How to do keyword research for SEO

Keyword research for SEO is the foundational step for any successful organic search strategy.

Read more about how to do keyword research:
How to do keyword research for YouTube

It’s about understanding the exact words and phrases your target audience uses when searching for information, products, or services on search engines like Google.

This process goes beyond simply finding high-volume keywords.

The aim is to identify keywords that not only attract visitors but also convert them into customers, subscribers, or engaged users.

Identifying Seed Keywords and Broad Topics

Paragraphs: The initial phase of SEO keyword research involves brainstorming “seed keywords” or broad topics related to your business, industry, or content niche. These are typically one to two-word phrases that define your core offerings or areas of expertise. Think about what your potential customers might type into Google to find what you offer. These seed keywords act as the starting point, the foundation from which you will expand your keyword list. Don’t worry about volume or competition at this stage. the goal is to generate a comprehensive list of foundational terms.

• If you sell organic skincare, seed keywords could be “organic skincare,” “natural beauty,” “face cream,” “anti-aging.”
• For a blog about sustainable living, seed keywords might include “eco-friendly,” “zero waste,” “sustainable home,” “renewable energy.”
• A local bakery’s seed keywords could be “bakery near me,” “custom cakes,” “wedding cakes,” “cupcakes.”
• Brainstorming: Sit down with your team and list everything your business does or offers.
• Customer Language: Think about how your customers describe your products/services.
• Competitor Analysis (initial): Look at the main categories or services offered by your top competitors.
• Industry Terms: Include any common terms or jargon used within your industry.
• User Personas: Consider the problems your different customer personas are trying to solve.
  Bold Text: Seed keywords are the starting point. they are broad and represent the core concepts of your content or business.

Utilizing Keyword Research Tools (Free & Paid)

Paragraphs: While manual methods are useful, dedicated keyword research tools significantly streamline the process and provide invaluable data. Free tools like Google Keyword Planner (requires a Google Ads account, but can be used for research without spending money) and Google Search Console offer fundamental insights into search volume and actual queries. Paid tools like Semrush, Ahrefs, Moz Keyword Explorer, and SpyFu provide a much more comprehensive view, including accurate search volumes, keyword difficulty scores, competitor keyword analysis, and advanced filtering options. These tools allow you to move beyond brainstorming to data-driven decision-making, helping you prioritize keywords based on potential traffic and ease of ranking.

• Using Google Keyword Planner, you might input “vegan recipes” and discover related keywords like “vegan dinner ideas,” “easy vegan lunch,” and their estimated search volumes.
• With Semrush, you could type in a competitor’s domain and see all the keywords they rank for, along with their positions, traffic estimates, and keyword difficulty scores, revealing high-value opportunities.
• Google Search Console shows you the exact queries users typed to find your site, even if you didn’t explicitly target them, providing real-world performance data.
• Free Tools:
  • Google Keyword Planner
  • Google Search Console
  • Google Trends
  • AnswerThePublic (for question-based queries)
  • Keyword Sheeter
• Paid Tools:
  • Semrush
  • Ahrefs
  • Moz Keyword Explorer
  • SpyFu
  • KWFinder
    Data/Stats: Paid tools often provide a more accurate search volume range and a “keyword difficulty” score (KD), which estimates how hard it will be to rank for a keyword. A KD score below 30-40 is generally considered easier for new sites.

Understanding Search Intent and Keyword Types

Paragraphs: One of the most critical aspects of SEO keyword research is understanding “search intent.” This refers to the underlying goal a user has when typing a query into a search engine. Is their intent to learn something (informational), to find a specific website (navigational), to make a purchase (transactional), or to investigate options (commercial investigation)? Matching your content to the user’s intent is paramount for ranking and user satisfaction. Keywords can also be categorized by their length and specificity: short-tail (1-2 words, broad), mid-tail (2-3 words, more specific), and long-tail (4+ words, highly specific). Long-tail keywords often have lower search volume but higher conversion rates due to their specificity.

