Definition

Keyword research is the process of finding and analyzing the words and phrases people use when searching for information online. It’s about understanding what your target audience is looking for, so you can create content and marketing campaigns that directly meet their needs.

Detailed Explanation

At its core, keyword research is the foundation of any successful Search Engine Optimization (SEO) and content marketing strategy. Instead of guessing what your customers are searching for, you use data to discover their exact search terms, the frequency of these searches (search volume), and how difficult it might be to rank for them (keyword difficulty). This process provides invaluable insights into your market’s priorities, pain points, and preferences.

The process typically starts with “seed” keywords—broad topics related to your business, like “trekking in Nepal.” You then use tools like Google Keyword Planner, Ahrefs, or SEMrush to expand this list, uncovering related terms, questions, and long-tail keywords (longer, more specific phrases like “best budget trekking company for Everest Base Camp”). Analyzing the Search Engine Results Page (SERP) for these terms helps you understand the searcher’s intent—are they looking to buy, learn, or find a specific website?

A common misconception is that keyword research is a one-time task. In reality, it’s an ongoing process. Search trends evolve, new competitors emerge, and your customers’ needs change. Another mistake is focusing solely on high-volume keywords. Often, more specific, lower-volume “long-tail” keywords are far more valuable because they are used by people closer to making a purchase.

Nepal Context

Keyword research in Nepal presents a unique set of challenges and opportunities. While the core principles remain the same, the execution must be adapted to the local digital landscape.

One of the biggest challenges is language. Nepali users search using three main variations: English, Nepali in Devanagari script (e.g., ट्रेकिङ नेपाल), and Romanized Nepali (e.g., “trekking nepal ma”). A comprehensive strategy must account for all three. Tools like Ahrefs may have limited data for Devanagari script keywords, so you often need to rely on Google Trends (set to Nepal) and the “People Also Ask” section on Google search results for insights.

However, this complexity also creates opportunities. Competition for many Nepali-specific keywords is significantly lower than in global markets. A small business that effectively researches and targets terms like “dhaka topi price in Kathmandu” or “online momo delivery Patan” can dominate local search results. For example, a platform like Daraz doesn’t just target “online shopping”; it also targets thousands of specific product keywords like “redmi note 10 price in nepal.” Similarly, a digital wallet like eSewa or Khalti targets practical, intent-driven keywords like “pay electricity bill online” and “NTC recharge online.”

For Nepali businesses, practical keyword research means listening to your customers. What words do they use when they call or visit your store? Use Google Suggest by typing in a seed keyword in the search bar and seeing what autofill suggestions appear. This is a free and powerful way to understand what real Nepali users are searching for right now.

Practical Examples

1. Beginner Example: A Local Coffee Shop

A new coffee shop in Thamel, Kathmandu, wants to attract tourists and locals. Instead of just targeting the broad keyword “coffee shop,” they research more specific terms. They discover “best coffee in Thamel,” “wifi cafe near me,” and “places to work in Kathmandu.” They create blog posts and update their Google Business Profile to target these specific, high-intent phrases.

2. Intermediate Scenario: An E-commerce Store

An online store selling Nepali handicrafts wants to increase sales. They categorize their keywords based on user intent:

  • Informational: “history of singing bowls,” “how to use a singing bowl.” (For blog content)
  • Navigational: “sastodeal singing bowl.” (To capture competitor traffic)
  • Transactional: “buy singing bowl online Nepal,” “handmade singing bowl price.” (For product pages) This strategy attracts customers at every stage of their buying journey.

3. Advanced Strategy: Keyword Gap Analysis

A growing tech company like Pathao wants to expand its service offerings. They use an SEO tool to compare the keywords they rank for against a competitor like Foodmandu. The tool reveals that Foodmandu ranks highly for “corporate lunch delivery” and “healthy food subscription,” keywords Pathao isn’t targeting. This data-driven insight reveals a new market segment they can pursue with targeted landing pages and ad campaigns.

Key Takeaways

  • Keyword research is about understanding customer intent, not just search volume.
  • In Nepal, you must consider searches in English, Devanagari, and Romanized Nepali.
  • Long-tail keywords (longer, specific phrases) often have lower competition and higher conversion rates.
  • It is an ongoing process that needs regular review and updates.
  • Use a mix of professional tools and free resources like Google Trends and Google Suggest.

Common Mistakes

  • Targeting only broad, highly competitive keywords. A new business will struggle to rank for “shoes in Nepal” but might succeed with “handmade leather shoes for men in Pokhara.”
  • Ignoring search intent. Creating a product page for the keyword “how to clean a leather jacket” is a mismatch. The user wants a guide, not a sales pitch.
  • Doing research once and never looking back. The Nepali market is changing fast. What people searched for last year might not be what they are searching for today.