keywords for research objectives

21 Research Objectives Examples (Copy and Paste)

Research objectives refer to the definitive statements made by researchers at the beginning of a research project detailing exactly what a research project aims to achieve.

These objectives are explicit goals clearly and concisely projected by the researcher to present a clear intention or course of action for his or her qualitative or quantitative study. 

Research objectives are typically nested under one overarching research aim. The objectives are the steps you’ll need to take in order to achieve the aim (see the examples below, for example, which demonstrate an aim followed by 3 objectives, which is what I recommend to my research students).

Research Objectives vs Research Aims

Research aim and research objectives are fundamental constituents of any study, fitting together like two pieces of the same puzzle.

The ‘research aim’ describes the overarching goal or purpose of the study (Kumar, 2019). This is usually a broad, high-level purpose statement, summing up the central question that the research intends to answer.

Example of an Overarching Research Aim:

“The aim of this study is to explore the impact of climate change on crop productivity.” 

Comparatively, ‘research objectives’ are concrete goals that underpin the research aim, providing stepwise actions to achieve the aim.

Objectives break the primary aim into manageable, focused pieces, and are usually characterized as being more specific, measurable, achievable, relevant, and time-bound (SMART).

Examples of Specific Research Objectives:

1. “To examine the effects of rising temperatures on the yield of rice crops during the upcoming growth season.” 2. “To assess changes in rainfall patterns in major agricultural regions over the first decade of the twenty-first century (2000-2010).” 3. “To analyze the impact of changing weather patterns on crop diseases within the same timeframe.”

The distinction between these two terms, though subtle, is significant for successfully conducting a study. The research aim provides the study with direction, while the research objectives set the path to achieving this aim, thereby ensuring the study’s efficiency and effectiveness.

How to Write Research Objectives

I usually recommend to my students that they use the SMART framework to create their research objectives.

SMART is an acronym standing for Specific, Measurable, Achievable, Relevant, and Time-bound. It provides a clear method of defining solid research objectives and helps students know where to start in writing their objectives (Locke & Latham, 2013).

Each element of this acronym adds a distinct dimension to the framework, aiding in the creation of comprehensive, well-delineated objectives.

Here is each step:

• Specific : We need to avoid ambiguity in our objectives. They need to be clear and precise (Doran, 1981). For instance, rather than stating the objective as “to study the effects of social media,” a more focused detail would be “to examine the effects of social media use (Facebook, Instagram, and Twitter) on the academic performance of college students.”
• Measurable: The measurable attribute provides a clear criterion to determine if the objective has been met (Locke & Latham, 2013). A quantifiable element, such as a percentage or a number, adds a measurable quality. For example, “to increase response rate to the annual customer survey by 10%,” makes it easier to ascertain achievement.
• Achievable: The achievable aspect encourages researchers to craft realistic objectives, resembling a self-check mechanism to ensure the objectives align with the scope and resources at disposal (Doran, 1981). For example, “to interview 25 participants selected randomly from a population of 100” is an attainable objective as long as the researcher has access to these participants.
• Relevance : Relevance, the fourth element, compels the researcher to tailor the objectives in alignment with overarching goals of the study (Locke & Latham, 2013). This is extremely important – each objective must help you meet your overall one-sentence ‘aim’ in your study.
• Time-Bound: Lastly, the time-bound element fosters a sense of urgency and prioritization, preventing procrastination and enhancing productivity (Doran, 1981). “To analyze the effect of laptop use in lectures on student engagement over the course of two semesters this year” expresses a clear deadline, thus serving as a motivator for timely completion.

You’re not expected to fit every single element of the SMART framework in one objective, but across your objectives, try to touch on each of the five components.

Research Objectives Examples

1. Field: Psychology

Aim: To explore the impact of sleep deprivation on cognitive performance in college students.

• Objective 1: To compare cognitive test scores of students with less than six hours of sleep and those with 8 or more hours of sleep.
• Objective 2: To investigate the relationship between class grades and reported sleep duration.
• Objective 3: To survey student perceptions and experiences on how sleep deprivation affects their cognitive capabilities.

2. Field: Environmental Science

Aim: To understand the effects of urban green spaces on human well-being in a metropolitan city.

• Objective 1: To assess the physical and mental health benefits of regular exposure to urban green spaces.
• Objective 2: To evaluate the social impacts of urban green spaces on community interactions.
• Objective 3: To examine patterns of use for different types of urban green spaces. 

3. Field: Technology

Aim: To investigate the influence of using social media on productivity in the workplace.

• Objective 1: To measure the amount of time spent on social media during work hours.
• Objective 2: To evaluate the perceived impact of social media use on task completion and work efficiency.
• Objective 3: To explore whether company policies on social media usage correlate with different patterns of productivity.

4. Field: Education

Aim: To examine the effectiveness of online vs traditional face-to-face learning on student engagement and achievement.

• Objective 1: To compare student grades between the groups exposed to online and traditional face-to-face learning.
• Objective 2: To assess student engagement levels in both learning environments.
• Objective 3: To collate student perceptions and preferences regarding both learning methods.

5. Field: Health

Aim: To determine the impact of a Mediterranean diet on cardiac health among adults over 50.

• Objective 1: To assess changes in cardiovascular health metrics after following a Mediterranean diet for six months.
• Objective 2: To compare these health metrics with a similar group who follow their regular diet.
• Objective 3: To document participants’ experiences and adherence to the Mediterranean diet.

6. Field: Environmental Science

Aim: To analyze the impact of urban farming on community sustainability.

• Objective 1: To document the types and quantity of food produced through urban farming initiatives.
• Objective 2: To assess the effect of urban farming on local communities’ access to fresh produce.
• Objective 3: To examine the social dynamics and cooperative relationships in the creating and maintaining of urban farms.

7. Field: Sociology

Aim: To investigate the influence of home offices on work-life balance during remote work.

• Objective 1: To survey remote workers on their perceptions of work-life balance since setting up home offices.
• Objective 2: To conduct an observational study of daily work routines and family interactions in a home office setting.
• Objective 3: To assess the correlation, if any, between physical boundaries of workspaces and mental boundaries for work in the home setting.

8. Field: Economics

Aim: To evaluate the effects of minimum wage increases on small businesses.

• Objective 1: To analyze cost structures, pricing changes, and profitability of small businesses before and after minimum wage increases.
• Objective 2: To survey small business owners on the strategies they employ to navigate minimum wage increases.
• Objective 3: To examine employment trends in small businesses in response to wage increase legislation.

9. Field: Education

Aim: To explore the role of extracurricular activities in promoting soft skills among high school students.

• Objective 1: To assess the variety of soft skills developed through different types of extracurricular activities.
• Objective 2: To compare self-reported soft skills between students who participate in extracurricular activities and those who do not.
• Objective 3: To investigate the teachers’ perspectives on the contribution of extracurricular activities to students’ skill development.

10. Field: Technology

Aim: To assess the impact of virtual reality (VR) technology on the tourism industry.

• Objective 1: To document the types and popularity of VR experiences available in the tourism market.
• Objective 2: To survey tourists on their interest levels and satisfaction rates with VR tourism experiences.
• Objective 3: To determine whether VR tourism experiences correlate with increased interest in real-life travel to the simulated destinations.

11. Field: Biochemistry

Aim: To examine the role of antioxidants in preventing cellular damage.

• Objective 1: To identify the types and quantities of antioxidants in common fruits and vegetables.
• Objective 2: To determine the effects of various antioxidants on free radical neutralization in controlled lab tests.
• Objective 3: To investigate potential beneficial impacts of antioxidant-rich diets on long-term cellular health.

12. Field: Linguistics

Aim: To determine the influence of early exposure to multiple languages on cognitive development in children.

• Objective 1: To assess cognitive development milestones in monolingual and multilingual children.
• Objective 2: To document the number and intensity of language exposures for each group in the study.
• Objective 3: To investigate the specific cognitive advantages, if any, enjoyed by multilingual children.

13. Field: Art History

Aim: To explore the impact of the Renaissance period on modern-day art trends.

• Objective 1: To identify key characteristics and styles of Renaissance art.
• Objective 2: To analyze modern art pieces for the influence of the Renaissance style.
• Objective 3: To survey modern-day artists for their inspirations and the influence of historical art movements on their work.

14. Field: Cybersecurity

Aim: To assess the effectiveness of two-factor authentication (2FA) in preventing unauthorized system access.

• Objective 1: To measure the frequency of unauthorized access attempts before and after the introduction of 2FA.
• Objective 2: To survey users about their experiences and challenges with 2FA implementation.
• Objective 3: To evaluate the efficacy of different types of 2FA (SMS-based, authenticator apps, biometrics, etc.).

15. Field: Cultural Studies

Aim: To analyze the role of music in cultural identity formation among ethnic minorities.

• Objective 1: To document the types and frequency of traditional music practices within selected ethnic minority communities.
• Objective 2: To survey community members on the role of music in their personal and communal identity.
• Objective 3: To explore the resilience and transmission of traditional music practices in contemporary society.

16. Field: Astronomy

Aim: To explore the impact of solar activity on satellite communication.

• Objective 1: To categorize different types of solar activities and their frequencies of occurrence.
• Objective 2: To ascertain how variations in solar activity may influence satellite communication.
• Objective 3: To investigate preventative and damage-control measures currently in place during periods of high solar activity.

17. Field: Literature

Aim: To examine narrative techniques in contemporary graphic novels.

• Objective 1: To identify a range of narrative techniques employed in this genre.
• Objective 2: To analyze the ways in which these narrative techniques engage readers and affect story interpretation.
• Objective 3: To compare narrative techniques in graphic novels to those found in traditional printed novels.

18. Field: Renewable Energy

Aim: To investigate the feasibility of solar energy as a primary renewable resource within urban areas.

• Objective 1: To quantify the average sunlight hours across urban areas in different climatic zones. 
• Objective 2: To calculate the potential solar energy that could be harnessed within these areas.
• Objective 3: To identify barriers or challenges to widespread solar energy implementation in urban settings and potential solutions.

19. Field: Sports Science

Aim: To evaluate the role of pre-game rituals in athlete performance.

• Objective 1: To identify the variety and frequency of pre-game rituals among professional athletes in several sports.
• Objective 2: To measure the impact of pre-game rituals on individual athletes’ performance metrics.
• Objective 3: To examine the psychological mechanisms that might explain the effects (if any) of pre-game ritual on performance.

20. Field: Ecology

Aim: To investigate the effects of urban noise pollution on bird populations.

• Objective 1: To record and quantify urban noise levels in various bird habitats.
• Objective 2: To measure bird population densities in relation to noise levels.
• Objective 3: To determine any changes in bird behavior or vocalization linked to noise levels.

21. Field: Food Science

Aim: To examine the influence of cooking methods on the nutritional value of vegetables.

• Objective 1: To identify the nutrient content of various vegetables both raw and after different cooking processes.
• Objective 2: To compare the effect of various cooking methods on the nutrient retention of these vegetables.
• Objective 3: To propose cooking strategies that optimize nutrient retention.

The Importance of Research Objectives

The importance of research objectives cannot be overstated. In essence, these guideposts articulate what the researcher aims to discover, understand, or examine (Kothari, 2014).

When drafting research objectives, it’s essential to make them simple and comprehensible, specific to the point of being quantifiable where possible, achievable in a practical sense, relevant to the chosen research question, and time-constrained to ensure efficient progress (Kumar, 2019). 

Remember that a good research objective is integral to the success of your project, offering a clear path forward for setting out a research design , and serving as the bedrock of your study plan. Each objective must distinctly address a different dimension of your research question or problem (Kothari, 2014). Always bear in mind that the ultimate purpose of your research objectives is to succinctly encapsulate your aims in the clearest way possible, facilitating a coherent, comprehensive and rational approach to your planned study, and furnishing a scientific roadmap for your journey into the depths of knowledge and research (Kumar, 2019). 

Kothari, C.R (2014). Research Methodology: Methods and Techniques . New Delhi: New Age International.

Kumar, R. (2019). Research Methodology: A Step-by-Step Guide for Beginners .New York: SAGE Publications.

Doran, G. T. (1981). There’s a S.M.A.R.T. way to write management’s goals and objectives. Management review, 70 (11), 35-36.

Locke, E. A., & Latham, G. P. (2013). New Developments in Goal Setting and Task Performance . New York: Routledge.

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Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

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Research Aims, Objectives & Questions

The “Golden Thread” Explained Simply (+ Examples)

By: David Phair (PhD) and Alexandra Shaeffer (PhD) | June 2022

The research aims , objectives and research questions (collectively called the “golden thread”) are arguably the most important thing you need to get right when you’re crafting a research proposal , dissertation or thesis . We receive questions almost every day about this “holy trinity” of research and there’s certainly a lot of confusion out there, so we’ve crafted this post to help you navigate your way through the fog.

Overview: The Golden Thread

• What is the golden thread
• What are research aims ( examples )
• What are research objectives ( examples )
• What are research questions ( examples )
• The importance of alignment in the golden thread

What is the “golden thread”?  

The golden thread simply refers to the collective research aims , research objectives , and research questions for any given project (i.e., a dissertation, thesis, or research paper ). These three elements are bundled together because it’s extremely important that they align with each other, and that the entire research project aligns with them.

Importantly, the golden thread needs to weave its way through the entirety of any research project , from start to end. In other words, it needs to be very clearly defined right at the beginning of the project (the topic ideation and proposal stage) and it needs to inform almost every decision throughout the rest of the project. For example, your research design and methodology will be heavily influenced by the golden thread (we’ll explain this in more detail later), as well as your literature review.

The research aims, objectives and research questions (the golden thread) define the focus and scope ( the delimitations ) of your research project. In other words, they help ringfence your dissertation or thesis to a relatively narrow domain, so that you can “go deep” and really dig into a specific problem or opportunity. They also help keep you on track , as they act as a litmus test for relevance. In other words, if you’re ever unsure whether to include something in your document, simply ask yourself the question, “does this contribute toward my research aims, objectives or questions?”. If it doesn’t, chances are you can drop it.

Alright, enough of the fluffy, conceptual stuff. Let’s get down to business and look at what exactly the research aims, objectives and questions are and outline a few examples to bring these concepts to life.

Research Aims: What are they?

Simply put, the research aim(s) is a statement that reflects the broad overarching goal (s) of the research project. Research aims are fairly high-level (low resolution) as they outline the general direction of the research and what it’s trying to achieve .

Research Aims: Examples  

True to the name, research aims usually start with the wording “this research aims to…”, “this research seeks to…”, and so on. For example:

“This research aims to explore employee experiences of digital transformation in retail HR.”   “This study sets out to assess the interaction between student support and self-care on well-being in engineering graduate students”  

As you can see, these research aims provide a high-level description of what the study is about and what it seeks to achieve. They’re not hyper-specific or action-oriented, but they’re clear about what the study’s focus is and what is being investigated.

Need a helping hand?

Research Objectives: What are they?

The research objectives take the research aims and make them more practical and actionable . In other words, the research objectives showcase the steps that the researcher will take to achieve the research aims.

The research objectives need to be far more specific (higher resolution) and actionable than the research aims. In fact, it’s always a good idea to craft your research objectives using the “SMART” criteria. In other words, they should be specific, measurable, achievable, relevant and time-bound”.

Research Objectives: Examples  

Let’s look at two examples of research objectives. We’ll stick with the topic and research aims we mentioned previously.  

For the digital transformation topic:

To observe the retail HR employees throughout the digital transformation. To assess employee perceptions of digital transformation in retail HR. To identify the barriers and facilitators of digital transformation in retail HR.

And for the student wellness topic:

To determine whether student self-care predicts the well-being score of engineering graduate students. To determine whether student support predicts the well-being score of engineering students. To assess the interaction between student self-care and student support when predicting well-being in engineering graduate students.

  As you can see, these research objectives clearly align with the previously mentioned research aims and effectively translate the low-resolution aims into (comparatively) higher-resolution objectives and action points . They give the research project a clear focus and present something that resembles a research-based “to-do” list.

Research Questions: What are they?

Finally, we arrive at the all-important research questions. The research questions are, as the name suggests, the key questions that your study will seek to answer . Simply put, they are the core purpose of your dissertation, thesis, or research project. You’ll present them at the beginning of your document (either in the introduction chapter or literature review chapter) and you’ll answer them at the end of your document (typically in the discussion and conclusion chapters).  

The research questions will be the driving force throughout the research process. For example, in the literature review chapter, you’ll assess the relevance of any given resource based on whether it helps you move towards answering your research questions. Similarly, your methodology and research design will be heavily influenced by the nature of your research questions. For instance, research questions that are exploratory in nature will usually make use of a qualitative approach, whereas questions that relate to measurement or relationship testing will make use of a quantitative approach.  

Let’s look at some examples of research questions to make this more tangible.

Research Questions: Examples  

Again, we’ll stick with the research aims and research objectives we mentioned previously.  

For the digital transformation topic (which would be qualitative in nature):

How do employees perceive digital transformation in retail HR? What are the barriers and facilitators of digital transformation in retail HR?  

And for the student wellness topic (which would be quantitative in nature):

Does student self-care predict the well-being scores of engineering graduate students? Does student support predict the well-being scores of engineering students? Do student self-care and student support interact when predicting well-being in engineering graduate students?  

You’ll probably notice that there’s quite a formulaic approach to this. In other words, the research questions are basically the research objectives “converted” into question format. While that is true most of the time, it’s not always the case. For example, the first research objective for the digital transformation topic was more or less a step on the path toward the other objectives, and as such, it didn’t warrant its own research question.  

So, don’t rush your research questions and sloppily reword your objectives as questions. Carefully think about what exactly you’re trying to achieve (i.e. your research aim) and the objectives you’ve set out, then craft a set of well-aligned research questions . Also, keep in mind that this can be a somewhat iterative process , where you go back and tweak research objectives and aims to ensure tight alignment throughout the golden thread.

The importance of strong alignment 

Alignment is the keyword here and we have to stress its importance . Simply put, you need to make sure that there is a very tight alignment between all three pieces of the golden thread. If your research aims and research questions don’t align, for example, your project will be pulling in different directions and will lack focus . This is a common problem students face and can cause many headaches (and tears), so be warned.

Take the time to carefully craft your research aims, objectives and research questions before you run off down the research path. Ideally, get your research supervisor/advisor to review and comment on your golden thread before you invest significant time into your project, and certainly before you start collecting data .  

Recap: The golden thread

In this post, we unpacked the golden thread of research, consisting of the research aims , research objectives and research questions . You can jump back to any section using the links below.

As always, feel free to leave a comment below – we always love to hear from you. Also, if you’re interested in 1-on-1 support, take a look at our private coaching service here.

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

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38 Comments

Thank you very much for your great effort put. As an Undergraduate taking Demographic Research & Methodology, I’ve been trying so hard to understand clearly what is a Research Question, Research Aim and the Objectives in a research and the relationship between them etc. But as for now I’m thankful that you’ve solved my problem.

Well appreciated. This has helped me greatly in doing my dissertation.

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so impressive i have benefited a lot looking forward to learn more on research.

I am very happy to have carefully gone through this well researched article.

Infact,I used to be phobia about anything research, because of my poor understanding of the concepts.

Now,I get to know that my research question is the same as my research objective(s) rephrased in question format.

I please I would need a follow up on the subject,as I intends to join the team of researchers. Thanks once again.

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I know you pepole have tried to break things into more understandable and easy format. And God bless you. Keep it up

i found this document so useful towards my study in research methods. thanks so much.

This is my 2nd read topic in your course and I should commend the simplified explanations of each part. I’m beginning to understand and absorb the use of each part of a dissertation/thesis. I’ll keep on reading your free course and might be able to avail the training course! Kudos!

Thank you! Better put that my lecture and helped to easily understand the basics which I feel often get brushed over when beginning dissertation work.

This is quite helpful. I like how the Golden thread has been explained and the needed alignment.

This is quite helpful. I really appreciate!

The article made it simple for researcher students to differentiate between three concepts.

Very innovative and educational in approach to conducting research.

I am very impressed with all these terminology, as I am a fresh student for post graduate, I am highly guided and I promised to continue making consultation when the need arise. Thanks a lot.

A very helpful piece. thanks, I really appreciate it .

Very well explained, and it might be helpful to many people like me.

Wish i had found this (and other) resource(s) at the beginning of my PhD journey… not in my writing up year… 😩 Anyways… just a quick question as i’m having some issues ordering my “golden thread”…. does it matter in what order you mention them? i.e., is it always first aims, then objectives, and finally the questions? or can you first mention the research questions and then the aims and objectives?

