How to Do Keyword Research

Keyword research is the foundation of every successful search engine optimization (SEO) strategy. It’s the process of identifying and analyzing the words and phrases that people enter into search engines when looking for information, products, or services. When done correctly, keyword research reveals not only what your audience is searching for, but also how competitive those searches are, how much traffic they can drive, and how well they align with your business goals. Without accurate keyword research, even the most beautifully written content can go unnoticed by the very people you’re trying to reach.

In today’s digital landscape, where search engines like Google prioritize user intent and relevance, keyword research has evolved beyond simply stuffing high-volume terms into web pages. Modern keyword research requires a strategic, data-driven approach that considers search volume, keyword difficulty, user intent, seasonal trends, and long-tail variations. Whether you’re launching a new website, optimizing existing content, or building a content marketing strategy, mastering keyword research is non-negotiable.

This comprehensive guide will walk you through every step of conducting effective keyword research—from understanding the fundamentals to leveraging advanced tools and real-world examples. By the end, you’ll have a clear, actionable framework to uncover high-value keywords that drive organic traffic, improve rankings, and increase conversions.

Step-by-Step Guide

Step 1: Define Your Goals and Target Audience

Before you begin typing keywords into any tool, you must answer two fundamental questions: Why are you doing this research, and who are you trying to reach?

Are you aiming to increase brand awareness, generate leads, sell products, or drive downloads? Each goal influences the type of keywords you should prioritize. For example, if your goal is e-commerce sales, you’ll focus on commercial intent keywords like “buy running shoes online” rather than informational ones like “how to choose running shoes.”

Equally important is understanding your target audience. Who are they? What are their pain points? What language do they use when searching? A B2B software company targeting IT managers will use different terminology than a B2C fitness brand targeting millennials. Create buyer personas to guide your research—include demographics, job titles, interests, and common search behaviors.

Documenting your goals and audience upfront ensures your keyword strategy remains focused and aligned with business outcomes, rather than chasing vanity metrics like high search volume alone.

Step 2: Brainstorm Seed Keywords

Seed keywords are the foundational terms that represent your core offerings, products, or services. They’re typically short, broad, and highly relevant to your industry. For example, if you run a vegan meal delivery service, your seed keywords might include:

• vegan meals
• plant-based diet
• vegan food delivery
• healthy meal prep

Start by listing everything your business offers. Then, think like your customer. What would they type into Google if they needed your product or service? Use synonyms, slang, and industry-specific jargon. Don’t worry about perfection at this stage—quantity matters more than precision.

Ask your sales and customer support teams what terms customers frequently use. Review your website’s existing content, blog posts, and product descriptions. Look at competitor websites and note the language they use. You can also use tools like AnswerThePublic or Google’s “People also ask” feature to uncover related phrases.

Compile your seed keywords into a spreadsheet. Include columns for the keyword, its relevance score (1–5), and potential search intent (informational, navigational, commercial, transactional). This will serve as the starting point for your expanded keyword list.

Step 3: Use Keyword Research Tools to Expand Your List

While brainstorming gives you a solid foundation, keyword research tools unlock the full potential of your strategy by revealing related terms, search volumes, competition levels, and trends. Here are the most effective tools to use:

Google Keyword Planner – Free and integrated with Google Ads, it provides search volume data and keyword ideas based on your seed terms. While it’s primarily designed for advertisers, it’s still valuable for SEO when used strategically.

Semrush – A comprehensive SEO platform that offers keyword difficulty scores, search volume, CPC, trends, and competitor keyword analysis. Its Keyword Magic Tool allows you to generate hundreds of keyword variations from a single seed term.

Ahrefs – Known for its massive keyword database and accurate search volume estimates, Ahrefs provides detailed keyword metrics including click-through rate (CTR) potential and keyword difficulty. Its “Related Keywords” feature is particularly powerful for uncovering long-tail opportunities.

Ubersuggest – A cost-effective alternative with decent data quality. It offers keyword suggestions, content ideas, and competitor analysis. Great for beginners or small businesses on a budget.

AnswerThePublic – Visualizes search questions in a spiderweb format, showing what people are asking around your topic. Ideal for uncovering long-tail, question-based keywords.

