What is Keyword Research​? How to Do Keyword Research​

What Is Keyword Research?

Keyword research is the process of discovering and analyzing search terms people enter into search engines when looking for information, products, or services related to your business.

This practice reveals three critical insights:

• What your audience wants: The problems they’re trying to solve
• How they describe those problems: The exact language they use
• When they’re ready to act: Whether they’re researching or ready to buy

Think of it as market research for search engines. Instead of asking people what they want, you’re analyzing billions of searches to see what they actually look for when no one’s watching.

Core components include:

• Discovery: Finding relevant terms through tools and analysis
• Analysis: Evaluating volume, competition, and trends
• Intent classification: Matching keywords to user goals
• Prioritization: Selecting terms that balance opportunity with resources

The goal isn’t just traffic. It’s qualified traffic from people ready to engage with your content, buy your product, or use your service.

Why Keyword Research Matters for SEO Success

Search engines exist to match queries with content. When you target the right keywords, you make that matching process effortless. The results speak for themselves.

Immediate benefits:

Traffic growth: Pages optimized for real search terms get discovered. According to BrightEdge (2024), organic search drives 53% of all website traffic.

Higher conversions: Targeting commercial intent keywords brings ready-to-buy visitors. A keyword with 500 searches and 10% conversion rate often outperforms one with 50,000 searches and 0.5% conversion.

Content efficiency: Create what people want instead of guessing. Research validates ideas before you invest resources.

Competitive advantage: Find opportunities competitors ignore. Ahrefs’ 2024 study found 90.63% of pages get zero organic traffic, primarily because they don’t target keywords people actually search for.

Resource optimization: Focus time and budget on keywords that move the needle.

The difference between content that ranks and content that’s invisible often comes down to how well you execute keyword research upfront.

Types of Keywords You Need to Know

Not all keywords serve the same purpose. Strategic SEO uses a mix of different types, each targeting different stages of the customer journey.

By Length and Specificity

Short-tail keywords (1-2 words)

• Examples: “SEO,” “marketing,” “shoes”
• High search volume, brutal competition
• Broad intent, lower conversion rates
• Best for: Brand awareness, top-of-funnel content

Mid-tail keywords (2-3 words)

• Examples: “keyword research tools,” “running shoes women”
• Moderate volume and competition
• Clearer intent
• Best for: Service pages, category content

Long-tail keywords (4+ words)

• Examples: “how to do keyword research for local SEO,” “best waterproof trail running shoes for wide feet”
• Lower individual volume, less competition
• Highly specific intent, higher conversion
• Best for: Blog posts, product pages, FAQs

Here’s what most people miss: while “SEO” gets 1.2M monthly searches, “how to do keyword research for SEO” gets 8,500 searches with far less competition and clearer intent. That long-tail keyword brings visitors who want to learn the specific process, not just browse general SEO information.

By Search Intent

Informational keywords

• User wants to learn something
• Examples: “what is keyword research,” “how backlinks work”
• Signals: How, what, why, guide, tutorial
• Best format: Blog posts, guides, videos

Navigational keywords

• User wants a specific site or page
• Examples: “Gmail login,” “Semrush keyword tool”
• Signals: Brand names, login, official
• Best format: Homepage, product pages

Commercial investigation keywords

• User researches before buying
• Examples: “best keyword research tools,” “Ahrefs vs Semrush”
• Signals: Best, top, review, comparison, vs
• Best format: Comparison posts, review roundups

Transactional keywords

• User ready to take action
• Examples: “buy Semrush subscription,” “download keyword template”
• Signals: Buy, price, discount, free trial
• Best format: Product pages, landing pages, pricing

Matching content to intent isn’t optional. Google’s algorithm prioritizes pages that satisfy what searchers actually want. A blog post won’t rank for “buy keyword research software” and a product page won’t rank for “what is keyword research.”

How to Do Keyword Research for SEO

This framework works whether you’re launching a new site or optimizing an established one. Follow these seven phases to build a keyword strategy that drives results.

Step 1: Define Your Core Topics

Start with 5-10 broad topics relevant to your business. These become your content pillars.

For an SEO agency, topics might include:

• Keyword research
• Link building
• Technical SEO
• Local SEO
• Content strategy

For an e-commerce store selling outdoor gear:

• Hiking equipment
• Camping gear
• Trail running
• Backpacking
• Outdoor cooking

These topics should align with what you sell, what you want to rank for, and what your audience cares about. Don’t overthink it. You’ll refine as you go.

Step 2: Generate Seed Keywords

Seed keywords are the starting points for deeper research. For each topic, list 3-5 basic terms your customers might search.