Thank you for a very simple explanation that builds upon the concepts in a very logical manner. Just prior to this, I read the research hypothesis article, which was equally very good. This met my primary objective.

My secondary objective was to understand the difference between research questions and research hypothesis, and in which context to use which one. However, I am still not clear on this. Can you kindly please guide?

In research, a research question is a clear and specific inquiry that the researcher wants to answer, while a research hypothesis is a tentative statement or prediction about the relationship between variables or the expected outcome of the study. Research questions are broader and guide the overall study, while hypotheses are specific and testable statements used in quantitative research. Research questions identify the problem, while hypotheses provide a focus for testing in the study.

Exactly what I need in this research journey, I look forward to more of your coaching videos.

This helped a lot. Thanks so much for the effort put into explaining it.

What data source in writing dissertation/Thesis requires?

What is data source covers when writing dessertation/thesis

This is quite useful thanks

I’m excited and thankful. I got so much value which will help me progress in my thesis.

where are the locations of the reserch statement, research objective and research question in a reserach paper? Can you write an ouline that defines their places in the researh paper?

Very helpful and important tips on Aims, Objectives and Questions.

Thank you so much for making research aim, research objectives and research question so clear. This will be helpful to me as i continue with my thesis.

Thanks much for this content. I learned a lot. And I am inspired to learn more. I am still struggling with my preparation for dissertation outline/proposal. But I consistently follow contents and tutorials and the new FB of GRAD Coach. Hope to really become confident in writing my dissertation and successfully defend it.

As a researcher and lecturer, I find splitting research goals into research aims, objectives, and questions is unnecessarily bureaucratic and confusing for students. For most biomedical research projects, including ‘real research’, 1-3 research questions will suffice (numbers may differ by discipline).

Awesome! Very important resources and presented in an informative way to easily understand the golden thread. Indeed, thank you so much.

Well explained

The blog article on research aims, objectives, and questions by Grad Coach is a clear and insightful guide that aligns with my experiences in academic research. The article effectively breaks down the often complex concepts of research aims and objectives, providing a straightforward and accessible explanation. Drawing from my own research endeavors, I appreciate the practical tips offered, such as the need for specificity and clarity when formulating research questions. The article serves as a valuable resource for students and researchers, offering a concise roadmap for crafting well-defined research goals and objectives. Whether you’re a novice or an experienced researcher, this article provides practical insights that contribute to the foundational aspects of a successful research endeavor.

A great thanks for you. it is really amazing explanation. I grasp a lot and one step up to research knowledge.

I really found these tips helpful. Thank you very much Grad Coach.

I found this article helpful. Thanks for sharing this.

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• Research Objectives | Definition & Examples

Research Objectives | Definition & Examples

Published on July 12, 2022 by Eoghan Ryan . Revised on November 20, 2023.

Research objectives describe what your research is trying to achieve and explain why you are pursuing it. They summarize the approach and purpose of your project and help to focus your research.

Your objectives should appear in the introduction of your research paper , at the end of your problem statement . They should:

• Establish the scope and depth of your project
• Contribute to your research design
• Indicate how your project will contribute to existing knowledge

Table of contents

What is a research objective, why are research objectives important, how to write research aims and objectives, smart research objectives, other interesting articles, frequently asked questions about research objectives.

Research objectives describe what your research project intends to accomplish. They should guide every step of the research process , including how you collect data , build your argument , and develop your conclusions .

Your research objectives may evolve slightly as your research progresses, but they should always line up with the research carried out and the actual content of your paper.

Research aims

A distinction is often made between research objectives and research aims.

A research aim typically refers to a broad statement indicating the general purpose of your research project. It should appear at the end of your problem statement, before your research objectives.

Your research objectives are more specific than your research aim and indicate the particular focus and approach of your project. Though you will only have one research aim, you will likely have several research objectives.

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Research objectives are important because they:

• Establish the scope and depth of your project: This helps you avoid unnecessary research. It also means that your research methods and conclusions can easily be evaluated .
• Contribute to your research design: When you know what your objectives are, you have a clearer idea of what methods are most appropriate for your research.
• Indicate how your project will contribute to extant research: They allow you to display your knowledge of up-to-date research, employ or build on current research methods, and attempt to contribute to recent debates.

Once you’ve established a research problem you want to address, you need to decide how you will address it. This is where your research aim and objectives come in.

Step 1: Decide on a general aim

Your research aim should reflect your research problem and should be relatively broad.

Step 2: Decide on specific objectives

Break down your aim into a limited number of steps that will help you resolve your research problem. What specific aspects of the problem do you want to examine or understand?

Step 3: Formulate your aims and objectives

Once you’ve established your research aim and objectives, you need to explain them clearly and concisely to the reader.

You’ll lay out your aims and objectives at the end of your problem statement, which appears in your introduction. Frame them as clear declarative statements, and use appropriate verbs to accurately characterize the work that you will carry out.

The acronym “SMART” is commonly used in relation to research objectives. It states that your objectives should be:

• Specific: Make sure your objectives aren’t overly vague. Your research needs to be clearly defined in order to get useful results.
• Measurable: Know how you’ll measure whether your objectives have been achieved.
• Achievable: Your objectives may be challenging, but they should be feasible. Make sure that relevant groundwork has been done on your topic or that relevant primary or secondary sources exist. Also ensure that you have access to relevant research facilities (labs, library resources , research databases , etc.).
• Relevant: Make sure that they directly address the research problem you want to work on and that they contribute to the current state of research in your field.
• Time-based: Set clear deadlines for objectives to ensure that the project stays on track.

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If you want to know more about the research process , methodology , research bias , or statistics , make sure to check out some of our other articles with explanations and examples.

Methodology

• Sampling methods
• Simple random sampling
• Stratified sampling
• Cluster sampling
• Likert scales
• Reproducibility

 Statistics

• Null hypothesis
• Statistical power
• Probability distribution
• Effect size
• Poisson distribution

Research bias

• Optimism bias
• Cognitive bias
• Implicit bias
• Hawthorne effect
• Anchoring bias
• Explicit bias

Research objectives describe what you intend your research project to accomplish.

They summarize the approach and purpose of the project and help to focus your research.

Your objectives should appear in the introduction of your research paper , at the end of your problem statement .

Your research objectives indicate how you’ll try to address your research problem and should be specific:

Once you’ve decided on your research objectives , you need to explain them in your paper, at the end of your problem statement .

Keep your research objectives clear and concise, and use appropriate verbs to accurately convey the work that you will carry out for each one.

I will compare …

A research aim is a broad statement indicating the general purpose of your research project. It should appear in your introduction at the end of your problem statement , before your research objectives.

Research objectives are more specific than your research aim. They indicate the specific ways you’ll address the overarching aim.

Scope of research is determined at the beginning of your research process , prior to the data collection stage. Sometimes called “scope of study,” your scope delineates what will and will not be covered in your project. It helps you focus your work and your time, ensuring that you’ll be able to achieve your goals and outcomes.

Defining a scope can be very useful in any research project, from a research proposal to a thesis or dissertation . A scope is needed for all types of research: quantitative , qualitative , and mixed methods .

To define your scope of research, consider the following:

• Budget constraints or any specifics of grant funding
• Your proposed timeline and duration
• Specifics about your population of study, your proposed sample size , and the research methodology you’ll pursue
• Any inclusion and exclusion criteria
• Any anticipated control , extraneous , or confounding variables that could bias your research if not accounted for properly.

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Home » Research Objectives – Types, Examples and Writing Guide

Research Objectives – Types, Examples and Writing Guide

Table of Contents

Research Objectives

Research objectives refer to the specific goals or aims of a research study. They provide a clear and concise description of what the researcher hopes to achieve by conducting the research . The objectives are typically based on the research questions and hypotheses formulated at the beginning of the study and are used to guide the research process.

Types of Research Objectives

Here are the different types of research objectives in research:

• Exploratory Objectives: These objectives are used to explore a topic, issue, or phenomenon that has not been studied in-depth before. The aim of exploratory research is to gain a better understanding of the subject matter and generate new ideas and hypotheses .
• Descriptive Objectives: These objectives aim to describe the characteristics, features, or attributes of a particular population, group, or phenomenon. Descriptive research answers the “what” questions and provides a snapshot of the subject matter.
• Explanatory Objectives : These objectives aim to explain the relationships between variables or factors. Explanatory research seeks to identify the cause-and-effect relationships between different phenomena.
• Predictive Objectives: These objectives aim to predict future events or outcomes based on existing data or trends. Predictive research uses statistical models to forecast future trends or outcomes.
• Evaluative Objectives : These objectives aim to evaluate the effectiveness or impact of a program, intervention, or policy. Evaluative research seeks to assess the outcomes or results of a particular intervention or program.
• Prescriptive Objectives: These objectives aim to provide recommendations or solutions to a particular problem or issue. Prescriptive research identifies the best course of action based on the results of the study.
• Diagnostic Objectives : These objectives aim to identify the causes or factors contributing to a particular problem or issue. Diagnostic research seeks to uncover the underlying reasons for a particular phenomenon.
• Comparative Objectives: These objectives aim to compare two or more groups, populations, or phenomena to identify similarities and differences. Comparative research is used to determine which group or approach is more effective or has better outcomes.
• Historical Objectives: These objectives aim to examine past events, trends, or phenomena to gain a better understanding of their significance and impact. Historical research uses archival data, documents, and records to study past events.
• Ethnographic Objectives : These objectives aim to understand the culture, beliefs, and practices of a particular group or community. Ethnographic research involves immersive fieldwork and observation to gain an insider’s perspective of the group being studied.
• Action-oriented Objectives: These objectives aim to bring about social or organizational change. Action-oriented research seeks to identify practical solutions to social problems and to promote positive change in society.
• Conceptual Objectives: These objectives aim to develop new theories, models, or frameworks to explain a particular phenomenon or set of phenomena. Conceptual research seeks to provide a deeper understanding of the subject matter by developing new theoretical perspectives.
• Methodological Objectives: These objectives aim to develop and improve research methods and techniques. Methodological research seeks to advance the field of research by improving the validity, reliability, and accuracy of research methods and tools.
• Theoretical Objectives : These objectives aim to test and refine existing theories or to develop new theoretical perspectives. Theoretical research seeks to advance the field of knowledge by testing and refining existing theories or by developing new theoretical frameworks.
• Measurement Objectives : These objectives aim to develop and validate measurement instruments, such as surveys, questionnaires, and tests. Measurement research seeks to improve the quality and reliability of data collection and analysis by developing and testing new measurement tools.
• Design Objectives : These objectives aim to develop and refine research designs, such as experimental, quasi-experimental, and observational designs. Design research seeks to improve the quality and validity of research by developing and testing new research designs.
• Sampling Objectives: These objectives aim to develop and refine sampling techniques, such as probability and non-probability sampling methods. Sampling research seeks to improve the representativeness and generalizability of research findings by developing and testing new sampling techniques.

How to Write Research Objectives

Writing clear and concise research objectives is an important part of any research project, as it helps to guide the study and ensure that it is focused and relevant. Here are some steps to follow when writing research objectives:

• Identify the research problem : Before you can write research objectives, you need to identify the research problem you are trying to address. This should be a clear and specific problem that can be addressed through research.
• Define the research questions : Based on the research problem, define the research questions you want to answer. These questions should be specific and should guide the research process.
• Identify the variables : Identify the key variables that you will be studying in your research. These are the factors that you will be measuring, manipulating, or analyzing to answer your research questions.
• Write specific objectives: Write specific, measurable objectives that will help you answer your research questions. These objectives should be clear and concise and should indicate what you hope to achieve through your research.
• Use the SMART criteria: To ensure that your research objectives are well-defined and achievable, use the SMART criteria. This means that your objectives should be Specific, Measurable, Achievable, Relevant, and Time-bound.
• Revise and refine: Once you have written your research objectives, revise and refine them to ensure that they are clear, concise, and achievable. Make sure that they align with your research questions and variables, and that they will help you answer your research problem.

Example of Research Objectives

Examples of research objectives Could be:

Research Objectives for the topic of “The Impact of Artificial Intelligence on Employment”:

• To investigate the effects of the adoption of AI on employment trends across various industries and occupations.
• To explore the potential for AI to create new job opportunities and transform existing roles in the workforce.
• To examine the social and economic implications of the widespread use of AI for employment, including issues such as income inequality and access to education and training.
• To identify the skills and competencies that will be required for individuals to thrive in an AI-driven workplace, and to explore the role of education and training in developing these skills.
• To evaluate the ethical and legal considerations surrounding the use of AI for employment, including issues such as bias, privacy, and the responsibility of employers and policymakers to protect workers’ rights.

When to Write Research Objectives

• At the beginning of a research project : Research objectives should be identified and written down before starting a research project. This helps to ensure that the project is focused and that data collection and analysis efforts are aligned with the intended purpose of the research.
• When refining research questions: Writing research objectives can help to clarify and refine research questions. Objectives provide a more concrete and specific framework for addressing research questions, which can improve the overall quality and direction of a research project.
• After conducting a literature review : Conducting a literature review can help to identify gaps in knowledge and areas that require further research. Writing research objectives can help to define and focus the research effort in these areas.
• When developing a research proposal: Research objectives are an important component of a research proposal. They help to articulate the purpose and scope of the research, and provide a clear and concise summary of the expected outcomes and contributions of the research.
• When seeking funding for research: Funding agencies often require a detailed description of research objectives as part of a funding proposal. Writing clear and specific research objectives can help to demonstrate the significance and potential impact of a research project, and increase the chances of securing funding.
• When designing a research study : Research objectives guide the design and implementation of a research study. They help to identify the appropriate research methods, sampling strategies, data collection and analysis techniques, and other relevant aspects of the study design.
• When communicating research findings: Research objectives provide a clear and concise summary of the main research questions and outcomes. They are often included in research reports and publications, and can help to ensure that the research findings are communicated effectively and accurately to a wide range of audiences.
• When evaluating research outcomes : Research objectives provide a basis for evaluating the success of a research project. They help to measure the degree to which research questions have been answered and the extent to which research outcomes have been achieved.
• When conducting research in a team : Writing research objectives can facilitate communication and collaboration within a research team. Objectives provide a shared understanding of the research purpose and goals, and can help to ensure that team members are working towards a common objective.

Purpose of Research Objectives

Some of the main purposes of research objectives include:

• To clarify the research question or problem : Research objectives help to define the specific aspects of the research question or problem that the study aims to address. This makes it easier to design a study that is focused and relevant.
• To guide the research design: Research objectives help to determine the research design, including the research methods, data collection techniques, and sampling strategy. This ensures that the study is structured and efficient.
• To measure progress : Research objectives provide a way to measure progress throughout the research process. They help the researcher to evaluate whether they are on track and meeting their goals.
• To communicate the research goals : Research objectives provide a clear and concise description of the research goals. This helps to communicate the purpose of the study to other researchers, stakeholders, and the general public.

Advantages of Research Objectives

Here are some advantages of having well-defined research objectives:

• Focus : Research objectives help to focus the research effort on specific areas of inquiry. By identifying clear research questions, the researcher can narrow down the scope of the study and avoid getting sidetracked by irrelevant information.
• Clarity : Clearly stated research objectives provide a roadmap for the research study. They provide a clear direction for the research, making it easier for the researcher to stay on track and achieve their goals.
• Measurability : Well-defined research objectives provide measurable outcomes that can be used to evaluate the success of the research project. This helps to ensure that the research is effective and that the research goals are achieved.
• Feasibility : Research objectives help to ensure that the research project is feasible. By clearly defining the research goals, the researcher can identify the resources required to achieve those goals and determine whether those resources are available.
• Relevance : Research objectives help to ensure that the research study is relevant and meaningful. By identifying specific research questions, the researcher can ensure that the study addresses important issues and contributes to the existing body of knowledge.

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• Aims and Objectives – A Guide for Academic Writing
• Doing a PhD

One of the most important aspects of a thesis, dissertation or research paper is the correct formulation of the aims and objectives. This is because your aims and objectives will establish the scope, depth and direction that your research will ultimately take. An effective set of aims and objectives will give your research focus and your reader clarity, with your aims indicating what is to be achieved, and your objectives indicating how it will be achieved.

Introduction

There is no getting away from the importance of the aims and objectives in determining the success of your research project. Unfortunately, however, it is an aspect that many students struggle with, and ultimately end up doing poorly. Given their importance, if you suspect that there is even the smallest possibility that you belong to this group of students, we strongly recommend you read this page in full.

This page describes what research aims and objectives are, how they differ from each other, how to write them correctly, and the common mistakes students make and how to avoid them. An example of a good aim and objectives from a past thesis has also been deconstructed to help your understanding.

What Are Aims and Objectives?

Research aims.

A research aim describes the main goal or the overarching purpose of your research project.

In doing so, it acts as a focal point for your research and provides your readers with clarity as to what your study is all about. Because of this, research aims are almost always located within its own subsection under the introduction section of a research document, regardless of whether it’s a thesis , a dissertation, or a research paper .

A research aim is usually formulated as a broad statement of the main goal of the research and can range in length from a single sentence to a short paragraph. Although the exact format may vary according to preference, they should all describe why your research is needed (i.e. the context), what it sets out to accomplish (the actual aim) and, briefly, how it intends to accomplish it (overview of your objectives).

To give an example, we have extracted the following research aim from a real PhD thesis:

Example of a Research Aim

The role of diametrical cup deformation as a factor to unsatisfactory implant performance has not been widely reported. The aim of this thesis was to gain an understanding of the diametrical deformation behaviour of acetabular cups and shells following impaction into the reamed acetabulum. The influence of a range of factors on deformation was investigated to ascertain if cup and shell deformation may be high enough to potentially contribute to early failure and high wear rates in metal-on-metal implants.

Note: Extracted with permission from thesis titled “T he Impact And Deformation Of Press-Fit Metal Acetabular Components ” produced by Dr H Hothi of previously Queen Mary University of London.

Research Objectives

Where a research aim specifies what your study will answer, research objectives specify how your study will answer it.

They divide your research aim into several smaller parts, each of which represents a key section of your research project. As a result, almost all research objectives take the form of a numbered list, with each item usually receiving its own chapter in a dissertation or thesis.

Following the example of the research aim shared above, here are it’s real research objectives as an example:

Example of a Research Objective

• Develop finite element models using explicit dynamics to mimic mallet blows during cup/shell insertion, initially using simplified experimentally validated foam models to represent the acetabulum.
• Investigate the number, velocity and position of impacts needed to insert a cup.
• Determine the relationship between the size of interference between the cup and cavity and deformation for different cup types.
• Investigate the influence of non-uniform cup support and varying the orientation of the component in the cavity on deformation.
• Examine the influence of errors during reaming of the acetabulum which introduce ovality to the cavity.
• Determine the relationship between changes in the geometry of the component and deformation for different cup designs.
• Develop three dimensional pelvis models with non-uniform bone material properties from a range of patients with varying bone quality.
• Use the key parameters that influence deformation, as identified in the foam models to determine the range of deformations that may occur clinically using the anatomic models and if these deformations are clinically significant.

It’s worth noting that researchers sometimes use research questions instead of research objectives, or in other cases both. From a high-level perspective, research questions and research objectives make the same statements, but just in different formats.

Taking the first three research objectives as an example, they can be restructured into research questions as follows:

Restructuring Research Objectives as Research Questions

• Can finite element models using simplified experimentally validated foam models to represent the acetabulum together with explicit dynamics be used to mimic mallet blows during cup/shell insertion?
• What is the number, velocity and position of impacts needed to insert a cup?
• What is the relationship between the size of interference between the cup and cavity and deformation for different cup types?

Difference Between Aims and Objectives

Hopefully the above explanations make clear the differences between aims and objectives, but to clarify:

• The research aim focus on what the research project is intended to achieve; research objectives focus on how the aim will be achieved.
• Research aims are relatively broad; research objectives are specific.
• Research aims focus on a project’s long-term outcomes; research objectives focus on its immediate, short-term outcomes.
• A research aim can be written in a single sentence or short paragraph; research objectives should be written as a numbered list.

How to Write Aims and Objectives

Before we discuss how to write a clear set of research aims and objectives, we should make it clear that there is no single way they must be written. Each researcher will approach their aims and objectives slightly differently, and often your supervisor will influence the formulation of yours on the basis of their own preferences.

Regardless, there are some basic principles that you should observe for good practice; these principles are described below.

Your aim should be made up of three parts that answer the below questions:

• Why is this research required?
• What is this research about?
• How are you going to do it?

The easiest way to achieve this would be to address each question in its own sentence, although it does not matter whether you combine them or write multiple sentences for each, the key is to address each one.

