In this guide, you'll learn what keywords are and how to use them properly for SEO. Let's start with what keyword research is and why it matters.
What is keyword research, and why is it important?
Keyword research is the process of finding and analysing the search terms people use when looking for a product or service like yours. You then use that information to optimise your website and other online content, so you rank higher in search results and attract more of the right visitors.
It matters because it shows you the exact words and phrases your target market uses. With that knowledge, you can create content your customers are more likely to find, understand their needs better, and run more targeted campaigns and ads that lead to more conversions.
Many people still wonder whether keyword research is worth the effort. The answer is yes: it's still one of the foundations of SEO.
Why keyword research matters for SEO
There are many reasons, but here are four.
- Better understanding of customer intent. Keyword research shows you the language customers use when they search, which helps you understand what they really need.
- More visibility in search engines. Targeting the right keywords improves your rankings, so potential customers can find you more easily.
- A stronger content strategy. Knowing what people search for helps you create content that's relevant and useful, which builds trust and positions your business as an authority.
- Better ad targeting. Keyword research also improves pay-per-click campaigns, so your ads reach the right people and give a better return on investment.
How to do keyword research
Here are the steps:
- Make a list of broad topics relevant to your business.
- Expand each topic with phrases you think your customers use.
- Find related search terms.
- Analyse the strength of your keywords.
- Check how you rank in your industry.
- Verify search intent.
Let's go through them one by one.
1. Make a list of broad topics
Create a spreadsheet with general categories, or "buckets", for the keywords you want to rank for. These might match your product categories or the topics your audience cares about most. If you already blog, you probably have a few topics you cover regularly.
2. Expand each topic with customer phrases
For each category, list the terms and phrases your customers might type into a search bar to find information, products or services.
If you already use website analytics, such as Google Analytics, look at your organic search traffic to see which keywords already bring people to your site.
This isn't your final list. It's a brainstorm to make the rest of your research more focused.
3. Find related search terms
There are several easy ways to grow your list:
- Search a keyword phrase on Google and scroll to the bottom of the results, where you'll see related searches.
- For more ideas, click one of those related searches and check the suggestions at the bottom of the next page.
- AnswerThePublic offers a few free searches a day and shows the questions and phrases people search for around your topic.
- Type your phrase into Google's Keyword Planner, or one of the tools below, to see other terms people use.
4. Analyse the strength of your keywords
The easiest way to do this is with Keyword Planner or an SEO tool. Ahrefs, Semrush, Wordtracker and Ubersuggest are popular choices, and Wordtracker and Ubersuggest both have free versions to start with.
When you analyse your keywords, look at:
- The exact search term. Make sure your phrase matches what people actually type.
- Search volume. If nobody searches for a phrase, building a strategy around it won't help. Aim for good search volume.
- Competition. Paid tools separate competition for ads from competition in organic search. The sweet spot is high search volume with low organic competition.
- Related terms you missed. Look for phrases with high volume and low competition that weren't on your list.
5. Check how you rank in your industry
If big brands already fill the first page of Google for most of your terms, change your strategy and focus on less competitive long-tail keywords: longer, more specific phrases.
Check the search results for your most important terms. If they're full of brands with more influence than yours, refine your list with long-tail keywords.
The exception is when competitors haven't published good content. If you can beat their content on depth, quality and layout, you may outrank them even if they spend more on marketing.
6. Verify search intent
Every search is a question, and it needs the right answer. Type your keywords into Google and look at the pages that already rank. What do they offer?
If someone wants information and you try to sell them a product, they may click but leave quickly, which hurts your ranking. If they're ready to buy and you show them a product page, they're more likely to buy.
Note the intent for each keyword in your spreadsheet, or make it a habit to check intent before you write content for a keyword.
In summary
Keyword research is a crucial part of SEO and digital marketing. It helps you understand your customers and focus your marketing where it counts.