How to Conduct Target-Focused Keyword Research Using the 4W2H Framework with Professional Strategies

What is Keyword Research?

Keyword research is the process of discovering, analyzing, and filtering words or phrases that people use to search for topics of interest on search engines such as Google, Bing, YouTube, and various social media platforms. The goal is to find suitable keywords for SEO optimization of websites or to help content rank on search result pages and attract higher-quality traffic. This process helps understand user behavior and needs, enabling the creation of content that truly addresses what searchers are looking for.

3 Types of Keywords for Optimal Business Alignment

Selecting target-focused keywords begins with understanding the differences between each type of search term, from broad keywords that anyone might search for, to highly specific terms that match the searches of people ready to make actual purchases. Let’s examine the characteristics of each type:

1. Seed keyword: Seed keywords are broad, general terms related to products or website objectives without being highly specific. They have high search volumes and serve as starting points for discovering other keyword ideas. For example, if you run a sunscreen business, your seed keyword would be ‘sunscreen.’
2. Niche keyword: Niche keywords are group-specific search terms that expand slightly from seed keywords. They typically specify groups, types, or product categories. Using the same business example, niche keywords would be terms like ‘facial sunscreen’ or ‘SPF 50 sunscreen.’
3. Niche Longtail keyword: Niche longtail keywords are highly specific keywords consisting of more than 2 words. They usually contain clear, detailed information that matches target groups, making them suitable for people genuinely interested in products and services. Examples include ‘anti-acne facial sunscreen’ or ‘waterproof SPF 50 sunscreen for sports.’

How to Conduct Keyword Research Using the 4W2H Framework

The 4W2H framework is a systematic thinking structure that aids in planning and understanding keyword research. You can use the 4W2H framework to find seed keywords. A tool like Google Keyword Planner will help you discover related keyword ideas, assist in helping you analyze search volume and competition, and select keywords with high demand that align with specific business objectives.

What Does the 4W2H Framework Include?

4W2H is actually an acronym to help people remember the best framework to follow when it comes to looking for keywords. It follows this structure:

• What (What): Identify what keywords are needed and how they relate to products, services, or topics
• Why (Why): Understand the reasons or purposes for using specific keywords, such as selling products, providing information, or attracting audiences
  Who (Who): Define the target audience searching for those keywords, their user type, needs, and behaviors Where (Where): Consider the searcher’s location, zone, or country to help select keywords appropriate for specific areas 
• How (How): Analyze and select keywords using SEO tools like Google Keyword Planner, Ahrefs, SEMrush, while examining search volume and competitor analysis. These factors will provide advantages or serve as guidelines for generating sales or brand awareness
• How much (How much): Evaluate search volume and keyword competition difficulty to make effective selections

An Easy to Understand Step-by-Step Keyword Research Guide Using The 4W2H Framework 

1. 4W2H Analysis for Finding Seed Keywords: Beyond the keyword type descriptions above, you can use 4W2H to assist in searching for keywords to establish clear target groups.
2. Using Google’s Keyword Planner Tool: You can use this Google-provided tool to discover keyword ideas by inputting seed keywords in it. Go to Google Ads > select Keyword Planner tool on the left-hand sidebar > choose “Discover new keywords” to search for new terms by entering seed keywords > Google will then suggest various keywords along with their monthly search volume and competition levels.
3. Analyzing Result Data: Once you find the keywords of your choice, it’s important to review their potential effectiveness. Look at their search volume data, competition difficulty levels (How) such as high, medium, low; Average Monthly Searches to gauge keyword popularity; and Top of Page Bid (Low/High Range) for advertising bid prices for specific keywords.
4. Budget and Resource Assessment: For SEO or Ads implementation, consider how much a keyword would cost to compete for and plan appropriate strategies to rise in the ranks and beat out competitors.
5. Search Intent Analysis: Verify what searchers want from specific searches, such as information (Informational), comparison, or purchase readiness (Commercial) to select keywords matching user needs.
6. Selection and Planning: Choose keywords with potential, emphasizing high search volume and appropriate competition levels. However, in some cases, lower search volume keywords may be used if confident they better target the intended audience.

Additional Strategies Used by Professionals

Beyond basic keyword selection principles, there are additional techniques that SEO specialists often apply to increase ranking opportunities and reach target audiences with even greater precision:

• Commonly Used Keywords by General Public: Even if not grammatically correct in Thai, with some misspellings, these can sometimes be good keywords for our business because high search volume from frequent searches makes them valuable keywords, such as ‘smartphone,’ etc.
• Competitive Viability: Quality keywords must have competitive opportunities, meaning when applied to various pages on our website, the content can rank in top positions – the first 1-2 pages of Google – and compete effectively against other competitors.

The easiest recommended method is using the Ahrefs tools because when keywords are entered, the system evaluates competition challenge levels or Keyword Difficulty through numerical values. This section helps us consider whether our website’s power (Domain Authority) is sufficient to compete with competitor websites.

Convert Digital Helps Create Superior Results Through Proper Keyword Research Methods

Successful keyword research isn’t just about finding high-volume search terms, but requires understanding the differences between each keyword type, from seed keywords to niche longtail keywords, and systematically applying the 4W2H principles with professional tools like Google Keyword Planner and Ahrefs. This approach will help you select keywords that not only address user needs but can also compete effectively in online markets filled with strong competitors.

For those who view understanding these aspects as requiring experience and time to achieve success, and don’t want to waste time studying through trial and error, or spend money without achieving efficiency, simply consult with the Convert Digital team. We guarantee you’ll achieve results exceeding self-implementation, have time to develop your business, and sustainably outperform competitors because we serve as your virtual team extension.