The first question, why , provides context to your research project, the second question, what , describes the aim of your research, and the last question, how , acts as an introduction to your objectives which will immediately follow.

Scroll through the image set below to see the ‘why, what and how’ associated with our research aim example.

Note: Your research aims need not be limited to one. Some individuals per to define one broad ‘overarching aim’ of a project and then adopt two or three specific research aims for their thesis or dissertation. Remember, however, that in order for your assessors to consider your research project complete, you will need to prove you have fulfilled all of the aims you set out to achieve. Therefore, while having more than one research aim is not necessarily disadvantageous, consider whether a single overarching one will do.

Research Objectives

Each of your research objectives should be SMART :

• Specific – is there any ambiguity in the action you are going to undertake, or is it focused and well-defined?
• Measurable – how will you measure progress and determine when you have achieved the action?
• Achievable – do you have the support, resources and facilities required to carry out the action?
• Relevant – is the action essential to the achievement of your research aim?
• Timebound – can you realistically complete the action in the available time alongside your other research tasks?

In addition to being SMART, your research objectives should start with a verb that helps communicate your intent. Common research verbs include:

Table of Research Verbs to Use in Aims and Objectives

Last, format your objectives into a numbered list. This is because when you write your thesis or dissertation, you will at times need to make reference to a specific research objective; structuring your research objectives in a numbered list will provide a clear way of doing this.

To bring all this together, let’s compare the first research objective in the previous example with the above guidance:

Checking Research Objective Example Against Recommended Approach

Research Objective:

1. Develop finite element models using explicit dynamics to mimic mallet blows during cup/shell insertion, initially using simplified experimentally validated foam models to represent the acetabulum.

Checking Against Recommended Approach:

Q: Is it specific? A: Yes, it is clear what the student intends to do (produce a finite element model), why they intend to do it (mimic cup/shell blows) and their parameters have been well-defined ( using simplified experimentally validated foam models to represent the acetabulum ).

Q: Is it measurable? A: Yes, it is clear that the research objective will be achieved once the finite element model is complete.

Q: Is it achievable? A: Yes, provided the student has access to a computer lab, modelling software and laboratory data.

Q: Is it relevant? A: Yes, mimicking impacts to a cup/shell is fundamental to the overall aim of understanding how they deform when impacted upon.

Q: Is it timebound? A: Yes, it is possible to create a limited-scope finite element model in a relatively short time, especially if you already have experience in modelling.

Q: Does it start with a verb? A: Yes, it starts with ‘develop’, which makes the intent of the objective immediately clear.

Q: Is it a numbered list? A: Yes, it is the first research objective in a list of eight.

Mistakes in Writing Research Aims and Objectives

1. making your research aim too broad.

Having a research aim too broad becomes very difficult to achieve. Normally, this occurs when a student develops their research aim before they have a good understanding of what they want to research. Remember that at the end of your project and during your viva defence , you will have to prove that you have achieved your research aims; if they are too broad, this will be an almost impossible task. In the early stages of your research project, your priority should be to narrow your study to a specific area. A good way to do this is to take the time to study existing literature, question their current approaches, findings and limitations, and consider whether there are any recurring gaps that could be investigated .

Note: Achieving a set of aims does not necessarily mean proving or disproving a theory or hypothesis, even if your research aim was to, but having done enough work to provide a useful and original insight into the principles that underlie your research aim.

2. Making Your Research Objectives Too Ambitious

Be realistic about what you can achieve in the time you have available. It is natural to want to set ambitious research objectives that require sophisticated data collection and analysis, but only completing this with six months before the end of your PhD registration period is not a worthwhile trade-off.

3. Formulating Repetitive Research Objectives

Each research objective should have its own purpose and distinct measurable outcome. To this effect, a common mistake is to form research objectives which have large amounts of overlap. This makes it difficult to determine when an objective is truly complete, and also presents challenges in estimating the duration of objectives when creating your project timeline. It also makes it difficult to structure your thesis into unique chapters, making it more challenging for you to write and for your audience to read.

Fortunately, this oversight can be easily avoided by using SMART objectives.

Hopefully, you now have a good idea of how to create an effective set of aims and objectives for your research project, whether it be a thesis, dissertation or research paper. While it may be tempting to dive directly into your research, spending time on getting your aims and objectives right will give your research clear direction. This won’t only reduce the likelihood of problems arising later down the line, but will also lead to a more thorough and coherent research project.

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Crafting Clear Pathways: Writing Objectives in Research Papers

Struggling to write research objectives? Follow our easy steps to learn how to craft effective and compelling objectives in research papers.

Are you struggling to define the goals and direction of your research? Are you losing yourself while doing research and tend to go astray from the intended research topic? Fear not, as many face the same problem and it is quite understandable to overcome this, a concept called research objective comes into play here.

In this article, we’ll delve into the world of the objectives in research papers and why they are essential for a successful study. We will be studying what they are and how they are used in research.

What is a Research Objective?

A research objective is a clear and specific goal that a researcher aims to achieve through a research study. It serves as a roadmap for the research, providing direction and focus. Research objectives are formulated based on the research questions or hypotheses, and they help in defining the scope of the study and guiding the research design and methodology. They also assist in evaluating the success and outcomes of the research.

Types of Research Objectives

There are typically three main types of objectives in a research paper:

• Exploratory Objectives: These objectives are focused on gaining a deeper understanding of a particular phenomenon, topic, or issue. Exploratory research objectives aim to explore and identify new ideas, insights, or patterns that were previously unknown or poorly understood. This type of objective is commonly used in preliminary or qualitative studies.
• Descriptive Objectives: Descriptive objectives seek to describe and document the characteristics, behaviors, or attributes of a specific population, event, or phenomenon. The purpose is to provide a comprehensive and accurate account of the subject of study. Descriptive research objectives often involve collecting and analyzing data through surveys, observations, or archival research.
• Explanatory or Causal Objectives: Explanatory objectives aim to establish a cause-and-effect relationship between variables or factors. These objectives focus on understanding why certain events or phenomena occur and how they are related to each other. 

Also Read: What are the types of research?

Steps for Writing Objectives in Research Paper

1. identify the research topic:.

Clearly define the subject or topic of your research. This will provide a broad context for developing specific research objectives.

2. Conduct a Literature Review

Review existing literature and research related to your topic. This will help you understand the current state of knowledge, identify any research gaps, and refine your research objectives accordingly.

3. Identify the Research Questions or Hypotheses

Formulate specific research questions or hypotheses that you want to address in your study. These questions should be directly related to your research topic and guide the development of your research objectives.

4. Focus on Specific Goals

Break down the broader research questions or hypothesis into specific goals or objectives. Each objective should focus on a particular aspect of your research topic and be achievable within the scope of your study.

5. Use Clear and Measurable Language

Write your research objectives using clear and precise language. Avoid vague terms and use specific and measurable terms that can be observed, analyzed, or measured.

6. Consider Feasibility

Ensure that your research objectives are feasible within the available resources, time constraints, and ethical considerations. They should be realistic and attainable given the limitations of your study.

7. Prioritize Objectives

If you have multiple research objectives, prioritize them based on their importance and relevance to your overall research goals. This will help you allocate resources and focus your efforts accordingly.

8. Review and Refine

Review your research objectives to ensure they align with your research questions or hypotheses, and revise them if necessary. Seek feedback from peers or advisors to ensure clarity and coherence.

Tips for Writing Objectives in Research Paper

1. be clear and specific.

Clearly state what you intend to achieve with your research. Use specific language that leaves no room for ambiguity or confusion. This ensures that your objectives are well-defined and focused.

2. Use Action Verbs

Begin each research objective with an action verb that describes a measurable action or outcome. This helps make your objectives more actionable and measurable.

3. Align with Research Questions or Hypotheses

Your research objectives should directly address the research questions or hypotheses you have formulated. Ensure there is a clear connection between them to maintain coherence in your study.

4. Be Realistic and Feasible

Set research objectives that are attainable within the constraints of your study, including available resources, time, and ethical considerations. Unrealistic objectives may undermine the validity and reliability of your research.

5. Consider Relevance and Significance

Your research objectives should be relevant to your research topic and contribute to the broader field of study. Consider the potential impact and significance of achieving the objectives.

SMART Goals for Writing Research Objectives

To ensure that your research objectives are well-defined and effectively guide your study, you can apply the SMART framework. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. Here’s how you can make your research objectives SMART:

• Specific : Clearly state what you want to achieve in a precise and specific manner. Avoid vague or generalized language. Specify the population, variables, or phenomena of interest.
• Measurable : Ensure that your research objectives can be quantified or observed in a measurable way. This allows for objective evaluation and assessment of progress.
• Achievable : Set research objectives that are realistic and attainable within the available resources, time, and scope of your study. Consider the feasibility of conducting the research and collecting the necessary data.
• Relevant : Ensure that your research objectives are directly relevant to your research topic and contribute to the broader knowledge or understanding of the field. They should align with the purpose and significance of your study.
• Time-bound : Set a specific timeframe or deadline for achieving your research objectives. This helps create a sense of urgency and provides a clear timeline for your study.

Examples of Research Objectives

Here are some examples of research objectives from various fields of study:

• To examine the relationship between social media usage and self-esteem among young adults aged 18-25 in order to understand the potential impact on mental well-being.
• To assess the effectiveness of a mindfulness-based intervention in reducing stress levels and improving coping mechanisms among individuals diagnosed with anxiety disorders.
• To investigate the factors influencing consumer purchasing decisions in the e-commerce industry, with a focus on the role of online reviews and social media influencers.
• To analyze the effects of climate change on the biodiversity of coral reefs in a specific region, using remote sensing techniques and field surveys.

Importance of Research Objectives

Research objectives play a crucial role in the research process and hold significant importance for several reasons:

• Guiding the Research Process: Research objectives provide a clear roadmap for the entire research process. They help researchers stay focused and on track, ensuring that the study remains purposeful and relevant. 
• Defining the Scope of the Study: Research objectives help in determining the boundaries and scope of the study. They clarify what aspects of the research topic will be explored and what will be excluded. 
• Providing Direction for Data Collection and Analysis: Research objectives assist in identifying the type of data to be collected and the methods of data collection. They also guide the selection of appropriate data analysis techniques. 
• Evaluating the Success of the Study: Research objectives serve as benchmarks for evaluating the success and outcomes of the research. They provide measurable criteria against which the researcher can assess whether the objectives have been met or not. 
• Enhancing Communication and Collaboration: Clearly defined research objectives facilitate effective communication and collaboration among researchers, advisors, and stakeholders. 

Common Mistakes to Avoid While Writing Research Objectives

When writing research objectives, it’s important to be aware of common mistakes and pitfalls that can undermine the effectiveness and clarity of your objectives. Here are some common mistakes to avoid:

• Vague or Ambiguous Language: One of the key mistakes is using vague or ambiguous language that lacks specificity. Ensure that your research objectives are clearly and precisely stated, leaving no room for misinterpretation or confusion.
• Lack of Measurability: Research objectives should be measurable, meaning that they should allow for the collection of data or evidence that can be quantified or observed. Avoid setting objectives that cannot be measured or assessed objectively.
• Lack of Alignment with Research Questions or Hypotheses: Your research objectives should directly align with the research questions or hypotheses you have formulated. Make sure there is a clear connection between them to maintain coherence in your study.
• Overgeneralization : Avoid writing research objectives that are too broad or encompass too many variables or phenomena. Overgeneralized objectives may lead to a lack of focus or feasibility in conducting the research.
• Unrealistic or Unattainable Objectives: Ensure that your research objectives are realistic and attainable within the available resources, time, and scope of your study. Setting unrealistic objectives may compromise the validity and reliability of your research.

In conclusion, research objectives are integral to the success and effectiveness of any research study. They provide a clear direction, focus, and purpose, guiding the entire research process from start to finish. By formulating specific, measurable, achievable, relevant, and time-bound objectives, researchers can define the scope of their study, guide data collection and analysis, and evaluate the outcomes of their research.

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About Sowjanya Pedada

Sowjanya is a passionate writer and an avid reader. She holds MBA in Agribusiness Management and now is working as a content writer. She loves to play with words and hopes to make a difference in the world through her writings. Apart from writing, she is interested in reading fiction novels and doing craftwork. She also loves to travel and explore different cuisines and spend time with her family and friends.

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Frequently asked questions

How do i write a research objective.

Once you’ve decided on your research objectives , you need to explain them in your paper, at the end of your problem statement.

Keep your research objectives clear and concise, and use appropriate verbs to accurately convey the work that you will carry out for each one.

I will compare …

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Verbs Used to Write Research Objectives

Related Papers

Shadi Diab , Badie Sartawi

Bloom's Taxonomy (BT) have been used to classify the objectives of learning outcome by dividing the learning into three different domains; the cognitive domain, the effective domain and the psychomotor domain. In this paper, we are introducing a new approach to classify the questions and learning outcome statements (LOS) into Blooms taxonomy (BT) and to verify BT verb lists, which are being cited and used by academicians to write questions and (LOS). An experiment was designed to investigate the semantic relationship between the action verbs used in both questions and LOS to obtain more accurate classification of the levels of BT. A sample of 775 different action verbs collected from different universities allows us to measure an accurate and clear-cut cognitive level for the action verb. It is worth mentioning that natural language processing techniques were used to develop our rules as to induce the questions into chunks in order to extract the action verbs. Our proposed solution was able to classify the action verb into a precise level of the cognitive domain. We, on our side, have tested and evaluated our proposed solution using confusion matrix. The results of evaluation tests yielded 97% for the macro average of precision and 90% for F1. Thus, the outcome of the research suggests that it is crucial to analyse and verify the action verbs cited and used by academicians to write LOS and classify their questions based on blooms taxonomy in order to obtain a definite and more accurate classification.

Ahmar Mahboob , Koay Lee Cheng , Lungguh Bangga

This workbook is designed to help students write a literature review, specifically aimed at the field of Applied Linguistics and/or those involved in project development. The material included in the workbook was initially developed by students enrolled in Educational Linguistics unit (LNGS7102) in semester 1, 2018 to aid first semester applied linguistic students to develop their academic writing skills. In developing this workbook, we carried out register analysis on sample literature reviews written by high scoring students to develop an understanding of the linguistic features of literature reviews. We used this analysis to develop the material for this workbook. We hope that other students will find it useful as well. This workbook is an example of an outcome of subaltern linguistics, where a group of students worked together under my guidance to create a resource to support the needs of other students in our Department. Subaltern linguistics is an attempt to create material, resources, and practices that contributes to supporting our local communities.

Dr. Ahmed Gumaa Siddiek

This study emerges from the need of English Language Teachers in Sudan and Jordan to lay appropriate assessment strategies to meet the anticipated educational objectives among the learners of English. It is also hoped to improve language assessment in similar educational environments in the Arab world. We intended to find out the level of consistency between the educational objectives of the English language syllabus and the English language examinations in these two countries. These examinations are expected to have some beneficial washback on English pedagogy in general and on reading and writing skills in particular. These tests can be used as benchmark for the effectiveness of the teaching and the learning performance in the classroom. We found that most of the reading questions in EL examination focus on testing the low order of thinking such as knowledge and comprehension; which negatively affect the critical thinking abilities among these young learners. The study yielded many other findings but the most important is the negligence of testing speaking and listening skills which renders the standardized English language examinations in Sudan and Jordan to be incomprehensive, but on the other hand the study revealed that these examinations had some content validity. 1. Statement of the Problem In this paper we will be tracing the points of strength and weakness in the school certificate English examinations in Sudan and Jordan, to measure the degree of consistency of the educational objectives of the English language syllabus as reflected by scholastic achievement examinations in both countries. The study also aims at investigating how the thinking skills in the cognitive domain of Bloom's Taxonomy of Educational Objectives could be applied in these examinations, and to what extent can language teaching help to develop some of the general educational objectives such as critical thinking within the community of the young learners of English in particular. To achieve this purpose analyses were to a pool of examinations papers and the syllabi from both countries. We as language teachers came to notice the absence of testing listening and speaking skills in these examinations. So we may infer that these examinations do not comply with the objectives of the English language teaching in both countries.

Andrew Johnson

Direct instruction is a structured form of teaching where students receive information directly from a teacher. All teachers use direct and explicit instruction in some form to teach necessary skills. However, direct instruction should be thought of as a pedagogical skill, not a method or an approach to reading instruction. That is, it should never be used as the sole form of reading instruction. Sadly, this is often the only type of instruction that struggling readers and students with intellectual disabilities receive.

International Education Studies

Akiko Nagao

This study examined the progress of English as a foreign language (EFL) writers using the instructional framework of systemic functional linguistics (SFL) and the communities of practice (CoPs) model. The study participants comprised 11 first-year undergraduate students in Japan with intermediate-level English proficiency who were exposed to SFL in a single EFL classroom (CoP). The participants’ genre understanding and meaning-making decisions when writing discussion essays were studied over two semester-long courses. To do so, their developmental changes were analyzed using pre- and post-instructional writing tasks. In particular, their ability to convey interpersonal meaning, such as through the use of modal verbs, was examined and compared between the pre- and post-tasks. To triangulate the findings, participants’ genre awareness in relation to discussion essays was also examined using in-depth qualitative analysis of their self-reflective texts and peer assessments, based on a grounded theory approach. In the pre-writing task, it was apparent that the learners lacked understanding of the components of discussion essay writing. However, analysis of their post-instructional tasks revealed that most had begun to apply the language components required to convey interpersonal meaning in their discussion genre texts. These results suggest that the changes in learner’s genre awareness and knowledge affected the lexicogrammatical features they used when writing discussion essays. Thus, this study concludes that applying the SFL framework to writing instruction enhanced EFL learners’ awareness of textual meaning and their understanding of the function of discussion essay texts.

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There is so far only limited research that applies a corpus-based approach to the study of the Arabic language. The primary purpose of this paper is therefore to explore the verb systems of Arabic and English using the Quranic Arabic Corpus, focussing on their similarities and differences in tense and aspect as expressed by verb structures and their morphology. Understanding the use of different verb structures, participles, and auxiliary verbs that are used to indicate time and actions may be one way to improve translation quality between analysis of the corpus data can be categorised and calculated and can then potentially be used to improve the translation between the two languages.

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In 2011, the Hellenic Quality Assurance and Accreditation Agency prepared and distributed a course outline template, in paper format, to be filled in by the university tutors. This template contains details about learning outcomes, generic skills, teaching and assessment procedures for each course. The teaching staff, having little knowledge on the aforementioned topics, faced serious difficulties in filling it in. Thus, we developed a web-based information system for outlining courses in our institution. It guides the user (tutor) step-by-step to properly record, document and store every detail of a course, and export it to a pdf file. Additionally, by recording the information in a database, it allows any kind of queries, thus it offers various statistics in university/school/departmental level on the usage of verbs of the Bloom's taxonomy, about the nurtured generic skills, about the students' workload per course, etc. The system is user-friendly, according to the results of a short survey, and it is fully expandable. This paper focuses on the presentation of the web-based system application along with the benefits it introduces firstly for the tutors and secondly for the quality assurance team of the university.

Poems and Short stories are a tool to improve learners reading skills. A number of authors have shown the positive effects of the use of literature (DASKALOVSKA, DIMOVA 2012) TAKAHASHI, 2015. Much research has been conducted to show possible approaches towards using literature as an effective tool to the development in a foreign language. This work proposes some activities for English classes which aim to explore literary texts in the classroom focusing on reading abilities. These activities use authentic materials and they can be applied by English teachers to improve EFL (English as a Foreign Language) in pupils’ reading skills. Keywords: Literature Teaching in the EFL/ Context. Poems. Short stories.

Mary F Rice

Experts in course design, by contrast, have reported that they feel their work is to design a template of curriculum materials for a general population of students, but that teachers, parents, and on-site mentors must be the ones to individualize for students with special needs, even when other personalization features are embedded in the course (Rice, Mellard, Pace, & Carter, 2016). Thus, while online learning, with its promise of flexibility, holds potential to mitigate multiple dilemmas in providing high quality education to large numbers of students, new challenges are also introduced. One challenge is that taking a course online requires new or alternatively applied instructional design and delivery practices (Dick & Carey, 2005). Course materials would then be accessible and easier for all teachers and all students to use (Archambault & Crippen, 2009; Picciano & Seaman, 2008). With these understandings in mind, the purpose of this inquiry was to examine the practices around accessibility of two teams of course designers as they wrote Algebra II courses in a large virtual school program. During the study, specific attention was given to barriers that course designers encountered for making content accessible and the strategies that members of the team employed as they worked. This technical report is intended to support the work of course design where instructional materials are made with attention to disability.

