Key Takeaways:
- Good keywords have sufficient search volume with achievable competition
- Search intent (informational, transactional, navigational) determines the appropriate content format
- Long-tail keywords are often more promising for new websites than highly competitive main terms
Without keyword research, SEO is like driving without a destination. You could create great content that nobody searches for. Or you fight against websites you'll never beat.
The right keyword research shows what your target audience actually searches for. It reveals opportunities your competition overlooks. And it prevents you from investing time in hopeless terms.
What Keywords Really Are
Keywords are the words and phrases people type into search engines. Every search query is a keyword – from single words like "shoes" to full questions like "which running shoes are good for beginners."
Behind every keyword lies an intent. Someone typing "buy running shoes" wants something different than someone searching "best running shoes 2025 review." Understanding this intent is the key to successful keyword research.
The Three Types of Search Intent
| Intent | Examples | Suitable Format |
|---|---|---|
| Informational | "what is SEO", "how does..." | Blog articles, guides |
| Transactional | "buy shoes", "compare prices" | Product pages, shop |
| Navigational | "Amazon login", "Google Maps" | Homepage, specific pages |
With informational searches, users want to learn or understand. Guides, tutorials, and FAQ pages rank here.
With transactional searches, users want to take action – buy, book, subscribe. Shops, product pages, and landing pages rank here.
With navigational searches, users want to reach a specific website. These keywords are only relevant if it's your brand.
The Research Process
1. Brainstorming: Gathering Topics
Start with what you know. What questions do your customers ask? What problems do you solve? What terms does your industry use?
Create a list of main topics. A shoe store might note: running shoes, hiking boots, sneakers, shoe care, shoe sizes, brands.
2. Using Keyword Tools
Free tools to start:
- Google Keyword Planner: Shows search volume and competition
- Google Suggest: Type your keyword and see suggestions
- Answer the Public: Finds questions about a topic
- Google Trends: Shows seasonal fluctuations
Paid tools offer more data:
- Ahrefs: Comprehensive keyword data and competitor analysis
- SEMrush: Similar functionality to Ahrefs
- Moz: Strong keyword difficulty metrics
Enter your main topics and collect related keywords. Pay attention to search volume, competition, and variations.
3. Analyzing Competition
Search your keywords on Google. Who ranks on the first page? Big brands with enormous budgets? Or smaller websites you could outrank?
Look at the ranking pages:
- How long is the content?
- What topics are covered?
- How well is the page optimized?
If only Wikipedia, Amazon, and major news portals rank, it'll be tough. Look for keywords where smaller websites also have chances.
4. Evaluating and Prioritizing Keywords
Not every keyword with high search volume is a good choice. Evaluate by:
Relevance: Does the keyword match your offering? A shoe store shouldn't want to rank for "car tires."
Search volume: Enough people must search for it. 10 searches per month rarely justify a dedicated article.
Competition: Can you realistically rank? New websites should start with less competitive keywords.
Business value: Does the keyword bring customers or just visitors? "Buy shoes" is more valuable than "history of shoes."
Understanding Long-Tail Keywords
Long-tail keywords are longer, more specific search phrases. They have less search volume but also less competition.
| Short-tail | Long-tail |
|---|---|
| Shoes (100,000 searches/month) | waterproof women's hiking boots (500) |
| SEO (50,000) | local SEO for restaurants (200) |
| Laptop (80,000) | lightweight laptop for students 2025 (300) |
For new websites, long-tail keywords are often the better choice:
- Less competition
- Higher conversion rate (more specific intent)
- Faster rankings
When you rank for many long-tail keywords, you gradually build authority for the main terms.
Grouping Keywords
Similar keywords shouldn't be spread across separate pages. Google understands synonyms and related terms.
A page about meta tags can simultaneously rank for "optimize meta tags," "write meta description," "title tag SEO," and similar terms.
Group keywords by topic and search intent. Each group becomes a page or article.
Considering Seasonality
Some keywords have strong seasonal fluctuations. "Christmas gifts" explodes in November, "sunscreen" in summer.
Use Google Trends to recognize patterns. Plan seasonal content early – an article needs to rank before the season begins.
From Research to Implementation
After research, you have a prioritized list of keywords. Now for implementation:
- Create content plan: Which page targets which keyword?
- Optimize existing pages: Can existing content be aligned to new keywords?
- Produce new content: Fill gaps with new articles or pages
- Optimize meta tags: Align title and description to the main keyword
- Measure success: Track rankings and traffic in Google Search Console
Check the keyword density of your texts with our Keyword Density Checker and optimize specifically.
Frequently Asked Questions
How many keywords should I target per page?
Focus on one main keyword per page but cover related terms naturally. A well-written page often ranks for dozens of related keywords automatically. Forcibly inserting different keywords hurts more than it helps.
How often should I repeat keyword research?
Do thorough basic research once, then update quarterly. New trends and search terms constantly emerge. Monitor your rankings and look for new opportunities when traffic goals aren't met.
Are keywords with zero search volume useless?
Not necessarily. Keyword tools don't capture all search queries. Niche keywords showing zero volume can still bring traffic. If the keyword is relevant to your business and fits your content strategy, it can be worthwhile.