• Informational: “How does solar power work?”, “Benefits of meditation”, “History of chocolate.” Content needed: Blog posts, guides, tutorials.
• Navigational: “Facebook login”, “Amazon.com”, “YouTube.” Content needed: Direct links, homepages.
• Transactional: “Buy organic coffee beans online”, “Best wireless headphones deals”, “Book flight to London.” Content needed: Product pages, e-commerce listings, booking forms.
• Commercial Investigation: “Best laptop for gaming 2024”, “iPhone 15 vs Samsung S24”, “CRM software reviews.” Content needed: Reviews, comparisons, buyer’s guides.
• Informational Keywords: “what is,” “how to,” “guide,” “tutorial,” “example,” “tips.”
• Navigational Keywords: Brand names, specific website names, product names (if seeking official site).
• Transactional Keywords: “buy,” “price,” “deal,” “discount,” “coupon,” “order,” “purchase.”
• Commercial Investigation Keywords: “best,” “top,” “review,” “comparison,” “vs,” “alternative.”
  Bold Text: Always ask yourself: “What does the user truly want to accomplish with this search?”

How to do keyword research for YouTube

Analyzing Keyword Difficulty and Competition

• “Coffee” (KD 90+) is extremely difficult. “Best drip coffee maker under $100” (KD 40-60) is moderate. “How to clean a Keurig coffee maker with vinegar” (KD 20-30) is much easier.
• Trying to rank for “mortgage” is nearly impossible for a new financial site. Targeting “first-time home buyer programs FHA” might be achievable.
• Use your chosen keyword tool to get KD scores for your target keywords.
• Analyze the top 10 ranking results (SERP analysis) for each keyword:
  • Are they large, authoritative sites (e.g., Wikipedia, Forbes)?
  • Are they niche sites or blogs similar to yours?
  • Do they have high Domain Authority (DA) or Domain Rating (DR) scores?
  • What kind of content is ranking (blog post, product page, forum)?
• Look for “content gaps” – keywords where the top-ranking content isn’t fully satisfying the user’s intent, or where it’s outdated.
  Data/Stats: Many SEOs recommend targeting keywords with a KD score below 30 for new sites, gradually increasing to 40-50 as your site gains authority. A higher KD often correlates with a higher number of referring domains linking to the top-ranking pages.

Mapping Keywords to Content and Monitoring Performance

Paragraphs: The final stage of SEO keyword research involves strategically mapping your identified keywords to your existing or planned content. Each piece of content (blog post, product page, service page) should ideally target a primary keyword and several secondary or related keywords. This ensures your content is focused and provides comprehensive answers to user queries. Don’t try to cram too many unrelated keywords into one piece. instead, create multiple pieces of content, each optimized for a specific keyword cluster. After publishing, continuously monitor your keyword rankings using tools like Google Search Console or paid SEO platforms. This allows you to track progress, identify new opportunities, and adjust your strategy based on real-world performance.

• For an e-commerce site, the product page for “organic avocado oil” would target that as the primary keyword. A blog post titled “Benefits of Avocado Oil for Skin” would target that informational keyword.
• A “services” page for “web design agency” might target “web design services,” while individual pages could target “e-commerce web design,” “small business web design,” or “WordPress development company.”
• Content Mapping: Create a spreadsheet to track primary, secondary, and long-tail keywords for each piece of content.
• On-Page SEO: Integrate keywords naturally into:
  • Title tags and meta descriptions
  • H1, H2, H3 headings
  • Body content (first 100 words are important)
  • Image alt text
  • Internal links
• Internal Linking: Create a strong internal linking structure that reinforces keyword relevance across your site.
• Content Freshness: Regularly update and refresh old content to maintain keyword rankings and improve relevance.
• Performance Monitoring:
  • Google Search Console: Track impressions, clicks, CTR, and average position for your keywords.
  • Paid SEO tools: Monitor keyword rankings, traffic estimates, and competitor movements.