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This research aims to investigate the students' ability and problems in writing introduction section of research proposal. This study has been conducted in an undergraduate English study program a University in Banten. The documentation/selection of students' research proposal was conducted by choosing nine students' research proposals from fifty seven students to represent different levels of achievement. It uses text analysis and in-depth interview to investigate the students' performance in writing a research proposal. These findings implicate that most students faced difficulties in presenting arguments in terms of justifications. Second, most students were not aware that there are standard models in writing a research proposal, especially in terms of its elements and linguistic features, which are widely accepted in the field of English Language Teaching (ELT). This study supports the extensive research into academic writing that emphasizes the importance of explicit teaching of the structure of specific written genres, particularly a research proposal, to second-language students.

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Develop a Research Strategy

• Developing & Analyzing Your Topic

What You Will Learn

Watch the video, why keywords, brainstorming keywords, stuck try background research.

• Constructing an Effective Search
• Research is a Process: Refining & Broadening

This guide teaches why keywords are important and methods for brainstorming so you can successfully use keywords to search. You will learn how to get better results in library databases and on the web by using keywords.

You use keywords all the time searching on the web via Google or your search engine of choice. Each word you plug in a search box is a keyword, but they don't work quite the same in library databases as with Google. Typing a question or phrase describing a topic into a library database will likely give zero or very few results. Why?

Databases don't understand natural language and will only return results containing all of the words you put the search box.

For this reason, you need to  break your topic down into concepts or specific keywords that are most important to the search . Take a look at this topic:

The key elements of this research question are: social conditions, terrorist organizations, and Israel. The causal relationship is already implied by searching for the keywords together, thus cause and growth are not necessary as keywords.

Knowing the most important elements of your topic, the next step is brainstorming out potential keywords: related words, broader and more specific words, and synonyms – words that mean the same thing.

Synonyms are especially important because the words other people use may not be the same ones you naturally think of. Library database searches depend on what words the author used and what words are assigned to articles by the indexers, called subjects or subject headings. 

Let’s brainstorm out our topic.  Keywords Include:

• social conditions - social aspects, social psychology, social policy, human rights, religion
• terrorist organizations - terrorism, terrorist, suicide bombings
• Israel - Israeli, Palestine, Middle East

Read up on the topic in encyclopedias or on reputable websites.

Often it just takes a bit of time reading general overviews of a topic to identify recurring keywords, people, and the like.

Run a basic search in a library research database appropriate for you topic.

Doing a simple search with a broad keyword or two will give you a good idea of what's available. Once you have some results:

• Read short articles for general information.
• Look for articles with strong bibliographies--a great place to start exploring.
• Take a look at the subjects being generated from your keywords. Anything useful?
• << Previous: Developing & Analyzing Your Topic
• Next: Constructing an Effective Search >>

• Last Updated: Jan 6, 2023 12:05 PM
• URL: https://guides.norwich.edu/researchstrategy

Bloom’s Taxonomy

Ivan Andreev

Demand Generation & Capture Strategist

ivan.andreev@valamis.com

June 23, 2022 · updated April 3, 2024

7 minute read

Are you trying to teach people without identifying educational objectives? If you keep doing that, your learners may waste their time succeeding in things that are of no use to them. To avoid that, clarify your instructional goals using Bloom’s Taxonomy.

This article will help you learn:

What is Bloom’s Taxonomy?

Original bloom’s taxonomy, revised bloom’s taxonomy, bloom’s taxonomy levels.

• Why Bloom’s Taxonomy is important?

Bloom’s Taxonomy verbs

Bloom’s Taxonomy attempts to classify learning stages from remembering facts to creating new ideas based on the acquired knowledge.

The idea of Bloom’s Taxonomy is that learning is a consecutive process. Before applying a concept in real life, we must understand it. Before we understand a concept, we must remember the key facts related to it.

Although initially described as a framework, it is now often depicted as a pyramid.

The basis of the pyramid is Knowledge , the first level of learning. Above it lies Comprehension , Application , Analysis , Synthesis and Evaluation . Each level above builds upon the one below, so you can only move up the pyramid one step at a time.

In the context of employee learning and development , Bloom’s Taxonomy guides corporate training by focusing on critical thinking over simple memorization. Created in 1956 and updated in 2001, it helps trainers design programs that teach employees to think deeply and solve problems effectively, matching today’s fast-paced work environments.

Now, we are diving into both versions and see how they apply to our learning strategies.

The original taxonomy was first described in 1956 in the book Taxonomy of Educational Objectives by American educational psychologist Benjamin Bloom and his coauthors Max Englehart, Edward Furst, Walter Hill, and David Krathwohl. Their book classifies learning goals into one of the categories mentioned above (from Knowledge to Evaluation).

Their goal was to provide teachers with a common vocabulary to discuss curricular and evaluation problems with greater precision.

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The taxonomy of educational objectives was supposed to help teachers speak the same language and thus “facilitate the exchange of information about their curricular developments and evaluation devices.”

Though it was designed primarily for college professors, it finally became popular among educators, from K-12 teachers to corporate trainers.

Since its publication, the book has been translated into more than twenty languages and is now used for instructional design worldwide. However, it is currently more often applied in its revised version.

Comparison image of the original vs. revised Bloom’s Taxonomies

To provide learners with clearer instructional goals, a group of researchers led by Bloom’s colleague David Krathwohl and one of Bloom’s students, Lorin Anderson, revised the taxonomy in 2001.

In the new variant, nouns were replaced by action verbs. Also, the two highest levels of the taxonomy were swapped. The new learning stages are Remember , Understand , Apply , Analyze , Evaluate and Create . The authors also defined cognitive processes associated with these instructional goals. For example, the ability to remember requires recognizing and recalling .

Let’s take a closer look at each learning stage, based on the book describing the revised framework A Taxonomy For Learning, Teaching and Assessing by Krahtwohl and Anderson. The authors recommend reading the name of each learning category as though preceded by the phrase “The student is able to…” or “The student learns to…”

1. Remember

This stage of learning is about memorizing basic facts, dates, events, persons, places, concepts and patterns.

In corporate training, remembering is about memorizing key company facts, product details, compliance rules, or standard operating procedures. For example, learners might be asked to recall:

• The core values of the company.
• Safety protocols for their work environment.
• Key product features and benefits.

This stage involves recognizing (product names, or safety signs from memory) and recalling (memorizing and retrieving important company policies or product information).

2. Understand

Understanding in a corporate setting moves learners beyond rote memorization, encouraging them to explain concepts in their own words or interpret data. Examples include:

• Describing the impact of a new policy on daily operations.
• Interpreting a sales graph to summarize quarterly performance.

Key processes here include:

• interpreting data,
• exemplifying through case studies,
• classifying types of customer feedback,
• summarizing project reports,
• inferring conclusions from meeting discussions,
• comparing different leadership styles,
• and explaining the rationale behind strategic decisions.

Now, it’s time to use learned information in new but related contexts, such as solving problems or executing tasks based on training.

Corporate learners might be tasked with:

• Applying a new sales technique in a role-play scenario.
• Using a software tool to manage customer relationships.

This stage emphasizes executing (following a procedure for a familiar task) and implementing (applying a procedure in a new context).

Analysis in corporate training entails breaking down complex information or processes to understand their components and relationships.

Learners might:

• Analyze sales data to identify trends.
• Examine a project’s failure to pinpoint contributing factors.

Activities focus on differentiating between relevant and irrelevant data, organizing parts of a project to outline its structure, and attributing causes to an outcome, such as determining the factors leading to a successful product launch.

5. Evaluate

Evaluation requires judgment and critical thinking to assess the value or effectiveness of something, based on criteria and standards. In a corporate environment, this could involve:

• Assessing the feasibility of a new market expansion plan.
• Critiquing a proposed project management approach.

Learners engage in checking (evaluating the consistency of an argument) and critiquing (judging a proposal against set criteria).

Creation, the pinnacle of Bloom’s Taxonomy, entails producing something new or original. This stage is vital for innovation within the company. Examples include:

• Designing a marketing strategy for a new product.
• Developing a training program for new hires.

Key cognitive processes are generating (coming up with a new business strategy), planning (outlining a project plan), and producing (creating a new product design).

Why Bloom’s Taxonomy is important

Bloom’s Taxonomy can help educators map learning within a single lesson or even a whole course.

Using the taxonomy as a guide, trainers can identify clear instructional goals corresponding to each taxonomy level and create plans to achieve them.

By setting achievable objectives for learners, instructors make them more active and responsible for their education.

The taxonomy can also be useful for evaluating learners correctly.

For L&D professionals and instructional designers, applying Bloom’s Taxonomy to corporate training programs ensures not just the acquisition of knowledge, but the development of skills that enhance employees’ ability to innovate, solve problems, and make informed decisions, driving business success and personal growth.

When talking about Bloom’s taxonomy, action verbs associated with the categories and cognitive processes are often mentioned. Instructors use these verbs to describe activities required for achieving educational objectives corresponding to each level.

For instance, at the analyzing level, the Azusa Pacific University recommends using verbs like “compare” , “distinguish” , and “simplify” when formulating instructional tasks.

There is a list of Bloom’s taxonomy verbs , created by the University of Arkansas . Using these verbs can help learners explicitly navigate what they must do to demonstrate their mastery of the objective.

However, neither Bloom’s original book nor his followers’ book contains a list of such verbs. The authors of a study of 47 verb lists collected from 35 universities and textbooks note: “There was very little agreement between these lists, most of which were not supported by evidence explaining where the verbs came from.”

Nevertheless, given that such lists of verbs are being created anyway, the authors identified verbs that appeared in more than 50% of the listings. Then they identified verbs for which 50% of their appearances were in one specific tier. Using these verbs, the authors constructed “A Master List of Action Verbs for Learning Outcomes.”

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Measurable Performance Verbs for Writing Objectives

Do not use the following verbs in your objectives: Know, Comprehend, Understand, Appreciate, Familiarize, Study, Be Aware, Become Acquainted with, Gain Knowledge of, Cover, Learn, Realize. These are not measurable!

Knowledge Verbs

Count, Define, Draw, Identify, Indicate, List, Name, Point, Quote, recognize, Recall, Recite, Read, Record, Repeat, State, Tabulate, Trace, Write  

Comprehension Verbs

Associate, Compare, Compute, Contrast, Describe, Differentiate, Discuss, Distinguish, Estimate, Interpret, Interpolate, Predict, Translate  

Application Verbs

Apply, Calculate, Classify, Complete, Demonstrate, Employ, Examine, Illustrate, Practice, Relate, Solve, Use, Utilize  

Analysis Verbs

Order, Group, Translate, Transform, Analyze, Detect, Explain, Infer, Separate, Summarize, Construct  

Synthesis Verbs

Arrange, Combine, Construct, Create, Design, Develop, Formulate, Generalize, Integrate, Organize, Plan, Prepare, Prescribe, Produce, Propose, Specify  

Evaluation Verbs

Appraise, Assess, Critique, Determine, Evaluate, Grade, Judge, Measure, Rank, Rate, Select, Test, Recommend

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Keyword Research: An In-Depth Beginner’s Guide

Keyword research is the foundation of search engine optimization. This guide covers what it is and how you should do keyword research.

Keyword research is the foundation of search engine optimization, and without it, you cannot expect to create sustainable and repeatable visibility.

Today, SEO is a much wider discipline than in the early days of the industry and has been segmented into many verticals.

But, at the core, SEO is about finding opportunities online and capturing relevant traffic to a website through visibility in search engines. Keyword research is at the heart of that SEO strategy.

This guide explains what keyword research is, why it’s important, and how you can make a start for a successful SEO strategy.

What Is Keyword Research?

Keyword research is a process of finding words, queries, and phrases that users are searching for, which means a keyword that has search volume.

Research involves connecting the relevance of keywords to a website and its individual pages so that the user can find the best page to answer their query, known as search intent.

Keyword research also involves categorizing search queries into the different stages of a user journey and different categories of search, such as transactional, navigational, and informational.

Good keyword research enables users to find what they need:

• Shoppers who want to buy something can find the right product page.
• A user that wants to know ‘how to’ can find a page that explains a process in-depth.
• Users who want to research a person or brand can find out about that entity.

Keyword research should also carefully consider if ranking on a keyword is worth the effort it would take to rank highly and get visitors. Not all traffic is equal.

Download the ebook, How To Do Keyword Research For SEO .

Why Keyword Research Is Important For SEO

A search engine is an information retrieval system built around the queries that a user inputs to find an answer or relevant information to their search query.

The predominant focus of Google is to connect a user with the best answer to their query and the best website page so that a user is satisfied. Understanding this underlines SEO.

Good keyword research is the foundation of how a business can connect with its potential customers and audience. Understanding this helps to understand a good SEO strategy.

A business strategy starts with understanding its audience and their needs.

• What do they want?
• What do they need?
• What keeps them awake at night?
• What could solve their problem?

Keyword research is an extension of understanding your audience by first considering their needs and then the phrases, keywords, or queries they use to find solutions.

Keyword research is also important for SEO because it can show you where the opportunities are by knowing what your audience is searching for.

This will help you to find new areas of business and to prioritize where to focus attention and resources.

Keyword research will also help you to calculate where you can expect a return on investment to justify your efforts:

• Can a keyword deliver relevant traffic that has the possibility to convert to an end goal?
• What is an estimation of that traffic, and how much is each visitor worth to your business?

Basically, keyword research is the ultimate business research tool.

Read more: Why Keywords Are Still So Very Important For SEO

Keyword Research Basics

Monthly search volume.

Monthly Search Volume (MSV) is a predominant measure of keyword value. It’s a useful metric as a starting point to consider if anyone is searching for that keyword, but it shouldn’t be used in isolation or as the only measure of value.

Just because a keyword has a high MSV doesn’t mean it is the right keyword for you to rank on.

High-volume keywords generally deliver ‘browsing’ traffic at the top of the funnel. They are useful for brand awareness but not for direct conversion.

Low-volume keywords can be much more valuable because they can deliver users who are ready to buy a product.

Read more: A Complete Guide To Keyword Search Volume For SEO

User Intent

User intent refers to what type of result they want to see when they search for a query – the intention of their search.

You will hear user intent talked about a lot in keyword research, as it is one of the most important factors in the process.

User intent is important in two ways, firstly because your primary aim in creating content and pages on a website are to provide a user with information that they want to know.

There’s no point in creating a page about what you care about – your user only cares about their problems and needs.

You can have the best page in the world about the history of cupcakes, but if a user searching for [cupcake] wants a recipe for cupcakes, then they will not click on your link.

Secondly, Google considers relevance when serving results pages (as we said above, they want to deliver the best result for a query). So, the better your page fits user intent, the better it might rank.

Read more: How People Search: Understanding User Intent

When Google considers which pages it will show in search results, the algorithm will look at other pages that users are clicking on for that query.

If we have a query such as [cupcake], Google has to consider if a user wants to know what a cupcake is, how to make a cupcake, or wants to buy a cupcake.

By looking at a search result page, you can get a good idea of user intent from the other results.

Reviewing the search results page of a query should be part of your research process for every keyword you want to consider.

Keyword relevance and user intent are much the same things. It’s about knowing what the user really means when they search. This is more ambiguous for head keywords and less so for long-tail queries.

Long-Tail keywords

Long-tail keywords are called long-tail because they fall to the right of the search demand curve – where the graph looks like a long tail stretching to the right.

The search demand curve is a graph that shows keywords with high volume to the left and lower search volumes to the right.

Longer queries that are more focused fall to the right. Head terms with broad meaning and high volume fall to the left.

The value of long-tail keywords is that they are usually highly focused terms that convert well, as users are actively looking for something very specific.

For example, [iPhone 13] is a head term with high volume (2.7 million MSV), and [Best affordable iPhone 13 cases] (210 MSV) is a long-tail keyword with far fewer searches but would have a high conversion rate.

Long-tail keywords are useful to include in a keyword strategy because they are usually much easier to rank for and achievable for a new website, and the cumulative volume of many long-tail keywords adds up to considerable targeted traffic.

This is a much more stable strategy than focusing on one high-volume ambiguous keyword.

Read more: Long-Tail Keyword Strategy: Why & How To Target Intent For SEO

Types Of Search Query

There are four types of keywords that are useful to understand as they categorize the different user intents and can help when planning a keyword strategy.

• Informational – users looking for information or an answer to a question (top of the funnel).
• Navigational – users wanting to find a specific brand, site, or page (brand searches).
• Commercial – users researching brands, products, or services (middle of the funnel).
• Transactional – users ready to complete a purchase or action (bottom of the funnel).

Local keywords can also be considered another category.

How To Do Keyword Research

Now that you have a better understanding of the basics of keyword research, we can look at where you would start with your research and keyword strategy.

1. How To Find Keyword Ideas

The first stage of keyword research is to brainstorm ideas for seed keywords, and there are several ways to do this.

Your Target Audience

Everything starts with your audience and what they want. Think about their needs, wants, and especially their pain points and problems.

Start to compile your wide list of words, ideas, and topics that surround your niche or business.

Think About Questions

Question-based keyword queries are valuable as they can help you to capture featured snippets and can be a way to jump rank on highly competitive keywords.

Ask your sales team and review CRM data to find the questions that your audience is asking.

Also, think of question modifiers that will start to build out your list:

• What [is a road bike].
• How to [ride a road bike].
• When is [the best time to service a road bike].
• What is [the best road bike].
• Where is [road bike shop].

Current Site Queries

If your site already has some online history, then Google Search Console can tell you what Google thinks your website is relevant for. This is insightful to tell you if your site is conveying the right message and to find opportunities.

If Google is showing a lot of queries that have nothing to do with your product or brand, then you need to apply more keyword focus to your pages.

Look for queries that are position 10 or greater, have reasonable impressions, and you think are relevant to your business.

These are potential quick-win opportunities that you can capture by making improvements and optimizing pages for the query.

Read more: A Complete Google Search Console Guide For SEO Pros

Competitors’ Keywords

Your competitors are a gold mine of information because they might already have invested in extensive research.

A business should be constantly monitoring its competitors anyway, so keep an eye on what content they are producing and the terms they target.

A keyword gap analysis will help you find opportunities your competitors are targeting that you might not have considered.

Read more: Competitor Keyword Analysis: 5 Ways To Fill The Gaps In Your Organic Strategy & Get More Traffic

Seed Keywords

Start with high-level ‘seed’ keywords that you can use as a starting point to then open up variants and related queries.

Seed keywords are ‘big’ head terms such as [iPhone], [trainers], [road bike], or [cupcake].

For each seed keyword, start to think of topics that are related:

• Road bike maintenance.
• Road bike training.
• Road bike clothing.
• Road bike lights.

Also, use question modifiers and buying modifiers such as:

• Best [road bike].
• Buy [road bike].
• Price [for women’s road bike].
• [road bikes for hire] near me.
• Reviews [of road bikes under $1,000].

When you have finished this process, you should have a raw list of potential keywords grouped in topics – such as maintenance, clothing, training, etc.

2. How To Analyze Keywords

Once you have your raw list, it’s time to start to analyze and sort by value and opportunity.

Search Volume

Search volume will tell you if anyone is actively searching for this term.

For a first-stage strategy, you should aim for keywords with a mid-range and long-tail volume for quick wins and then build up to approach more competitive terms with higher volumes.

Head keywords with super high volumes (like ‘iPhone’) are not the best keywords to focus on as they can be too ambiguous and rarely have a specific intent.

Also, the amount of work that is needed to rank can be too high a barrier for entry unless you have an established domain of significant authority.

If a tool shows a keyword with zero search volume, this doesn’t always mean you should discard the term.

If the keyword is shown in the tool, then there can be value to consider targeting it in your strategy. However, make sure you know your audience and what is relevant to them before you invest resources in a zero-volume keyword.

Read more: Why You Should Target Zero Search Volume Keywords

Search Intent

After you have sorted your raw lists by search volumes, it’s then time to review the intent for each keyword that you would like to target.

The SERP will tell you everything that you need to know, and you should always review SERPs for clues on how to construct content and rank.

Look at the other listing that rank highly:

• Are they ‘how-to’ guides that indicate it’s informational?
• Do the titles say ‘buy,’ ‘best,’ or include product names?
• Is there a shopping carousel that indicates a buying keyword?
• Is there a location map that indicates it’s a local search?

Tag each keyword type and then consider which are the strongest keywords from each group.

You can also use a research tool that will tell you the type of keyword.

Topic Clusters

Grouping keywords into topic clusters is an advanced keyword strategy that can help to strengthen the topic authority of a site.