Enter your seed keywords into one or more of these tools and export the results. Look for keywords with:

• Reasonable search volume (100+ monthly searches for most niches)
• Low to medium keyword difficulty (under 50 on a 100-point scale)
• High relevance to your offerings

Remove duplicates and irrelevant terms. Group similar keywords into themes—this will help you organize your content later.

Step 4: Analyze Search Intent

Search intent refers to the underlying goal behind a user’s query. Google’s algorithms prioritize content that best matches the user’s intent, so understanding this is critical. There are four primary types of search intent:

• Informational – The user wants to learn something. Example: “how to start a garden”
• Navigational – The user is looking for a specific website or brand. Example: “Facebook login”
• Commercial – The user is researching before making a purchase. Example: “best CRM software 2024”
• Transactional – The user is ready to buy. Example: “buy organic coffee beans online”

For each keyword in your list, determine its intent. You can do this by typing the keyword into Google and analyzing the top 10 results. Are they blog posts, product pages, comparison charts, or videos? The dominant content type reveals the intent.

Match your content strategy to the intent. If a keyword has transactional intent, create a product page or landing page. If it’s informational, write a comprehensive guide. Misaligning content with intent leads to poor rankings and high bounce rates, even if the keyword has high volume.

Example: The keyword “best running shoes” has commercial intent. Top results are comparison articles, not product pages. To rank, you’d need to create a detailed “Best Running Shoes of 2024” guide with expert reviews, pros and cons, and buyer advice—not just a product listing.

Step 5: Prioritize Keywords Using Metrics

Not all keywords are created equal. You need to prioritize based on three key metrics: search volume, keyword difficulty, and relevance.

Search Volume – Indicates how many people search for the term monthly. Higher volume means more potential traffic, but it also often means higher competition. Don’t ignore low-volume keywords—they can be easier to rank for and often convert better.

Keyword Difficulty (KD) – A metric (usually 0–100) that estimates how hard it is to rank on the first page of Google for a keyword. A KD of 30 or below is typically achievable for new websites. Above 70 is highly competitive and often requires established authority.

Relevance – How closely the keyword aligns with your business, products, or services. A keyword with 10,000 searches but low relevance won’t bring qualified traffic.

Create a scoring system. For example:

• Search Volume: 1–5 points (based on quartiles)
• Keyword Difficulty: 5–1 points (lower difficulty = higher score)
• Relevance: 1–5 points

Calculate a total score for each keyword. Sort your list by total score to identify your top targets. Focus first on keywords with high relevance and low difficulty—even if volume is modest. These are your “low-hanging fruit.”

Step 6: Identify Long-Tail and Question-Based Keywords

Long-tail keywords are longer, more specific phrases—typically three or more words—that have lower search volume but higher conversion potential. Examples: “best vegan protein powder for weight loss” or “how to fix a leaky faucet without calling a plumber.”

Why are they valuable?

• Lower competition
• Higher conversion rates
• Match user intent more precisely
• Easier to rank for, especially for new websites

Use tools like AnswerThePublic, AlsoAsked, or Ahrefs’ “Related Queries” to find question-based long-tail keywords. These often start with “how,” “why,” “what,” “where,” or “when.”

Example: If your seed keyword is “keto diet,” long-tail variations include:

• how to start a keto diet for beginners
• what are the side effects of keto diet
• can you drink alcohol on keto

Group these into content clusters. Create a pillar page on “The Ultimate Guide to the Keto Diet” and link to supporting blog posts targeting each long-tail keyword. This structure boosts your site’s topical authority and improves internal linking.

Step 7: Analyze Competitor Keywords

Competitor analysis reveals gaps in your strategy and opportunities you might have missed. Identify your top three competitors—those ranking on page one for your target keywords.

Use Semrush or Ahrefs to enter their domain and navigate to the “Organic Keywords” report. Filter by keywords with high volume and low difficulty. Look for keywords they rank for that you don’t—these are your golden opportunities.

Also, analyze their top-performing content. What topics are they covering? How detailed are their articles? Are they using videos, infographics, or interactive tools? Emulate their success—but improve upon it.

