specifically on Nigerian markets, understanding how to conduct keyword research can make or break your SEO strategy. This guide will provide a detailed overview of the process, tailored for both global and Nigerian audiences.

Understanding the Importance of Keyword Research

Keyword research is the backbone of any successful SEO campaign. It helps you understand what terms and phrases people are using to search for products, services, or information related to your business. By targeting the right keywords, you can increase your website’s visibility, attract more traffic, and ultimately drive more conversions.

Benefits of Keyword Research:

  • Increased Visibility: By targeting the right keywords, you can appear in search results for terms your potential customers are using.
  • Higher Traffic: Effective keyword research can drive more visitors to your site, increasing the chances of conversion.
  • Better Understanding of Audience Needs: Keywords reveal what your audience is looking for, helping you tailor your content and products to meet their needs.
  • Competitive Edge: Analyzing competitor keywords can provide insights into their strategy and help you identify opportunities to outperform them.

Also Read: National SEO Vs. Local SEO: Which is Best for Your Business?

Step-by-Step Guide to Keyword Research

1. Define Your Goals

Before diving into keyword research, it’s essential to have a clear understanding of your goals. Are you looking to increase brand awareness, drive more traffic, or boost sales? Your objectives will influence the types of keywords you target.

Tips for Setting Goals:

  • Identify Your Target Audience: Understand who you are trying to reach. Consider demographics, interests, and search behaviors.
  • Determine the Main Purpose of Your Website: Are you providing information, selling products, or offering services? Your purpose will guide your keyword strategy.
  • Set SMART Goals: Specific, Measurable, Attainable, Relevant, and Time-bound goals help you stay focused and measure success. For example, we aim to increase organic traffic by 20% within six months.

2. Brainstorm Seed Keywords

Seed keywords are the foundation of your keyword research. They are the starting point from which you can generate a broader list of related keywords.

How to Identify Seed Keywords:

  • Think About Main Topics: Consider the primary topics related to your business. For instance, if you run an online bookstore, topics might include “books,” “reading,” and “authors.”
  • Use Tools for Ideas: Google Autocomplete, related searches, and tools like AnswerThePublic can provide initial keyword ideas.
  • Consider Your Products or Services: What terms would your audience use to find what you offer? For example, “organic skincare,” “digital marketing services,” or “Nigerian recipes.”

3. Use Keyword Research Tools

Several tools can help you expand your list of seed keywords and uncover valuable insights about search volume, competition, and trends.

Recommended Tools:

  • Google Keyword Planner: A free tool that provides data on keyword search volume, competition, and historical statistics.
  • Ahrefs: Offers comprehensive keyword analysis, including difficulty scores, search volume, and click-through rates.
  • SEMrush: This tool provides keyword suggestions, competitive analysis, search volume data, and insights into competitors’ keyword strategies.
  • Ubersuggest: A user-friendly tool that offers keyword ideas, search volume data, and competitive analysis.

4. Analyze Competitor Keywords

Analyzing your competitors’ keywords can provide valuable insights into what is working in your industry.

Steps to Analyze Competitor Keywords:

  • Identify Your Main Competitors: Look for businesses ranking for the keywords you are interested in.
  • Use Tools for Analysis: Tools like Ahrefs and SEMrush can show you the keywords your competitors rank for, their search volumes, and how difficult it is to rank for those terms.
  • Look for Gaps and Opportunities: Identify keywords that your competitors are not targeting or where you can provide better content.

5. Evaluate Keyword Metrics

Not all keywords are created equal. It’s important to evaluate keywords based on various metrics to determine their potential value.

Key Metrics to Consider:

  • Search Volume: The number of times a keyword is searched for each month. Higher search volumes can indicate more potential traffic.
  • Keyword Difficulty: A measure of how hard it will be to rank a keyword. Aim for a mix of high-volume, low-competition keywords.
  • Cost Per Click (CPC): The average cost of a paid search ad for the keyword. This can indicate commercial intent.
  • Search Intent: The underlying motivation behind a search query (informational, navigational, transactional). Align your keywords with the intent of your audience.

6. Consider Local Keywords for Nigerian SEO

If you are targeting the Nigerian market, incorporating local keywords is crucial.

Tips for Local Keyword Research:

  • Include Location-Specific Terms: Keywords like “Lagos hotels” or “restaurants in Abuja” help attract local traffic.
  • Use Local Slang or Dialects: Understanding and incorporating local language nuances can make your content more relatable.
  • Consider Regional Events and Holidays: Keywords related to local events, holidays, and festivals can drive seasonal traffic. For instance, terms like “Easter events in Nigeria” or “Nigerian Independence Day celebrations.”

7. Create a Keyword List and Prioritize

Once you have a comprehensive list of potential keywords, it’s time to prioritize them based on your goals and the insights gained from your research.

Steps to Prioritize Keywords:

  • Group Keywords by Themes or Topics: This helps organize your content strategy around central themes.
  • Identify Long-Tail Keywords: These are longer, more specific phrases with lower competition but often higher conversion rates. For example, “best organic skincare products for sensitive skin.”
  • Focus on Relevance and Business Objectives: Choose keywords that align with your business goals and are highly relevant to your audience.

8. Monitor and Adjust Your Keyword Strategy

Keyword research is not a one-time task. It requires continuous monitoring and adjustment to stay ahead of the competition and adapt to changing search trends.

How to Monitor and Adjust:

  • Regularly Check Your Keyword Rankings: Tools like Google Search Console and Ahrefs can help you track your rankings and performance.
  • Update Your Content and SEO Strategy: Based on performance data, make necessary updates to your content and strategy.
  • Stay Informed About Industry Changes: Keep up with the latest SEO trends and algorithm updates to ensure your strategy remains effective.


Effective keyword research is essential for national SEO success, whether you are targeting a global audience or focusing on the Nigerian market. By following these steps and utilizing the right tools, you can identify valuable keywords that will help you achieve your SEO goals. Remember, the key to successful keyword research is continuous monitoring and adaptation to ensure your strategy remains relevant and effective.

Ready to Elevate Your SEO Strategy?

If you’re looking to take your SEO and digital marketing efforts to the next level, contact Angel Nwoha Solomon at Angel is an expert in SEO and digital marketing with a proven track record of helping businesses achieve their online goals. Don’t miss out on the opportunity to boost your online presence and drive more traffic to your website.


About the author

Angel Nwoha Solomon blends mechanical engineering expertise with digital marketing prowess. He specializes in Google Business Profile Optimization, content writing, social media, SEO, and local SEO. On, he shares insights on making money online. His data-driven approach and innovative strategies empower businesses to thrive digitally across the globe.