To do this, you would start with a high-volume head keyword and then research a series of keywords that supports that head term.

After creating pages of content that target each keyword, you use internal linking to connect pages with the same topic.

Read more: Keyword Clusters: How To Level Up Your SEO Content Strategy

3. How To Choose Organic Keywords

After sorting the volumes, intent, and topics, you will need to decide if you have a chance of ranking on a term by looking at how much competition there is for each keyword.

Keyword Difficulty

Keyword difficulty is one of the most important keyword metrics when doing your research.

If a keyword is so competitive that you need hundreds of thousands of dollars to rank, then you need to get strategic.

The easiest way to calculate keyword difficulty is to use a research tool that gives a score for each keyword.

Or, you can refer to Google Keyword Planner Tool and look at the CPC and level of difficulty. The higher the CPC bid, the higher the competition.

If you are starting out, first approach the lower competition keywords that are achievable and then build your way up to more competitive terms.

Read more: Why Keyword Research Is Useful For SEO & How To Rank

Connecting To Your Objectives And Goals

Unless a keyword can actually deliver a result for you – do you want to target it?

As we said above, targeting head terms is not the best strategy as they will, at best, deliver browsing or drive-by visitors. Unless you are a big brand with a big budget that is aiming for brand awareness, this is not the best application of your resources and budget.

Choosing your keyword priority should start with what can give you the best return in the shortest time frame.

Good keyword research is not just about trying to target a high-volume popular keyword. A good keyword strategy is about finding the right keywords for your needs and outcome. Always keep that front and center.

Read more: How To Calculate ROI For SEO When Targeting A Set Of Keywords

Watch John Mueller talk about ranking for head keywords in this video from the 38:55 minute mark.

Using Keyword Research Tools

Doing your research without a tool is limited; for the most in-depth keyword research, you need help to find keyword opportunities you had not thought of.

The following keyword research tools are all free versions that you can start out with.

Google Keyword Planner

The original keyword tool has evolved over the years, but it still remains one of the best free keyword tools and a good starting point to find seed keywords and keyword ideas.

The Google tool is aligned with Google Ads, so the data is skewed towards paid ads but is still valuable for research.

You need a Google Ads account to access the tool. Google will try to force you to set up an active campaign, but you can access the account by setting up an account without a campaign.

Without a campaign running, you will only get limited search volumes displayed in ranges, but the tool is still useful for its suggestions of keyword ideas. If you have an active campaign, Google will show you the monthly search volume.

You can add up to 10 seed keywords and get a list of suggested keywords, and run competitor URLs in the tool to find keywords they are targeting. Doing this is a great place to start building out raw lists of keywords to work from.

Read more: How To Use Google Keyword Planner

Read more: 9 Creative Ways To Use Google’s Keyword Planner Tool

Google Trends

Google Trends offers data based on actual search query data. It doesn’t provide search volumes, but the data in Google trends can be compared with actual search volumes from other tools so you can get a comparative feel of what the actual volumes are.

Where Trends excels is to identify trending topics and subtopics in a niche and to find geographic search trends in a local area. Trends will recommend related keywords that are currently growing in popularity.

As part of a keyword strategy, this can show you where to focus resources and when to stop investing in terms.

Read more: How To Use Google Trends For SEO

Google Autocomplete

Previously known as Suggest, Autocomplete is integrated into the Google search box to help users complete their search with what Google calls ‘predictions.’

Google takes its predictions from common searches and trending searches.

As the suggestions are all variations around the topic you are typing, the results shown give you an insight into other related terms that users could be looking for.

Checking the predictions that Google provides in Autocomplete can help you find more variations and keywords to consider.

Read more: Google Autocomplete: A Complete SEO Guide

Answer The Public

Answer The Public is a powerful tool that scrapes data from Google Autocomplete and connects a seed keyword with a variety of modifiers to produce a list of variants.

Answer The Public will quickly provide a list of suggestions, especially based on questions that you can use as a raw list to then review.

Read more: More Free Keyword Research Tools

Paid Keyword Research Tools

Free keyword tools are great to get you started and to create raw lists of keywords that you can then drill into.

However, for the best results, you might want to invest in a paid competitive analysis tool that can help you get monthly search volume and keyword difficulty data.

Some tools will also help with assigning topics and clustering for more advanced keyword strategies.

Anyone who does keyword research in-depth or to an advanced level will have their own process. They will also use a variety of tools and a combination of paid and free resources to get the best results.

Read more: Best Keyword Research Tools

Advanced Keyword Strategies

Now that you have an understanding of how to get started with keyword research, experiment with a few different websites and niches. Doing the work yourself is the best way to learn.

Once you have a better understanding in practice, move into more advanced methods and strategies to take your keyword research to the next level.

Advanced Keyword Research

• B2B Keyword Research Done Right With Practical Examples
• Keyword Clusters: How To Level Up Your SEO Content Strategy
• Building A Keyword Strategy For Comparison Content

Featured Image: Paulo Bobita/Search Engine Journal

Shelley Walsh is the SEO Content Strategist at SEJ & produces the Pioneers, a series about the history of SEO ...

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Setting Achievable Goals in Keyword Research: A Roadmap to Success

Have you ever felt lost in the vast realm of keyword research, struggling to find a path towards success? Don't worry, you're not alone. Navigating the world of SEO can be like embarking on a journey without a roadmap. But fear not, fellow explorer, for in this article, we will unravel the secrets of setting achievable goals in keyword research - your compass to triumph! Grab your magnifying glass and join us as we embark on a road trip to SEO success, one keyword at a time.

Understanding the Importance of Setting Achievable Goals in Keyword Research

Understanding the importance of setting achievable goals in keyword research is vital. Without clear goals, the research process can become aimless, resulting in wasted time and effort. Setting achievable goals helps to provide direction and focus, enabling researchers to identify the keywords that will have the most impact on their website's visibility and traffic.

For example, a goal could be to target long-tail keywords with low competition to increase organic search traffic. By setting specific goals, researchers can prioritize their efforts and ensure they are making the most effective use of their resources.

Benefits of Setting Clear Goals in Keyword Research

• Provides focus and direction : Setting clear goals helps in narrowing down the focus of keyword research, allowing marketers to prioritize and target specific keywords that align with their objectives.
• Improves efficiency : Clear goals eliminate the guesswork and enable marketers to efficiently allocate their time and resources towards the most relevant keywords, avoiding wasted efforts on irrelevant ones.
• Enhances relevance and user experience : Setting goals ensures that keywords selected are highly relevant to the target audience, resulting in improved user experience and better engagement on the website.
• Facilitates tracking and measurement : Clear goals enable marketers to track and measure the performance of keywords against predetermined benchmarks, providing insights for future optimization and decision-making.

By setting clear goals in keyword research, marketers can achieve greater efficiency, relevance, and effectiveness in their SEO strategies.

Defining Keyword Research Goals

Identifying the purpose and objectives.

Identifying the purpose and objectives is vital in keyword research. It helps you understand what you want to achieve and how to optimize your content. For instance, if your goal is to increase brand visibility, you may want to focus on high-ranking keywords related to your industry. On the other hand, if your objective is to drive conversions, you should concentrate on long-tail keywords with commercial intent.

By defining your purpose and objectives, you can create targeted content that aligns with your goals and resonates with your target audience .

Establishing Specific and Measurable Goals

Establishing specific and measurable goals is vital for successful keyword research. This process enables you to focus your efforts and track your progress effectively. Start by defining your objective clearly, such as increasing organic traffic or improving conversion rates. Then, break down your goal into smaller, measurable targets, such as ranking on the first page for specific keywords or achieving a certain increase in click-through rates.

By setting specific and measurable goals, you canbetter prioritize your strategies and evaluate their effectiveness.

For example, instead of aiming to "improve SEO," set a goal of achieving a 20% increase in organic traffic within three months.

Aligning Goals with Business Objectives

Aligning goals with business objectives is crucial for successful keyword research. By doing so, businesses can ensure that their keyword strategy is aligned with their broader business goals. This alignment helps in maximizing the effectiveness and impact of keyword research efforts.

For example, if a business aims to increase website traffic and improve brand visibility, their keyword research goals could include identifying high-traffic keywords and optimizing content accordingly. On the other hand, if the objective is to target a specific audience segment, the focus could be on finding relevant long-tail keywords. Aligning keyword research goals with business objectives ensures that efforts are directed towards achieving desired outcomes and driving overall business success .

Real-Life Examples of Effective Keyword Research Goals

Real-life examples of effective keyword research goals include understanding user intent. By analyzing search queries, marketers can identify the specific information or solutions users are seeking. For instance, a beauty brand might discover that people are searching for "best moisturizer for dry skin." Armed with this insight, the brand can create targeted content and optimize their website to attract users looking for that specific product.

Another example is discovering long-tail keywords with high search volume. By targeting less competitive but relevant keywords like "affordable organic dog food," an e-commerce site can attract more qualified traffic and potentially increase sales.

Developing a Roadmap for Keyword Research Success

Conducting preliminary research and analysis.

Conducting preliminary research and analysis is a crucial step in effective keyword research. By delving into this process, you can gain valuable insights into search trends, competitor strategies, and user intent. Start by identifying your target audience and their intent behind the search queries. Use tools like Google Trends and keyword research platforms to explore popular topics and related keywords.

Analyze your competitors' websites to understand their keyword usage and content strategies. This research will help you uncover opportunities and refine your own keyword strategy for better visibility and relevance in search results.

Selecting the Right Tools and Resources

When it comes to keyword research goals, selecting the right tools and resources is vital. These tools can provide valuable insights and help you uncover profitable keyword opportunities. For instance, keyword research tools can provide data on search volume, competition, and related keywords. Analyzing competitor websites can also be a valuable resource by identifying keywords they are ranking for.

Additionally, utilizing Google's autocomplete feature can give you ideas for long-tail keywords. By choosing the appropriate tools and resources, you can optimize your keyword research process and improve your chances of ranking higher in search engine results pages.

Segmenting and Prioritizing Target Keywords

Segmenting and prioritizing target keywords is an important aspect of keyword research. By categorizing keywords into different groups based on their relevance and search volume, you can better understand your target audience's search intent. This allows you to strategically focus on the keywords that are most likely to drive traffic and conversions to your website.

For example, if you run an e-commerce store selling clothing, you may want to prioritize keywords related to specific types of clothing, such as "men's t-shirts" or "women's dresses", over more generic keywords like "clothing store". This approach helps you optimize your website and content for the keywords that are most valuable to your business.

Setting Realistic Timeframes and Milestones

Setting realistic timeframes and milestones is vital for successful keyword research. It allows you to stay on track and measure progress. Start by assessing the scope and complexity of your goals. Break them down into smaller, achievable tasks or milestones. Consider the resources and team capacity available to ensure realistic timelines.

For example, if your goal is to identify high-ranking keywords for your website, set a milestone for completing the initial research within two weeks. This approach allows you to stay focused and motivated while making steady progress towards your keyword research goals.

Executing Effective Keyword Research Strategies

Implementing a systematic approach.

Implementing a systematic approach is important for achieving effective keyword research goals. This involves breaking down the process into manageable steps and following a structured framework. Start by defining your target audience and understanding their search intent. Conduct thorough competitor analysis to identify gaps and opportunities. Use keyword research tools to generate a list of relevant keywords and prioritize them based on search volume and competition.

Continuously monitor and analyze performance to optimize your keyword strategy over time. By following a systematic approach, you can make informed decisions and improve your chances of success in search engine optimization.

Analyzing Competitor Keywords

Analyzing competitor keywords is a crucial step in keyword research. It helps you understand what keywords your competitors are targeting and how well they are ranking for those keywords. By analyzing competitor keywords, you can identify gaps and opportunities for your own keyword strategy.

For example, if you notice that a competitor is ranking well for a certain keyword, you can consider targeting a similar keyword to compete with them.

Additionally, analyzing competitor keywords can give you insights into the overall landscape of your industry and help you stay ahead of the curve.

Conducting Long-Tail Keyword Research

When conducting long-tail keyword research, the goal is to find specific and highly targeted keywords that have relatively low competition. This allows for better visibility in search engine results and more qualified traffic to a website. One way to conduct this type of research is by using keyword research tools to identify relevant long-tail keywords related to a specific topic or niche.

For example, if the topic is "healthy recipes," a long-tail keyword could be "easy healthy dinner recipes for busy moms." By targeting these specific keywords, website owners can attract a more specific audience and increase their chances of conversion.

Using Keyword Research Tools

Using keyword research tools is essential for achieving your keyword research goals. These tools provide valuable insights into the search volume, competition, and trends surrounding specific keywords. By analyzing this data, you can identify high-potential keywords to optimize your content for and improve your chances of ranking higher in search engine results.

For example, if you run a blog about healthy recipes and use a keyword research tool, you may discover that the keyword "easy vegetarian meals" has a high search volume and low competition. This information can help you tailor your content to address this popular and less competitive topic, increasing your chances of attracting organic traffic.

Analyzing Search Volume and Competition

Analyzing search volume and competition is crucial for effective keyword research. By understanding the search volume, you can identify the popularity and demand for specific keywords or phrases. This helps you prioritize which keywords to target based on their potential traffic.

Additionally, analyzing competition gives you insights into the difficulty of ranking for certain keywords. By assessing the level of competition, you can determine the feasibility of ranking well in search engine results.

For example, if a keyword has high search volume but also high competition, you may need to reconsider your strategy or focus on long-tail keywords.

Measuring and Evaluating Keyword Research Success

Tracking keyword rankings and performance.

Tracking keyword rankings and performance is an important aspect of keyword research. It allows you to monitor how your website is performing in search engine results for specific keywords. By tracking your rankings, you can identify which keywords are driving the most traffic and conversions, and which ones you may need to optimize further.

This data provides valuable insights into the effectiveness of your SEO strategy and helps you make data-driven decisions to improve your website's visibility and organic traffic. Use tools like Google Search Console or third-party software to track your keyword rankings and regularly analyze the results to inform your optimization efforts.

Evaluating Traffic and Conversion Metrics

When evaluating traffic and conversion metrics for keyword research goals, it is important to have a clear understanding of what these metrics mean and how they contribute to your overall strategy. Traffic metrics provide insights into the number of visitors coming to your website from specific keywords, while conversion metrics measure the effectiveness of these keywords in driving desired actions, such as purchases or sign-ups.

By analyzing these metrics, you can identify high-performing keywords that are driving valuable traffic and conversions, allowing you to optimize your content and marketing efforts accordingly.

For example, if a specific keyword has a high traffic volume but a low conversion rate, it may indicate a need for better alignment between the keyword and your target audience's intent.

Adapting and Refining Strategies

Adapting and refining strategies is crucial for achieving effective keyword research goals. By actively monitoring and analyzing performance metrics, you can make adjustments to improve your results. For example:

• Analyzing keyword ranking : Track the performance of your keywords regularly to identify areas of improvement.
• Identifying emerging trends : Stay updated with industry shifts to identify new keyword opportunities.
• Refining target audience : Continually assess and refine your target audience to ensure your keywords align with their preferences.
• Testing and iterating : Experiment with different keyword variations and strategies to optimize your approach.

Setting achievable goals in keyword research is crucial for success in digital marketing. Creating a roadmap helps marketers outline their objectives, identify target keywords, and plan an effective strategy. This article offers valuable insights and practical tips for setting goals that are specific, measurable, attainable, relevant, and time-bound (SMART).

By following this roadmap, marketers can optimize their keyword research efforts and improve their online visibility and search engine rankings.

How to Do Keyword Research to Increase Your Traffic and Revenue

August 20, 2023 · 10 min read

In the competitive world of online business, harnessing the power of keyword research is essential for driving targeted traffic and boosting revenue. Keyword research helps you identify the most relevant and high-performing keywords that align with your business goals, enabling you to optimize your website's content and SEO strategies effectively. In this article, we will walk you through the process of conducting keyword research to increase your traffic and revenue.

1. Define Your Objectives

Before diving into keyword research, clearly outline your business objectives. Understand what products, services, or content you want to promote, and identify your target audience . By having a clear vision of your goals, you can tailor your keyword research to meet your specific needs.

2. Utilize Keyword Research Tools

Leverage various keyword search services to gather valuable keyword report. Tools like Google Keyword Planner , Ahrefs , SEMrush , etc. can provide data on search volumes, keyword difficulty, and related keyword suggestions. 

Additionally, consider using a VPN as a tool to explore keywords from different locales by changing your IP address or search region.

3. Brainstorm Seed Keywords

Start your keyword research with seed keywords, which are the basic terms or phrases related to your business. Use your industry knowledge, customer feedback, and common search queries to generate a list of seed keywords. These initial terms will be the foundation for further exploration.

4. Analyze Long-Tail Keywords

After you get a list of seed keywords, make use of your keyword surfer and check Matching terms to unleash all the keywords that contain your targets. Long-tail keywords are longer, more specific phrases that tend to have lower search volumes but higher conversion potential. They often reflect users with clearer intent.   

5. Understand User Intent

When selecting keywords, consider the user intent behind the search. In general, all keywords fall into four groups according to search intent that you can determine with keyword modifiers: 

• Informational: to gain general knowledge of a topic. Keyword modifiers: how, what, who, where, guide, tutorial, tips, etc.)
• Navigational: has an end destination in mind. Keyword modifiers: brand names, name of a product or service.
• Commercial investigation: information on future purchase. Keyword modifiers: best, top, pricing, review, comparison, etc.
• Transactional: shows intent to buy. Keyword modifiers: buy, order, purchase, price, etc.

After you define the search intent for your page, add a list of relevant keyword modifiers to the filter and get the keyword report with all the juicy phrases that fall under your chosen category.

6. Assess Keyword Difficulty and Search Volume

Keyword difficulty measures the competitiveness of a keyword in search engine rankings. High competition keywords can be challenging to rank for, especially if you have a relatively new website. Prioritize keywords with moderate difficulty and decent search volumes to optimize chances of your keyword ranking well.

7. Group Keywords by Topics

 As a single page can rank for hundreds or even thousands of keywords, sort results by parent topic to see if you can target your desired keyword while also covering more general topics on your pages. It's like hitting two birds with one stone! Rather than creating numerous articles, just choose the one with the most search volume, as long as it provides value for your business.

8. Analyze Competitor Keywords

Perform competitor keyword analysis to understand which keywords your competitors are targeting successfully. Tools like Ahrefs' "Competing Domains" feature can help you uncover your competitors' top-performing keywords. Learn from their strategies and identify gaps in the market that you can capitalize on.

9. Assess Ranking Difficulty

There are a few things to look at when assessing the difficulty of ranking on Google for your chosen keyword. Firstly, examine the number of unique sites that are linking to the top-ranking pages. If you find that these pages don't have an overwhelming number of unique links, it's a promising sign that you have a good shot at achieving a high ranking.

Also, take note of the Domain Rating (DR). In the example above, all the ranking pages come from powerful domains. So, if your site has a DR of 15, be prepared to go toe-to-toe with some heavyweight contenders. It's generally better to play in the same Domain Rating ballpark. If not, get ready to build more links than those top-ranking pages.

Keyword research is a powerful tool to boost your website's traffic and revenue. For instance, if you own a construction business, integrating contractor digital marketing services into your keyword strategy can help you connect with clients seeking specialized expertise in the industry. 

By understanding your business objectives, identifying relevant keywords, considering user intent, and regularly doing keyword monitoring, you can create a well-optimized website that attracts the right audience and drives conversions. Embrace the art of keyword research, and you'll unlock the potential for lasting success in the ever-evolving digital landscape.

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4 Things Every Keyword Research Strategy Must Include

Keyword research is a tactic that has consistently evolved with search engine algorithm updates, approaches to content creation, search behavior, and user intent.

Successful keyword research strategies incorporate the following:

• Objectives & Key Results
• Target Audience Behavior
• Opportunities & Priorities through Strong Data
• Pillar Content & Topic Cluster Approach

I’ll dive into these in a moment, but first, some context.

As the daughter of a journalist, I was always taught that writing was an instrumental way to work through challenges.

Writing allows for a safe space to brainstorm, be vulnerable, validate or invalidate a mindset.

In high school, however, it became a regimented task or a learned skill.

Writing in school is more research-oriented, structured, and graded. Now, working in the field of marketing and technology, we have to be conscious of algorithms, search volume, and competition.

Regardless of the time period, Google search update, or type of writing, one thing continues to underpin the work of great writers… research .

As marketers, we are taught to make data-driven decisions to drive our strategies. This is no different when it comes to keyword research .

Why Is Keyword Research Important?