Brainstorming techniques:

• Check your site’s existing content
• Review customer emails and support tickets for common phrases
• Browse industry forums and Reddit threads
• Look at your competitors’ page titles
• Use Google’s autocomplete suggestions

Example for “keyword research” topic:

• keyword research
• SEO keywords
• keyword analysis
• search terms
• keyword strategy

These won’t be your final keywords. They’re jumping-off points for finding better, more specific opportunities.

Step 3: Use Keyword Research Tools

Tools multiply your seed keywords by hundreds or thousands, showing what people actually search for.

Top keyword research tools:

Semrush Keyword Magic Tool

• Database: 25+ billion keywords
• Best for: Comprehensive research, intent analysis
• Key metrics: Volume, difficulty, CPC, SERP features
• Starting price: $139.95/month

Ahrefs Keywords Explorer

• Database: 20+ billion keywords
• Best for: Competitor analysis, parent topic clustering
• Key metrics: Volume, difficulty, clicks, parent topic
• Starting price: $129/month

Google Keyword Planner

• Database: Direct from Google
• Best for: PPC research, search trends
• Key metrics: Volume ranges, competition, bid estimates
• Price: Free (with Google Ads account)

AnswerThePublic

• Best for: Question-based keywords
• Key feature: Visual maps of how people search
• Price: Free tier available

How to use them:

1. Enter your seed keyword
2. Export the full keyword list
3. Filter by volume (typically 50+ monthly searches minimum)
4. Sort by keyword difficulty
5. Look for question keywords
6. Check “People Also Ask” variations

Step 4: Analyze Search Intent

Before you commit to any keyword, check what Google actually ranks for it. The top results reveal what searchers want.

Quick intent check:

1. Google the keyword
2. Look at top 10 results
3. Ask: Are these blog posts, product pages, videos, or something else?
4. Note: Can you create something similar or better?

If you’re an e-commerce site and the top 10 results are all informational blog posts, that keyword won’t drive sales. If you run a blog and the top results are product pages, you won’t rank.

Intent mismatch example:

• Keyword: “project management software”
• Your content: Blog post about project management tips
• Top results: Product comparison pages and tool homepages
• Outcome: You won’t rank

Intent match example:

• Keyword: “how to choose project management software”
• Your content: Comprehensive buying guide
• Top results: Guides, comparison articles, checklists
• Outcome: Strong ranking potential

Search intent determines everything. Skip this step and you’ll waste weeks creating content that never ranks.

Step 5: Evaluate Keyword Metrics

Numbers tell you which keywords deserve your attention. Focus on these core metrics:

Search Volume

• Monthly searches for the keyword
• Higher isn’t always better
• Sweet spot: Volume that matches your goals and competition level
• Tools show volume; you decide if it’s worth targeting

Keyword Difficulty (KD)

• 0-100 scale measuring ranking difficulty
• Based on backlink profiles of current top rankers
• Each tool calculates differently

General guide:

• 0-20: Easy (new sites can compete)
• 21-40: Medium (needs quality content + some links)
• 41-60: Hard (requires strong domain authority)
• 61-80: Very hard (need established authority)
• 81-100: Extremely hard (major brands dominate)

Cost Per Click (CPC)

• What advertisers pay for the keyword in Google Ads
• Indicates commercial value
• Higher CPC = higher buyer intent
• Example: “best CRM software” ($47 CPC) vs “what is CRM” ($3 CPC)

SERP Features

• Featured snippets, People Also Ask, videos, images
• Presence indicates opportunity types
• Featured snippet = chance to rank at position zero
• Heavy SERP features = less organic click-through

Clicks

• Actual clicks organic results get (Ahrefs metric)
• Often lower than volume due to SERP features
• More accurate for traffic estimation

Parent Topic

• Main topic Google associates with the keyword
• Multiple keywords often share a parent topic
• Create one page targeting the parent, not separate pages for each variation

Priority calculation formula:

Priority Score = (Search Volume × 0.4) + ((100 – Keyword Difficulty) × 0.4) + (Business Value × 0.2)

Business value is subjective (1-10 scale):

• How relevant to your offerings? (1-10)
• How likely to convert? (1-10)
• Average = Your business value score

Step 6: Spy on Competitors

Your competitors already did keyword research. Borrow their insights, then find what they missed.

Competitor keyword analysis:

1. Identify 3-5 direct competitors ranking well
2. Enter their domains in Semrush or Ahrefs
3. Go to “Organic Research” or “Site Explorer”
4. Export their ranking keywords
5. Filter for keywords where they rank in positions 1-20
6. Sort by volume and relevance
7. Look for patterns in content types

Gap analysis:

1. Use “Keyword Gap” tools in Semrush/Ahrefs
2. Enter your domain + competitor domains
3. Find keywords they rank for that you don’t
4. Filter for “Missing” or “Weak” opportunities
5. Prioritize based on relevance and difficulty

What to look for:

• Keywords where multiple competitors rank (validated demand)
• Topics your competitors ignore (opportunity gaps)
• Question keywords driving traffic to their FAQs
• Long-tail variations they target
• Content formats that work (lists, guides, comparisons)

Don’t just copy. Find angles they miss, questions they don’t answer, or better ways to present the information.

