Niche Keyword Research and Why It’s Important

If you’re looking to garner new visitors to your website or boost your ranking on search engine results pages, it’s important you know about niche keyword research. Niche keyword researching is used to bolster pay-per-click campaigns by bringing more traffic to your website through various search engines.

Specifically, niche keywords attract new customers that know exactly what they’re looking for. This type of marketing brings specifically targeted audiences to your door with the help of your SEO optimization. Taking a quick moment to familiarize yourself with SEO’s importance and how well it’s performing will directly enhance your niche keyword understanding. In this article, we’ll cover what niche keywords are, how to research them, and how to use them effectively.

What Are Niche Keywords?

The most significant element of niche keywords is their specificity. Without specificity, niche keyword research isn’t as efficient as it should be. Niche keywords are sometimes referred to as long-tail keywords and always contain three or more words. These contrast to short-tail keywords, which are more generic and used more frequently. While niche keywords aren’t searched as frequently as short-tail keywords, they bring the most relevant audiences to your products. This also means that niche keywords are specific to each company, and even down to the product. Short-tail keywords are effective for content marketing, and niche keywords are no different.

Niche keywords are especially helpful when considering the effects they can have on your SEO and pay-per-click results. Using niche keywords with your SEO campaign can boost your search ranking. Using the keyword on a certain page will make it rank higher in search results and likely bring more traffic to that page.

This process works similarly with pay-per-click campaigns but is a bit different. With these, you pay to have your ad appear underneath the search of a niche keyword. Both of these methods work for improving sales and traffic to your website, so let’s talk about how to distinguish which keywords are most effective.

How to Find Keywords

Niche keywords sound simple in theory, but articulating your niche and using it to benefit your company can be a daunting task. We’ll walk you through how to find keywords that work for your company by breaking this down.

To start, you need to define your niche, which starts by looking at your industry. Ask yourself what industry you fall into, i.e. cleaning, clothing, or cooking, etc. After this, you need to understand your inventory and/or the services you offer. Knowing your products helps you define your niche. Think about what sets you apart from other companies in your industry. Finally, thinking about the problems you solve, either through a service or product, can help you establish your niche.

After defining your niche, researching how to find keywords for your local area will help you discover the best terms for your company. Cross-referencing your list of keywords with the volume they are searched helps you determine which keywords you should prioritize. We recommend starting with writing a list of possible niche keywords. If you’re struggling with this, start with a short-tail keyword and then branch out into longer, related keywords. From here, you’ll take this list of potential keywords and research which ones have the highest number of searches.

Niche Research Tools

To research which of your keywords are going to work the best, let’s take a look at what tools can be the most useful for you. A niche research tool will help you see how profitable a niche keyword can be, and gives you an idea of which ones to use. With these tools you’ll compare the niche keywords in your list from above, paying attention to different statistics depending on what you want. For example, looking at volume will tell you how often the keyword is searched, while looking at the SEO difficulty will tell you how high the search result ranks. There are many niche research tools out there, so here are a few that we recommend.

Google Keyword Planner

Google Keyword Planner is a niche research tool ideal for those already using Google Ads to promote their website. The Keyword Planner is embedded in Google Ads, so all you have to do is complete your Google Ads account set up and make sure that your account is in Expert Mode. After this, you’re free to get started by opening the Keyword Planner.

The Keyword Planner lets you do two things: (1) discover new keywords, and (2) get search volume and forecasts. Among the other details about this program, you can even use the Keyword Planner to create a campaign based on your plan. This tool is great if you’re looking to get data on current keywords and expand on your keyword list.


Wordstream offers a free keyword tool that helps you think of and find possible keywords for your business. This tool is specifically is geared toward aiding Google Ads or Bing Ads, however, it can be effective in finding good niche keywords regardless. With this tool, you enter the keyword, select an industry, and then identify a location. This will give you a variety of potential results for you to include in your list of niche keywords. Simply adding a location to your keyword can take it from a short-tail to a long-tail, making it more targeted and easier to bring in specific audiences. Wordstream also offers a variety of other services in regard to SEO optimization that you might want to look at.

Keyword Tool

Keyword Tool is best used when you’re creating your list of niche keywords, or if you’re looking for ways to expand your list. The free version of Keyword Tool allows you to search a potential keyword and receive a list of long-tail keywords derived from your original keyword. Small additions like “near me,” or “in Melbourne” to your short-tail keyword can make an effective nice keyword. The website also allows you to differentiate between different search engines like Google, Bing, YouTube, Amazon, etc. While the free version is relatively effective, the Keyword Tool Pro allows you to see statistics behind these niche keywords. These statistics, like search volume and SEO ranking, provide helpful insight about the effectiveness of the niche keywords.

Keyword Finder

Similar to Wordstream and Keyword Tool, Keyword Finder is a niche keyword research tool that focuses on finding and discovering keywords. What’s great about Keyword Finder, and what makes it unique, is its ability to be broken down by type of campaign. You can select SEO campaigns, pay-per-click campaigns, or general content creation. Another great feature about the Keyword Finder is its international presence. Not only does it aid the user in finding niche keywords in their current location, but you can also see which ones are effective in other countries as well. This is a great research tool for those looking to improve their international sales.

Watch & Analyze Your Results

Ultimately, what will tell you if you’ve found the right niche keywords is time. Niche keyword research tools will only get you so far in terms of predicting keyword effectiveness. Your work doesn’t stop after creating the campaign. Instead, you have to watch and observe the results of your keywords as you use them. Taking the time to evaluate your campaign and make adjustments as needed will help you find the ideal balance you need to continually gain traffic.

This process can take up to a handful of months because niche keywords take more time to be effective. If you’re working with an SEO campaign, take a look at the pages you’re using and ensure those are as effective as possible in order to get accurate data for your keyword research. You can do this over time to see how it impacts your keyword effectiveness. With a pay-per-click campaign, keep in mind the competitiveness for certain keywords. If you’re not finding as much success as you’d like with a certain keyword that’s very competitive, it might be worth it to consider trying something different. You should spend your energy trying to find a less competitive keyword that targets the same audience.

Niche Keywords Are Effective

Alongside short-tail generic keywords, niche keywords have a rightful place within digital marketing campaigns. Long-tail keywords help bring specific audiences to your website, increasing the chance they purchase an item or service. Niche keywords are especially effective in this because they bring an audience that’s already searching for a specific item. This makes them much more likely to follow through with a purchase.

Alongside this, there are handfuls of resources to aid you in your niche keyword research for your business goals. Research tools like Google Keyword Planner and Keyword Tool are helpful for every aspect of keyword researching. If you find yourself struggling with niche keywords, looking at guides on how to improve your keyword search results will be a great next step. Always keep in mind that time and patience are essential in making sure your niche keywords are working effectively.


  • What is a niche keyword?
  • How can niche keywords help SEO?
  • What are the best niche keyword tools?
  • How can I find more niche keywords?
  • What are long-tail keywords?

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