When we write on digital platforms with the intention of having our work found by search engines, our c ontent is judged first by viewers based on the title and description as they appear in the search engine results pages (SERPs).

Think about it - someone has to actually click on your content in a search engine before they can read your website page, article or other form of content.

What is the best way to ensure that your target audience finds - and clicks through on - your content?

Gone are the days of going with your gut instinct on what content feels right or typing in a variety of terms that pop into your head or that you find via Google Keyword Planner (also known as GKP).

At the end of the day, your content should always be produced with the end user in mind ; using the same words they are using to search for answers to their questions and solutions to their problems.

This is why keyword research is so important.

IMPACT’s resident website and inbound strategist, Stacy Willis, explains it best:

“The primary goal of keyword research is to understand how the marketplace is looking for information. Understanding what your audience is looking for, how they are phrasing it, and what other information exists for them is key to determining how you can provide them the most value and that will always be what Google and every other search engine rewards.”

4 Things Every Keyword Research Strategy Must Include

Now that you know why keyword research is important, how do you actually do it?

It's easier said than done, but if you know your business and your audience, you're in a solid place to begin.

1. Establish Objectives & Key Results

Start by taking a look at the big picture. What does success look like to you this year? This quarter?

With this vision in mind, review your current performance using keyword research tools like Google Analytics and SEMrush to get a better understanding of the work that needs to be done.

I recommend that you start by exporting query data into a spreadsheet for easy visualization. Query data can be found by using Google Analytics, Google Search Console, and SEMrush reports to showcase what words (or queries) people are searching for.

There are 9 types of keywords SEOs use when looking to convert website traffic and referring to types of keyword combinations. These keyword types include: short tail, long-tail keywords, short-term (fresh), long-term (evergreen), product defining, customer defining, geo-targeting, LSI (Latent Semantic Indexing), and intent targeting.

The various type of keywords all have their place in a content strategy and should be leveraged based on the objectives and key results that you have set out to achieve. 

These are some of the most common metrics we track when doing keyword research :

Search volume

Cost per click

Traffic (%)

Competition

Often, marketers do not have 100% buy-in from other decision makers within the company when it comes to the objectives and key results they are tracking. What may be important to the marketing team could be less significant to these other stakeholders.

One way to build consensus and reach alignment is to make sure that the metrics you are tracking for keywords will ultimately show a direct impact on the company’s bottom line. That, in my experience, is something that everyone - from the C-Suite to the sales team - can get behind.

2. Target Audience Behavior

Once you have identified the objectives and key results that you’ll be using to determine the effectiveness of your keyword strategy, the next step is to identify topics of interest within the industry or audience segment you are targeting with your content.

A great way to do this is by making a list of the questions that your customers and prospects are actually asking (check out Marcus Sheridan’s BIG 5 article, questions that drive the most traffic, leads, and sales for those smart enough to write about them ). Your service and sales team are good resources for brainstorming this information, as they are more than likely already answering these questions on a daily basis.

If you are struggling to come up with these questions, Marcus says it best:

“You’ve lost touch with your ideal customer or client. If this is the case, it’s time to get with your sales team, customer service team, and everyone else, and relearn what your ideal customer wants to know to be able to make an informed buying decision.”

Once you have developed your list of questions, find out where your audience currently goes to get answers. Consider forums, social groups, communities, thought leaders, conferences, and review sites.

Information about where your audience is consuming content can be found through surveying and market research, looking at a source report in Google Analytics, asking your existing clients, as well as using an incognito window to see what search results come up for the keywords you are considering using.

PRO TIP: Use one of my favorite Chrome extensions,  “Keywords Everywhere” , to get estimates of search volume, competition, and CPC right in the Google search browser.

Here is a screenshot of the features:

3. Identify Opportunities & Priorities through Strong Data

The next step in your keyword research process is to identify keyword and content opportunities by reviewing your current performance and analyzing the competition.

I look at metrics like current ranking position, search volume, and the competition score in Google Analytics and SEMRush. I document it all in IMPACT’s Keyword Research Template  (which you can download and use for yourself).

If you have limited time and resources (like most marketers), focus on the keywords you are close to ranking in the first few positions on the SERPs versus those that are a bigger stretch. This will give you much bigger bang for your buck, along with quicker results.

Here are some guidelines I use to identify the proverbial low hanging fruit when it comes to keyword research:

Already ranking on the first page of the SERPs

High search volume

Low competition score (as a good rule of thumb, look for competition less than .5 or 50%)

Low cost per click (also known as CPC)

Using the criteria above as a guideline, prioritize your list of target keywords..

I like to use color coding for high , medium , and low priority keywords. You can determine the priority of your target keywords based on company goals and the data points I listed above.

I typically start with search volume and competition, then make adjustments based on the remaining data, as follows:

• High Priorities: Top 20 keywords that will drive the greatest impact the quickest, branded keywords, and competitive keywords identified by stakeholders. Also look at keywords utilized in high impact pages such as product, service, and about pages to name a few.
• Medium Priorities: Top 30 keywords found through queries currently ranking but not in a top 5 or page 1 category. In the industry we call these “sleeper keywords” which are found on pages 2 and 3 of search engines.
• Low Priorities: The remaining keywords that are currently ranking for you, competition keywords, and other nice-to-have keywords that could be reprioritized next quarter.

Once you understand your audience behavior, objectives and key results, and know what keywords you are targeting, then you need to determine how it all fits together.

This is where pillar content and topic cluster strategies come into play.

4. Pillar Content & Topic Cluster Approach

Search engines are in the business of solving for the searcher, and that means delivering the best answer, the fastest.

To do this, search engines such as Google and Bing are increasingly relying on artificial intelligence and machine learning as opposed to mathematical algorithms to determine how content should rank because AI more closely approximates how humans search and the answers they are looking for.

The pillar content and topic cluster approach is a search engine optimization strategy that was developed in response to these changes that search engines are making, and is one of the most effective ways to rank for your target keywords.

What is Pillar Content?

Pillar content is a comprehensive resource page or long form article that covers a specific topic in depth and links to other high quality content on the same website that addresses subtopic keywords.

What are Topic Clusters?

Topic clusters are the 6 to 8 articles born from the supporting topics and subtopic keywords that are associated with your pillar. These pages are often in the form of blogs and landing pages that are linked to pillar pages.

When developing a keyword strategy for pillar content and  topic clusters , look for opportunities to categorize the keywords you are focused on , consider synonyms and variations of keywords being used, and look for ways to incorporate existing content into your strategy.

If you are a business owner who focuses primarily on local traffic, ensure your keywords incorporate geo-targeting.

For example, we work with a local IT company in Connecticut who only wants to do business regionally. Their marketing qualified leads must be within the local geographic area where they do business to move to sales qualified status.

In this instance, we created landing pages focused on specific cities within the region and aligned them with the company's service offering.

Today, keyword strategies are far more in depth than they used to be. Take the time to understand your company's goals, your audience's behavior (and intent), and use strong data to drive a successful content strategy. 

Most importantly, remember to keep the user in mind and recognize that your strategy can (and most likely will) always be changing. Search engine algorithms are constantly evolving and your approach will need to evolve with them.

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A Guide to Keyword Research

Kurt Buttress | 9 May 2018

When did you last give any thought to your keyword strategy? Perhaps it's been a while since you checked how well your keywords are performing? If this is true for you, then it's time to make some changes.

The key purpose of keyword research is to gain a deeper insight into your audience; how they search online, which topics most resonate with them and which companies they engage with. Without a keyword strategy in place your content runs the risk of not being sharply relevant to your audience, which will eventually erode your search engine ranking.

Many companies overlook keyword research, basing their strategies on assumptions rather than data. This is akin to chasing traffic through paid media and advertising rather than attracting valuable individuals to you when they are most likely to be responsive. Traffic chasing casts too wide a net. You might generate a lot of traffic, but it will largely consist of people who actually aren’t interested in your content. This will generate a high bounce rate and again, erode your search rank.

To garner quality traffic which turns into quality leads you need to do the keyword groundwork. There are no short cuts to doing this properly. You need to understand your buyer personas' search habits, the keywords they are using right now and build a strategy to attract them with content that uses their keywords in an intelligent, meaningful way. Finally, you need to revisit your keyword strategy at least twice a year to make sure it's still current.

What is Keyword Research?

The proper use of keywords helps users find what they're looking for and helps search engines recognise what your content is about. A strong keyword strategy is imperative to generating relevant, valuable content and a good user experience on your website.

Before we delve into how to get your keyword research done, you need a sure fire starting point for your strategy, namely; the buyer’s journey.

What is the Buyer's Journey?

The buyer's journey is the process followed by each of your site's visitors on their way towards becoming a fully-fledged customer. Traditionally it encompasses the following stages:

• Awareness – the visitor is experiencing symptoms of a problem but needs to do more research to correctly identify it.

• Consideration – the visitor now understands their problem and has an idea of how to solve it, but needs to consider multiple approaches to find the right one for them.

• Decision – the visitor has completed all their research and is now ready to decide on which solution will best serve them. They're ready to make a purchase.

Now, the above probably isn't new to you. Maybe you're fully aware of the nuances of your buyers' respective journeys. You're probably wondering how this applies to your keyword research, and how it's going to help you.

Well, let's take it a step further and dive a bit deeper into the buyer's journey, and see how we can tweak keyword research to fit it.

Aligning Keyword Research to the Buyers' Journey

The Blissfully Unaware

We could consider this the pre-stage of the buyer's journey, in which your potential target has zero awareness of any problems or symptoms, and everything seems to be going swimmingly for them. Can you do keyword research for this stage? Absolutely.

Focus your keyword research here on building a target audience by seeking out potential terms people might search before starting to think about your product. Your goal is to develop an audience by finding topics that'll interest them, and don't necessarily address a particular pain point. This is how you attract the right people to your site before they realise they need you.

Those Becoming Aware

This audience member is feeling the twinging of awareness. They know something isn't quite right, and they're keen to find out what it is and how to name to it. They're not quite sure what it is your brand does at this stage, or even how it could help them (since they're not even sure what's wrong with their situation to begin with). So how does this impact your keyword research?

Start off by making a comprehensive list of all the problems your product or service solves. Now plug those examples into a tool like KeywordTool.io . Select the ones you have the best possible chance of ranking for, factoring in SERP and PPC competition.

Ask yourself how you can address the identified problems through content that'll help shift your target further along their journey. It could be in the form of landing pages, or maybe a blog post. Either way, you'll be able to come up with some strong ideas.

Those Seriously Considering a Fix

At this point your target should have a name for their pain point, and they're considering all their options carefully. Now's your opportunity to position your brand as the answer to all their problems. You don't want to come off salesy or pushy though so keep it subtle. How do you do this in your keyword research?

Take a look at the descriptors associated with your product, service or solution. These descriptive terms can go a long way towards helping you find suitable keywords. If you're not certain what they might be, do a little research – you can draw some fantastic data by using your Net Promoter Score feedback. You need to determine your customer’s language used in reference to your type of value proposition.

Those Ready to Make a Decision

By now your target is clued up on their problem, they've considered all the alternatives and they're ready to make an informed decision. You can capitalise on this stage of the buyer's journey by focusing your keyword research on concepts like comparisons between your products and those of competitors, or specific product features over products that don't boast the same feature set.

Put your "brand vs" into any keyword tool, and see what results are returned. This should give you an idea of areas to focus on. Once you know what your keywords are, you can consider reaching out to comparison sites, sites that focus on Q&A and your affiliates that blog about tools. Moz offers a tip, suggesting that you ask your promoters, once gleaned from your NPS score, to contribute to some of these sites about your product. In doing so your customers will highlight what they think about your offering.

Those Ready to Level Up

You may be thinking, "What level? The Buyer's Journey ends at the Decision phase, doesn’t it? Not quite – you still want to take your buyers from new customers to dedicated, loyal evangelists who are chomping at the bit to tell everyone how great you are.

Consider taking a closer look at your support requests, live chat logs, and commonly asked questions relating to your product or service. The key here is to use your research to address issues your customers may have, before they even think to ask. This is especially important if you're an organisation offering subscription-based services. By knowing what your customers need help with, you can start by creating landing pages and content that addresses their queries.

Taking your keyword research to the next level might mean a bit more SEO work, but it's worth it in the long run to see your target audience growing.

Ready to start you keyword research? We’ve created a quick checklist to run through so you are sure not to miss anything important.

Checklist for your Keyword Research Process

1. am i staying client-focused .

It's important to keep abreast of trends in customer searches, as these have a direct influence on your choice of keyword strategy. Latest trends show that it's increasingly common for searchers to use queries longer than four words, indicating the importance of factoring in long-tail keywords, and not just short phrases or single keywords. Staying ahead of trends in search behaviour is guaranteed to get your keyword strategy off to a good start.

2. Have I mined every last resource?

While Google may be your go-to for keyword ideas, it's important not to neglect other tools and sources in the process. Look at the tools we mentioned above, and befriend platforms like Moz, WordTracker and SEMrush. These are great for finding additional insights and overlooked keywords on your web pages. Another excellent source of research is social media and support forums.

3. Have I included long-tail keyword research?

If you're not using long-tail keywords , you should be. Given the future of voice search - Google, Siri, Cortana, Alexa - it's become even more important that your content is littered with long-tail keywords. With less competition for ranking, you'll see great ROI results in the long run. Don't let the lower traffic numbers discourage you. Searchers using longer phrases are more specific as they are actively searching for a solution, making them more prone to take action.

4. Am I already ranking for this phrase?

When developing your keyword strategy, it's valuable to know how well you currently rank for your chosen keyword phrase. There are many tools online that can help you get ranking data, such as HubSpot  or Moz. Knowing where you're starting off from a ranking perspective helps to create a launching point for your keyword strategy.

5. Will my new page display my keyword phrase?

Don't be surprised if you don't see results when your keyword strategy involves minimal mentions of your target keyword phrase on your web pages or blog posts. You don't want to be penalised for spamming each page with your strategic keywords, but it's vital you place them naturally on your pages, so they are easy for search engines to crawl.

6. How much traffic do I receive?

If you delve into your website's analytics, you should get a ton of keyword data. This data is valuable when analysing the keywords used to reach your site, and in deciding how to adjust your content strategy to boost keyword rankings. Remember not to be discouraged if you find a keyword isn't searched that often, or if a high-ranking keyword on Google only brings in a handful of visitors. It may only bring in a few visitors, but if they're a good match for your product/service offering

7. Am I receiving traffic for my keyword phrase and similar ones?

Keep checking your website analytics to see which relevant keywords people are searching for - you may find some you never even included in your keyword strategy. As you create content , you open up new opportunities for the use of an array of related keywords or phrases. Make sure you grab the opportunity to boost your strategy using similar phrases.

8. Have I got great calls-to-action?

The whole point of creating content and having a solid SEO campaign boils down to driving users or searchers to commit an action. This builds good leads and better customer engagement. The last thing you want is putting in loads of effort on a keyword strategy and content but neglecting to indicate to your visitor what they're supposed to do. Make sure you create strong calls-to-action that clearly indicate the required activity from your visitor.

9. Are my keywords mapped to the right pages?

Make sure you get the most out of your keyword strategy by mapping specific sets of keywords to associated landing pages. Ensure that your landing pages are relevant by analysing the keywords drawing traffic to your pages and matching the intent of each visitor to a specific page. Most will start off using broad keywords and become more specific as they progress along the buyer's journey.

10. Have I got pages that support internal linking?

Your content marketing strategy gets a boost from SEO when you link related pages to each other. This means creating opportunities to link areas where your strategic keywords are located to relevant pages in the anchor text of their blogs or content.

Your specific keyword research process needs to relate to your business, your targeted persona and your marketing goals. SEO forms a large part of this process but should not be the main focus. Instead your research should be based on a combination of SEO and what your buyer personas are actively searching for. Tailor your content around solving their pain points, and content success is sure to follow.

Keyword research tips to get you started

Everyone has their own keyword research process to catch their leads. There are two or three ways of doing it, but casting a wide net without a clear intention will leave you empty-handed and out of pocket. What you add or remove from your keyword research process is pivotal to your success or failure. How your keyword strategy differs from that of competitors is how you structure your process.

Monitor Your Social Media Closely

Your social network channels are the places you're most likely to see what your target audience is chatting about firsthand. Twitter is an especially lucrative source of information for keyword researchers, thanks to Twitter chat's hashtag feature. Using tools like Tweetchat or Twitterfall makes it possible to enter a keyword and see how many recent tweets include that keyword along with a hashtag.

Keep a Close Watch on Your Competitors

Knowing what your competitors are bidding on is helpful when it comes to spotting keywords you may have missed out on, or to inspire you to expand your keyword list. It's also possible to spot accidental keywords they may be ranking for and then work towards creating better content for those specific keywords. Tools like SEMRush are helpful to do a little competitor keyword bidding 'spying'. 

Use the Right Tools

There're a wealth of great tools online that'll equip you in your keyword research endeavours. Among the list are the following:

•        Bing
•        Wordtracker
•        Seed Keywords
•         Ubersuggest
•        SERPWoo Keyword Finder
•        Google Keyword Planner
•        Wordstream
•        Niche Laboratory
•        Keywordtool.io

Keyword research is an essential part of ensuring your SEO strategy is successful. Don't be tempted to rush through the process - take your time and focus on in-depth research that'll help you become an SEO hero! 

Want to know more? Talk to one of our advisors.

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Home > Blog > SEM > The Ultimate Beginners Guide to PPC Keyword Research

The Ultimate Beginners Guide to PPC Keyword Research

Regardless of the type of website you have or the kind of product or service you offer, the truth is that you can't be successful without doing PPC keyword research. Like it or not, keywords are the backbone of your campaigns - the better keywords you use, the more success you will have with your digital marketing campaigns.

Using the best keywords will result in more clicks and conversions. However, finding the right keywords requires some creativity and a methodical approach. With the use of certain tools and a better understanding of what your audience wants, you can predict what words they will use when searching for answers.

PPC keyword research will help ensure your ads are seen by the right people and prevent wasted clicks, as well as divert traffic to your website. Keep reading, and we will explain how to find accurate keywords for PPC and how they work in ads.

Step by Step Guide to PPC Keyword Research

PPC keyword research is a serious task that requires you to think outside of the box. Not only that, but you will also have to take a lot of details into consideration, see what your competition is doing, and tune in the keywords you use according to your targeted audience.

Here's a quick breakdown of all steps you need to take to find the best keywords and build up your website's ranking.

Figure Out Your Niche and Industry Sector

The first thing you have to do before you can start using PPC keyword research tools is to place your business into the right niche or industry. This is a critical step because it will determine the following steps in the process. If you get it wrong, you might end up attracting the wrong type of clients that will not follow through with the actions you want.

Think about what type of products or services you offer. Do you sell bikes and bicycle parts online, or are you an owner of a small local carpentry shop? Get a piece of paper and write down all of the products and services you offer.

It doesn't have to be everything; categories and groups will do just fine.

Remember that this step may take you some time to figure out, but the more effort you put into it, the better the chances are that you'll do things right.

Analyse Your Landing Page

Once you've pinpointed your brand keywords, it's time to check the words that are already used on your landing page and other pages. Imagine that you're a customer looking to buy a certain product or service. Put yourself in your user's shoes and try to understand the offer on your landing page only based on the keywords you see. Are they clear enough? Do some words have better alternatives? Is the text good enough to get you interested?

Remember that most users prefer to get all of the information right away after visiting your landing page. Since you have a limited amount of words and information you can provide there, you must wisely choose every keyword. That's why it's always a good idea to see how your competitors do things.

With PPC keyword research tools, you can get valuable insight into which keywords are the most effective ones in your niche. That will give you a good starting point. When you add some creativity and originality, the keywords you come up with can give you a significant advantage over the competition.

Formulate A Seed Keyword List Based On Target Model

Before you can find the best keywords to use, you need to formulate a seed keyword list. That's the initial list of keywords you think will work well. You should also include the target model in the research. It will allow you to organise generic keywords based on their popularity and level of interest.

Keep in mind that this is just a starting point, meaning that you will have to eliminate some keywords from the list and change others until you're left with only the ones that will provide the best results.

The original target model will help you select the right keywords, as it will lead you to a list of terms that are most relevant for people looking for similar products and services found in your offer.

The target model has six different categories. Each of them is ranked according to their effectiveness when it comes to converting potential customers:

• Brand terms
• Product terms
• Competitor terms
• Substitute product terms
• Complementary product terms
• Audience terms

Now, let's take a closer look at each category and explain why they are important for your keyword bid optimisation.