Step 7: Organize and Prioritize

Raw keyword lists are useless. Organization turns data into strategy.

Create a keyword database with these columns:

• Keyword
• Search volume
• Keyword difficulty
• Search intent
• Parent topic
• Target URL
• Priority score
• Content status (planned/drafted/published)
• Current ranking

Grouping strategies:

Topic clusters: Group related keywords under pillar topics

• Pillar: “Email marketing”
• Clusters: “email marketing tools,” “email marketing metrics,” “email marketing templates”

Funnel stages: Organize by customer journey

• Awareness: “what is keyword research”
• Consideration: “best keyword research tools”
• Decision: “Semrush pricing”

Content type: Group by format needed

• Blog posts
• Product pages
• Landing pages
• Tool pages

Priority tiers:

• Quick wins: Low difficulty, decent volume, high relevance
• Strategic plays: Higher difficulty but high business value
• Long-term targets: Very competitive but crucial for authority

Advanced Keyword Research Techniques

Basic research gets you started. These advanced tactics find opportunities others miss.

Leverage People Also Ask (PAA)

Google’s PAA boxes reveal what people want to know next. Each question is a potential keyword target.

How to mine PAA data:

1. Search your seed keyword
2. Note all PAA questions
3. Click each question (generates more questions)
4. Keep clicking to expand (can get 50+ questions)
5. Compile into spreadsheet
6. Create content addressing multiple PAA questions

Tools like AlsoAsked.com automate this process, showing the full question tree visually.

PAA optimization tip: Structure your content to directly answer PAA questions in 40-60 word blocks. This positions you for featured snippet opportunities.

Use Search Console Data

Google Search Console shows keywords you already rank for, including ones you didn’t target.

GSC keyword mining:

1. Go to Performance > Search Results
2. Filter last 12 months
3. Sort by impressions
4. Look for keywords in positions 8-20
5. Identify pages getting impressions but few clicks
6. Optimize those pages to move up rankings

Keywords ranking 8-20 are your lowest-hanging fruit. Small improvements can double or triple your traffic.

Find Seasonal Opportunities

Google Trends reveals when keywords peak. Time your content to match.

Seasonal research process:

1. Enter keyword in Google Trends
2. Set to 5 years to see patterns
3. Note if seasonal or evergreen
4. Check regional interest
5. Compare related keywords
6. Plan content 2-3 months before peak season

Examples:

• “Halloween costume ideas” peaks September-October
• “Tax software” peaks January-April
• “Beach vacation” peaks March-June

Create evergreen content but schedule publication and promotion to match seasonal demand.

Target Zero-Click Keywords Strategically

Some keywords generate zero clicks because Google answers them directly in SERP features. Target them anyway for brand visibility and featured snippets.

Zero-click opportunities:

• Definitions (knowledge panels)
• Quick facts (instant answers)
• Lists (featured snippets)
• How-to steps (step snippets)

Even without clicks, being featured builds authority and trust. Plus, featured snippets can drive clicks to related content on your site.

Common Keyword Research Mistakes to Avoid

Even experienced marketers make these errors. Catch them early.

Mistake 1: Targeting Only High-Volume Keywords

Volume looks impressive. Conversions matter more.

A keyword with 50,000 monthly searches and 0.5% conversion rate brings 250 conversions. A keyword with 500 searches and 10% conversion rate brings 50 conversions with far less competition.

Fix: Balance volume with intent and difficulty. Target keyword mixes across all volume levels.

Mistake 2: Ignoring Search Intent

Creating blog posts for commercial keywords or product pages for informational keywords wastes resources.

Fix: Always Google the keyword first. Match your content type to what ranks.

Mistake 3: Keyword Cannibalization

Targeting the same keyword across multiple pages splits your ranking power. Google doesn’t know which page to rank.

Example of cannibalization:

• Page 1: “Email marketing tips”
• Page 2: “Email marketing best practices”
• Page 3: “Email marketing strategies”

Google sees these as the same topic. Instead of three pages ranking well, all three compete against each other and rank poorly.

Fix: Map one primary keyword per page. Use parent topic clustering. Consolidate or differentiate similar pages.

Mistake 4: Using Only One Tool

Every tool has gaps in its database. Cross-reference for complete data.

Fix: Use at least two tools. Google Search Console provides real data for your site. Combine paid tools with free options.

Mistake 5: Forgetting to Update

Keyword research isn’t one-and-done. Search trends shift, competition changes, and new opportunities emerge.

Fix: Review and refresh quarterly. Monitor Search Console monthly for new opportunities.