Don’t copy. Instead, ask: “Can I create something more comprehensive, up-to-date, or user-friendly?”

Step 8: Group Keywords into Content Clusters

Keyword clustering is the practice of grouping related keywords into thematic topics. This helps you organize your content strategy around topics rather than isolated keywords, which aligns with Google’s emphasis on topical authority.

For example, if you’re in the home improvement niche, you might cluster keywords like:

• how to install a backsplash
• best materials for kitchen backsplash
• backsplash tile ideas 2024
• cost to install kitchen backsplash

All of these relate to the broader topic: “kitchen backsplash installation.” Create one comprehensive guide titled “The Complete Guide to Kitchen Backsplash Installation: Materials, Costs, and Design Ideas.” Then, link to supporting articles like “15 Backsplash Tile Ideas for 2024” or “How Much Does It Cost to Install a Backsplash?”

This creates a siloed, interlinked content architecture that signals to search engines that your site is an authoritative source on the topic. It also improves user experience by guiding visitors from general to specific content.

Step 9: Monitor and Update Your Keyword List

Keyword research isn’t a one-time task. Search trends change, new competitors emerge, and user behavior evolves. You must revisit your keyword list quarterly.

Track performance using Google Search Console. Look for keywords with high impressions but low CTR—these indicate content that ranks but doesn’t attract clicks. Improve the title tag or meta description.

Identify keywords that have dropped in ranking. Is it due to new competition? Outdated content? Update the page with fresh data, images, or examples.

Use Google Trends to spot rising or declining interest in your keywords. For example, “home gym equipment” spiked during the pandemic and remains elevated. Capitalize on trends before they peak.

Keep a living document of your keyword strategy. Update it with new findings, performance metrics, and content status. This ensures your SEO efforts remain dynamic and responsive.

Best Practices

Successful keyword research isn’t just about tools and data—it’s about discipline and strategy. Here are the best practices that separate amateur efforts from professional, results-driven campaigns.

Focus on User Intent Over Volume

Many beginners chase high-volume keywords without considering whether their content can satisfy the searcher’s intent. A keyword with 50,000 searches is useless if your page doesn’t answer the question behind it. Always prioritize relevance and intent. A keyword with 500 searches and perfect intent will outperform a 10,000-volume keyword with mismatched content.

Balance Short-Tail and Long-Tail Keywords

Short-tail keywords (1–2 words) have high volume but fierce competition. Long-tail keywords (3+ words) have lower volume but higher conversion rates. A healthy keyword strategy includes a mix of both. Aim for 20% short-tail and 80% long-tail in your initial targeting. As your site gains authority, gradually expand into more competitive short-tail terms.

Avoid Keyword Stuffing

Google penalizes pages that unnaturally repeat keywords. Instead of forcing keywords into headings and body text, use natural variations, synonyms, and semantic terms. For example, if your keyword is “best running shoes,” use phrases like “top-rated running footwear,” “most durable sneakers for jogging,” or “ideal running shoes for flat feet.”

Use LSI Keywords

Latent Semantic Indexing (LSI) keywords are thematically related terms that help search engines understand context. For “vegan protein powder,” LSI keywords include: plant-based, soy protein, pea protein, amino acids, dairy-free, muscle recovery. Include these naturally in headings, image alt text, and body copy to improve topical relevance.

Consider Local Keywords for Local Businesses

If you serve a specific geographic area, include location modifiers. For example: “plumber in Austin,” “dentist near me,” “coffee shop downtown Seattle.” Use Google’s local search features and optimize for “near me” queries, which are increasingly common on mobile devices.

Track Keyword Position and Traffic

Use tools like Google Search Console, Semrush, or Ahrefs to monitor your keyword rankings over time. Set alerts for significant drops or rises. Correlate ranking changes with content updates, algorithm shifts, or backlink activity.

Align Keywords with Content Types

Match your keyword intent to the right content format:

• Informational → Blog posts, how-to guides, listicles
• Commercial → Comparison articles, product roundups, reviews
• Transactional → Product pages, pricing pages, checkout landing pages

Don’t try to turn a blog post into a sales page. Each content type serves a different stage of the buyer’s journey.