Brand Terms

Brand terms are keywords that relate directly to your brand. These keywords are used by people who already know about your brand, so instead of using general keywords, they use specific keywords tied to your brand. As expected, these keywords have the best conversion rate since a specified search used by people who already know about your brand. Competitors can also bid on your brand keywords, so make sure you optimise each keyword the best you can.

When someone uses brand terms in their search, they are most likely to make a conversion, even if those keywords don't have the highest search or traffic volume. Most people who look for your brand do so with the intent of making a purchase.

Let's say that you sell branded bicycle wheels. When someone types in your brand name bicycle wheels, they will get a list of ads that match your brand name. Since the search includes your brand’s name, your ad will be the best ranking ad on Google. The following ads might also be using the same keywords as you, but since your brand is a part of the keyword, your ad will be the first on the list.

Product Terms

These terms are keywords that explain the how's and why's of your products or services. They are functional, self-explanatory keywords used by people looking for a product or service to help them with a specific problem.

Your goal is to come up with a set of product terms that will match your offer as closely as possible. So, if a user types in bicycle wheels, your job is to use keywords that match that term the closest. Finding the best keywords will give your ads a better ranking, making it easier for people to find your offer.

Competitor Terms

Competitor terms will give you a better idea of the difference between the keywords you use and those of your competitors. They allow you to create customer segmentation and pinpoint a list of specific keywords to give you an edge over your competitors.

However, keep in mind that you can use competitor keywords and direct users to your website, even though you don’t have the same offer. That is usually expensive, especially when talking about big brands. For example, Pepsi can use keywords like cola, or Coca Cola, to drive traffic away from the original brand.

Substitute Product Terms

Sometimes customers search for similar products to what you offer. Instead of using direct keywords, they use synonyms relating to the product you're selling. These keywords are usually not very popular, meaning that your Cost Per Click will be higher than if you use keywords that better describe your product. Cost per click or CPC is the amount of money you have to pay for each click of your ad.

Most businesses don't use them because they don't have a very high search volume, but they might give you an edge if you're ready to invest more money into every click.

Complementary Product Terms

All of the terms that relate to your services or product in some way are called complementary product terms. They are often used in product searches and can help you navigate users directly to your offer. These keywords are worth checking out because they widen your search options, making it easier for people to find your offer, even if they don't type in specific keywords.

Audience Terms

Audience terms are all keywords your customers could use, but that does not fall under the previous categories. They are not so general and are usually a result of an average customer thought process.

So, if you're selling bicycle wheels and equipment, your customers could be searching for the best off-road bike equipment or something similar. Put yourself in their shoes, and you will be able to come up with keywords that can help you increase visibility on Google.

Creating Your Seed List

Your original seed list should have specific keywords for each of these six categories. That means that you'll have to do some serious brainstorming and use keyword research tools to pinpoint the best options. Sometimes you will come up with keywords that relate to your product but don't have a high search volume.

The goal is to slowly eliminate all keywords that are not that popular and keep the ones that will help your website rank batter. With that said, you should put the most effort into brand and product terms. Here's a quick overview of the process:

#1 Research on your audience

Think about what words they use to describe your services or products. You can get a better idea of what terms to use by looking at the most frequent terms used in product reviews, social media comments, and blog posts. You will get a list of keywords that fit into your niche and narrow your search down from there.

#2 Find the terms that are currently used

Take control of your keyword research tools and pinpoint the trendiest search terms used at the moment. You can also use an internal website search to see what terms are searched for the most. You must figure out the general direction to predict and influence the keywords used in your website optimisation.

#3 Look for suggestions

There are a few useful tools you can try when you want to know what keywords have the highest ratings on all search engines. Soovle is one such tool, and it can help you understand what you can expect from using some keyword. If the keywords on your seed list are not very popular, you'll at least get an idea of which ones are so that you can change your strategy accordingly.

#4 See what your competitors are doing

Many keyword tools allow you to spy on your competition to understand better what keywords they bid on. You will get a list of the most popular keywords that are the hardest to bid on, but you can also get a few other keywords that are not used as much but could help you increase your traffic rate. Your competition can't think of everything.

Expand On PPC Keyword Research with Useful Tools

Now that you know which keywords are essential and why you must know how to extract them. Here's a list of the best keyword tools to pinpoint the best keywords for your business.

SEMRush includes over 40 different tools that work together to help you optimise your website's keywords. It's the complete SEO solution that allows you to manage all SEO, SMM, and PPC projects. You can use the tools to analyse competitor websites, see more details about ranking, conversion rates, and many other features.

You will get access to all crucial keyword metrics, product listing ads, historical data analysis, and other useful information you can use to find the perfect keywords for your ads and optimise marketing campaigns. The software will tell you more about the results you can expect and whether or not a keyword is worth investing in. The software is available in three different plans. The Pro plan costs $99.95, the Guru plan is $199.95, and the Business plan is $399.95.

Google keyword planner

Google's keyword planner is one of the available tools you get when using Google Adwords. It's an excellent solution when you want to find the perfect keywords for ad campaigns, and also does a great job of increasing your organic search.

It doesn't have any advanced features; its only role is to provide you with extremely accurate keyword results, and it does so perfectly. The keywords you extract can then be used to improve your ad campaigns further. When used together with other tools from this list, you can't go wrong when finding the best long-tail and standard keywords for your website.

Long-tail keywords present an excellent way of increasing conversions. These keywords are made from a few words and have a lower search volume, but people who use them to find products make purchases more often.

On the other hand, short tail keywords are one or two-word keywords that pop up in the search frequently, but have a lower conversion rate. Google’s Keyword Planner is free.

Keywords Everywhere

Keywords Everywhere is a browser add-on that allows you to find the right keywords for your website. It provides you with useful information, including monthly search volume, competition data, your estimated CPC, and other details. It can help you find the best keywords you can use in a matter of seconds.

The tool does all of the hard work, providing you with highly-accurate information for your PPC campaigns, but you can also use it to increase organic traffic as well. All of the metrics are shown in easy-to-read reports, which you can then download in a few different formats. Keywords Everywhere costs about $2 a month.

Despite being an SEO tool, Spyfu is one of the most widely used PPC keyword research tools because it offers a set of useful features you can use to improve your digital marketing campaigns and increase conversion rates for ads. It's an advanced tool that offers a wide selection of keyword management tools at an affordable price.

You can use it to spy on your competition and get a better idea of what they do to boost traffic. The reports will give you information about all PPC and CPC metrics and search results. You can use the tool to monitor your keywords and make the needed adjustments on the go. SpyFu costs $39 per month.

Keyword Tool

Many business owners turn to the Keyword Tool when they want to make sure their keywords are up to date. The PPC keyword research tool pulls information from multiple search engines, including Twitter, Google, YouTube, and Play Store. It generates a set of keyword suggestions designed to help you improve your PPC campaigns.

You can use it to find the best keywords to use, but it also does a great job of monitoring and managing your keywords. The Keyword Tool is available for $48 per month.

Keyword Finder

Another hugely popular PPC keyword research tool, Keyword Finder brings tons of useful features you won't find anywhere else. It provides you with a detailed breakdown of every keyword you plan on using. That includes predictions of how hard it will be to rank a specific keyword. The keyword difficulty score can help save you a lot of time and money in the process. You will get all of the information you need about every keyword, allowing you to make a decision whether you’re going to invest in a keyword or not based on the predictions you get from the software.

You can also use the tools to see what your competitors are doing. Once you run a search, you will get a detailed report with useful metrics and historical data. It does an excellent job of finding local keywords and SERP analysis. Depending on the plan you get, the price can be between $30 and $80 per month.

Google Trends

You can't build a strong marketing campaign without knowing the latest trends. Google Trends is explicitly designed for that. It's an easy to use tool that provides all kinds of useful information presented in visual reports that are effortless to understand. You can see how popular a keyword is, and compare its search volume with different queries.

When used with Google Keyword Planner, you can get a whole bunch of things done right without too much trouble. That includes finding keyword groups and categories, identifying seasonal trends, finding relevant topics, and, of course, finding new keywords that are still not used by competitors. The tool is free so make sure you give it a try.

The Importance of Competitor Analysis

Understanding how things are done is one thing, but understanding what your competitors are doing is completely different. It's always a good idea to see what keywords your competitors are using to get more traffic. The most important metrics you should consider are CPC, relevance, and traffic percentage.

If your competitors are bidding on the same keywords, you can either outbid them or try using other keywords if you’re on a tight budget. You'll also see how much those keywords cost other businesses. Proper competition analysis is key for any successful marketing campaign.

Filtering Through Your PPC Keyword List

Alright, by this time, let's assume that you have done the research and found the best keywords for your SEM campaigns. You're left with the specific keywords your audience uses to find the products and services they need. That's great because you've narrowed down the search, but the final keyword selection is still not done. You should filter through the list until you're left only with the most effective keywords.

You should focus most of your funds on keywords that fit in high-performing categories like product and brand terms. Remember that each click is costing you money, so make sure that you do everything you can to optimise the keywords you use. The idea is to find the words with the highest conversion rate and the lowest CPC. That will lower your CAC, allowing you to get the most out of every investment. CAC stands for Customer Acquisition Cost, and it’s the average total amount of money you’ve invested to attract a customer.

After choosing your PPC keywords, you will need to decide what search queries you want your ads to show up for. This is where keyword match types comes in.

There are four different match types you can choose from. Each of them provides you with different results, so it's important that you find the one that best suits your keywords.

Broad Match

This type of match triggers your ads when users type in specific keywords in the search bar. If their search matches your keywords, they will be able to see the ad you published. If someone searches for "bike repair and service," your ad for "bike repair" could pop up.

Phrase Match

This match type triggers ads that match your entire keyword phrase. So, if your keyword phrase is "bike repair and service," your ad will show up only in searches that include the entire phrase. For example, if someone types in "sports bike repair and service," your website has a good chance of popping up since it matches the phrase completely.

Exact Match

If the search matches your keyword exactly, you have an exact match. That means that your ad for "bike repair and service" will pop-up only when someone writes that same exact long-tailed keyword.

Negative Match

A negative match is a powerful tool because it can help you minimise the number of mismatches for your ads. It can help you minimise the number of irrelevant searches and make sure that you get the most out of every ad. So, if you add a negative keyword "-vintage," that will mean that you don't provide bike repair and service for vintage models. You will immediately eliminate all vintage bike owners looking for repairs.

You can find out more about keyword match types here .

Monitor Your Progress

Even when you go through the entire process of finding, selecting, and using the best keywords for your business, you must keep a close eye on its behaviour. PPC keyword research is a continuous process that needs improving and changing all the time. After some time, you will have a better idea of your keyword performance by using the tools we mentioned.

If you see that some keywords don't provide expected results, you can switch them with other keywords that work better. You will be able to see all available adjustments in real-time, allowing you to tweak your SEM campaigns on the go.

Every successful SEM campaign depends on three main actions. You first have to do your keyword research and make a rough plan on the following steps. Then you have to analyse the gathered information to get a better idea of how things work.

When you've covered that, you should base your Ads campaign on what you found.

Once you've figured out which commercial keywords work best, you can make a keyword planner and include them into your website's landing page, blog posts, and other areas.  The good thing about keyword analysis is that you can use the information you get to improve other factors such as SEO, blogs, etc. The idea is to present yourself as an expert in your field and create content that other users can easily share through social media networks.

Taking care of the entire process yourself is doable, but getting some professional help is always a good idea. Heroes of Digital can help you manage all of the technical aspects that go into planning and executing Ads campaigns, making sure that you get the most efficient setup right away.

That way, you will be able to focus on other aspects of your business and leave the optimisation to experts with years in the field.

Get a risk-free consultation today !

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This paper is in the following e-collection/theme issue:

Published on 17.4.2024 in Vol 26 (2024)

Mobile Apps to Support Mental Health Response in Natural Disasters: Scoping Review

Authors of this article:

• Nwamaka Alexandra Ezeonu 1 , MBBS, MSc, MBA   ; 
• Attila J Hertelendy 2, 3 , BSc, MHS, MSc, PhD   ; 
• Medard Kofi Adu 4 , BSc, MSc   ; 
• Janice Y Kung 5 , BCom, LMIS   ; 
• Ijeoma Uchenna Itanyi 1, 6, 7 , MBBS, MPH   ; 
• Raquel da Luz Dias 4 , BSc, MSc, PhD   ; 
• Belinda Agyapong 8 , HDip, BSc, MEd   ; 
• Petra Hertelendy 9 , BS   ; 
• Francis Ohanyido 10 , MBBS, MBA, MPH   ; 
• Vincent Israel Opoku Agyapong 4 , BSc, PGD, MBChB, MSc, MD, PhD   ; 
• Ejemai Eboreime 4 , MBBS, MSc, PhD  

1 Center for Translation and Implementation Research, College of Medicine, University of Nigeria, Nsukka, Nigeria

2 Department of Information Systems and Business Analytics, College of Business, Florida International University, Miami, FL, United States

3 Department of Emergency Medicine, Beth Israel Deaconess Medical Center and Harvard Medical School, Boston, MA, United States

4 Department of Psychiatry, Faculty of Medicine, Dalhousie University, Halifax, NS, Canada

5 Geoffrey and Robyn Sperber Health Sciences Library, University of Alberta, Edmonton, AB, Canada

6 Department of Community Medicine, University of Nigeria, Enugu, Nigeria

7 Department of Public Health Sciences, Dalla Lana School of Public Health, University of Toronto, Toronto, ON, Canada

8 Department of Psychiatry, Faculty of Medicine and Dentistry, University of Alberta, Edmonton, AB, Canada

9 Department of Psychology, Florida State University, Tallahassee, FL, United States

10 West African Institute of Public Health, Abuja, Nigeria

Corresponding Author:

Ejemai Eboreime, MBBS, MSc, PhD

Department of Psychiatry

Faculty of Medicine

Dalhousie University

5909 Veterans' Memorial Lane

8th Floor Abbie J Lane Memorial Building, QEII Health Sciences Centre

Halifax, NS, B3H 2E2

Phone: 1 9024732479

Email: [email protected]

Background: Disasters are becoming more frequent due to the impact of extreme weather events attributed to climate change, causing loss of lives, property, and psychological trauma. Mental health response to disasters emphasizes prevention and mitigation, and mobile health (mHealth) apps have been used for mental health promotion and treatment. However, little is known about their use in the mental health components of disaster management.

Objective: This scoping review was conducted to explore the use of mobile phone apps for mental health responses to natural disasters and to identify gaps in the literature.

Methods: We identified relevant keywords and subject headings and conducted comprehensive searches in 6 electronic databases. Studies in which participants were exposed to a man-made disaster were included if the sample also included some participants exposed to a natural hazard. Only full-text studies published in English were included. The initial titles and abstracts of the unique papers were screened by 2 independent review authors. Full texts of the selected papers that met the inclusion criteria were reviewed by the 2 independent reviewers. Data were extracted from each selected full-text paper and synthesized using a narrative approach based on the outcome measures, duration, frequency of use of the mobile phone apps, and the outcomes. This scoping review was reported according to the PRISMA-ScR (Preferred Reporting Items for Systematic Reviews and Meta-Analyses extension for Scoping Reviews).

Results: Of the 1398 papers retrieved, 5 were included in this review. A total of 3 studies were conducted on participants exposed to psychological stress following a disaster while 2 were for disaster relief workers. The mobile phone apps for the interventions included Training for Life Skills, Sonoma Rises, Headspace, Psychological First Aid, and Substance Abuse and Mental Health Services Administration (SAMHSA) Behavioural Health Disaster Response Apps. The different studies assessed the effectiveness or efficacy of the mobile app, feasibility, acceptability, and characteristics of app use or predictors of use. Different measures were used to assess the effectiveness of the apps’ use as either the primary or secondary outcome.

Conclusions: A limited number of studies are exploring the use of mobile phone apps for mental health responses to disasters. The 5 studies included in this review showed promising results. Mobile apps have the potential to provide effective mental health support before, during, and after disasters. However, further research is needed to explore the potential of mobile phone apps in mental health responses to all hazards.

Introduction

Rising global average temperatures and associated changes in weather patterns result in extreme weather events that include hazards such as heatwaves, wildfires, hurricanes, floods, and droughts [ 1 ]. These extreme events linked to climate change are resulting in overlapping and so-called cascading disasters leading to record numbers of “billion dollar” disasters with significant losses of lives and property [ 2 , 3 ]. In 2021 alone, approximately 10,000 fatalities caused by disasters were reported globally, while the economic loss was estimated at approximately US $343 billion [ 4 ]. Disasters are predicted to become more recurring as a result of the impact of human activities such as burning fossil fuels and deforestation, which release greenhouse gases into the atmosphere that trap heat and cause global temperatures to rise [ 5 ].

These catastrophes can adversely affect physical health, mental health, and well-being in both the short and long term as a result of changes due to the political and socioeconomic content, evacuations, social disruption, damage to health care facilities, and financial losses [ 6 - 10 ]. It is estimated that about 33% of people directly exposed to natural disasters will experience mental health sequelae such as posttraumatic stress disorders (PTSDs), anxiety, and depression, among others [ 11 , 12 ].

There is growing recognition of the importance of incorporating mental health into medical and emergency aspects of disaster response [ 12 , 13 ]. However, in contrast to most medical response strategies that are largely curative, mental health response to disasters is predicated on the principles of preventive medicine, thus, emphasizing health promotion, disaster prevention, preparedness, and mitigation [ 14 ]. The strategies of mental health response span across primary prevention (mitigating the risk of ill health before it develops), secondary prevention (early detection and intervention), and tertiary prevention (managing established ailment and averting further complications) [ 15 ].

Mobile health (mHealth) technology has shown great promise in mental health and has been applied across the 3 levels of prevention [ 16 - 20 ]. For example, SMS text messaging and mobile apps have been developed to promote mental health awareness among young people and older adults (primary prevention) [ 21 ]. Additionally, during the COVID-19 pandemic, mHealth was deployed at the population level in Canada to screen for symptoms of anxiety and depression (secondary prevention) [ 22 ]. In addition, mHealth interventions were deployed to support first responders and essential workers during the pandemic [ 23 , 24 ]. Further, the technology has been deployed for therapeutic purposes in patients diagnosed with mental health conditions while simultaneously providing support against complications such as suicidal ideation (tertiary prevention) [ 25 ].

Although videoconferencing and phone calls can be used for mental health conditions, mobile apps provide more mobility and accessibility, are interactive, more adaptable to users’ routines, and can be used repeatedly [ 26 , 27 ]. While numerous academic studies have been conducted on the app of mHealth in the preventive and curative management of mental health conditions in clinical, community, and public health settings, including epidemic response and control, little is known about the use of mobile apps in the mental health components of natural disaster management. This scoping review aims to fill this gap in the literature by mapping where and how mobile apps have been used as part of natural disaster mental health response strategies.

This scoping review was reported according to the PRISMA-ScR (Preferred Reporting Items for Systematic Reviews and Meta-Analyses extension for Scoping Reviews) [ 28 ]. The PRISMA-ScR checklist is available in Multimedia Appendix 1 . The protocol was not registered.

Search Strategy

A medical librarian (JYK) collaborated with the research team to identify relevant keywords and subject headings for the review, such as mHealth or m-health; mobile health or mobile applications; public health emergency, disaster, or catastrophe; and flood, earthquake, or hurricane. Equipped with this knowledge, the librarian developed and executed comprehensive searches in 6 electronic databases, including Ovid MEDLINE, Ovid Embase, APA PsycInfo, CINAHL, Scopus, and Web of Science Core Collection. The search was conducted on June 30, 2022, and was limited to the English language. The full search strategies are available in Multimedia Appendix 2 .

Inclusion and Exclusion Criteria

We included papers that applied mobile apps for mental health responses to disasters. Papers were included if the study participants were persons affected by a natural disaster (setting), the intervention included using a mobile phone app, and the outcome included the assessment of a mental health problem. Studies in which participants were exposed to a man-made disaster were included if the sample also included some participants exposed to a natural disaster. The mental health conditions included were stress, anxiety, depression, and PTSD. Only full-text studies published in English were included. Studies that did not include any intervention with a mobile app for mental health, those focused on videoconferencing or phone calls, and papers on protocols, trial registration, or review were excluded.

Selection of Studies

The search identified papers that were retrieved from the databases. After removing duplicates, the initial titles and abstracts of the unique papers were screened by 2 independent review authors based on the inclusion criteria in a web-based tool called Covidence (Veritas Health Innovation Ltd) [ 29 ]. Full texts of the selected papers that met the inclusion criteria were reviewed by the 2 independent reviewers. The research team resolved disagreements through discussion. The bibliographies from the included studies were also reviewed to identify additional studies for inclusion.