How to Implement Your Keyword Research

Research alone changes nothing. Implementation drives results.

Create a Content Calendar

Map keywords to content pieces with realistic timelines.

Content calendar essentials:

• Target keyword
• Content type and format
• Writer assigned
• Due date
• Publication date
• Internal links to include
• Target URL

Frequency guidelines:

• New blogs: 2-4 posts per week minimum
• Established blogs: 1-2 new posts, 1-2 updates weekly
• E-commerce: Product pages as inventory allows, supporting blog content weekly

Optimize Existing Content

You don’t need new content for every keyword. Update what you have.

Content refresh process:

1. Export Search Console data
2. Find pages ranking positions 8-20
3. Identify their target keywords
4. Check current optimization
5. Add missing keywords naturally
6. Update outdated information
7. Improve meta titles and descriptions
8. Add internal links
9. Request updated crawl in Search Console

Updated content often ranks faster than new content.

Track Performance

Monitor what works and double down.

Key metrics to track:

• Organic traffic growth
• Keyword ranking positions (track top 50 keywords)
• Click-through rates
• Conversion rates by keyword
• Page engagement metrics
• Featured snippet wins

Tracking tools:

• Google Search Console (free, essential)
• Google Analytics 4 (free, traffic source data)
• Semrush Position Tracking (paid, comprehensive)
• Ahrefs Rank Tracker (paid, accurate)

Review monthly. Adjust strategy quarterly based on what the data reveals.

Free alternatives:

• Google Search Console (essential, shows your actual performance)
• Google Trends (seasonal and trend data)
• Google autocomplete (real-time suggestions)
• AlsoAsked (PAA data)
• Keyword Surfer (Chrome extension with volume data)

Pro tip: Start with free tools. Invest in paid tools once you’re creating content consistently and need deeper insights.

Frequently Asked Questions About Keyword Research​

What is meant by keyword research?

Keyword research is the process of finding and analyzing the exact words and phrases your audience types into search engines so you can create content that matches their intent and drives qualified traffic.

Is there a free keyword search tool?

Yes. Google Keyword Planner, Google Search Console, Google Trends, AnswerThePublic (limited), and Keyword Surfer (Chrome extension) all offer free keyword data and ideas.

Can I use AI for keyword research?

Yes. You can use AI to brainstorm keyword ideas, cluster topics, generate long-tail variations, and draft content outlines—but you should always validate search volume and difficulty with SEO tools.

Can I use ChatGPT for keyword research?

Yes. You can use ChatGPT to generate seed keywords, group related terms, map search intent, and create content briefs, then refine the list with tools like Semrush, Ahrefs, or Google Keyword Planner.

What are the 9 types of keywords in SEO?

Nine useful keyword types are: short-tail, mid-tail, long-tail, informational, navigational, commercial, transactional, branded, and local (geo-targeted) keywords.

How much does a keyword cost?

In paid search, the “cost” of a keyword is its cost per click (CPC), which can range from a few cents to tens of dollars or more, depending on your industry, competition, and quality score.

What are negative keywords?

Negative keywords are terms you exclude from your ad campaigns so your ads don’t show for irrelevant searches, helping you avoid wasted spend and improve ROI.

How many keywords per 1000 words?

Aim for one primary keyword and 2–5 closely related secondary keywords per 1,000 words, used naturally in titles, headings, and body copy—without forcing keyword density.

What is the most accurate keyword research tool?

Google’s own tools—especially Google Keyword Planner and Google Search Console—provide the most accurate search data, since they use real Google query and performance data.

Which keyword is best for SEO?

The best keyword for SEO closely matches search intent, has meaningful search volume, realistic ranking difficulty for your site, and strong business relevance—usually a specific long-tail keyword rather than a broad, generic term.

Your Next Steps

Keyword research transforms guesswork into strategy. You now have the framework, tools, and techniques to find keywords that drive qualified traffic.

Start here:

1. Define 5-10 core topics relevant to your business
2. Choose one keyword research tool (start free if needed)
3. Generate 50 keyword ideas using the step-by-step process above
4. Analyze search intent for your top 20 keywords
5. Create your first piece of optimized content targeting a low-competition keyword

Don’t try to target everything at once. Pick your highest-priority keyword cluster and create exceptional content for it. Track the results. Learn what works for your specific audience and niche. Refine and repeat.

The sites that dominate search results didn’t get there by accident. They executed systematic keyword research, created valuable content, and stuck with the process long enough to see results.

Your turn starts now.

Disclaimer: SEO results vary based on numerous factors including domain authority, content quality, technical optimization, and competitive landscape. The strategies and metrics in this guide reflect current best practices as of November 2025, but search engine algorithms evolve continuously. Always verify keyword data with multiple sources and adapt strategies based on your specific results and business goals. This content is for informational purposes and does not guarantee specific ranking outcomes.