SESSION 8:

KEYWORD THEORY &

RESEARCH
Presentation

GROUP LABUBU
What are the three elements
of keyword research?

01 RELEVANCE

02 SEARCH VOLUME

03 COMPETITION
 Relevance Search Volume Competition

Relevance (Search Intent)

Relevance is how well a keyword fits the content or
service you provide. Make sure the keywords you target
are relevant to your business and what your target
customers are searching for.

Tuong Vy
SEARCH FUNCTION
 Relevance Search Volume Competition

Search Volume
Search volume is the number of times a particular keyword is searched for in a given period of time, usually
measured monthly. It gives you an estimate of how much traffic the keyword could bring to your website.
 Relevance Search Volume Competition

Competition (Keyword Difficulty)

Relevance is how well a keyword fits the content or service you
provide. Make sure the keywords you target are relevant to your
business and what your target customers are searching for.

Tường Vy
SEARCH FUNCTION
 Make sure the keywords are
relevant to your service or content.

Relevance

Search Volume Competition

helps you estimate your Indicates the resources needed

potential traffic volume to rank or bid for that keyword.

Tường Vy
SEARCH FUNCTION
What are the different types of search functions? What
are short-tail and long-tail keywords in SEO? Examples?

01 Informational queries 04 Local queries

02 Navigational queries 05 Commercial investigation

03 Transactional queries 06 Short-tail / Long-tail keywords

Truc
 Informational queries: Navigational queries Transactional queries Local queries Commercial investigation

SEARCH FUNCTION

Information Search
The searcher need information and
they enter keywords as text and the
search engine returns results based
on relevance.

Providing useful information not only increases trust and push buyer decision
after they understand the product.
Truc
Informational queries Navigational queries Transactional queries Local queries Commercial investigation

Navigational Search
Navigational search is when a user already knows the
website or brand they want to visit and uses a search
engine to find their way there.

SEARCH FUNCTION Truc

 Informational queries Navigational queries Transactional queries Local queries Commercial investigation

Transaction search
The searcher wants to make a specific move such as
making a purchase, subscribing to a service, or
downloading an app.

Increase conversion rates.

Approach more target audience

SEARCH FUNCTION Truc

 Informational queries Navigational queries Transactional queries Local queries Commercial investigation

SEARCH FUNCTION

Local search
The searcher wants to find information related to a specific
geographic location, such as a nearby coffee shop, doctor, or
music venue.

Increase local customer reach

Provide direct sales revenue.

Truc
 Informational queries Navigational queries Transactional queries Local queries Commercial investigation

SEARCH FUNCTION
Commercial investigation
The searcher wants to compare products and find the best one for their specific needs.

Truc
 Short-tail and long-tail keywords in SEO

Short tail

Short-tail keywords are short keywords,

usually only 1-2 words, general
High search volume.
High competition.
Lower conversion rate due to
generality.
Examples: “Phone,” “Laptop,”
“Restaurant.”
 Short-tail and long-tail keywords in SEO
Long tail

Long-tail keywords are more specific,

usually 3 or more words, have a clear
target, and often have lower
competition.
Lower search volume than short-tail.
Lower competition.
Higher probability conversion
Examples: “Điện thoại Samsung giá rẻ”
How User Behavior In Search Works?

Focuses on understanding how users behave when using

search engines (Google, Bing, etc.).

Involves analyzing how users input keywords, interact

with search results, and make decisions to click on

specific links.

Key to optimizing SEO strategies and Google Ads

campaigns for better visibility and conversions.

rảnh chỉnh dùm cho đẹp đi

Keyword Intent:

Types: Informational, Navigational, Transactional.

Example: Searching "buy iPhone 15" indicates a

transactional intent.

Click-through Rate (CTR) & Engagement:

Users choose results that seem relevant based on title, meta

description, and URL. The title, meta description, and URL are critical

factors in capturing their attention.

Example: Searching "quán cà phê yên tĩnh tại Sài Gòn" and clicking a

result like “Bình yên đến lạ cùng 8 quán cafe yên tĩnh ở Sài Gòn."
Dwell Time & On-page Behavior

Measures how long users stay on a page and how they interact with the content.

Example: High bounce rate when content doesn’t match the search intent.
Bounce rate is an Internet marketing term u
Repeat Behavior & Search Optimization
traffic analysis. It represents the percentage
Users may revise their search terms if the results are unsatisfactory.
who enter the site and then leave ("bounce")
Example: Changing the search from "luxury hotels near Tan Son Nhat Airport" to
continuing to view other pages within the sam
"budget hotels near Tan Son Nhat Airport."
Bounce rate is an Internet marketing term used in web traffic analysis. It represents the percentage of visit

who enter the site and then leave ("bounce") rather than continuing to view other pages within the same si
KEYWORD RESEARCH TOOLS
Google Keyword Planner (GKP), Ahrefs, and SEMrush are three
powerful tools in the field of SEO and online advertising.
Each tool has a different focus: GKP primarily serves Google Ads, while
Ahrefs and SEMrush are widely used for SEO analysis and keyword
research.
Main Purpose:
Plan keywords for Google Ads campaigns.
Assist in finding keywords that fit the
advertising budget.
 SUGGEST RELATED
KEYWORDS BASED
ON THE BUSINESS
SECTOR.

PROVIDE DATA ON
KEYWORD SEARCH
VOLUME AND TOP OF
PAGE BID.

Key Features:
Find new keywords: Enter a URL or seed keyword to discover new related keywords.
Estimate keyword performance: Data on average monthly search volume, competition level, and advertising costs.
Export data: Easily export keywords as a CSV file for further analysis.
Main Purpose:
A comprehensive tool for SEO, PPC
advertising, and content optimization.
Support a holistic strategy for SEO, PPC advertising, and content marketing.
Analyze competitors and find opportunities to increase traffic.
Find and analyze relevant keywords with metrics like volume, CPC, and difficulty.
Provide information on backlinks, including their source, type, and quality.
Check for technical SEO issues on the website.
Optimize content based on keywords, making it easier for content to rank higher.
Optimize content based on keywords, making it easier for content to rank higher.
 Google Keyword Planner (GKP): Focuses on
Google Ads and advertising costs.
Ahrefs: Specializes in backlink analysis and
Purpose SEO strategies.
SEMrush: Versatile, covering SEO, PPC
advertising, and content analysis.

GKP doesn’t offer backlink analysis or keyword

tracking like Ahrefs and SEMrush.
Features Ahrefs excels in backlink analysis, while SEMrush is
stronger in content management and PPC analysis.
SEMrush provides more comprehensive technical
SEO audits and competitive analysis than the other
two.
Differences
GKP is suited for Google Ads advertisers.
Ahrefs is ideal for SEO specialists, backlink strategists,
User and website optimizers.
SEMrush caters to professionals in SEO, PPC, and
multi-sector content optimization.
Measures how hard it is to rank on the first page of
search engine results for a specific keyword. This is
influenced by the strength and number of competitors

Backlinks
Content Quality
Web Domain Authority (DA)
SEO On-page

QUOC THAI
High search volume keywords often come
with high keyword difficulty. Keyword Opportunity Keyword Difficulty

QUOC THAI
0-14 Very Easy

15-29 Easy

30-49 Possible

50-69 Difficult

70-84 Hard

85-100 Very Hard

QUOC THAI
Google treats backlinks from high-authority
sites as recommendations for the sites they
are linking to

Higher domain authority

Content depth/backlinks
Existing organic traffic

QUOC THAI
Thank for Listening
NHÓM LABUBU