Data Extraction and Synthesis

Data from each selected full-text paper were extracted into a data extraction form developed by the research team. The data included the author and year of publication, country of study, study design, number of participants, type of natural disaster, name of the mobile app, duration of use of the app, outcome measures, and the study’s findings. These data were synthesized using a narrative approach based on the outcome measures, the duration, frequency of use of the mobile apps, and the outcomes.

Search Results

Of the 1532 papers retrieved from the searches, 976 unique papers had their titles and abstracts screened after deduplication. A total of 38 papers were moved to full-text screening, and data were extracted from 5 papers [ 30 - 34 ] ( Figure 1 ). Table 1 shows the summary of the details of the papers.

a TLS: Training for Life Skills.

b PTSD: posttraumatic stress disorder.

c MBSR: Mindfulness-Based Stress Reduction.

d PFA: Psychological First Aid.

e SAMHSA: Substance Abuse and Mental Health Services Administration.

Characteristics of Included Studies

Of the 5 studies included in this review, 3 (60%) were conducted in the United States [ 30 , 31 , 34 ], while 2 (40%) were conducted in South Korea [ 32 , 33 ]. All studies used different study designs. A total of 3 studies used a quasi-experimental design—the first, a single group postexperiment with 22 participants [ 32 ]; the second, a multiple-baseline single case experimental design with 7 participants [ 30 ], while the third study used a 1-group pre- and posttest design with 318 participants [ 31 ]. The Training for Life Skills (TLS) app study had only a posttest following the use of the app [ 32 ]; the other 2 had baseline and follow-up measurements with the Sonoma Rises app study having, in addition, preintervention and postintervention measurements. The Psychological First Aid (PFA) study was designed as a qualitative study, while the Substance Abuse and Mental Health Services Administration (SAMHSA) study used a mixed methods descriptive design.

Characteristics of the Population

The TLS, Sonoma, and Headspace apps were designed for disaster survivors, while the PFA and SAMHA apps were designed to support disaster relief workers. The TLS app study was administered to adults with a median age of 32 years. Participants of the Sonoma Rises app study had a mean age of 16 (SD 0.98) years, while participants of the Headspace app study had a mean age of 46.1 (SD 10) years. The TLS app study focused on all types of disasters; the Sonoma Rises study focused on adolescents exposed to wildfires, while the Headspace app focused on women who experienced hurricanes and deep-water oil spillage. The PFA study involved 19 disaster health care workers who first underwent disaster simulation training using the mobile app.

Characteristics of the Mobile App Interventions

The included studies revealed several mobile phone apps used as interventions. The first, the TLS app, was used as a psychological first aid program for disaster survivors with content on information, psychological healing, and mood change [ 32 ]. The second was the Sonoma Rises app, a Health Insurance Portability and Accountability Act (HIPAA)–compliant, cloud-based mobile app with daily push notifications as reminders designed to help survivors of wildfires or other disasters to find their new routines, build resilience, and increase well-being. The app included 6 self-paced content sections, psychoeducation, and direct connections to free and local mental health care services. The third was the Headspace app for a mindfulness-based stress reduction program that included a series consisting of 10 sessions designed to be used for about 10 minutes per day. The SAMHSA Disaster App equips behavioral health providers to respond to all kinds of traumatic incidents by enabling them to readily access disaster-specific information and other important materials directly on their mobile devices [ 34 ]. The PFA mobile app provided evidence-based information and tools for disaster workers to prepare for, execute, and recover from providing psychological first aid during disasters. Accessibility via smartphones and the inclusion of multimedia interventions and assessments tailored for disaster contexts were key features enabling its use integrated with the simulation training [ 33 ].

Frequency and Duration of App Use

The 3 survivor-based apps had variations in the duration of the intervention (app use), which were 8 weeks, at least 5 times a week, frequency of use per day not specified [ 32 ]; 4 weeks for 10 minutes per day [ 30 ]; and 6 weeks for 5-10 minutes per day [ 31 ]. Both the TLS app and the Sonoma Rises app studies had weekly follow-up assessments. The different interventions were applied at least a year following the disasters. Participants in the Sonoma Rises app study used the app on an average of 17 (SD 8.92) days and visited the app an average of 43.50 (SD 30.56) times, with an average session lasting 56.85 (SD 27.87) seconds. The mean time spent on the app was 35.77 (SD 30.03) minutes, while for the TLS app study, the median time spent on the app over the 8 weeks of use was 200-399 minutes. Participants used the Headspace app an average of 24 (SD 36) days and logged in an average of 36 (SD 80) times. There was no description of the frequency and duration of use for the relief worker apps.

Effectiveness Outcomes

Effectiveness outcomes refer to the effects or impact of an intervention or program on the intended outcomes or goals. Different measures were used to assess the effectiveness of the apps’ use as either the primary or secondary outcome. Emotional quotients (emotional stability), basic rhythm quotients (brain stability), alpha-blocking rates (increased positive mood), and brain quotients assessed using electroencephalogram (EEG)–measured brainwave activities adjusted for self-reported app use time were used in the TLS app study [ 32 ]. The Headspace app study assessed effectiveness using a combination of measures such as trait mindfulness using a 15-item Mindful Attention Awareness Scale (MAAS)—trait version; depressive symptoms using the Center for Epidemiologic Studies Depression Scale-10 (CESD-10); perceived stress with the Perceived Stress Scale, 4-item version (PSS-4); and sleep quality using the Pittsburgh Sleep Quality Index (PSQI) [ 31 ]. The Sonoma Rises app study measured efficacy using daily ratings of anxiety and fear, weekly measures of post-traumatic stress symptoms using the Child PTSD Symptom Scale (CPSS-5) for Diagnostic and Statistical Manual of Mental Disorders, Fifth Edition ( DSM-5 ), internalizing and externalizing symptoms using the Behaviour and Feelings Survey (BFS), psychosocial functioning using the Ohio Scale for Youth—Functioning subscale (OSY), and measures of anxiety (Generalized Anxiety Disorder-7 [GAD-7]), depression (Patient Health Questionnaire-9 [PHQ-9]), well-being—Warwick-Edinburgh Mental Well-being Scale (WEMWBS), sleep (Insomnia—Severity Index [ISI]), academic engagement (Student Engagement Instrument [SEI]), and perceived social support (Wills’ Social Support Scale [WSSS]) [ 30 ].

All 3 survivor-based apps were found to have positive benefits in addressing mental health issues among persons exposed to natural disasters. The TLS mobile app was shown to be effective in increasing positive and decreasing negative psychological factors according to app use time. The TLS mobile apps’ use had a significant effect on the emotional quotients (β=.550; P <.008), explanatory power (EP) was 30%, had a significant positive effect on the basic rhythm quotient (left brain: β=.598; P <.003; EP 35; right brain: β=.451; P <.035; EP 20%). Additionally, it had a significant positive effect on the alpha-blocking rate (left brain: β=.510; P <.015; EP 26%; right brain: β=.463; P <.035, EP 21%); and a significant positive effect on the brain quotient (β=.451; P <.035; EP 20%) [ 16 ]. The Headspace app had a positive effect on depression (odds ratio [OR] 0.3, 95% CI 0.11-0.81), physical activity (OR 2.8, 95% CI 1.0-7.8), sleep latency (OR 0.3, 95% CI 0.11-0.81), sleep duration (OR 0.3, 95% CI 0.07-0.86), and sleep quality (OR 0.1, 95% CI 0.02-0.96); however, there was no change in mindfulness scores from baseline to follow-up. For the Sonoma Rises app, no significant effects were observed for the clinical and functional outcomes because the longitudinal part of the study was affected by limited statistical power as a result of small sample size and historical confounds that made the participants miss data submission. However, visual inspection of individual data following the intervention showed downward trends across the study phases for daily levels of anxiety, fearfulness, and individual posttraumatic stress symptom severity.

For the PFA app, the qualitative study explored disaster health workers’ experiences with simulation training using focus group discussions. A total of 19 participants engaged in disaster scenarios with standardized patients, using a PFA app for guidance. Workers valued the practical educational approach, felt increased self-efficacy to support survivors, and identified areas for enhancing simulations and app tools to optimize effectiveness.

Implementation Outcomes

Implementation outcomes refer to the effects of an intervention or program implementation on various aspects of the implementation process, such as the fidelity of implementation, acceptability, adoption, feasibility, and maintainability. In the papers reviewed, feasibility was assessed using enrollment, program participation, and retention. Acceptability was measured using how well participants liked the app using a rating scale, how much of the app program was completed, the biggest barriers, and whether the app would be recommended to others. Data on characteristics of app use (engagement) were measured using the total number of log ins, average log ins per program completer, platform used (iOS, Android, or web-based), day of week of use (weekday vs weekend), and time of day of use (in 4-hour blocks) [ 30 , 31 ].

The Headspace app was reported to be cost-effective to implement and easy to use [ 31 ]. For engagement, only 14% (43/318) of the enrolled women used the app. The level of engagement with the app was high, with 72% (31/43) of participants completing some or all the sessions. Retention was also high with 74% (32/43) of the participants completing the follow-up survey. Lack of time was cited as the main barrier to using the app for 37% (16/43) of users and 49% (94/193) of nonusers. The majority of the users (32/43, 74%) reported high levels of satisfaction with the app. Acceptability was also high, with most participants (32/43, 74%) reporting that they liked the app and 86% (37/43) reporting that they would recommend it to others. Characteristics of app use showed that of the 1530 log ins, most participants (n=1191, 78%) used the iOS platform, mainly on weekdays (n=1147, 75%) and at different times of day mostly from noon to 4 PM (n=375, 25%).

Sonoma Rises was found to be feasible in terms of engagement and satisfaction among teens with high levels of disaster-related posttraumatic stress symptoms [ 30 ]. The self-assessment and data visualization features of the Sonoma Rises app strongly appealed to all the participants, and they were willing to recommend the app to their friends. Self-satisfaction with the mobile app was rated as extremely high (mean 8.50, SD 0.58, on a scale of 0 to 10, with 10 as totally satisfied). The participants agreed or strongly agreed to recommend this intervention to a friend. The participants found the intervention helpful (mean 2, SD 0.82); had the content, functions, and capabilities they needed (mean 3, SD 1.12); and were satisfied with how easy it was to use the app (mean 2, SD 0), on a scale of 1 to 5 with 1 as strongly agree and 5 as strongly disagree. In the qualitative feedback, to make the use of the app better, the participants suggested more notifications to return to the app and the use of the app immediately after a disaster. Implementation outcome was not an objective of the TLS app, hence, none was reported.

Other Mobile Apps With Potential Use in Disasters

Some mobile apps not meeting the inclusion criteria showed promise for supporting mental health in disasters. PTSD Coach provides tools for managing PTSD symptoms [ 35 ]. Though not disaster-specific, its psychoeducation, symptom tracking, and coping strategies could aid survivors. Similarly, COVID Coach was designed to help manage pandemic-related stress and anxiety [ 36 ]. These apps are summarized in Table 2 .

a PTSD: posttraumatic stress disorder.

Principal Findings

This review sought to identify and map the use of mobile apps for the mental health component of natural disaster management. We found only 5 studies meeting the inclusion criteria. The scarcity of published literature in this area suggests that mobile apps have not been extensively used in mental health responses to natural disasters. Academic studies on the public’s use of mobile technologies in disaster management are still nascent [ 37 ], but there has been increased interest in developing and deploying digital technology and mobile apps by governments and nonstate actors as part of disaster preparedness and response [ 38 , 39 ]. A recent systematic review found that there is a lack of mental health preparedness in most countries when it comes to disasters [ 40 ]. The 5 studies included in our scoping review confirmed this gap and further demonstrated that mobile apps can provide mental health support to disaster-affected individuals and communities. The studies found that the use of mobile apps was associated with improvements in mental health outcomes, such as decreased anxiety and depression symptoms and increased resilience. The reviewed studies also suggest that mobile apps can be effective in delivering psychoeducation and coping skills training to disaster-affected individuals. A 2017 scoping review found that mobile apps have been largely used for communication purposes in disaster management [ 37 ]. The scope of use was classified into 5 categories which are not mutually exclusive. These categories are (1) crowdsourcing (organize and collect disaster-related data from the crowd), (2) collaborating platforms (serve as a platform for collaboration during disasters), (3) alerting and information (disseminate authorized information before and during disasters), (4) collating (gather, filter, and analyze data to build situation awareness), and (5) notifying (for users to notify others during disasters) [ 37 ].

Some authors classify disaster response into 3 phases: preparedness, response, and mitigation [ 41 ]. The studies included in this review exclusively examined the use of mobile apps during the recovery phase of disaster management. However, none of the studies explored the potential of mobile apps during the preparedness or response phases of disaster management. By addressing this gap, future research could help to provide more comprehensive and effective strategies for the use of mobile apps throughout all phases of disaster management. Examples of potential opportunities are demonstrated in Figure 2 .

Preparedness Phase

Mobile apps can play a critical role as primary prevention interventions by raising awareness and promoting mental health literacy in the community in preparation for natural disasters. These apps can provide information on common mental health problems that may arise during and after disasters and offer tips on staying mentally healthy. For example, apps can include psychoeducation modules on coping skills, stress reduction, and self-care techniques, as well as information on how to prepare for a disaster and what steps to take to protect one’s mental health during and after a disaster. The use and effectiveness of mobile apps in health literacy have been demonstrated in the literature [ 19 ], thus providing a foundation for adaptation in disaster management.

Response Phase

Mobile apps can be used to connect people in need of mental health support with mental health professionals or other resources. For example, apps can provide information on emergency hotlines, crisis intervention services, and support groups. This was demonstrated as effective during the COVID-19 pandemic [ 42 ]. Mobile apps can also provide coping strategies and techniques to manage stress and anxiety in response to other natural disasters [ 34 ]. In this scoping review, we found that 3 apps had positive benefits in addressing mental health issues among persons exposed to natural disasters.

Recovery Phase

As part of secondary and tertiary prevention strategies, mobile apps can provide valuable ongoing support to those affected by disasters. For secondary prevention, mobile apps can be designed to support early detection and intervention for mental health problems after a natural disaster. These apps can include screening tools to identify common mental health issues such as anxiety, depression, and PTSD and offer appropriate referral pathways [ 43 ]. Additionally, apps can provide symptom-tracking tools to help individuals monitor their mental health over time [ 43 ]. For tertiary prevention, mobile apps can support the ongoing management of established mental health problems after a natural disaster. For example, apps can provide evidence-based psychotherapy interventions, such as cognitive-behavioral therapy, to help individuals manage their symptoms [ 44 ]. They can also connect individuals with support groups and peer-to-peer networks to provide additional emotional support and help individuals connect with others who have experienced similar challenges. Furthermore, mobile apps can offer self-help tools, such as meditation exercises and mood tracking, to help people cope with the ongoing mental health effects of the disaster. They can also provide information on local mental health services and support groups, helping individuals access the resources they need to manage their mental health.

General Mental Health Apps Show Promise for Disaster Response

While not specifically designed for disaster contexts, some mobile apps demonstrate strategies to support mental health that could aid disaster survivors. PTSD Coach delivers PTSD psychoeducation, symptom tracking tools, coping skills training, and crisis resource access—elements that could help survivors experiencing common postdisaster issues like trauma or loss [ 35 ]. Though it was tailored for veterans and civilians with PTSD, 1 study found it improved users’ depression and functioning. Similarly, COVID Coach offered pandemic-related stress management through symptom tracking, healthy coping recommendations, and crisis line referrals [ 36 ]. By leveraging the scalability of mobile apps, COVID Coach reached many struggling during a global crisis. These examples illustrate that apps may provide accessible, far-reaching mediums for disseminating disaster mental health resources—even without disaster-specific tailoring. Research should further explore adapting evidence-based, general mental health apps for disaster contexts or incorporate elements of them into future disaster response tools. With mental health needs magnified during disasters, mobile apps with thoughtful design show promise in expanding access to psychosocial support.

There are several potential limitations when using mobile apps for mental health responses to disasters. One of the main concerns is the accessibility of these apps, as not all members of the affected communities may have access to smartphones or internet connectivity. Furthermore, language and cultural barriers may prevent effective use. Another potential limitation is the quality and accuracy of the information provided. Without proper oversight, some apps may provide misinformation or inaccurate advice, which could exacerbate mental health issues. In addition, privacy concerns around collecting and storing sensitive data must be addressed.

Barriers like lack of mobile devices and internet access can impede adoption, especially in marginalized areas. Apps not designed for low literacy users or that are only available in certain languages could also limit accessibility. Concerns around privacy and security may deter some individuals. However, smartphone ubiquity globally enables use by vulnerable groups. Government agencies and nongovernmental organizations (NGOs) can promote adoption by integrating vetted apps into disaster protocols and funding dissemination. Developing apps with stakeholders and prelaunch user testing also facilitate uptake. Monitoring user feedback allows for ongoing optimization and troubleshooting of barriers. Cultural tailoring to address stigma and use local beliefs further enables implementation success. Finally, limited evidence-based research into app effectiveness highlights the need for more rigorous evaluation and testing of mobile apps for disaster mental health response.

This scoping review has certain methodological limitations that should be considered while interpreting its results. First, the search was restricted to 6 electronic databases and only English-language papers were considered. We also searched MEDLINE and not PubMed, and these may have led to the omission of some relevant studies. Second, the study focused on mobile phone apps for mental health response to disasters, disregarding other types of technology that could also be used in disaster management such as telehealth, SMS text messaging, and emails. Moreover, since the study included only 5 papers, it may not offer a comprehensive overview of the use of mobile phone apps in disaster response strategies. There is the possibility of the existence of apps not yet published in academic literature. Fourth, the nonuse of a control group in the design of the studies makes it difficult to determine whether the observed effects were entirely due to the use of the apps or other characteristics of the participants that predisposed them to use the apps. Fifth, the small sample sizes for the studies mean they require caution with generalization. Despite these limitations, the review provides valuable insights into the use of mobile apps in disaster response and serves as a useful resource for developing contextually appropriate mobile apps for disaster management. Last, our study focused on natural disasters, further research should examine the role of apps in supporting mental health in conflict and complex emergencies such as wars, outbreaks of violence, and complex political conflict situations [ 45 ].

Conclusions

This scoping review found that mobile apps have not been extensively used in mental health responses to natural disasters, with only 5 studies meeting the inclusion criteria. However, the studies included in this review demonstrate that mobile apps can be useful in providing mental health support to disaster-affected individuals, as well as equip disaster responders. There is a critical gap identified in this study, as none of the studies investigated the use of mobile apps for potential victims in the preparedness or response phases of disaster management. We, therefore, recommend that mobile apps be integrated into the various phases of disaster management as part of mental health response. Additionally, it is important to ensure that these apps are accessible to all members of the community, taking into account cultural, linguistic, and other factors that may impact their effectiveness. Mobile apps have great potential to provide valuable ongoing support to those affected by disasters, and they can be a valuable resource in disaster management, helping people cope with the mental health effects of disasters and connecting with the necessary support services.

The findings from this scoping review have important implications for policy makers, disaster management professionals, and mental health practitioners. There is a clear need for policies and protocols that integrate evidence-based mobile apps into mental health disaster planning and response. Disaster agencies should invest in developing, evaluating, and widely disseminating mobile apps specifically designed to mitigate psychological trauma before, during, and after catastrophic events. Mental health professionals can incorporate vetted mobile apps into their standard of care for at-risk disaster survivors. Going forward, a collaborative approach across these groups will be essential to leverage mobile technology in building community resilience and addressing the rising mental health burdens in an era defined by climate change–fueled natural disasters.

Acknowledgments

This work was funded by the Department of Psychiatry, Dalhousie University, Halifax, Canada. The funder was not involved in the conceptualization or implementation of the study, nor the decision to publish the findings.

Conflicts of Interest

None declared.

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Abbreviations

Edited by G Eysenbach; submitted 13.06.23; peer-reviewed by T Benham, K Goniewicz, R Konu, J Ranse, P Moreno-Peral; comments to author 10.01.24; revised version received 25.02.24; accepted 23.03.24; published 17.04.24.

©Nwamaka Alexandra Ezeonu, Attila J Hertelendy, Medard Kofi Adu, Janice Y Kung, Ijeoma Uchenna Itanyi, Raquel da Luz Dias, Belinda Agyapong, Petra Hertelendy, Francis Ohanyido, Vincent Israel Opoku Agyapong, Ejemai Eboreime. Originally published in the Journal of Medical Internet Research (https://www.jmir.org), 17.04.2024.

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