Optimize for Voice Search

Voice searches are typically longer, conversational, and question-based. Optimize for natural language: “Where can I find the best vegan tacos in Los Angeles?” rather than “best vegan tacos LA.” Include question keywords and answer them directly in your content using clear, concise paragraphs.

Don’t Ignore Seasonal Trends

Some keywords spike at certain times of year. “Christmas gifts” peaks in November, “swimming pool cleaning” in summer. Use Google Trends to identify these patterns and plan content calendars accordingly. Create evergreen content around seasonal topics so it remains relevant year after year.

Tools and Resources

Choosing the right tools can dramatically improve the efficiency and accuracy of your keyword research. Below is a curated list of the most effective resources available today.

Free Tools

Google Keyword Planner – Integrated with Google Ads, this tool provides search volume estimates and keyword suggestions. Requires a Google Ads account (no spending required). Best for basic volume data and idea generation.

Google Trends – Reveals search interest over time and by region. Use it to spot rising trends, compare keyword popularity, and identify seasonal patterns. Essential for content planning.

AnswerThePublic – Generates visual clusters of questions, prepositions, and comparisons around a keyword. Excellent for uncovering long-tail, voice-search-friendly phrases.

Ubersuggest – Offers keyword suggestions, search volume, difficulty scores, and content ideas. Free version has limited queries but is sufficient for beginners.

Google Search Console – Provides actual search data from your website: impressions, clicks, average position, and queries driving traffic. Crucial for performance analysis and identifying ranking opportunities.

Paid Tools

Semrush – A full-featured SEO platform with keyword research, competitor analysis, backlink tracking, and content optimization tools. Its Keyword Magic Tool generates thousands of variations with filters for volume, difficulty, and intent. Ideal for agencies and serious SEO professionals.

Ahrefs – Known for its massive index and accurate keyword data. Offers detailed keyword difficulty scores, click-through rate predictions, and content gap analysis. Best for advanced users who need deep insights.

Moz Keyword Explorer – Provides search volume, difficulty, and opportunity scores. User-friendly interface with helpful suggestions. Good for small to medium businesses.

Keyword Surfer – A free Chrome extension that shows keyword volume and related terms directly in Google search results. Great for on-the-fly research while browsing.

Supplementary Resources

AlsoAsked.com – Shows the “People also ask” questions in a hierarchical tree. Helps you structure content to answer nested user questions.

Answer the Public Pro – Paid version with more filters, export options, and historical data.

Google Correlate (Archived) – No longer active, but its legacy shows the importance of finding patterns in search behavior. Use Google Trends as a replacement.

Reddit and Quora – Real-world forums where users ask questions and share experiences. Search your niche topic to uncover natural language phrases and pain points.

Amazon and eBay Product Reviews – Customers often describe products in their own words. Extract common phrases used in reviews to inform keyword choices.

Start with free tools to build your foundation. As your SEO efforts scale, invest in paid platforms for deeper insights and automation.

Real Examples

Let’s walk through three real-world examples of successful keyword research in action.

Example 1: E-Commerce – Organic Skincare Brand

Goal: Increase organic traffic and sales for a new line of organic face serums.

Seed Keywords: organic serum, natural skincare, vitamin C serum

Research Process:

• Used Ahrefs to expand seed keywords. Found “best vitamin C serum for sensitive skin” (search volume: 2,400, KD: 42).
• Analyzed intent: Top results were comparison articles and blog reviews.
• Created a comprehensive guide: “10 Best Vitamin C Serums for Sensitive Skin (2024 Tested)” with lab results, ingredient breakdowns, and dermatologist recommendations.
• Targeted long-tail keywords like “vitamin C serum that doesn’t sting” and “organic vitamin C serum for acne-prone skin.”

Result: Ranked

1 for 12 long-tail keywords within 4 months. Organic traffic increased by 320%. Sales from organic search rose by 180%.

Example 2: B2B SaaS – Project Management Software

Goal: Generate leads for a new project management tool targeting small agencies.

Seed Keywords: project management software, team collaboration tools

Research Process:

• Used Semrush to analyze competitors (Asana, ClickUp). Found they ranked for “project management software for small teams.”
• Discovered a gap: No one was targeting “project management tool for freelance designers.”
• Created a detailed guide: “The Best Project Management Tools for Freelance Designers in 2024.”
• Optimized for commercial intent keywords: “free project management software for designers,” “how to manage freelance clients with software.”

Result: Ranked on page one for 7 low-competition keywords within 3 months. Generated 42 qualified leads in the first month. Conversion rate from organic traffic: 12.5%.

Example 3: Local Service – Plumbing Company in Chicago

Goal: Get more local service inquiries.

Seed Keywords: plumber, emergency plumber, leak repair

Research Process:

• Used Google Trends to find seasonal spikes: “frozen pipe repair” peaks in January.
• Used AnswerThePublic to find questions: “how much does a plumber charge per hour in Chicago?”
• Created location-specific pages: “Emergency Plumber in Chicago | 24/7 Service,” “Cost of Fixing a Leaky Faucet in Chicago.”
• Optimized Google Business Profile with service keywords and customer reviews.

Result: Appeared in the local 3-pack for “emergency plumber near me.” Phone inquiries from Google Search increased by 210% in 60 days.

FAQs

How long does keyword research take?

For a small website or single page, keyword research can take 2–4 hours. For a comprehensive content strategy across multiple topics, expect 10–20 hours initially. Ongoing monitoring takes 1–2 hours per quarter.

Can I do keyword research without paid tools?

Yes. Google Keyword Planner, Google Trends, Google Search Console, and AnswerThePublic provide enough data to start effectively. Paid tools offer deeper insights, but they’re not mandatory for beginners.

How many keywords should I target per page?

Focus on one primary keyword per page and include 2–4 secondary (LSI) keywords naturally. Avoid targeting more than 5 keywords per page—this can dilute focus and confuse search engines.

Should I target high-volume keywords even if I’m a new website?

No. High-volume keywords are typically highly competitive and require strong domain authority to rank. Start with low-difficulty, high-intent keywords to build momentum and authority before targeting broader terms.

What’s the difference between keyword research and content research?

Keyword research identifies what people are searching for. Content research analyzes what content is already ranking for those terms—its structure, depth, format, and strengths. Use both together to create content that outperforms the competition.

How often should I update my keyword list?

Review and update your keyword list every 3–6 months. More frequently if you’re in a fast-changing industry (e.g., tech, health, finance).

Do keywords still matter for SEO in 2024?

Yes—but not in the way they used to. Keywords are still essential for understanding intent and relevance. However, Google now prioritizes topic authority, user experience, and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Keywords are a component, not the entire strategy.

How do I find keywords with low competition?

Use keyword difficulty scores in Semrush or Ahrefs. Filter for KD under 30. Look for long-tail phrases, question-based queries, and location-specific terms. Competitor gap analysis also reveals underutilized opportunities.

Can I rank without keyword research?

Possibly—but it’s guesswork. You might get lucky with viral content, but sustainable organic growth requires understanding what your audience is searching for. Keyword research reduces risk and increases efficiency.

Conclusion

Keyword research is not a technical checkbox—it’s the strategic backbone of your entire SEO and content marketing effort. It transforms guesswork into intention, traffic into conversions, and visibility into authority. By following the step-by-step process outlined in this guide—from defining goals and brainstorming seed keywords to analyzing intent, leveraging tools, and monitoring performance—you equip yourself with a repeatable, scalable system for uncovering high-value search opportunities.

Remember: The goal isn’t to rank for the most popular keywords. It’s to rank for the right keywords—the ones that align with your audience’s needs, your business capabilities, and your content strengths. Prioritize relevance over volume, intent over competition, and depth over density.

As search engines continue to evolve toward understanding context, semantics, and user satisfaction, keyword research will remain indispensable. The brands that win are those who listen to their audience—not just through analytics, but through the words they type into search bars every day.

Start small. Stay consistent. Track your progress. And above all, treat keyword research as an ongoing conversation with your audience—not a one-time task. The results—increased traffic, higher engagement, and sustainable growth—will speak for themselves.